On August 11, Dongfeng Motor Group Co., Ltd. (hereinafter referred to as “Dongfeng Motor Group”) released its sales data for July 2025 and the January-July period of 2025. The data shows that in July, Dongfeng Motor Group sold 154,600 vehicles, a year-on-year increase of 42.7%. Among them, new energy vehicle sales reached 45,200 units, a year-on-year growth of 47.9%. As of the end of July, the cumulative sales of Dongfeng Motor Group from January to July this year stood at 978,500 units, a year-on-year decrease of 8.9%. Among these, cumulative sales of new energy vehicles were 249,600 units, a year-on-year increase of 35.5%.
In the passenger vehicle sector, Dongfeng Motor Group has established joint venture brands such as Dongfeng Motor Co., Ltd., Dongfeng Honda, and Dongfeng Peugeot-Citroën Automobile through cooperative partnerships with many internationally renowned automotive brands. Its self-owned brands include Dongfeng Passenger Vehicle, M-Sport Technology, Dongfeng Voyah, and Dongfeng Liuzhou Motor, among others. Breaking down the performance of major brands: starting with joint venture brands, in July this year, Dongfeng Nissan (including Dongfeng Infiniti and Venucia) sold 53,600 vehicles, a year-on-year increase of 41.7%; its cumulative sales for the year reached 306,400 units, a year-on-year decline of 16.8%. Another Japanese joint venture brand, Dongfeng Honda, sold 24,400 vehicles in July, a year-on-year surge of 71.4%; its cumulative sales for the year were 173,400 units, a year-on-year drop of 31.2%.
Beyond Dongfeng Nissan and Dongfeng Honda, Dongfeng Peugeot-Citroën Automobile, one of the earliest joint venture carmakers to enter the Chinese market, also faced lackluster sales. In July, Dongfeng Peugeot-Citroën sold 3,400 vehicles, a year-on-year decrease of 34.9%; its cumulative sales for the year were 30,400 units, a year-on-year decline of 29.2%. It is understood that the first model of “HEDMOS”, the new independent new energy brand regarded as the core of Dongfeng Peugeot-Citroën’s electrification transformation, was launched in May this year. Positioned as a compact all-electric SUV, the HEDMOS 06 was released with only one variant, priced at 125,800 yuan. However, as a model targeting the mainstream mass market, its market performance after launch has been sluggish. Data shows that from May to July this year, sales of the HEDMOS 06 were 80 units, 134 units, and 97 units respectively, with a cumulative sales volume of 311 units since its launch, underperforming mainstream competitors.
Turning to the sales performance of self-owned brands: in July, Dongfeng Liuzhou Motor sold 9,600 vehicles, a year-on-year increase of 43.0%. Among these, passenger vehicle sales were 5,100 units, a year-on-year decrease of 1.5%; commercial vehicle sales were 4,600 units, a year-on-year surge of 185.6%. As of the end of July, cumulative sales of Dongfeng Liuzhou Motor in the first seven months of this year were 62,300 units, a year-on-year decrease of 9.4%.
In July, Yipai Technology sold 27,800 vehicles, a year-on-year increase of 92.1%; its cumulative sales for the year reached 132,500 units, a year-on-year growth of 33.1%. It is understood that Yipai Automobile Technology Co., Ltd. was established in June this year, covering three brands: Dongfeng Aeolus, Dongfeng Yipai, and Dongfeng Nano. It carries Dongfeng Motor’s expectations for further development in the independent passenger vehicle sector.
In addition, Voyah Automobile sold 10,600 vehicles in July, a year-on-year increase of 91.5%; its cumulative sales for the year were 66,700 units, a year-on-year growth of 85.8%. Currently, Voyah’s models on sale include Voyah FREE, Voyah Dreamer, Voyah Chasing Light, Voyah Zhiyin, and Voyah FREE+. Among them, the Voyah FREE+ was launched on July 12, offering three variants with a price range of 219,900 yuan to 279,900 yuan. As a facelifted model, the Voyah FREE+ features an all-new exterior and interior design, equipped with Huawei Qiankun ADS4 driving assistance system and HarmonyOS cockpit 5, with standard configurations such as an in-car refrigerator and AR-HUD head-up display across the lineup. The new Voyah Zhiyin started pre-sales yesterday with a starting pre-price of 220,000 yuan, and the model is scheduled to be officially launched by the end of this month. Furthermore, the Voyah Chasing Light L flagship sedan has completed declaration with the Ministry of Industry and Information Technology and is expected to be launched soon.
Overall, brands such as Dongfeng Nissan, Dongfeng Honda, Dongfeng Liuzhou Motor, Yipai Technology, and Voyah Automobile performed relatively well in July. However, with the rapid rise of domestic self-owned brands and the general trend of new energy transformation, consumers’ car-purchasing attitudes have begun to shift, severely squeezing the market share of once-leading joint venture brands, especially Japanese joint venture vehicles, whose market dividends have gradually faded. Traditional automakers including Dongfeng Motor Group are facing this situation. From a sales perspective, although Dongfeng Nissan and Dongfeng Honda saw sales growth in July, their overall performance for the year remains in a downward trend. Beyond these two major joint ventures, Dongfeng Peugeot-Citroën also recorded a significant sales decline. For Dongfeng Motor Group, there is still much room for improvement and growth in its self-owned brands and new energy vehicle sector, which may become new drivers of sales growth in the future.
On August 7, Dongfeng Motor Group released a “Profit Warning” announcement stating that in the first half of 2025, its net profit attributable to shareholders is expected to be 30 million yuan to 70 million yuan, a year-on-year decrease of 90% to 95%. Regarding the reasons for the performance change, Dongfeng Motor Group stated that the main factors are the continuous decline in the market for joint venture non-luxury brands, leading to a significant drop in sales and profits of joint venture passenger vehicle businesses. In addition, to cope with fierce market competition, the company has increased investment in research and development, brand building, channel construction, and marketing in its independent business sector.
Notably, on August 11, Dongfeng Motor Group suddenly issued a “Temporary Suspension” announcement. The announcement stated that at the request of Dongfeng Motor Group, the trading of its shares was temporarily suspended starting from 9:00 a.m. on August 11, pending the release of an announcement containing inside information of Dongfeng Motor Group.
