One year, three models, more than 1,000 sales and a dealer network that’s growing faster than a teenager’s appetite. Dongfeng is celebrating its first birthday in New Zealand with a few presents of its own – including a rather fetching new BOX special edition and some welcome upgrades to the 007.
Well, that first year went quickly! Chinese automotive brand Dongfeng has marked its first 12 months in New Zealand by passing the 1,000-sales milestone, expanding its dealer network to 12 locations and announcing a series of updates for its growing model range.
Not a bad first lap
Leading the charge has been the compact, fully electric Dongfeng BOX, which has accounted for more than 60% of the brand’s local sales. Its combination of city-friendly dimensions, practical packaging and a claimed WLTP range of 317km has clearly struck a chord with Kiwi buyers looking to make the switch to electric without breaking the bank.
The BOX has been joined by the more lifestyle-focused VIGO SUV and the rather more performance-minded 007 electric fastback, giving Dongfeng three distinct offerings as it looks to establish itself in an increasingly crowded New Zealand EV market.
According to Arek Zywot, General Manager for Dongfeng at local distributor Auto Distribution Holdings, the first year has been about delivering accessible technology, design and value.
“When we launched our intention was to deliver value and break barriers to EV ownership, versatility and performance. Reaching more than 1,000 sales in our first year is a significant milestone for Dongfeng in New Zealand, with BOX and VIGO leading the charge,” said Zywot.
And to celebrate that birthday? Naturally, there’s a new colour.
BOX gets the birthday treatment
The little BOX has received a limited-edition Rose Gold with White Roof finish, adding a splash of individuality to Dongfeng’s entry-level EV.
Limited to just 50 examples, the special edition combines its new Rose Gold exterior with a contrasting white roof and a White/Black interior. The first 15 vehicles are expected to arrive in November, with the remaining examples following. The special paint option adds $990 to the price, taking the limited-edition BOX to $30,980 plus on-road costs.
For those less concerned about standing out from the parking-lot crowd, the standard BOX remains available from $29,990 plus on-road costs until the end of 2026. After that, the price increases to $32,990 plus on-road costs. Twilight White is the standard colour, with other paint options also costing $990.
007 gets a little more clever for MY27
It’s not just the BOX getting some attention. Dongfeng has also announced a handful of customer-inspired enhancements for the MY27 007, without changing its asking price.
Both the Long Range and Performance versions now gain a 750kg towing capability (braked and unbraked), a retractable rear spoiler and heated front seats. The spoiler should add a little extra visual theatre while contributing to the car’s aerodynamic performance, while the heated seats are a welcome addition for those chilly Kiwi mornings.
The Performance variant also gains a new Black/Grey interior option, giving buyers another way to personalise their electric fastback.
Importantly, pricing remains unchanged:
- 007 Long Range: $54,990 plus on-road costs.
- 007 Performance: $59,990 plus on-road costs.
That’s a useful collection of upgrades without the usual price-rise sting.
VIGO continues to find its feet
The third member of the Dongfeng family, the VIGO, is also making its presence felt. Launched as New Zealand’s best-value fully electric SUV, the VIGO has been attracting private buyers, business customers and ride-share operators alike.
Its appeal appears to be less about chasing outright performance and more about delivering the everyday essentials: interior space, a comfortable ride, versatility and contemporary styling. Starting at $39,990 plus on-road costs, the VIGO is currently being offered with a choice of 0% finance or $2,000 cashback, providing another incentive for those considering an electric SUV.
Zywot says feedback from both customers and dealers is helping shape the brand’s local product offering.
“Customer and dealer feedback plays an important role in shaping Dongfeng’s local offering, and we want current and future buyers to know that we listen and react,” he said.
Twelve dealers and counting
Of course, selling cars is one thing; looking after them afterwards is quite another. Dongfeng appears to recognise that, having grown its New Zealand dealer network to 12 outlets in less than a year, providing approximately 80% nationwide coverage.
Five new locations have recently joined the network:
- West Auckland: 439 Great North Road, Henderson.
- Rotorua: 6 Tallyho Street, Mangakakahi.
- Taupō: Unit 2, 86 Miro Street, Tauhara.
- Hawke’s Bay: 220 Prebensen Drive, Onekawa, Napier.
- Manawatū: 178 John F Kennedy Drive, Milson, Palmerston North.
That expansion means more Kiwis have access to local sales, servicing and ownership support, something that’s particularly important for a relatively new automotive brand building trust in the market.
What’s next for Dongfeng?
Passing 1,000 sales in year one is a decent foundation, particularly in a market where new automotive brands are arriving with increasing regularity.
Dongfeng’s challenge now is to turn that initial interest into long-term loyalty, and that means keeping its products competitive, listening to customers and ensuring its dealer and aftersales network can keep pace with sales.
With the BOX providing the volume, the VIGO offering a more family-friendly electric option and the 007 bringing a little performance flair, Dongfeng has made an interesting start. As Zywot puts it, the brand intends to keep breaking barriers to EV fun, versatility and performance.
One birthday down, then. And if the first year is anything to go by, Dongfeng isn’t planning on sitting quietly in the corner for the next one.
