The end-of-september Auto Torino Show marked the official arrival in Italy of the Dongfeng Group, which, following current practice, is introducing several distinctive sub-brands at once — such as Voyah and Mhero — aimed at the crowded mid- and upper-market SUV segments, with petrol and hybrid models positioned to challenge European best-sellers. The Dongfeng brand itself, however, is tasked with covering the more accessible market tiers, including the demanding B-segment — a challenge even for manufacturers able to offer a strong price-to-content ratio like Chinese automakers.
Close to its compact SUVs Huge and Mage, Dongfeng is launching the Box, a 4.02-metre electric city car that combines style and substance, with an entry price just above twenty thousand euros.
Developed by Dongfeng Nammi, a division focused on affordable electric vehicles, it represents the “boxy style” philosophy, with tall, vertical proportions ensuring generous interior space — yet softened by skillful use of curves, sculpted side panels and a contrasting roof color.
A closer look at the front and rear light design makes it easy to imagine the Box within the Mini or Smart line-up, confirming its inspiration from Europe’s “fun” and aspirational brands. Inside, distinctive details include a soft, quilt-effect dashboard with leather straps. The digital cluster and large 12-inch display reflect the broader “Tesla-oriented” trend among Chinese manufacturers, with all driving and onboard settings controlled through menus — though some physical buttons remain, such as the mirror adjustment on the armrest.
