Chinese automaker DONGFENG is making a major move in Morocco, expanding its presence beyond commercial vehicles and truck assembly to now include passenger cars. This marks a strategic shift for the company as it positions itself for long-term growth across the African continent, entering a highly competitive and rapidly evolving consumer market.
The brand is launching five new models tailored to local preferences, combining modern design, onboard tech, and energy efficiency. Leading the lineup is the SHINE, a gas-powered sedan priced at 169,000 dirhams. Its hybrid counterpart, the SHINE MAX, will sell for 249,000 dirhams. Two hybrid SUVs—the MAGE and the HUGE—are priced at 249,000 and 289,000 dirhams, respectively. Rounding out the range is the DONGFENG BOX, a fully electric city car with a real-world range of 344 kilometers, available at 219,000 dirhams.
Each vehicle reflects DONGFENG’s focus on durability, smart features, and refined finishes. The SHINE comes equipped with a 540-degree panoramic camera and a 13-inch touchscreen display. The SHINE MAX adds features like a panoramic sunroof and intelligent climate control. The two SUVs aim to blend comfort with tech, offering panoramic roofs and advanced driving aids. Meanwhile, the BOX stands out with semi-autonomous driving capabilities designed specifically for urban environments.
The brand’s official launch event in Casablanca brought together industry partners and members of the public for an immersive showcase that combined live demonstrations with technical presentations. But DONGFENG is thinking well beyond just vehicle sales. Starting in 2025, the company plans to open a regional import-export hub for spare parts. The following year, it will establish a technical academy aimed at training local talent in the latest automotive technologies, with a special focus on supporting Morocco and the broader African market.
DONGFENG currently operates in over 100 countries and reported sales of more than three million vehicles in 2024. Now, it’s setting its sights firmly on Africa, with a strategy built around innovation, distinctive design, and practical solutions tailored to local driving needs. The company’s R&D centers in China and Sweden are playing a central role in shaping this next phase of global expansion.
