Dongfeng Rich 7

Model Overview

The Dongfeng Rich 7 is a mid-to-high-end pick-up truck launched by Zhengzhou Nissan (a joint-venture under Dongfeng Motor). First launched in 2022, the Rich 7 has now evolved into two main model line-ups: internal combustion engine (ICE) and pure electric (Rich 7 EV). The ICE line-up is powered by 2.0T petrol and 2.3T turbodiesel engines, with an official price range of approximately RM130,000 to RM200,000; the all-electric version received a model update in August 2025, priced between RM189,800 and RM285,800. Positioned to cater to both commercial cargo duties and family mobility, the Rich 7 targets pick-up buyers who prioritise a blend of practicality and passenger-car comfort.

Design Language

In terms of exterior styling, the Rich 7 presents a bold and rugged aesthetic. The front fascia looks sharp and athletic, fitted with LED daytime running lights (DRLs), front fog lamps, headlamp levelling, and automatic on/off headlamps. The side profile features muscular bodylines complemented by large-sized, high-profile tyres for a commanding road presence. The rear styling mirrors the front design, featuring clean and minimalist tail lamp clusters. In terms of dimensions, the standard cargo bed version measures 5,287 × 1,850 × 1,832 (or 1,800) mm in length, width, and height, with a 3,150 mm wheelbase; the long bed version measures 5,537 mm in length with a 3,400 mm wheelbase.

Inside, the Rich 7 breaks away from the traditional "utilitarian workhorse" pick-up image. The dashboard adopts a wraparound layout centred around an LCD central touchscreen infotainment display. The steering wheel is wrapped in leather, providing a substantial grip; the seats are upholstered in leatherette, featuring wide cushions and generous padding to deliver commendable ride comfort. Overall, the cabin exudes a modern, minimalist, and relatively upmarket feel.

Powertrain and Performance

The Rich 7 offers a choice between petrol and diesel powerplants. The petrol variant is equipped with a 2.0T inline-four turbocharged engine (code 4K31/4K31TD), delivering a maximum output of 168 kW (228 PS) and a peak torque of 360 Nm. The diesel variant features an M9T 2.3T turbocharged engine producing 122 kW (166 PS) and 420 Nm of torque. Transmission options include a 6-speed manual, an 8-speed automatic (8AT), or a 6-speed automatic gearbox. The ICE model achieves a top speed of 170 km/h, with an NEDC combined fuel consumption of 9.3 L/100 km for the petrol version. Fuel tank capacity is rated at 73 litres.

The all-electric variant (Rich 7 EV) is powered by a permanent magnet synchronous motor, available in 2WD and 4WD configurations. The 2WD version delivers 180 kW (245 PS) with a CLTC-rated range of 521 km; the 4WD version offers a driving range of 411 km. Top speed is capped at 140 km/h, with DC fast charging taking approximately 1 hour.

Chassis and Handling

The Rich 7 is built on a robust body-on-frame (ladder-frame) chassis. The front suspension utilizes an independent double-wishbone setup, while the rear suspension comes in leaf spring non-independent, 5-link independent, or multi-link non-independent configurations depending on the variant. Drivetrain configurations include front-engine rear-wheel drive (2WD) and front-engine part-time four-wheel drive (4WD). Steering assistance is available via electric power steering (EPS), electro-hydraulic power steering, or hydraulic power steering. Braking is handled by ventilated front discs and solid or disc rear brakes. Tyre sizes include 255/60 R18 and 255/65 R17 options. Fully laden ground clearance ranges from 209 to 219 mm, with an approach angle of 33° and a departure angle of 25°, delivering competent all-terrain capability.

Cabin and Equipment

The Rich 7 comes standard across the range with a 10-inch central touchscreen supporting voice control for multimedia, navigation, and air conditioning functions. Higher-spec variants gain practical features such as a 360-degree surround-view camera system and cruise control. The infotainment unit also supports 4G network connectivity and Wi-Fi hotspot functions.

In terms of cabin amenities, leatherette seats come standard across the entire line-up. Higher-spec trims add a leather-wrapped multi-function steering wheel, automatic climate control, and other comfort features. For cargo capacity, the long bed version offers a bed measuring 1,760 × 1,562 × 475 mm, with a maximum payload rating ranging between 490 kg and 995 kg.

Safety and Driver Assistance

In terms of safety, the Rich 7 is equipped as standard across all variants with active safety systems including Anti-lock Braking System (ABS), Electronic Brakeforce Distribution (EBD), Brake Assist (BA/EBA/BAS), Traction Control System (TCS/ASR), and Electronic Stability Programme / Dynamic Stability Control (ESP/DSC). Passive safety features include dual front airbags and a tyre pressure monitoring system (TPMS) as standard. For driver assistance, higher-spec variants come equipped with cruise control and a reverse camera, with selected variants adding rear parking sensors. Intelligent driving features vary across grades, with 360-degree surround-view cameras fitted as standard or available as an option.

Market Performance and Reception

The Rich 7 maintains a steady customer base in the pick-up truck segment, recording nationwide sales of 1,533 units in March 2024. In owner reviews, the truck is widely praised for its fuel economy, ride comfort, punchy acceleration, cabin material quality, and responsive steering feel. Conversely, some users noted areas for improvement, such as cabin sound insulation, noticeable new-car interior odours, and pronounced tyre roar. On the build quality front, isolated complaints surfaced regarding rough engine idling and thin paintwork. Overall, with its versatile powertrain options, passenger-car-like interior design, and robust chassis foundations, the Rich 7 has carved out a solid reputation in the mid-to-high-end pick-up market, though there remains room for refinement in cabin NVH and quality control.