As an important member of Dongfeng Group, Dongfeng Forthing has provided high-quality car-owned services to nearly 2million car owners in the past 20 years.
The current generation Z has gradually become the mainstream of automobile consumers. For providing them with better services, FORTHING starts the brand renewal focusing on a younger and more dynamic passenger car brand.
New Position
New brand strategic positioning
Raise the level of corporate strategy and inherit assets for a century
Strategic level gives the “Fengxing” brand full attention, and intend to built into core brand
New Concept
New connotation positioning
Base users upgrade and users change
Customize new brand value according to the demands of the target population, understand and continue to track the demands
New Image
New English brand name logo to create own PV brand
Establishing an English name, using the existing “Forthing” as an international brand, and adopting a new logo
New logo- King lion
This new logo perfectly combines the shield’s guard power with the lion’s attack power
The shield is a safety and guard to protect users’ safe travel
Lion is confident and fearless, is brave to move forward, and brings drivers passionate when driving.
Name: King Lion
FORTHING likes a lion that has been sleeping for a long time and is ready to wake up, it has the strength to store energy, meet the times with the posture of awakening and move forward bravely. Always with fighting attitude, brave, confident, strong and powerful. It means our attitude of bravery, self-confidence, fearlessness, a sense of strength just like a brave lion.
New logo FORTHING is combined with FORTH (means forward) + ING (means continue).
FORTH means to move forward, highlighting the momentum of continuous upward trend and leapfrog development all the way and the forward goal direction.
ING means continuous and ongoing, so as to highlight the popular development trend and never-ending determination.
FORTHING, interpreted as “all the way forward”, it is an affirmation of the strength of the popular stage It also represents our brand declaration – positive R & D, innovation and all the way forward! For consumer, there is also a beautiful moral, which indicates that the broad road will be popular and move forward bravely! In pronunciation, FORTHING sounds like “Forthing” closely matches the brand name, which is easy to publicize and spread.
Moral: FORTHING, Move Forward Bravely