Dongfeng confirmed for New Zealand launch: here come Box, Vigo and... 007

David Linklater

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Dongfeng Box doesn't actually look that boxy; it'll be the entry model to the brand.

Dongfeng Box doesn't actually look that boxy; it'll be the entry model to the brand.

  • Dongfeng to enter NZ market with three new models.
  • Aim is to 'remove barriers to zero and low emission vehicle ownership', says importer.
  • First dealerships in Auckland, Wellington and Christchurch.

Another new Chinese automotive brand is set on breaking into the New Zealand market with the announcement that Armstrong's Distribution Limited will launch Dongfeng this year, with a trio of models: Box, Vigo and 007.

Dongfeng to launch in NZ.
Vibe is a medium SUV with a few Kia... vibes.

Armstrong's Group is the largest independent automotive retail operation in NZ and also imports and distributes various brands through a standalone business, including Peugeot, Citroen, Opel, Smart and Leapmotor.

Dongfeng is one of China's "big four" state-owned carmakers (along with SAIC, Changan Automobile and FAW Group). Formed in 1969, it has joint-venture projects with Peugeot-Citroen, Honda and Nissan; formerly also Kia.

It also designs and markets a massive range of vehicles under its own brands and is currently represented in more than 100 countries. Box, Vigo and 007 are all billed as "affordable EVs" by Armstrong's; they come from separate sub-brands which were united under the single Dongfeng banner in 2023.

Dongfeng to launch in NZ.
With apologies to Ian Fleming, Dongfeng's sleek sedan is called 007.

Armstrong’s founder and executive director, Rick Armstrong says: “We’re incredibly excited to bring Dongfeng to NZ. These vehicles combine world-class engineering with cutting-edge technology, all at a price point that makes premium quality more accessible than ever. 

“We’re all about removing barriers and delivering vehicles which are a dream to drive.”

“Our goal is to challenge and then exceed expectations,” says Simon Rutherford, CEO, Armstrong’s Distribution Limited.

A full launch is set for the last quarter of the year, with more specific model information promised "in the coming weeks".

Another possibility for local launch is Forthing, another Dongfeng sub-brand that's also in export markets. A Forthing Friday SUV has been spotted at Armstrong's head office.

The company has confimed the first three retail stores will be located in Auckland, Wellington and Christchurch, with additional stores to be added throughout the country.