Dongfeng to expand dealership footprint in New Zealand

The local distributor for Chinese electric vehicle manufacturer Dongfeng is set to expand their dealership network in New Zealand.

Dongfeng’s lineup has grown from one to three models this month with the introduction of the Vigo small SUV and 007 sedan. Versions of both are already available on showroom floors of the three current dealerships in Auckland, Wellington and Christchurch.

But before the end of the month, Dongfeng plans to open a further four locations in the North Island, giving the brand more coverage in the four largest areas of the country.

Auckland will get two new dealerships on the North Shore and Takanini, while the remaining two will open in Hamilton and Tauranga.

“We've put a lot of investment into the sites, and we've done that because we need people to be challenged on what they think the brand stands for,” said Simon Rutherford, CEO of Armstrong’s Distribution Limited.

“We believe that they are amongst the best in terms of peers around in the industry, and we want to maintain that field as we go forward.

“So whilst this is going to give us probably 65 to 70% coverage of the market in terms of population distribution or buying, we've still got a gap to close to get true national coverage. So that is work in progress. 

“I think it's slightly different for the way the EV market is distributed. We're probably closer to 70-75% once we have these covered in terms of where EV buyers currently reside.”

Dongfeng's expansion plans were announced in the same week rival Chinese carmaker Leapmotor revealed essentially the same expansion plan. Leapmotor began operation with three main dealers in Auckland, Wellington and Christchurch, and will soon open four more. Two in Auckland, and one each in Hamilton and Tauranga.

All four new Dongfeng dealerships are due to open before the end of February.