Dongfeng launches in Europe BEVs under the Seres brand
- Following MG, Polestar, Lynk & Co and Aiways, which sold a total of 30,000 vehicles in Europe last year, Dongfeng is launching in Europe the Seres brand, which markets battery electric vehicles (BEVs). Note that Dongfeng has been struggling in China since 2017, its production volume having been halved in three years.
- The Seres brand will be launched with the Seres 3 and Seres 5, followed by Seres 7 next year. Unlike Lynk & Co and Aiways who have opted for a distribution through internet, the Dongfeng group brand intends to rely on traditional and physical distribution groups and local dealers, which is the way adopted by MG (a subsidiary of SAIC group). The Dongfeng brand has announced the creation of 40 dealerships at the end of April 2021 and targets totally 80 at the end of December 2021 and then 100 in 2022. This is roughly the current number of dealerships for the brand MG. All Seres models sold in Europe are produced in China, where they will be imported. We can therefore expect very competitive prices.
- Geely on its side is launching a new brand for battery electric vehicles (after having created Polestar and Lynk & Co) which intends to compete with Tesla in China. This brand named Zeekr will be positioned in the Premium market (where Polestar is already present) and will adopt a specific platform named SEA which will also be used by Polestar, Lynk & Co and Smart. Geely intends to dedicate the Zeekr brand for the Chinese market but does not exclude to export its models all over the world. The first model of the Zeekr brand will be launched at the end of 2021.
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