Seres Auto (Hubei) Co., Ltd.[1], previously named as Dongfeng Sokon Automobile and known internationally as DFSK Motor, is a Chinese automotive company formed as a joint venture between Seres Group (formerly Sokon Group) and Dongfeng.It was established on June 27, 2003.[2] Nowadays it is fully owned by Seres.
Seres Hubei produces microvans, flat-bed commercial trucks and passenger vehicles under the DFSK/Dongfeng Sokon brand and budget passenger vehicles under the Fengon (DFSK Glory) brand.[3] Manufacturing takes place in four different facilities, two of which are located in HubeiShiyan and two in Chongqing.[4]
History
At the beginning of 2000, Chongqing Yu'an Innovation Technology (Group), a manufacturer of motorcycles and automotive components, and Dongfeng Motor evaluated the possibility of manufacturing microvans intended for small Chinese businesses.
Dongfeng had experience producing cars for PSA, but had not yet produced vehicles in the light commercial segment, and approved the project.
In 2003 the joint venture Dongfeng Yu'an Automobile, headquartered in Chongqing, was formed and work began on the construction of a new factory.Yu'an Group provided the design for the microvans, and acquired licensing for the production of chassis, engines, and components for microvans from Suzuki. Dongfeng was responsible for the engineering and testing of the vehicles. In 2005, they debuted their first small van, called the C-Series. It was offered in multiple configurations (paneled, passenger minibus and pick-up) with Suzuki engines and rear-wheel drive.At its debut, the Yu'an Group changed its name to Chongquin Sokon Industry Group (abbreviated to Sokon in English or Sokon in Chinese) and the joint venture consequently became Dongfeng Sokon Automobile (abbreviated to DFSK).
In the Chinese market the vehicles are sold as Dongfeng Sokon while in the export markets the name DFSK is used. In both cases, the brand on the grille is Dongfeng's “Dual Wings”.
Subsequently, DFSK presents numerous other models of minivans and starts exporting them also in Europe; in the UK they will be distributed by subsidiary Sokon Automobile while in Italy by Giotti Victoria.[5]
In September 2003, Chongqing Ruichi Automobiles (瑞驰新能源公司), a fully funded subsidiary of Chongqing Sokon Group was established. As an enterprise for the manufacturing, sales and services for the pure electric commercial vehicles, Ruichi is one of the earliest enterprises in China with qualifications for the production of pure electric commercial vehicles.[6] Chongqing Ruichi Automobiles is now a fully funded subsidiary of Seres, with products being rebadged electrified versions of DFSK's microvans and trucks.[7]
In 2013, DFSK decided to enter the lucrative SUV market by starting the design of a seven-seater mid-size vehicle using Dongfeng technologies; this vehicle was designed so that it could have an aggressive price classifying itself as a low-cost family car and had to be sold both in China and abroad.The project debuted in 2016 called Dongfeng Fengguang 580, a five and seven-seater front-wheel or four-wheel drive SUV with Mitsubishi engines. The brand name Fengguang (translated into Fengon in English) is used to distinguish them from the production of minivans called Sokon. On foreign markets, this vehicle will be renamed DFSK Glory (easier to pronounce) using the Dongfeng Dual Wings emblem on the grille, interior and rear.
In the same years, the production of the minivan range was started in Indonesia and Thailand and exports also to South America and Eastern Europe.
DFSK began to assemble and market products in Indonesia in 2015.[8] Plans at the time of launch included an expected production of 50,000 units/year.[8]
In 2017, joint venture of DFSK and Regal Automobile began assembly in Pakistan. Plant in Lahore producing SUV Glory 580 variants, C-37 Van, Humsafar MPV, K01 Pickup truck etc.
Total sales in 2017 reached 402,000 vehicles and in November 2018 Chongqing Sokon Group attempted to acquire the remaining 50% of the DFSK joint venture from Dongfeng for 621 million euros, becoming 100% owner. The deal was abandoned in July 2019[9]
In September 2019, Sokon acquired the remaining 50% of the DFSK joint venture from Dongfeng. Seres continued to produce vehicles using the Dongfeng logo and under the DFSK brand while phasing out the Dongfeng logo on the Fengguang brand after it was renamed to Fengon.[10]
In April 2020, Chongqing Sokon Industrial Group purchased 50% of DFSK's equity from Dongfeng Motor Group, making DFSK a wholly owned subsidiary of Sokon Group.[11] As of 2021, DFSK has a total of 4 production bases in China, two of which are located in Shiyan, Hubei and two in Chongqing.[12]
In October 2023, Dongfeng Sokon Automobile was renamed to Seres Auto (Hubei).[13]
Products
Fengon
Fengon (or DFSK Glory for foreign markets) formerly known as Dongfeng Fengguang, is the sub-brand of Seres that produces passenger vehicles. Established in 2008, Fengon brand targets at affordable compact MPVs and SUVs. It used to be a joint-venture brand with Dongfeng Group but was fully acquired by Seres Group in 2022. The Fengon brand began to replace the former Dongfeng logo and replaced it with its own Fengon logo in models after the acquisition.
Landian is a brand of Seres for budget electric vehicles which was established in March 2023. The word Landian literally means blue electricity in Chinese.[18]
In February 2026, Seres announced to spin off the assets of Landian brand and establishing a new company, the government of Chongqin acquired 33.5% of the company's shares, becoming its largest shareholder. Seres' stake will be reduced to around 32%, resulting in a loss of control, and Landian will no longer be consolidated into Seres' financial statements. The board of the new company will consist of five members, with Seres holding only one seat.[19]
