What DONGFENG does

DONGFENG in Tunisia is the exclusive distribution operation of Chinese state-owned automaker Dongfeng Motor Corporation (Shanghai-listed, ticker 600006), executed through local concessionnaire NIMR — a subsidiary of the COMET Group. NIMR imports and locally assembles a multi-segment vehicle portfolio spanning passenger cars (SHINE, SHINE MAX HEV, S50), SUVs (T5 EVO, SX3), pickups (RICH 6, including an EV variant), and a full-electric city car (BOX). Powertrain technology spans Mitsubishi-sourced 1.5L/1.6L internal combustion engines, Mach Power 1.5L turbo hybrid (205 HP combined), and CATL battery electric drivetrains (31.4 kWh / 42.3 kWh) with Level 2 ADAS and 5-star NCAP ratings. Local assembly occurs at COMET's El Mghira plant with a stated 25% integration rate targeting 40%.\n\nThe company operates a vertically integrated go-to-market model: eight 3S (Showroom, Spare parts, Service) agencies and five after-sales centers span Ain Zaghouan, Tunis, Sousse, Sfax, Gabès, Djerba, and Nabeul, supplemented by online quote requests and test-drive booking. Demand generation combines physical showroom events, trade-show participation (Petroafrica Big 5, SMA MEDFOOD), seasonal campaigns (Summer Festival, Aïd), and co-marketing with four financing partners — Zitouna Banque, UBCI, BH Leasing, and Best Lease — that offer 0% self-financing, fuel cards, and up to 7-year leasing terms. Pricing spans 49,990 DT (BOX EV entry) to 118,900 DT (T5 EVO premium SUV), positioning DONGFENG as the most affordable EV entrant in the Tunisian market.\n\nRevenue is generated primarily through one-time new-vehicle sales, complemented by recurring after-sales service and original spare parts. Customer segments are horizontally distributed across individual consumers (primary), commercial fleet operators (pickups), and eco-conscious EV buyers. The parent Dongfeng Motor Corporation reported 2.48 million global vehicle sales and 106.197 billion yuan in revenue for 2024, with new-energy vehicle sales growing 13.4%, providing the product pipeline and technology base that NIMR commercializes in Tunisia.

Name

DONGFENG

Legal name

Dongfeng Motor Corporation

Website

https://dongfeng.tn

Company type

Public

Founded year

1969

Operating status

Operating

Headcount range

11–50 employees

Short description

DONGFENG Tunisia is the exclusive distributor of Chinese automaker Dongfeng Motor's passenger cars, SUVs, pickups, and electric vehicles, sold through eight NIMR-operated 3S agencies and five service centers across the country.

Ownership category

akta.pro rank

Product category

Passenger Vehicles

NAICS

Motor Vehicle Manufacturing (3361), Automobile and Light Duty Motor Vehicle Manufacturing (33611)

SIC

Motor Vehicle Parts & Accessories (3714), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)

akta.pro primary industry

Passenger Vehicle Electrical & Electronics Manufacturing (ICE) (IMACAAAK)

akta.pro secondary industries

Class 4–6 Medium-Duty Truck Manufacturing (IMACABAB), Battery Pack & Module Manufacturing (EV) (IMACACAA)

Keywords

• Passenger vehicles
• Electric vehicles
• Hybrid vehicles
• Automotive manufacturing
• Commercial pickups

Headquarters

HQ city

Tunis

HQ country

Tunisia

HQ region

Africa

Offices8 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. New Vehicle Sales: DONGFENG generates primary revenue through the sale of new vehicles including sedans (S50, SHINE, SHINE MAX HEV), SUVs (T5 EVO, BOX), and pickups (RICH 6) to individual consumers and businesses in Tunisia.
2. After-Sales Service: Revenue from maintenance, repairs, and servicing of DONGFENG vehicles through 05 SAV centers.
3. Spare Parts Sales: Sale of original replacement parts and accessories through NIMR's network and promotional campaigns offering discounts on parts.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

DONGFENG designs, manufactures and distributes passenger and commercial vehicles — including electric, hybrid and gasoline sedans (BOX, SHINE MAX HEV, SHINE, S50), SUVs (T5 EVO, SX3) and pickup trucks (RICH 6) — together with related after-sales service, spare parts and financing. In Tunisia, vehicles are sold through NIMR's authorized dealer and 3S agency network, with select models locally assembled at the COMET factory in El Mghira.

Product overview

DONGFENG Motor is a Chinese automotive manufacturer offering a diverse portfolio of vehicles across multiple segments, distributed in Tunisia by NIMR. The current product lineup includes electric and hybrid new energy vehicles (BOX electric city car, SHINE MAX HEV hybrid sedan, SHINE gasoline sedan), traditional internal combustion engine vehicles (T5 EVO compact SUV, RICH 6 pickup truck, S50 sedan, SX3 SUV), as well as premium/concept vehicles developed through international partnerships (BEYONCA GT Opus 1 with Renault, M-Terrain electric off-roader). The brand also includes sub-brands like VOYAH for premium EVs, Fengguang for micro-cars, and E1 electric city cars developed with Renault-Nissan. Vehicles are either imported or locally assembled at the COMET factory in Tunisia, with a network of showrooms and service centers across the country.

Differentiator

Problem solved

Functional benefit

Products and services

• DONGFENG BOX (Electric City Car) 100% electric city car offered in 31.4 kWh (237 km WLTP) and 42.3 kWh Style+ (344 km WLTP) variants, with Level 2 ADAS, 6 airbags, 5-star NCAP safety rating, frameless doors on Style+, 12.8-inch touchscreen with Apple CarPlay/Android Auto and fast DC charging. Targeted at Tunisian individual buyers and eco-conscious consumers as the most affordable EV in the market.
• DONGFENG SHINE MAX HEV (Hybrid Sedan) Hybrid (HEV) sedan combining a 1.5L Mach Power turbocharged gasoline engine with an electric motor for 205 HP combined output and 4.3 L/100 km fuel consumption. Features fastback design, Full LED headlights, 10.25-inch touchscreen, digital instrument cluster, 4 airbags, 540-degree camera system and 5-star NCAP rating. Targeted at Tunisian buyers seeking an efficient mid-size sedan.
• DONGFENG SHINE (Gasoline Sedan) Gasoline sedan with 1.5L Mach Power engine (117 HP, 150 Nm at 4,500 rpm), available in manual (BVM) and dual-clutch automatic (BVA) variants. Equipped with 13-inch touchscreen, 7-inch digital cluster, heated front seats, rear camera and 16-inch alloy wheels; BVA adds Full LED headlights, sunroof, 540-degree camera and colored sport brake calipers. Targeted at Tunisian private buyers as an entry sedan from 64,990 DT.
• DONGFENG T5 EVO (Premium Compact SUV) Compact crossover SUV powered by a 1.5L Mitsubishi turbocharged direct injection engine producing 197 HP and 285 Nm torque, paired with a 7-speed GETRAG dual-clutch transmission and EURO VI compliance. Features two 10.25-inch connected screens, leather upholstery, 19-inch wheels, adaptive cruise control, lane departure warning, traffic sign recognition, forward collision alert, active braking, 360-degree camera and tire pressure monitoring. Targeted at Tunisian consumers seeking a premium SUV.
• DONGFENG RICH 6 (Pickup Truck) Pickup truck offered in Tunisia in 4x2 (102,900 DT) and 4x4 (112,900 DT) diesel configurations, designed for commercial, agricultural and utility use. A separate Rich 6 EV variant (160 HP, 420 Nm, 68 kWh CATL battery, 403 km NEDC range) is developed jointly with Nissan on the Navarra platform. Targeted at commercial fleet operators, agricultural buyers and small businesses.
• DONGFENG S50 (Locally Assembled Sedan) Sedan (berline) passenger vehicle assembled locally in Tunisia at COMET's El Mghira factory, with a 1.5L Mitsubishi 4-cylinder direct injection engine (120 HP), 6.9 L/100 km fuel consumption, 500-liter trunk, 7-inch touchscreen with Android/Apple connectivity, ABS, front airbags, EBD traction control and ISOFIX anchors. Targeted at Tunisian consumers as an affordable locally built sedan.
• DONGFENG SX3 (Compact SUV) Compact SUV with a 1.6L Mitsubishi MIVEC 4-cylinder engine producing 123 HP (90 kW), 5-speed manual transmission and 7.3 L/100 km consumption. Features 8-inch LED screen, faux-leather seats with red stitching, carbon-look accents, rear parking aid with rearview camera and 16-inch bi-color alloy wheels. Targeted at Tunisian buyers seeking an entry SUV.
• DONGFENG After-Sales Service & Spare Parts After-sales service, repairs, maintenance and original spare-parts supply for DONGFENG vehicles in Tunisia, delivered through five after-sales service centers operated by NIMR and partners (Quick Auto, Expert Assistance, S2A, Leader Repair). Includes manufacturer warranty handling (5 years / 100,000 km or 150,000 km for new-energy vehicles, plus 8-year battery warranty) and promotional parts-discount campaigns. Targeted at existing DONGFENG owners in Tunisia.

Quantifiable outcome

• BOX EV leads Tunisia electric vehicle market with 1 in 3 EVs sold being a BOX
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

17 partnerships are on record, tiered regional, minor, core, major and historical.

• Quick AutoregionalStrategic or Co-development Partner · 11 February 2026Strategic partnership for Sousse showroom opening in February 2026, with Quick Auto handling after-sales service for passenger vehicles.
• OLA EnergyminorGTM or Marketing Partner · 1 October 2023Forum Auto complex in Gabès partnership through Alliance Auto, bringing together Toyota, Ford, DFSK, and DONGFENG agencies. OLA Energy operates 175 stations across Tunisia.
• Leader RepairregionalChannel Partner/ Reseller/ Distributor · 12 November 20213S agency operator in Nabeul in partnership with TotalEnergies. 1700 m² facility covering Cap Bon region with sales and after-sales service for light and medium trucks, passenger vehicles, and vans.
• TotalEnergiesminorGTM or Marketing Partner · 12 November 2021Partnership with TotalEnergies Tunisia for Nabeul agency inauguration and energy sector collaboration.
• NIMRcoreOthersNIMR is the exclusive distributor and concessionnaire officiel of Dongfeng Motor vehicles in Tunisia. It is a subsidiary of COMET Group and handles all sales, after-sales service, and spare parts distribution for Dongfeng vehicles in Tunisia. NIMR distributes multiple brands including Dongfeng, Lonking, Sinomach, Golden Dragon, and DFSK.
• COMET GroupcoreStrategic or Co-development PartnerCOMET Group is the parent company of NIMR and operates COMET assembly factories in El Mghira where DONGFENG vehicles are locally assembled. Vehicles like the S50 and SX3 are assembled in Tunisia with local integration rates starting at 25%.
• Mitsubishi MotorscoreTechnology or IntegrationDONGFENG sources Mitsubishi engines for its vehicles sold in Tunisia, including 1.5L and 1.6L engines with MIVEC technology.
• Zitouna BanquemajorGTM or Marketing PartnerFinancing partnership offering 0% self-financing, free maintenance packs, and fuel cards on purchases of T5 EVO and RICH 6 vehicles through promotional campaigns.
• Best LeasemajorGTM or Marketing PartnerFinancing partnership for DONGFENG Summer Festival campaign offering discounts of up to 3,000 DT, free oil changes, 20% self-financing option, and 7-year leasing terms on S50 and RICH 6.
• UBCIminorGTM or Marketing PartnerCo-branding partnership offering 3,800 DT in customer advantages and exclusive financing terms on T5 EVO purchases.
• BH LeasingminorGTM or Marketing PartnerFinancing partnership offering immediate discounts and exclusive advantages across the entire DONGFENG range of vehicles.
• Quick AutoregionalChannel Partner/ Reseller/ DistributorAfter-sales service partner in Sousse handling SAV for passenger vehicles of the brand.
• Expert AssistanceregionalChannel Partner/ Reseller/ Distributor3S agency operator (Showroom, Sales, Service) in Sfax with 3000 m² facility and 24 employees. Handles passenger vehicles and commercial vehicles including trucks.
• S2AregionalChannel Partner/ Reseller/ DistributorCommercial and after-sales service agency operator in Gabès.
• LCA ForeverregionalChannel Partner/ Reseller/ DistributorCommercial agency operator in Djerba.
• RenaulthistoricalStrategic or Co-development PartnerHistorical joint venture (DRAC - Dongfeng Renault Automotive Company) for passenger vehicles. Renault sold its stake to Dongfeng and both companies continue cooperation on new generation engines and intelligent connected vehicles.
• Nissan Motor CompanyminorStrategic or Co-development PartnerJoint venture for Rich 6 EV electric pickup truck, using platform derived from Nissan Navarra. Rich 6 EV features 160 HP motor, 68 kWh battery, 403 km NEDC range.

Scale indicators12 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• BAIC: Chinese state-owned manufacturer with growing presence in North Africa, offering SUVs, sedans, and EVs including the EU5 and BEJING-branded EVs. Comparable in product mix and emerging-market positioning to DONGFENG.
• BYD: Global EV leader expanding in emerging markets including North Africa. Competes directly with DONGFENG BOX in the entry-level EV segment and threatens to challenge the ~33% Tunisia EV market share DONGFENG currently holds.
• Chery: Chinese automaker with established Tunisian presence, distributing sedans, SUVs, and EVs through its own dealer network. Directly competitive with DONGFENG across passenger, SUV, and pickup segments at similar price points.
• DFSK: Sister brand also exclusively distributed by NIMR in Tunisia through the same showroom network (e.g., co-located Sousse opening Feb 2026). DFSK sells passenger vehicles, vans, and light commercial vehicles — directly competing with DONGFENG's T5 EVO, S50, and RICH 6 lineup via the same dealer footprint.
• Geely: Major Chinese automaker with established distribution and growing presence in North Africa, including Tunisia. Competes in the same passenger vehicle and SUV segments (sedans, compact SUVs) as DONGFENG's SHINE, T5 EVO, and BOX lines.
• JAC Motors: Chinese state-owned automaker active across MENA and North Africa, with passenger cars, SUVs, and light commercial vehicles. Competes with DONGFENG across mass-market passenger and commercial vehicle categories in the region.
• MG Motor: Chinese-owned (SAIC) brand actively expanding in Tunisia and across North Africa with a model range spanning EVs (MG4), SUVs, and sedans. Directly competes with DONGFENG's EV (BOX) and SUV (T5 EVO) offerings in the same price tiers.
• Great Wall Motors: Chinese SUV and pickup truck manufacturer (including Wingle and P-Series pickups) competing with DONGFENG's RICH 6 pickup and T5 EVO SUV in similar price segments across MENA markets.

Broad incumbents

• Renault: Historical JV partner (DRAC, exited 2020) and one of the dominant legacy automakers in Tunisia with a long-standing dealer and service network. Provides the competitive benchmark DONGFENG must beat in price, brand familiarity, and aftersales support.
• Toyota: Toyota has a long-established Tunisian presence via partner networks (e.g., Alliance Auto complex in Gabès also houses Toyota and Ford alongside DONGFENG). Represents the established competitor in reliability, residual values, and pickup/SUV segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/dongfeng-motor-tunisie

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about DONGFENG