Beijing (ZXZC)- Dongfeng Motor Company Limited (DFL), the joint venture between Dongfeng Group and Nissan Motor, released its 2022 operation strategy covering branding, product, and user experience aspects.     

Photo credit: DFL

On June 18th, DFL held the 2022 FAMILY DAY event, celebrating the Sino-Japanese joint venture’s 19th birthday. In an effort to improve the company’s performance in the challenging market condition of the coronavirus and auto part supply crunch, DFL introduced its new operating strategy.

DFL will integrate the product and technological resources from its three brands, namely Nissan, Venucia, and Infiniti, achieving breakthroughs individually and synergy as a team, helping the company realize its annual sales target.

Specifically, the three brands will assume different roles. Nissan will take on the mass-market demand with the most comprehensive product portfolio. Meanwhile, Venucia will act as the booster of DFL’s electric, connected, intelligent, and sharing transformation. Infiniti will be given a larger scale of management, a stronger marketing platform, and deeper R&D support.

In the second half of 2022, DFL will introduce multiple new models under the three brands, including Nissan’s pure-electric flagship model, the Ariya, and Infiniti’s luxury coupe SUV, the QX55. The models will help to expand DFL’s market reach, in terms of price class and power selection.