On July 29, Dongfeng Liuzhou Motor Co., Ltd. held a leadership meeting, during which personnel appointments were announced: Liu Xiaoping was appointed as the Party Secretary of Dongfeng Liuzhou Motor Co., Ltd. and will be responsible for core tasks such as the company’s strategic planning and party organization development. Previously, Liu Xiaoping served as the Vice General Manager of Dongfeng Liuzhou Motor and was involved in driving innovative projects such as the Xinghai V9 co-creation plan, leading user-focused deep customization services. Additionally, Bao Dan was appointed as a member of the Party Committee, Deputy Party Secretary, and candidate for Chairman of the Trade Union, while Cheng Yuan was appointed as the Vice General Manager of Dongfeng Liuzhou Motor Co., Ltd.
According to the official website, Lin Changbo was appointed as the General Manager of Dongfeng Liuzhou Motor Co., Ltd., with Cheng Yuan and Zhan Xin serving as Vice General Managers. Liu Xiaoping will serve as Party Secretary, Bao Dan as Deputy Party Secretary, Weng Tianxiao as Vice General Manager and Chief Accountant, and Yan Zongyun as the Discipline Inspection Commission Secretary.
Dongfeng Liuzhou Motor was established in 1954 and is a wholly state-owned company, with Dongfeng Motor Group Co., Ltd. holding 75% of the shares and Liuzhou Industrial Investment Development Group Co., Ltd. holding 25%. The company’s headquarters and production base are located in Liuzhou, making it the city’s major automobile manufacturing enterprise. Currently, Dongfeng Liuzhou Motor owns two brands: Changan and Dongfeng Fengxing, focusing on the development of both commercial and passenger vehicles.
Dongfeng Liuzhou Motor entered the passenger car market in 2007, and between 2009 and 2016, its production and sales grew from 50,000 units to 260,000 units, ranking among the top ten in domestic brand sales. In November 2022, Dongfeng Fengxing announced its new energy development strategy, planning to achieve 100% electrification within three years and phase out fuel vehicles within five years, with the goal of becoming “the most popular new energy mainstream brand for Chinese youth” by 2025. According to the official website, Dongfeng Fengxing currently offers models such as the Xinghai S7, Xinghai V9, Fengxing T5 EVO, Fengxing Thunder, and Fengxing Yacht, covering sedans, SUVs, and MPVs.
However, according to data released by Dongfeng Motor Group Co., Ltd., Dongfeng Liuzhou Motor’s cumulative sales for the first half of 2025 reached 52,679 units, a 15.1% year-on-year decline. Of this, passenger vehicle sales totaled 30,320 units, a 27.1% year-on-year decrease, while commercial vehicle sales reached 22,359 units, a 9.4% increase.
As a company focusing on both commercial and passenger vehicles, Dongfeng Fengxing’s presence in the passenger car market is relatively weak, with only a few best-selling models. Industry experts suggest that Dongfeng Fengxing primarily targets small cities and rural areas, and its core technology is closely tied to Dongfeng Motor, such as the Xinghai V9’s powertrain system, which is the same as that of the Dongfeng Fengshen L7, utilizing a Mahle electric hybrid PHREV system. This naturally creates competitive tensions with other brands under Dongfeng Motor. As one of the passenger car brands, Dongfeng Fengxing’s characteristics, brand recognition, spokesperson, and brand value are relatively weak. Compared to mainstream manufacturers like BYD, Chery, Changan, and Great Wall, there is still significant room for improvement. As market competition intensifies, consumers are becoming more rational in their product choices, and products lacking technological accumulation will gradually be marginalized or even eliminated. For Dongfeng Fengxing to survive in the market, it will need relevant strategic support and product backing. Comprehensive advancement in product offerings, marketing, and channels is required to upgrade both the products and the brand. Whether the new leadership team can help Dongfeng Liuzhou Motor achieve a breakthrough remains to be seen.
