Dongfeng lands in Spain with seven electric models

The renowned Chinese car company, Dongfeng Motor Corporation, has announced its ambitious entry into the Spanish market through a strategic alliance with Salvador Caetano Auto. This collaboration not only marks a significant milestone in Dongfeng’s European expansion, but also promises to revolutionise the automotive sector with a range of technological and sustainable vehicles.

With more than 50 years of history and an impressive global sales record that exceeds 57 million units, Dongfeng has established itself as a benchmark in the automotive industry. In 2023, the company registered more than 2 million vehicles, of which 231,000 were sold outside China. This global expansion underlines its intention to consolidate its presence in new strategic markets, and Spain is no exception.

Salvador Caetano as distributor

Sergio Ribeiro, CEO of Global Automotive Distribution at Salvador Caetano Auto, stressed that this alliance will strengthen the company’s activities in Spain through the introduction of technologically advanced products and will contribute to the decarbonisation of the sector. Ribeiro also mentioned that the collaboration will explore opportunities in other European, African and Latin American markets, beyond Spain and Portugal.

Ignacio Román, General Manager of Caetano Automotive España Distribution, outlined the three fundamental pillars of the group’s strategy: an ambitious product plan, expansion across multiple segments and body styles, and the launch of seven models over the next 18 months. This strategy reflects Salvador Caetano’s commitment to innovation and sustainable growth.-

Three new incursions into the Spanish market

Dongfeng does not arrive alone, but accompanied by its high-end brands, VOYAH and MHero, which promise to revolutionise the Spanish market with a range of electric and eco-friendly vehicles. Ma Lei, Managing Director of Dongfeng Overseas and CEO of DFMIEC, announced that each of these brands will launch a new model every year, starting this year.

The VOYAH Free, the brand’s flagship, is an electric SUV that stands out for its acceleration from 0 to 100 km/h in 4.4 seconds, dual motor with all-wheel drive, triple digital screen and adjustable air suspension. Inspired by the design of a yacht, its launch price is 77,790 euros. Another standout model is the VOYAH Dream, a luxury MPV aimed at both corporate and private customers, priced at 94,600 euros.

For its part, the MHERO 1 is an electric off-roader that impresses with its 1,088 CV and a range of 450 km. This vehicle, designed with a military style, accelerates from 0 to 100 km/h in 4.2 seconds and is priced at 158,037 euros.

The most affordable of the models, the Dongfeng Box, is a 100% electric city car 4 metres long, capable of charging 200 km in just 8 minutes. This model, whose production will begin in summer and which will be available in October, will be sold at a price of 21,950 euros.

Expansion strategy

Dongfeng and Salvador Caetano have designed a solid strategy to penetrate the Spanish market. The first pillar is an ambitious product plan that includes the launch of seven models within 18 months. The second pillar, the network plan, aims to cover 83% of the automotive market in Spain with the opening of 21 dealerships in the first six months of 2024 and reaching a total of 35 dealerships by 2025. The third pillar is the after-sales plan, which offers three years of free maintenance for all VOYAH brand customers.

First launches in Spain

The VOYAH and MHero brands are already available at several points of sale in Madrid, and they are expected to be in Málaga, Seville and Barcelona by June as well. This initial expansion is just the beginning of an ambitious coverage plan that includes all regions of Spain, including the Balearic and Canary Islands.

Dongfeng image gallery