--2017 Chile Dongfeng Brand Night & AX5 Overseas Launch Ceremony Kicking off
Chile Time, 21 November, Chile Dongfeng Brand Night & AX5 Overseas Launch Ceremony was kicked off in Santiago, Chile.
Special guests such as commercial counselor of Chinese Embassy in Chile Liu Rutao, former ambassador of Chilean Embassy in China Luis Schmidt, president of ANAC Roberto Maristany Watt, deputy president of Chile National Automobile Commerce Chamber Guillermo Valdivieso, president of the board of directors of Dongfeng Motor Chile Dealer Group Francisco Javier Errazuriz, general manager Gonzalo Landaeta Pereira, etc., nearly 150 representatives from governments, chambers of commerce, and enterprises such as China Export & Credit Insurance Corporation, Ecuadorian Foreign Trade Bureau in Chile, Turkish Embassy in Chile, Chile Police Office, etc., and nearly 50 Chinese and Chilean reporters from People’s Daily, EL Mercurio, CMOL, La Tercera, America Economia, etc. were invited toattend the Dongfeng Brand Night.
On the ceremony, commercial counselor Liu Rutao made a speech: “It is my first time to attend overseas launch ceremony of Chinese automobile brands over the past three years since I have been working in Chile. Three years ago, Chinese automobile brands were not well-known in Chile. With development and innovation of Chinese automobile industry, Chinese automobile has enhanced quality and influence. Currently, Chinese automobile enterprises represented by Dongfeng are competitive in Chile. Chile is one of China’s most important export bases. Dongfeng Motor Corporation shall keep innovating to enhance quality and security for the purpose of bringing customers better experience.”
President Francisco also made a warm speech, in which he reviewed his cooperation with DFM over the past years, and shared his feelings. He said: it is a great honor for CIDEF to cooperate with DFM over the past years. CIDEF has very high quality requirements. Current DFM products also have corresponding quality and security. AX5 will bring a brand-new high-quality high-performance product into Chile. CIDEF is expected to strengthen cooperation with DFM to provide local customers with the best products and services.
When AX5 drove out of the exhibition stand slowly, a group of vigorous fashionable youths danced around the AX5, who vividly displayed AX5’s product characteristic - “Enjoying Wonderfulness in Funs”. After AX5 made its debut, CIDEF’s product expert made a vivid and detailed introduction to AX5’s superior performances, which deeply impressed guests and reporters. With the product slogan of “Fun to Drive”, AX5 is expected to create funs and encounter wonderfulness.
As DFM AX family’s third masterpiece, AX5 is focused on the youths’ vigorous life attitude and optimistic mindset for fresh things. AX5’s successful launch in Chile marks that DFM officially enters Chile’s quickly-developed compact SUV market, and AX5, along with AX7, AX3 and X3, which have been launched in Chile, will form a complete SUV lineup. DFM will create a young, vigorous brand with the more perfect product layout.
Dongfeng Brand Night & AX5 Overseas Launch Ceremony is a wonderful start for DFM’s brand promotion activity in Chile. Next, DFM will perform test ride/drive, outdoor exhibition activities, etc. of representative passenger vehicles, and will enhance Dongfeng’s brand awareness and international image in Chile, and enhance Dongfeng’s brand value, through sponsoring football match and releasing brand advertisement in Chile.
Chile is a Dongfeng International Business “3+3+N” key strategy market, so DFM has continued to invest into brand construction in Chile. Due to the influence of such factors as financial crisis, drop in copper price, etc., Chilean automobile market over the past five years tended to be downward, but Dongfeng brand bucked the trend. Since the beginning of 2012 when DFM only sold 89 vehicles in Chile, annual sales volume on average was increased by nearly 50%. Moreover, with steady increase of terminal sales, DFM has made a sales breakthrough of 2,000 vehicles in 2017, and completed the challenging task target.
Under the background of positive China-Chile relationship, Chile as a bridgehead of South American market, is no doubt of significance. In the future, Chinese automobile enterprises will increase investment in Chile, and DFM is facing great challenge and pressure. Next, DFM will take diversified measures, for example, strengthening market analysis and strategy planning, performing reform and collaboration of sales platform mode, increasing brand promotion investment, etc. to promote sales volume in Chile!