As the global automotive industry accelerates its transition toward electrification and intelligent technologies, China’s Dongfeng Motor is expanding its international footprint through partnerships, overseas market launches and product upgrades, the company said.

Since November, Dongfeng has rolled out a series of initiatives aimed at strengthening its global presence, while positioning its M-HERO brand to compete in the premium intelligent off-road vehicle segment, a niche market dominated by established international players.

Partnerships and Talent as Pillars of Overseas Growth

Dongfeng has placed partnerships and talent development at the center of its overseas strategy.

In November, the automaker hosted two major international partner conferences. The 2026 Passenger Vehicle Global Partners Conference was held in Xiamen, Fujian Province, bringing together more than 600 partners from over 100 countries and regions. Dongfeng showcased products and technologies from its self-owned brands, including M-HERO, VOYAH and AEOLUS, and launched the global debut and shipment of 10,000 units of the DONGFENG VIGO.

The VIGO, which began pre-sales in October, has received more than 10,000 orders, according to the company, and is expected to play a key role in Dongfeng’s overseas passenger vehicle expansion.

Wang Jun, vice president of Dongfeng Motor, said the company will continue to focus on new energy, intelligent technologies and internationalization, while expanding its powertrain portfolio across pure electric, hybrid and hydrogen technologies and working with partners to build a broader industrial ecosystem.

Dongfeng also held its 2026 Overseas Commercial Vehicle Partners Conference in Shiyan, Hubei Province, under the theme “Transformation, Renewal, and Win-Win Cooperation.” At the event, the company launched the G Series premium heavy-duty truck brand and outlined its overseas commercial vehicle strategy. Dealers from Pakistan, South America and other regions shared market insights, highlighting Dongfeng’s long-term cooperation with overseas partners.

Talent development has also become part of the company’s globalization push. On November 21, Dongfeng Import & Export hosted its 2025 Overseas Talent Open Day, welcoming nearly 70 international students from 23 countries. The initiative aims to build a pipeline of globally minded talent to support the company’s overseas operations.

Product Launches Gain Traction in Overseas Markets

Dongfeng’s overseas expansion has begun to yield results across several regions.

In the Middle East, the DONGFENG 007 won the “Annual Best Range-Extended Vehicle Technology Award” at Saudi Arabia’s National Auto Award ceremony, citing its range-extender technology. The model was also launched locally, marking Dongfeng’s entry into the market through technology-driven positioning.

In Southeast Asia, the DONGFENG 007 made its official debut in Singapore. The launch attracted public attention following an appearance by international artist Jessica Jung, while the announcement of pricing and specifications signaled Dongfeng’s longer-term ambitions in the region.

In South America, Dongfeng adopted a dual-model rollout strategy. The DONGFENG VIGO was unveiled at Carrasco International Airport in Uruguay, drawing interest from local mainstream media and automotive influencers. At the same time, the flagship SUV DONGFENG HUGE was launched in Santiago, Chile, receiving coverage from international outlets including CNN. The model’s family-oriented positioning has been well received in the local market, the company said.

M-HERO Targets Premium Intelligent Off-Road Market

Within Dongfeng’s global product portfolio, M-HERO has been positioned as a dedicated brand targeting the premium intelligent off-road segment.

At the Guangzhou Auto Show on November 21, M-HERO launched the M817 Hero Edition, priced at RMB 301,900, with a limited-time customer incentive of RMB 48,800 available through December 31. The model is the fourth variant in the M817 lineup and the latest outcome of cooperation between M-HERO and Huawei Qiankun.

The M817 family includes Pro, Max and Max+ versions designed for different off-road and daily driving needs. The Max+ version is equipped with a 50.4 kWh CATL battery, offering a CLTC-rated pure electric range of 215 km and a combined range of up to 1,365 km.

The Hero Edition emphasizes safety, intelligent features and modification potential. Its armored body structure has received the “2025 Top 10 Body” and “Best Reliability Award,” with high-strength steel accounting for 83.2% of the structure. The chassis, which features an all-aluminum design and three differential locks, won the “2025 China Top 10 Chassis” and “Best Off-Road Award.”

The model is equipped with the Huawei Qiankun HarmonyOS cockpit and supports advanced communication systems, including satellite phone functionality, aimed at maintaining connectivity in extreme environments. It also offers more than 20 reserved modification interfaces and supports towing loads of up to 2.5 tons. M-HERO has launched a co-creation modification program to encourage user participation and build a customization ecosystem.

Since its market debut in August, the M817 has posted strong sales and customer feedback, ranking among the top performers in the premium new energy off-road segment, according to the company. The model is available via the Huawei Qiankun App and is expected to receive OTA upgrades, including Qiankun ADS 4 and HarmonyOS Cockpit 5.

Looking ahead, M-HERO plans to introduce a new product line in 2026 as it aims to establish itself as a leading premium intelligent off-road brand, supporting Dongfeng’s broader push into high-end overseas markets.

Dongfeng’s overseas strategy is shifting from single-model exports to a broader global framework that integrates partnerships, talent development, technology and diversified product offerings. The M-HERO brand’s move into the premium intelligent off-road segment reflects Dongfeng’s effort to differentiate itself in international markets, with its long-term performance expected to depend on execution and market response as overseas rollouts continue.