Seres Automobile (Hubei)

Chinese vehicle manufacturer

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Seres Automobile (Hubei) Co., Ltd. (Chinese: '''''''''''''), formerly recognized as Dongfeng Sokon Automobile (Chinese: ''''; pinyin: Dongfeng Xiaokang) and globally identified as DFSK Motor, emerged as a joint venture established between Dongfeng and Seres Group (previously Sokon Group) on June 27, .[1] Today, this company is wholly owned by Seres.

Seres Hubei is engaged in the production of microvans, flat-bed commercial trucks, and passenger automobiles under the DFSK/Dongfeng Sokon nameplate along with economical passenger vehicles branded under Fengon (DFSK Glory).[2] The manufacturing operations span across four key facilities, with two positioned in Hubei Shiyan and the other two in Chongqing.[3]

History

In the early days of , Dongfeng Motor evaluated the potential for producing microvans aimed at supporting small business needs. Though Dongfeng had experience in the automotive sector with PSA, it had not ventured into the light commercial vehicle space until this project was greenlighted.

By , a joint venture named Dongfeng Yu’an Automobile was founded in Chongqing, commencing the construction of a new factory. Yu'an Group contributed the design for the microvans and secured licensing from Suzuki to manufacture chassis, engines, and components. Dongfeng took charge of vehicle engineering and testing. This collaboration led to the introduction of the C-Series van, available in several configurations such as panel, passenger minibus, and pick-up, utilizing Suzuki engines and featuring rear-wheel drive. As the partnership evolved, Yu'an Group rebranded to Chongqing Sokon Industry Group (or Sokon) and the joint venture transitioned to Dongfeng Sokon Automobile (abbreviated as DFSK).

The vehicles are marketed as Dongfeng Sokon within China and DFSK internationally, brandishing Dongfeng's signature 'Dual Wings' on the grille.

Following this, DFSK launched a series of models and initiated exports to Europe; in the UK, distribution was handled by the Sokon Automobile subsidiary while Giotti Victoria managed the Italian market.[4]

In September , Chongqing Ruichi Automobiles (''''''') was established as a wholly-owned subsidiary of Chongqing Sokon Group, focusing on the manufacturing and sales of pure electric commercial vehicles. Ruichi emerged as one of the first producers in China authorized for such vehicles.[5] It now functions under Seres, offering electrified versions of DFSK's microvans and trucks.[6]

In , DFSK made strategic inroads into the SUV market, commencing the design of a mid-size, seven-seater vehicle utilizing Dongfeng technology. This affordable family car was set to launch in both the domestic and international markets, debuting as the Dongfeng Fengguang 580, a versatile five and seven-seater SUV equipped with Mitsubishi engines. The Fengguang brand (translated to Fengon) was conceived to separate it from minivan productions branded as Sokon, while the vehicle was globally marketed as DFSK Glory, featuring the dual wings emblem.[citation needed]

Diverse models from the minivan lineup were simultaneously manufactured in Indonesia and Thailand along with exports to South America and Eastern Europe.

DFSK initiated assembly operations in Indonesia in .[7] At launch, their production forecast was pegged at 50,000 units per year.[7]

In , DFSK established a joint venture with Regal Automobile in Pakistan, with the Lahore facility producing various SUV Glory 580 variants, C-37 Van, Humsafar MPV, K01 Pickup truck, among others.

By 2019, total sales reached 402,000 vehicles. Subsequently, in November, Chongqing Sokon Group sought to acquire the remaining 50% of the DFSK joint venture from Dongfeng for 621 million euros but pulled the deal by July [8].

In September , Sokon successfully attained the remaining 50% stake from Dongfeng. After this acquisition, Seres continued to manufacture vehicles displaying the Dongfeng logo as well as utilizing the DFSK brand while gradually discarding the Dongfeng logo in favor of Fengon for their newly renamed brand.

April marked the month when Chongqing Sokon Industrial Group purchased 50% of DFSK's equity from Dongfeng Motor Group, thus confirming DFSK's status as a wholly owned subsidiary of Sokon Group.[10] As of , DFSK operates four production bases across China, with locations in both Shiyan, Hubei, and Chongqing.[11]

In October , Dongfeng Sokon Automobile was officially rebranded as Seres Automobile (Hubei).[12]

Products

Fengon

Fengon (or DFSK Glory in international markets) previously recognized as Dongfeng Fengguang (Chinese: '''') is Seres’ sub-brand focused on passenger vehicle production. Launched in , the Fengon brand aims at providing accessible compact MPVs and SUVs. Once a joint-venture brand with Dongfeng Group, the complete acquisition by Seres Group took place in . The Fengon models have begun replacing the Dongfeng branding with their own distinctive logo following this acquisition.

Current models

Source:[13]

Car

• Fengon Mini EV ('present), city car

SUV

MPV/Minivan

Discontinued models

SUV

MPV/Minivan

DFSK

The DFSK (Dongfeng Sokon, Chinese: '''') stands as Seres' label for light commercial vehicles. Current offerings comprise:

• C-Series
  • Sokon C37/C36
  • Sokon C31/C32
• K-Series
  • Sokon K05
  • Sokon K07
  • Sokon K09
  • Sokon K05S
  • Sokon K07S
  • Sokon K01/K02
• V-Series
  • Sokon V07S- microvan
  • Sokon V21- single cab pickup
  • Sokon V22- crew cab pickup
  • Sokon V25- microvan
  • Sokon V26- microvan
  • Sokon V27- microvan
  • Sokon V29- microvan/ pickup
• Ruichi ('') EV
  • EC35- mid-size van
  • EC31- small box truck
  • ED75- mid-size van based on a modified version of the Toyota HiAce body

• Sokon C37

• Sokon K07S

• Sokon K07/K17

• Sokon New K07

• Sokon V29

• Sokon V07S

• Sokon V27 Cargo

• Sokon V22 Crew Cab

• Sokon V21

• Sokon V21 ()

Landian

Landian (Chinese: '') is a budget electric vehicle brand under Seres that launched in March . The name Landian translates to blue electricity in English.[14]

See also

References