Case Study

How We Helped a Chinese Carmaker Expand its Dealer Network and Strengthen its B2B Image in Russia

Goal

Launch new car models and attract new distributors to grow the DFM dealer network in Russia.

01 Background 02 Goal 03 Solution 04 Results

Background

Dongfeng Motor Corporation is a Chinese company engaged in the production, sale, and development of commercial vehicles, consumer vehicles, motor spare parts and components, vehicle-production machinery, and related businesses. It is among the top four largest Chinese automakers.

Goal

Launch new car models and attract new distributors to grow the DFM dealer network in Russia.

Solution

Dongfeng came to us with several objectives: grow the dealer network, introduce new car models to the Russian market, and raise brand awareness among Russian buyers.

Raising Awareness

To tell the Russian audience about the company, we chose two channels — media coverage and outdoor ads. For media coverage, we invited journalists from leading automotive periodicals to visit the Dongfeng stand at MIAS (Moscow International Automobile Salon) and COMTRANS.

Dongfeng representatives presented the company and the new vehicle model ranges. During the event, we organised two exclusive interviews.

dongfeng_img2 — Dong Feng Motors Rus’s General Director Wang Peng is undertaking interview at the Moscow International Automobile Salon

In parallel with the exhibitions, we prepared and launched an advertising campaign: we built the media and marketing plan, adapted Dongfeng’s visual content for Russia, and selected effective promotion channels.

dongfeng_img3 — Dongfeng’s outdoor ads in Russia

Expansion of the Dealer Network

Inside MIAS and COMTRANS we ran a dedicated event and invited leading auto dealers and distributors from across Russia. Dongfeng representatives presented the company, its cars, and the model advantages for the Russian market. After the presentation, meetings with potential customers were arranged.

dongfeng_img4 — Dongfeng’s stand at the Moscow International Automobile Salon

We handled the full delivery — organisation, journalist and dealer invitations, event management, press-material creation, and media coverage.

Introducing New Releases to the Russian Market

Participating in auto salons and exhibitions is not the right fit for every objective. To launch sales of new Dongfeng models, we therefore organised a private presentation attended by 200 people.

dongfeng_img5 — Presentation of АХ4 and Glory 580 (new models) at Dongfeng Night (private event)

Dongfeng Night

Results

Dozens of publications in mass media, interviews on TV channels, and negotiations with clients — over four years we helped Dongfeng establish a foothold in the Russian market, close foundational contracts, and raise brand awareness.