Dongfeng Motors (DFM) Philippines is shifting to high gear as it reveals a new management team, a new brand campaign, and give new vehicles for the local market.
The Chinese auto brand, distributed by Legado Motors, has a new management team comprised of industry veterans led by its new Managing Director, Atty. Albert Arcilla. Arcilla is no stranger to the automotive industry having handled brands such as Volvo, Chevrolet, and MG. He is joined by the Chairman of Legado Motors, Governor Luis Chavit Singson, along with the Board and Executive officers, led by its President and CEO, Wilbert Lim, and Deputy CEO, Brennan Singson Lim.
The team is likewise joined by DFM co-distributors Dexter Co and Rachel Villanueva from Autoflare, and Dr. Jose and Dra. Juanita Chua from Dreamcar Unlimited.
Together with the new management, DFM Philippines officially launched their new brand campaign: Drive Your Friend. As a lead up to the brand relaunch, the campaign was teased in the form of anonymous billboards displayed around Metro Manila featuring a chat group of friends with names like Rich, Nanie, Nammie, Hugo, Tori, Margo, Fred, and Hero planning their next road trip. The barkada’s mysterious conversation set the tone for the “Drive Your Friend” campaign and highlighted the different personalities embodied by DFM’s new models.
These five new vehicles—the DFM Nammi, Aeolus Mage, Rich 7, Forthing U-Tour, and MHero—join the previously launched Aeolus Huge, Forthing Friday, and Nanobox.
The DFM Nammi is the brand’s compact electric vehicle ideal for fashionable daily city driving. With a maximum range of 430 kilometers and a 30-minute fast-charging capability, the Nammi comes with a price tag of only P 1,238,000.
The Aeolus Mage takes the spotlight as DFM’s active crossover SUV. Combining a sporty appearance and spacious interior with a 13.2-inch Super HD touchscreen display and gamepad multi-functional steering wheel, the Mage is powered by the 1.5-liter MachPower Turbo engine. It is priced at P1,249,000.
Meanwhile, the new Rich 7 pickup truck showcases a 2.3-liter turbo diesel engine with front and rear differential locks, an Off-Road Protection Frame with Off-Road Info Displays, and 540-degree cameras. The product of a joint venture with Nissan, the Rich series brings technology to the fore in a heavy-duty package starting from
P1,298,000.
The Forthing U-Tour MPV likewise takes centerstage with its yacht-like interior, spacious seating capacity for the whole family, and luxury amenities like captain seats. Served up in a 1.5-liter turbocharged gas engine that produces 197 horsepower and 285 Nm of torque. This bang-for-the-buck package is available starting at P 1,358,000.
Heralding DFM’s commitment to pushing technology, the fully-electric military-inspired MHero SUV packs a punch with its smart off-road architecture, intelligent cockpit design, and a 500-kilometer range. Its engine produces a staggering 1,000 horsepower with rear-wheel steering. Priced from P 6,980,000, the MHero is designed for adventurers who want flexibility and flair on and off the road.
“Within just six months of operations, Dongfeng Motors has successfully penetrated the Philippine market, established a strong presence and gained traction among consumers,” shared Brennan Lim, Deputy CEO of Legado Motors, Inc (LMI).
“Dongfeng Philippines is offering the widest variety of propulsion choices to Filipino customers who may or may not be ready for that radical switch to electric just yet. This has enabled us at Dongfeng Philippines to choose the most suitable body-powertrain combinations for our local conditions and market preferences, resulting in one of the widest segment coverages of any new brand in the Philippines,” he continued.
For his part, Atty. Arcilla reiterated the brand’s commitment to strong after sales support, saying, “For Dongfeng automobiles to enable and support the pursuits of our clients, it works to excel in the various areas of its operations by taking critical steps to ensure the ownership experience by establishing an efficient aftersales support group that will be responsible for the technical requirements and parts availability for all vehicles sold in the Philippines.”
The new DFM models can be viewed at showrooms in Pasig, Alabang, Cavite, Marcos Highway, Pampanga, and Tarlac.