DFSK: Brand overview

In 2003, Dongfeng Sokon Automobile Co. was established as a result of significant cooperation between Dongfeng Motor Corporation and Sokon Industry Group (later known as Seres Group). Shiyang City in Hubei Province was chosen as the base for this enterprise. By 2005, the production of minibusses and mini-trucks began at the production facilities in Shiyang. 2009 was marked by the entry into the market of passenger vehicles under the brand Xiaokang with a minibus S500.

2011 was a turning point for the company: it opened a new production site in Chongqing. Then, the company began to develop the SUV segment under the brand Fengguang. The following year, the company entered the market in Vietnam, having opened its sales division there. The dynamics continued to grow, and by 2014, DFSK produced an impressive 200 thousand vehicles per year at its four plants. The expansion of production was complemented by the production of new models, such as the Glory 560 SUV.

The year 2015 was marked by the entry into international markets: vehicles were delivered to regions such as South America, the Middle East, and Africa. Thanks to this increase in demand, annual production exceeded 300,000 vehicles. By 2017, the company had improved its model lineup with better versions of vans and SUVs and marked an annual production volume of more than 400 thousand vehicles.

In 2018, Dongfeng sold its 50% stake in DFSK, giving Seres Group full ownership. Following this, DFSK strengthened its presence in the global market by opening offices in countries such as Indonesia and Brazil in 2019. However, an unforeseen global pandemic in 2020 caused a temporary delay, reducing production to 320,000 vehicles. But in 2022, DFSK showed resilience by introducing new electric vehicles that integrated Seres’ advanced technologies. Remarkably, in the same year, they returned to pre-pandemic figures.

Meaning and History

DFSK Logo History

2003 – today


Dongfeng means “wind blowing from the east” in Chinese. Since this phenomenon cannot be seen or depicted, designer Ai Dekun decided to depict in the DFSK logo two swallows arriving on the wings of the spring wind, often the east wind. The silhouettes of the birds in a white circle give the impression of a rotation, similar to an automobile wheel. Each swallow resembles the Chinese character “人,” meaning “people,” illustrating the brand’s focus on customer satisfaction. The abbreviation “DFSK” is stenciled using three colors: dark gray, black, and red.

The chosen color palette provides visual depth and is consistent with traditional branding colors in the automotive industry. The rotating effect of the bird silhouettes indicates movement and matches the automotive character of the brand. The skillful use of the Chinese character for “people” in the shape of swallows integrates cultural symbolism into the logo, enriching its meaning and making it multi-dimensional.