Fate of yipai technology, fortune of dongfeng fengshen

In less than two months, Dongfeng Company's ace, Yipai Technology, has been making frequent moves. For many people, even with such high-frequency and intensive information disclosure, there are still some questions that remain unanswered: Why do they claim to be a new force? How can they integrate so quickly in such a short time? Have the differentiation issues among various brand products been resolved?.......

In fact, from a lot of information, it seems that Yipai Technology has focused more on optimizing internal issues. However, for the outside world, what does the establishment of Yipai Technology mean for consumers? Perhaps only by identifying these two issues can Yipai Technology's two major brands, Dongfeng Yipai and Dongfeng Fengshen, truly come to the forefront.

Internally, it is well understood that Yipai Technology is essentially the integration of the mainstream passenger vehicles of the Dongfeng company. Many consumers have a somewhat vague concept of Dongfeng Motor because this central enterprise group is involved in a wide and comprehensive range of areas. For instance, commercial vehicles, passenger vehicles, military vehicles, etc. Being large and comprehensive is not advantageous in this era, especially in the market-oriented passenger vehicle sector.

In recent years, Dongfeng Motor Corporation has been streamlining its passenger car segment, or rather its independent brand sector. Now we can clearly see that, if M-Terrain Technology represents Dongfeng's luxury brand and Voyah represents Dongfeng's high-end brand, then YiPai Technology represents Dongfeng's mainstream passenger cars.

Yi Pai Technology is a company, or rather a platform, where after Dongfeng Nano was integrated into Dongfeng Yi Pai, the only brands under it are Dongfeng Yi Pai and Dongfeng Fengshen. Furthermore, Yi Pai Technology has unified the image of Dongfeng's mainstream passenger cars. The youthful management team is the core of its market strategy.

Yi Pai Technology's mission is to address efficiency issues and integrate resources. In simple terms, it aims to help Dongfeng Motor Corporation's mainstream passenger vehicles form a cohesive force, shedding the stereotype of being a cumbersome state-owned enterprise and swiftly adapting to market dynamics. Only by doing so can Dongfeng's independent brands earn a place at the table.

The differentiation between Dongfeng Yi Pai and Dongfeng Fengshen is defined by the official statement that they are the two arms of the Yi Pai Technology strategy. Dongfeng Yi Pai focuses more on the younger demographic, while Dongfeng Fengshen targets the family market. However, this explanation is somewhat vague because, under such definitions, the two could very likely overlap significantly.

In fact, to understand it in another way, Dongfeng Yi Pai, as a young new energy brand, is truly the new force of Dongfeng Company's passenger vehicles. It primarily targets consumers with new concepts, or those who are particularly attentive to new force brands. On the other hand, Dongfeng Fengshen, as a brand with time-honored experience, mainly targets all fuel vehicle and hybrid vehicle users, which is currently the largest consumer group.

The current flame of fuel vehicles has not yet extinguished, and the road to fully electric vehicles is still far away. In this long transitional period from oil to electricity, the market capacity is considerable, and this is the market that Dongfeng Fengshen aims to penetrate. Therefore, from this perspective, the overlap between Dongfeng Fengshen and Dongfeng Yipai is greatly reduced, allowing both to maximize their value.

This explains the official statement of "Fengshen moving forward, Yipai moving upward." Currently, Dongfeng Fengshen bears the mission of transforming into a passenger car brand for the new era, while Dongfeng Yipai is tasked with the upward development of the emerging brand.

01A new Dongfeng Fengshen

The turning point for Dongfeng Fengshen began with the pre-sale of the Dongfeng Fengshen L8. When the pre-sale price of 129,900 yuan was announced for the L8, a flagship car aimed at family users, it not only showcased the product's strength but also indicated that Dongfeng Fengshen had transformed from a traditional car manufacturer into a new-era passenger car brand.

In the past, most car companies revolved around technology, but now brands must prioritize user needs. The development process of Dongfeng Fengshen L8 clearly reflects this shift. It demonstrates the brand's strategy is upgrading, its technological approach is innovating, and its attitude towards users is also changing, all of which prove that Dongfeng Fengshen is a brand that can keep up with the times.

According to reports, the L8 product team conducted extensive research and found that what ordinary household users want most is "comfort." This discovery led Dongfeng Fengshen to change its past focus on handling performance. To make long-distance travel more comfortable for families, the L8 specifically adjusted the shock absorbers to be softer and the steering to be lighter.

Behind this transformation is a major adjustment in the company's organizational structure, which refers to Yipai Technology, the company or platform we mentioned at the beginning. Yipai Technology integrates the stages of research and development, production, supply, sales, and service, forming a rapid response mechanism that allows users' feedback to be directly communicated to the engineers.

Every morning, a complaint review meeting is held, with management personally answering customer calls, and the product general manager immersing themselves in owner forums to gather feedback. In this way, Dongfeng Fengshen has established a cycle where user demands drive product updates. The rear entertainment screen of the L8, the one-touch defogging function, and the thickened seats are all results of this system.

If traditional car manufacturers' technological advantages cannot keep up with the times and adapt, they will ultimately become things of the past. More importantly, technology application is now guided by scenarios. In the past, Dongfeng promoted technology by emphasizing parameters and metrics; now, the L8 has transformed the benefits of the Tianyuan Intelligent Cockpit into user experiences like "smooth and easy to operate," and the advantages of chassis technology into real experiences like "not feeling back pain on long drives."

This shift from discussing parameters to talking about the value of life indicates that Dongfeng Fengshen has reinterpreted that the technology in the automotive industry is not for show but to make driving and riding more comfortable. While other brands are still comparing screen sizes, the L8 has already demonstrated a deep understanding of family car use scenarios through practical designs like small tables and hooks.

The launch of L8 signifies that Dongfeng Fengshen's brand positioning is becoming more aligned with the current situation. "Smart Family Enjoyment" is not just a slogan change, but an accurate assessment of automotive consumption trends: with changes in family structure and more diverse travel scenarios, cars have evolved from personal transportation tools into mobile homes.

So when the L8 is marketed as having the "best luxury cabin under 200,000," it perfectly caters to the desire of ordinary families to enjoy a high-end experience at a moderate price. This positioning not only avoids price wars but also establishes its own unique characteristics. Behind this positioning is a comprehensive upgrade of the brand strategy, focusing on meeting the core needs of family users, which is a precisely targeted market segment.

For a brand to keep up with the times, it ultimately relies on the improvement of organizational capabilities. So, returning to the previous topic, the establishment of Yipai Technology is itself an organizational innovation by Dongfeng Group to respond to industry changes, combining the scale advantages of traditional central enterprises with the flexibility of new forces.

From another perspective, the rapid advancement of L8 from project initiation to presale proves that this organizational change is effective: decisions are made faster, inter-departmental collaboration is smoother, and user feedback can be directly communicated to the R&D team. These changes enable the brand to quickly keep pace with the market.

More importantly, the management style of Dongfeng Fengshen is undergoing profound changes. The young management team maintains the sense of responsibility of a state-owned enterprise while also valuing user-focused thinking like new market players. The general manager opens a Weibo account to directly address user complaints, resolving issues "on the same day." This change is not simply imitating new market players, but rather maintaining their own advantages, providing continuous momentum for the brand's progress.

The significance of the Dongfeng Fengshen L8 goes far beyond just being a new product. It announces Dongfeng Fengshen's transformation into a new era passenger car brand, proving that traditional car companies can achieve significant development in the wave of new energy by changing their mindset, adjusting their organization, and transforming their technology. It truly embodies the genes of keeping up with the times, and the Dongfeng Fengshen L8 is the most vivid manifestation of this gene.

02Focus on the mainstream market.

In fact, looking at Dongfeng Company's division into M-Terrain Technology, Voyah, and E-Palette Technology, it is not difficult to see that this state-owned enterprise's strategy is becoming increasingly clear. The product features and market positioning of the Dongfeng Aeolus L8 reflect this clarity, which is also why Dongfeng Aeolus can differentiate itself from Dongfeng E-Palette.

At the first launch event of Yipaikeji, the appearance of the Dongfeng Fengshen L8 and the market release of the Dongfeng Yipai 008 led many outsiders to mistakenly believe that the "Double 8" models represent a dual-car strategy. In fact, the Dongfeng Yipai 008 is a mid-to-large SUV with a size in the 5-meter class, while the Dongfeng Fengshen L8 is a compact SUV with a length of 4762mm.

Dongfeng Fengshen's strategic clarity lies in its focus, as mentioned above, on converting previous fuel vehicle users or hybrid vehicle users. Therefore, what Dongfeng Fengshen is doing with the L8 is not trying to "reach for the stars" by attracting more users, but rather precisely targeting the compact SUV market.

Dongfeng Fengshen's positioning for the L8 shows that they have a clear understanding of the market. The automotive market is changing rapidly, and instead of randomly expanding the user base, it is better to solidify their position in familiar territory. The good sales of cars like BYD Song and Geely L7 indicate that there is a stable demand in this market segment, which is exactly where Dongfeng Fengshen L8 aims to focus its efforts.

They made this choice because they are well aware of their strengths. Dongfeng developed from the era of fuel vehicles and has many loyal customers in traditional power and hybrid technology.

These users prioritize reliable power, practical space, and cost-effectiveness when buying a car, and they don't care much about fancy smart features. Therefore, the L8 doesn't emphasize advanced technology but rather focuses on a comfortable cabin, the usability of the Mach hybrid system, and competitive pricing, which precisely meets the needs of these users.

Nowadays, everyone is transitioning to new energy sources, and many brands are eager to distance themselves from the era of fuel vehicles, hoping to attract new users with bold positioning. However, Dongfeng Fengshen has taken a different path, focusing on the needs of fuel and hybrid vehicle users as the foundation for product development.

The L8 did not randomly add intelligent configurations but instead focused on refining details such as seat comfort, storage space, and long-distance driving experience, which are practical benefits that long-time users care about the most. Not striving to take a big leap forward instantly actually shows respect for user needs, making long-time users feel it's an upgrade rather than a complete change, which is more valuable than attracting new users.

From a market competition perspective, the user base for compact SUVs is very concentrated, and these users tend to switch cars easily. When they do, they usually choose a better option within the same price range and type, rather than jumping to a different category. The L8 targets these users who want to upgrade gradually: it could be for fuel car users who want a more fuel-efficient hybrid, or entry-level hybrid users looking for a larger, more comfortable vehicle.

Dongfeng Fengshen clearly understands that establishing a foothold in the compact SUV market not only helps retain existing customers but also allows for the accumulation of sufficient sales and reputation, laying the foundation for brand development. The launch of the L8 is not without ambition, but rather a more stable path has been chosen. By relying on precise positioning to secure a position in the mainstream market, the brand intends to gradually enhance its value through positive customer feedback.

Therefore, Dongfeng Fengshen also revealed, "We are conducting in-depth research on the vehicle needs of different family structures, including the feasibility of different seating arrangements like five-seat, six-seat, and even seven-seat options. While maintaining the brand's consistent advantages in reliability and economy, the new generation of Fengshen products will also incorporate more innovative elements to provide a better driving experience for family users."

It can be said that in the domestic market, Dongfeng Fengshen, after years of accumulation, has garnered a group of loyal customers, which is an important brand asset. In fact, Dongfeng Fengshen is also the main force in Dongfeng's overseas market. Reportedly, from January to July 2025, its overseas sales reached 20,802 units, a year-on-year increase of 51%; the target sales for 2026 are 180,000 units, with efforts fully directed towards expanding the overseas market.

In Dongfeng Motor Corporation's plan, Dongfeng Fengshen aims to achieve domestic and overseas sales of 500,000 units by 2028, accounting for one-third of the company's total target of 1.5 million units, with even higher goals set for 2030. As their executives have stated, "The mission given to Fengshen by Dongfeng Group and Yipai Technology is very clear."

From this, the once vague concept of Dongfeng's major independence has become very clear, from Yipai Technology to Dongfeng Fengshen L8, and then to various developments thereafter. As one executive of Dongfeng Fengshen said, the most important thing now is to keep pace with the team's rhythm, the company's rhythm, and the rhythm of the times.