DPCA is taking a radically different approach in its current revival efforts.

On August 17, business registration details unveiled the discreet formation of a new enterprise named 'Dongfeng Peugeot Citroen Technology (Wuhan) Co., Ltd. (hereinafter referred to as Dongfeng Peugeot Citroen Technology)'. The legal representative of this company is Huang Yong, who boasts a registered capital of 8.19 billion yuan. Notably, Huang Yong also serves as the current legal representative of DPCA. Both the company's name and its legal representative clearly link it to Dongfeng Peugeot Citroen Automobile Co., Ltd., a Sino-French joint venture in the automotive sector. Feiling Auto has learned from internal DPCA sources that Dongfeng Peugeot Citroen Technology will essentially assume the role of the 'New DPCA'.

This move signifies that DPCA has opted for a completely novel path in its quest for revival. Firstly, DPCA will no longer be the primary entity shaping its future but will instead become one of the investors in Dongfeng Peugeot Citroen Technology. According to previous official announcements from DPCA, on May 15 of this year, Dongfeng Motor Group Co., Ltd., along with Changjiang Industrial Investment Group Co., Ltd., Wuhan Financial Holdings (Group) Co., Ltd., Wuhan Economic Development Zone Industrial Investment Group Co., Ltd., Stellantis Group, and DPCA, officially finalized a capital injection agreement exceeding 8 billion yuan. These six entities are anticipated to be the investors in the New DPCA.

Previously, the external world had speculated that this investment represented a reform spearheaded by DPCA. However, with the new company's establishment, it has become evident that Dongfeng Peugeot Citroen Technology is the true focal point. The rationale behind creating a new entity and adopting a multi-shareholder model for this financing stems from shifts in the competitive landscape. The new joint venture cooperation has transcended the 'business-to-business' level, evolving into a higher-dimensional 'industrial ecosystem connecting with the global market'. Moreover, utilizing Dongfeng Peugeot Citroen Technology as the main entity facilitates a fresh start and the construction of a brand-new system tailored to current competition from scratch.

Previously, DPCA's core mission in China revolved around introducing foreign technology and products for local production and sales. However, with changing circumstances, this model has become unsustainable. The new Dongfeng Peugeot Citroen Technology has opted for comprehensive innovation in terms of capital, model, and product end, embracing a brand-new cooperation model that involves central state-owned enterprises, foreign capital, and local industrial capital. This demonstrates its resolve to break free from the past and embark on a new journey.

Secondly, the positioning and mission of Dongfeng Peugeot Citroen Technology have undergone a transformation. With its establishment, its new development trajectory in the Chinese market has become apparent. In terms of products, it will leverage Chinese technology while Stellantis contributes design, quality control management, etc., to jointly foster growth. This model bears some resemblance to the current strategies of SAIC-Audi and Chery Jaguar Land Rover Discovery Sport. The distinction lies in its continued utilization of the Peugeot and JEEP brands. Simultaneously, it will adopt a model of 'research and development in Wuhan, manufacturing in Hubei, and global sales' to fully harness the research and development efficiency and supply chain capabilities of the Chinese market, thereby maximizing product competitiveness.

In its core operations, according to current information, the New DPCA will commence mass production of several new energy vehicle models of Peugeot and JEEP at its Wuhan plant in 2027. Among them, Peugeot's brand-new new energy vehicle model has already made its debut at this year's Beijing Auto Show. JEEP, on the other hand, will operate independently through a dedicated business division. These products will encompass pure electric and plug-in hybrid technology routes, catering to diverse scenarios such as off-road adventures, urban commuting, and family outings. They will feature products equipped with China's three electric systems, China's intelligent cockpit, and China's advanced intelligent driving technologies. Consequently, the competitiveness of Peugeot, Citroen, and JEEP will undergo a comprehensive upgrade in terms of product strength.

DPCA's current revival journey commenced in 2025. Last October, DPCA convened a cadre meeting and announced that Lv Haitao would return to DPCA from Dongfeng Group to assume the role of General Manager of DPCA. The return of this seasoned veteran was perceived as a significant symbol of DPCA's strategic revival. Subsequently, at the end of 2025, DPCA unveiled a three-year revival plan, aiming to solidify its foundations in 2026, enhance quality in 2027, and achieve a decisive revival in 2028. According to the plan, the scale is projected to stabilize at around 200,000 units.

However, the specifics of the plan have not been publicly disclosed. Overall, the core elements encompass reorganizing the marketing headquarters, recruiting talent with a background in new forces, expanding direct sales channels, and intensifying export efforts. This represents the top-level design for DPCA's revival. The rationale behind determining this scale is that DPCA believes the New DPCA should adhere to differentiated development and refrain from blindly pursuing scale. Its management contends that, in the current fiercely competitive industry environment, it is unrealistic for any joint venture to reclaim its past peak volume, a sentiment that has become an industry consensus. Additionally, in the market, French cars are regarded as unique products but not necessarily 'niche'. The current market is no longer solely about scale-based competition; DPCA will subsequently concentrate on winning over core users who genuinely resonate with French car concepts and appreciate car design.

Therefore, in the market, DPCA will not blindly chase short-term order volumes but will place greater emphasis on user reputation and experience satisfaction, precisely catering to consumer groups who love driving, appreciate avant-garde design, and resonate with differentiated values.

After determining the direction, both shareholders engaged in unprecedented communications to reignite DPCA's future. Data reveals that since July 2025, senior executives from the Stellantis Group have made frequent visits to Wuhan, maintaining close communication with Dongfeng Motor Corporation, exploring a 'new Sino-French joint venture paradigm' with DPCA as the core carrier. 'The foreign team highly认可 our judgment, trusts our development approach, and even in terms of brand planning and concept output, our insights continue to influence the collaborative development of both sides,' stated Lv Haitao.

In terms of company structure, DPCA has deviated from the long-standing joint venture conventions by allowing the Chinese side to take the lead in single decision-making on the marketing end. Simultaneously, it has recalled veterans from the DPCA system into the management team and recruited talent from new forces such as Xiaomi and XPENG. As a result, DPCA has assembled a brand-new team with the objective of fortifying connections with consumers and cultivating user-centric TO C capabilities.

Regarding the channel system, DPCA currently maintains stability. What many may not realize is that DPCA's dealer profitability ratio remains among the highest in the industry. This is attributable to the fact that DPCA's dual brands currently have stable-selling models in operation, and dealers also derive significant income from after-sales services for vehicles in circulation, which is a pivotal reason why dealers persist. For DPCA, this represents a valuable asset. Currently, these dealers, established early on, are situated in the core areas of first- and second-tier cities. Therefore, enhancing channel capabilities will aid the New DPCA in swiftly penetrating the market and reducing expansion costs.

With the establishment of Dongfeng Peugeot Citroen Technology, DPCA's resurgence has entered an accelerated phase.