On October 9, Yipai Technology announced the public recruitment for the Chinese brand name and logo design for the DH project, a collaboration between Dongfeng and Huawei. The DH project is committed to offering smart mobility solutions with exceptional quality. In the development of the DH project, Dongfeng Motor will work alongside Huawei to create high-end, intelligent vehicles under the DH series. This means Dongfeng will soon introduce a new high-end intelligent car brand, with Yipai Technology overseeing the project.
According to the requirements and process of the recruitment activity, the brand name should “reflect the original intention between the characters.” The name must be two Chinese characters, representing a new way of smart mobility. It should be simple, easy to remember, and align with the brand values of “technology, quality, and trust,” with the reference format given as “X境.” The brand logo should “embody the world within its shape,” with a design concept that integrates the dynamic nature of technology, the reliability of quality, and the warmth of family. The design should be modern and stable, with high adaptability for use on car badges, store signage, promotional materials, and other brand touchpoints.
According to information from the Trademark Office of the National Intellectual Property Administration, Dongfeng Motor previously registered the trademarks “Yi Jing” and “Dongfeng Yi Jing” on April 1 and June 12, under the international classification 12. Both are currently in the “Notice of Acceptance” phase, but it is unclear whether Dongfeng and Huawei will adopt this name for the new brand.
As early as January this year, Dongfeng Yipai announced the signing of a strategic cooperation agreement with Huawei on intelligent vehicles. The two companies will collaborate on core technologies, including smart cabins, intelligent driving, and electric systems. After entering the second quarter, they quickly advanced the DH joint creation project and set up a new company, Dongfeng Passenger Vehicle Technology (Chengdu) Co., Ltd., in Chengdu in April. The first model under the DH project is planned to be a high-end, intelligent, full-size SUV, expected to be launched in 2026. According to media reports, the new vehicle will be produced at the Chengdu Shenlong factory, and the new company will also be responsible for sales, channels, and user operations.
The DH project is a completely new cooperation model, using a “four-in-one” approach: joint definition, joint development, joint creation, and joint marketing. In short, the Dongfeng-Huawei DH brand is not simply “Dongfeng’s body” plus “Huawei’s system,” but an organic unity of the strengths of both giants. From strategic decision-making and organizational processes to technical research and development, smart manufacturing, and brand marketing, Huawei’s all-around involvement and influence will jointly shape the new brand. From the depth of cooperation, Dongfeng and Huawei are “all-in” in both directions, breaking organizational boundaries and achieving deep integration. Technically, they are fully merging vehicle manufacturing with intelligent ecosystems, and on the product side, the focus is on driving innovation based on user needs.
If things go as expected, the DH brand will be the second brand to adopt the “X境” naming format. In September this year, GAC and Huawei jointly announced the “Qi Jing” brand, positioning it as a high-end intelligent new energy vehicle brand, with Liu Jiaming serving as the CEO of Qi Jing Auto. According to their plan, all Qi Jing vehicles will feature Huawei’s intelligent technology, including the HiCar platform.
In recent years, Dongfeng Motor has targeted the high-end autonomous new energy segment, launching the Landwind and Mengshi brands. Landwind, launched in July 2020, is positioned as a high-end new energy brand, while Mengshi, starting with the establishment of the M Division in 2022, focuses on the development and production of high-end new energy off-road vehicles. Additionally, Dongfeng announced the formation of Feng Yipai Auto Technology Co. in June this year, integrating Dongfeng Fengshen, Dongfeng Yipai, and Dongfeng Nano, three independent brands. As a new high-end intelligent new energy vehicle brand, the Dongfeng-Huawei DH project will deeply integrate the respective strengths of Dongfeng and Huawei in areas such as intelligence, ecosystem development, and brand collaboration.
