销量持续下滑 东风风神何以破局？

Core Insights - Dongfeng Fengshen's sales have significantly declined from 190,000 units in 2022 to 110,000 units in 2024, with a year-on-year decrease of approximately 8.80% in the first ten months of 2025, selling only 76,300 units [2] - The L7 model's monthly sales are around 3,000 to 4,000 units, which is considerably lower compared to competitors, and the newly launched L8 has also underperformed with sales of about 3,500 units in September and October [2] - The decline in sales is attributed to multiple factors, including a lag in the transition to new energy vehicles, internal resource constraints, brand positioning issues, frequent management changes, and a crisis of consumer trust due to complaints about the L7 model [2][3] Sales Performance - Dongfeng Fengshen's sales target for 2025 is set at 130,000 units, with an ambitious goal of reaching 170,000 to 180,000 units in 2026 [3] - As of October 2025, the company is still 53,700 units short of its sales target, necessitating a monthly sales increase to over 26,000 units in the remaining two months [3] Strategic Initiatives - The company is implementing a series of reforms led by General Manager Deng Liuchao, focusing on technology, product differentiation, and smart development [3] - Key strategies include enhancing the L7's "pure electric freedom" label, accelerating the transition to smart electric integration, and optimizing dealer inventory and business policies [3] Future Outlook - The year 2026 is critical for Dongfeng Fengshen, as it seeks to overcome its current challenges and rejuvenate its market position [4] - The success of the L8 model in generating strong sales growth will be pivotal for the company's future resource allocation and overall recovery [3][4]