Why was the Dongfeng Fengguang ix5 discontinued?
3 Answers
Dongfeng Fengguang ix5 was discontinued due to the brand's strategic planning and sales performance. Below is relevant information about the Dongfeng Fengguang ix5: 1. Exterior: The ix5's fastback design aligns with current popular automotive trends, and its irregular body lines are sharp, conveying a strong sporty vibe. As a midsize SUV, it offers decent space with a wheelbase of 2790mm, and features a stylish full-width taillight at the rear. 2. Features: The ix5 comes standard with a 10.25-inch touchscreen, car connectivity, voice recognition, GPS navigation, rain-sensing wipers, automatic air conditioning, and a rearview camera, among other practical configurations.
I've been driving the Dongfeng Fengguang ix5 for three or four years now. Back then, I chose it because it offered good value for money, and frankly, I feel a bit sentimental now that it's been discontinued. From my personal experience, the most common reason for a model to be discontinued is poor sales. The ix5 faced fierce competition in the market, with SUVs like the Haval H6 and Changan CS75 being more popular and leading by a large margin in sales. At car club meetups, the most discussed topics among owners were maintenance issues: relatively high fuel consumption and quite a few minor problems, such as insufficient air conditioning airflow and frequent strange noises. Dealerships also reported that the efficiency of ordering spare parts has declined, suggesting the brand might be shifting resources toward electric vehicles. The automotive industry is undergoing major changes now, with substantial subsidies for new energy vehicles putting pressure on traditional fuel-powered cars. As a state-owned enterprise, Dongfeng has to adjust its strategy to prioritize new energy models in the Fengguang series. For instance, the failure to timely launch an electric version of the ix5 has shown its weakness. As an owner, I'm also concerned about future maintenance hassles, since parts may become hard to find once a model is phased out. But looking at it another way, this situation might encourage consumers to upgrade to more efficient vehicles sooner.
Having dealt with car sales for years, it's common to hear industry friends talk about the ix5 being discontinued. Market data reveals the truth: sales have been declining over the past year, averaging less than a thousand units per month, far below competitors. Consumer preferences have shifted—younger buyers chase smart features and electrification, areas where the ix5 falls behind. Its interior design is mediocre, lacking innovation. The brand's strategy focuses on more profitable models, like the compact and efficient new energy lineup in the Fengguang series. Rising production costs add pressure—the ix5's factory equipment may be outdated and inefficient. Global material price hikes and chip shortages worsen the situation. Policy trends are key—China's push for low-carbon transformation and the dual-credit policy make survival tough for traditional cars. Dongfeng must optimize its lineup to stay competitive, and discontinuing the ix5 is a necessary business move. Users should consider Fengguang's upcoming hybrid models, which better align with market trends.
