Chinese automaker DFSK is expanding across Southeast Asia, with the region forming a key part of its international growth strategy.

The company's activities in Thailand and Indonesia are influencing its approach to new-energy vehicles, right-hand-drive (RHD) market development, and regional manufacturing integration, supported by production, service and distribution capabilities across Southeast Asian markets.

DFSK is expanding its Southeast Asian operations through the introduction of new-energy vehicles designed for RHD markets, while developing its manufacturing, service and distribution capabilities in markets such as Thailand and Indonesia.

The company's latest initiative includes the global debut of the right-hand-drive version of the E5 Plus plug-in hybrid sport utility vehicle (SUV) at the International Automotive & Supply Chain Expo in Hong Kong, along with plans to expand its regional presence through local partnerships, manufacturing investments and new mobility technologies. This debut is part of DFSK's broader Southeast Asian strategy, where Thailand and Indonesia function as operational and strategic locations.

Thailand and Indonesia central to regional strategy in Southeast Asia

DFSK has identified Thailand and Indonesia as the basis of its Southeast Asian growth strategy, aiming to use both countries' automotive ecosystems to support its position in regional RHD markets. Amy Gong, President of DFSK, described Thailand as a consumer market and a regional export hub.

"DFSK's manufacturing and export strategy for Thailand and Indonesia focuses on flexibility, local partnerships and utilising these countries as hubs for RHD markets," she said.

According to Gong, Thailand's automotive infrastructure and supply chains make it a location for Chinese manufacturers for both domestic sales and exports to other right-hand-drive countries. In Thailand, DFSK is seeking additional local partnerships to support its market presence and the introduction of the E5 Plus RHD.

Joe Zhou, Deputy General Manager responsible for sales and service, referred to Thailand's potential for mass-market vehicles and identified plug-in hybrid electric vehicles (PHEVs) as a suitable technology for local consumers.

"PHEVs are a suitable solution for Thai customers who want to try electric mobility technology, as cars powered by petrol reduce concerns over long-distance travel," Zhou said.

Competition in Thailand's new-energy vehicle sector is high, particularly due to the presence of Chinese manufacturers. DFSK stated that it intends to compete through product quality and technology while supporting customers' mobility requirements. Zhou also noted the increasing number of Chinese competitors, stating that wider industry participation would support expansion of the EV ecosystem, development of charging infrastructure and provide consumers with more options.

Indonesia represents a different approach for DFSK within its Southeast Asian expansion framework. The company has operated a manufacturing facility in the country for more than a decade and plans to increase investment in electric vehicle production and local supply-chain development.

DFSK stated that its manufacturing presence provides a base for expanding its EV portfolio in Indonesia, where vehicle electrification is increasing. The company also operates automated production facilities in Indonesia and Vietnam, enabling response to regional demand.

E5 Plus makes global debut in right-hand-drive form for Southeast Asian markets

DFSK unveiled the E5 Plus hybrid SUV at the International Automotive & Supply Chain Expo in Hong Kong, marking the global debut of the right-hand-drive version, which is intended for markets including Thailand, Indonesia and other RHD countries in Southeast Asia.

Built on the Seres Super Hybrid System, the plug-in hybrid SUV has been developed for family mobility requirements and international markets. The launch followed the introduction of the E5 Plus in North Africa and South America and forms part of DFSK's international expansion strategy, with Southeast Asia included as a focus region.

"The E5 Plus marks the beginning of a renewal of our product portfolio," Gong said.

She further added that DFSK would continue developing its capabilities in technology and innovation, expanding its product portfolio, supporting global expansion, developing local operations and introducing products and services aimed at mobility solutions.

Powered by the Seres Super Hybrid System, the E5 Plus uses energy management technology to adjust driving modes to road conditions. The model offers a combined driving range of up to 1,200 km under the WLTP cycle, combining electric driving capability with long-distance travel.

The intelligent driving version of the E5 Plus RHD is equipped with a driver-assistance system featuring five millimetre-wave radars and 22 sensing units. Additional features include a 540-degree panoramic-view system designed to support use in urban and other driving environments.

DFSK has adapted the E5 Plus RHD for right-hand-drive markets, particularly in Southeast Asia, based on regional driving conditions, climate patterns and consumer preferences. Driver-assistance features such as Lane Centering Control and Adaptive Cruise Control have been adjusted for local driving scenarios, while voice-control functionality and user-interface logic have been adapted for regional usage patterns.

The infotainment system supports Traditional Chinese (Hong Kong), Thai, Indonesian, Malay and Vietnamese languages. It also includes a connected-car platform compatible with applications and systems such as Apple CarPlay and Spotify. The E5 Plus RHD will be introduced in markets including Indonesia and Hong Kong, as part of DFSK's Southeast Asian rollout.

Building on the success of the ES Series in global and Southeast Asian markets

DFSK stated that its ES model series has achieved global sales of more than 100,000 units. The company also showcased the ES Plus at the Hong Kong exhibition. The plug-in hybrid SUV is available in five-seat and seven-seat configurations and is designed for daily commuting and long-distance driving, targeting families and professionals.

Expanding service and support capabilities across Southeast Asia and beyond

Alongside its vehicle expansion plans, DFSK is developing service infrastructure and customer support systems across Southeast Asia and other international markets. The company has developed a global service ecosystem through its Learning Management System, an online platform for training and professional development for mechanics and technicians in multiple countries.

DFSK's Digital Automotive Service Solutions platform and AI-powered service network provide technical support across 130 markets in six languages. The company stated that customer information shared through its digital platforms is handled in accordance with applicable data protection laws.

At the Hong Kong event, DFSK also introduced a global service framework based on quality management, talent development, spare-parts network development and a digital service platform. The framework covers five areas: network capability, operational systems, personnel development, technical expertise and parts availability. According to the company, the objective is to provide a consistent ownership and after-sales experience for customers worldwide, including those in Southeast Asia. To support long-term growth, DFSK is also developing its global partner network through collaboration programmes and support initiatives.

Global expansion ambitions with Southeast Asian focus

Founded in 2003 as a joint venture between Dongfeng Motor and Seres Group, formerly known as Sokon Group, DFSK has expanded its international presence, with Southeast Asia forming part of its growth markets.

The company has delivered more than 5 million vehicles across more than 70 countries and regions and offers passenger vehicles, commercial vehicles and mobility services. DFSK stated that its strategy is based on principles including accessible technology, green innovation, accountability and continuous improvement. The company aims to increase access to mobility while supporting the transition towards lower-emission transportation.

With an expanding portfolio of new-energy vehicles, a revised brand identity, manufacturing capabilities and service infrastructure, DFSK is expanding its position in international markets, with Southeast Asia as part of its focus, and its role in mobility solutions across Southeast Asia and other regions.