Why was the Dongfeng Fengshen AX3 discontinued?
2 Answers
Due to reasons such as product line restructuring, the Dongfeng Fengshen AX3 has been discontinued. Below is more information about the Dongfeng Fengshen AX3: 1. The Dongfeng Fengshen AX3 is a compact SUV under Dongfeng Passenger Vehicle, with body dimensions of 4518x1740x1562mm. 2. In terms of exterior design, the front face of the Dongfeng Fengshen AX3 maintains the family-style design, with fashionable headlight shapes. The front adopts an X-shaped design, giving it a more dynamic appearance, complemented by a three-dimensional front bumper that enhances a sense of solidity. For the rear, the taillights utilize LED light sources, and although the rear windshield is not particularly large, it extends to the sides of the body, creating a distinctive effect.
I worked at a Dongfeng Fengshen dealership for several years, so I'm quite clear on why the AX3 was discontinued. Basically, it just wasn't selling well. Back in 2018, the SUV market was flooded with new models like the Haval H2s, which were more stylish and affordable. The AX3's design looked dated, and its interior lacked innovative features – consumers often complained it felt low-tech. Sales gradually declined, leaving dealerships with piles of unsold inventory that even deep discounts couldn't move. Dongfeng probably realized the production costs were too high with slim profit margins, making it smarter to shift focus to newer models. Additionally, stricter emissions policies came into play – the AX3's engine couldn't meet the China VI standards, falling behind the times. I heard they prioritized hotter sellers like the AX7 and their new energy eπ series, effectively squeezing out this compact model. Looking back, discontinuing it was inevitable to avoid further losses.
