Dongfeng Motor Corp is trying to get their brand into a global spotlight by being part of the current Volvo Ocean Race that was recently started. This renowned world sailing tournament was started last weekend with seven skippers and crew along with a new entrant like Dongfeng trying to gain a foothold in the sailing world and on the global scenario.
The company aims to sponsor and promote brands that are self owned in the category of commercial vehicles mainly. It is one of the largest automakers in China and partners with several foreign partners such as Honda and Nissan. It is associated with the Renault group of France as well as the Infiniti brand of Nissan which is a luxury segment of the vehicle. It also has tie ups with several other domestic companies in China. The company however needs to make clear what it is trying to promote as the different subsidiaries of the company all bear the same logo and are trying to do different things which is also the case in the Volvo Ocean Race.