Dongfeng Honda, a 50:50 joint venture between Japan’s Honda Motor Company and China’s Dongfeng Motor Group, has just advanced as the first foreign partnership to have its own electric vehicle brand in China.
According to the press release, Dongfeng Honda introduced the new Lingxi brand on September 9, along with its first model concept.
Lingxi brand launch
Dongfeng Honda officially introduced Lingxi on Thursday. The move is apparently part of the JV’s strategy to boost its market value.
“With a new electrified brand image, we are marching forward on the journey to transform into a value-creating enterprise.”
Dongfeng Honda
Dongfeng-Honda Deputy General Manager Pan Jianxin also elaborated at the launch event on the brand’s objectives to “exceed user expectations and continuously provide fun new smart driving experiences.”
Electrek reports that the Lingxi brand logo’s design came from the “flying bird. Meanwhile, the Lingxi Green conveys the brand’s Chinese cultural origin.
What’s special about Lingxi?
Lingxi will employ a new electric vehicle platform and a new battery safety technology, according to local publication CarNewsChina.com.
Dongfeng Honda also indicated that the new EV-dedicated platform will be different from the e:NS regarding the following aspects:
- product positioning
- target consumers
- market pricing
During the launch event, the JV also showed off the brand’s first concept EV, the Lingxi L. Its exterior features a multi-faceted layout. Inside, it will have the Lingxi Space cockpit and Drive ADAS.
Purpose
Dongfeng Honda aims to have electric vehicle models to account for 50% of its vehicle sales by 2025. To achieve that, it intends to develop and produce 10 new models this decade.
That said, the Lingxi brand will play a significant role in achieving these targets. According to Dongfeng Honda, Lingxi and the company’s hybrid technology and e:NS developments will solidify its electrification strategy.
See Also:
- Honda convinces investors with its electrification efforts
- Top car brands in China in May 2023 – BYD first, VW second, Toyota third
- Honda’s aggressive EV strategy: To take Chinese electric automakers head-on
- Honda debuts three all-electric SUVs at the 2023 Shanghai Auto Show
- CPCA: Top-selling vehicles and automakers in China in February
Dongfeng Honda currently has only three available electric vehicle products, including one battery-electric and two plug-in hybrids. The company’s sales remained weak over the past year, with an estimated total of just 15,400 units.
That said, launching the Lingxi brand is undoubtedly crucial for the company to improve its sales and catch up with the intensifying competition in the Chinese EV market.
