After a rather lengthy hiatus since its last product launch, it appears that Dongfeng is preparing for a major reset in Malaysia, with newly appointed distributor partner Volt Auto recently outlining some big plans for the state-owned automaker.
This was announced during a recent media engagement session by Volt Auto founder and CEO Soh Ming, where some of the plans announced by the Singapore-based company include the introduction of hybrid Dongfeng models, future CKD operations, and many more.
Malaysia as Dongfeng’s ASEAN CKD Hub?
Perhaps the most ambitious plan announced by the automaker is the vision to make Malaysia Dongfeng’s main CKD hub for the ASEAN region, with the company attributing our nation’s mature manufacturing ecosystem and geographical advantage as some of the key factors for this plan.
This ambitious move comes after Volt Auto officially took the leading role for the brand in Malaysia, taking over the main operations from previous distributor Central Auto Distributors Bhd (CADB), although the latter will continue its role as a ‘strategic partner’ for the Singapore-based firm.
With Volt Auto now leading the Dongfeng brand in Malaysia, the Chinese automaker has confirmed that a local assembly (CKD) programme is indeed in its pipeline, although no local assembly partner has been announced as of writing.
In lieu of this, both Dongfeng and Volt Auto also expressed their support towards the Ministry of Investment, Trade and Industry’s (MITI) push for more localisation efforts, citing that the latest policy shift as ‘a great reset’ to all foreign automakers, providing an opportunity for brands that may have previously struggled to compete more equally in Malaysia.
Focus on Enhancing Aftersales Support
CKD plans aside, Volt Auto is also intended to overhaul and improve Dongfeng’s ownership experience in Malaysia, but rather than focusing on expanding its network, the company will instead focus on further strengthening aftersales quality and support.
To achieve this, Volt Auto is targeting to have 70% of the current Dongfeng dealerships to boast aftersales capabilities, with the company also committed to fully funding the upgrades for these facilities and the upskilling for all staff at these dealerships.
As for the current crop of Dongfeng dealers that mostly consists of PEKEMA-linked entities, Volt Auto says they can still be on board under this new administration, so long as they can go along and show their commitment towards the company’s ambitious plans, while at the same time opening the doors for future potential partners too.
Hybrid Dongfeng Models Heading to Malaysia
Last but not least, Soh Ming also confirms that Dongfeng will be expanding its product lineup beyond their EVs for the Malaysian market, with several hybrid models already in the pipeline to make their local debut in the near future.
Predictably, the company didn’t point out the exact models that will be launched here, but it is safe to assume that these upcoming hybrid models will complement Dongfeng’s current EV lineup. For reference, Dongfeng Malaysia’s lineup consists of the Box EV hatch, the Vigo SUV crossover, and the sporty 007 EV saloon, with all of them priced between RM100,000 and RM170,000.
Should Dongfeng manage to get its CKD plans on board and a strong focus towards improving aftersales support, the company should be on track to catch up with some of its more established compatriots.
