Assist China in transitioning from a major automobile country to a strong automobile nation

On March 30th, Dongfeng Motor Global Design Innovation Day with the theme of "Chinese Narrative and Dongfeng Design" was held in Wuhan. As the first strategic event of Dongfeng Motor Group Co., Ltd. (hereinafter referred to as Dongfeng Motor) in the first year of the 15th Five Year Plan, this Innovation Day not only witnessed the official opening of Dongfeng Motor's global design center, but also unveiled the "Oriental Charm" design philosophy rooted in the East and oriented towards the future.

The design philosophy of "Eastern Charm" has been released, and design has become a new engine

Currently, the global automotive industry is entering a new era of "people-oriented", with users pursuing a deeper level of value resonance. As Chinese automobiles have gone global and integrated with the global automotive industry, providing a better travel experience for global users has become a proposition that Dongfeng has always been thinking about.

Feng Changjun, General Manager of Dongfeng Motor, pointed out that car design is the intuitive embodiment of the brand soul and the bridge connecting cars and user emotions. He said, "Dongfeng Motor will always regard design as a spiritual bond that connects users' voices and empowers future travel, as an era carrier that integrates the essence of Chinese culture with global cutting-edge vision, as a vivid language that conveys Chinese power, tells Chinese stories well, and demonstrates Dongfeng's responsibility. We will explore new forms of future automobiles through design, and empower a beautiful and happy life through creativity. Our mission is to 'let cars drive dreams', uphold the brand concept of' quality, wisdom, and harmony ', rooted in the fertile soil of Chinese culture, with a global perspective, committed to creating a brand language that combines Eastern aesthetics and modern technology, and making every car a flowing cultural carrier
Dongfeng Motor will elevate its design and maintenance to the core strategy of the group, helping China move from a major automotive country to a strong automotive nation

Yang Yanding, General Manager of Dongfeng Motor's Strategic Planning Department and President of the R&D Institute, said, "Culture is the core, which endows the brand with unique spirit and value, making products transcend functional attributes and become carriers of user emotional identification. Technology and design are two wheels, technology provides the possibility of innovation, and design injects the temperature of culture into the skeleton of technology, transforming it into a warm user experience. When cars enter the new era of intelligent electric vehicles, design has become Dongfeng's most core soft power, and it is also a new quality productivity driving high-quality development


The "Oriental Charm" design philosophy released in this event takes the essence of Chinese culture as its soul, modern technological aesthetics as its bone, global design trends as its wings, and sustainable development as its pulse. It deeply integrates into Dongfeng's "Technology Leap 3.0" strategy, focusing on the three future design trends of emotionalization, cultural digitization, and sustainable aesthetics, allowing cars to evolve from tools to warm "emotional partners". Zhang Yongliang, Director of the Styling Design Center at Dongfeng Motor Research and Development Institute, proposed that Dongfeng Design takes "the harmony of all things" as its core, condensing five key cores of "hidden strength, momentum, moderation, authenticity, and far-reaching". He said, "Dongfeng Design is to integrate this sense of trust with the Chinese people's inherent sense of proportion, order, and charm into every product. This is also the foundation of Chinese design - not just in form, but also in spirit

On the product side, the design philosophy of "Oriental Charm" has been fully implemented, and each sub brand has formed a unique design language based on its own positioning. Dongfeng Mengshi takes "Xionghun" as its core and draws inspiration from the Eastern concept of awakening lions; Dongfeng Lantu takes the design philosophy of "Heaven and Earth Kunpeng" as its core, drawing inspiration from the interaction between all things and people; Dongfeng Yipai adheres to the principle of "simplicity and beauty" and pursues "high-end at a glance" at mainstream prices; Dongfeng Fengshen's "Enjoyable Living" philosophy is based on peace of mind, affinity, and durability, allowing the design to showcase the simplicity and elegance of Eastern home furnishings.