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Venucia is an automotive brand under Dongfeng Motor Co., Ltd., established on September 8, 2010, with its headquarters in Guangzhou, Guangdong Province. Venucia began as a joint venture independent brand of Dongfeng Nissan, integrating high‑quality resources from both Chinese and Japanese shareholders, with a market positioning of "joint venture quality, independent price." The brand name "Venucia" originates from Greek, meaning "morning star," symbolising the promise of a bright automotive future for consumers.
Currently, the Venucia brand is operated by Dongfeng Venucia Auto Sales Co., Ltd., established on January 18, 2017, and registered at 8 Fengshen Avenue, Huadu District, Guangzhou. It is a wholly owned subsidiary of Dongfeng Motor Co., Ltd., primarily engaged in automotive sales and parts wholesale and retail. The legal representative is Zhou Feng (succeeding Gao Guolin in February 2025). The company had 142 employees in 2024.
In 2025, the key leadership of the Venucia brand includes Wang Baojun, Minister of the Dongfeng Nissan Venucia Business Headquarters, who is fully responsible for the brand's strategic planning and daily operations.
From an ownership perspective, Venucia has undergone three major organisational shifts: from 2010 to 2017, it operated as a joint venture independent brand under Dongfeng Nissan; from 2017 to 2020, it became an independent entity—Dongfeng Venucia Auto Company—integrated into Dongfeng's independent autonomous system; and since the end of 2020, it has been re‑integrated into Dongfeng Nissan management, becoming the second brand under Dongfeng Nissan. Despite these organisational adjustments, Venucia's brand intent has remained clear: to leverage the strengths of the Dongfeng Nissan joint venture system to deliver high‑value, joint‑venture‑quality models to Chinese consumers, and to become a significant player in China's new energy market in the 2020s.
The development history of Venucia can be divided into four stages.
Startup Period (2010–2012)
On September 8, 2010, against the policy background of the "Automotive Industry Adjustment and Revitalization Plan", Dongfeng Nissan officially launched the joint venture independent brand "Venucia". The brand positioning was "Joint Venture Quality, Independent Price", relying on the support of the Dongfeng Nissan system strength, constructing a complete value chain from R&D, procurement, manufacturing to sales and service.On March 20, 2012, the first mass-produced model Venucia D50 went into production, and was officially launched on April 23 of the same year. At the same time, models such as Venucia R50, R50X were also launched to the market successively.
Rapid Growth Period (2013–2016)
On September 8, 2013, just three years after establishment, the 100,000th car of the Venucia brand went off the production line, creating the fastest development speed of a new car brand in China. In October of the same year, the monthly sales of Venucia exceeded the 10,000-unit mark for the first time, reaching 11,403 units.During this period, Venucia launched models such as D50, R50, T70, T70X, T90 successively, completing the product line layout from SUV to sedan, from fuel car to new energy car. From 2014 to 2016, Venucia achieved sales growth for three consecutive years, standing out among joint venture independent brands.In 2016, the brand sold 114,300 units for the year, with 116,600 units delivered at the terminal, exceeding the annual sales target.
Independent Operation Period (2017–2020)
On February 7, 2017, the Venucia brand officially separated from Dongfeng Nissan, announcing independence. Dongfeng Venucia Auto Company was established, with Zhou Xianpeng, Vice President of Dongfeng Motor Co., Ltd. serving as General Manager, taking an equal standing with Dongfeng Nissan.After independence, Venucia moved quickly, releasing a new brand LOGO in September 2017, and the core model Venucia D60 was launched in November. The sales of D60 exceeded 10,000 units in the second month after launch, becoming a new sales champion.The total wholesale volume of the whole brand that year reached 143,206 units, a year-on-year increase of 25.2%, and the terminal retail volume was 143,031 units, a year-on-year increase of 22.7%, both creating a historic high record for Venucia.In 2018, Dongfeng Venucia promoted the upgrade of core models such as T90, T70, D60, and released the new T60 compact SUV in November of the same year, set as the "Year of Crossing".But the situation turned dramatically afterwards: sales in 2018 were 134,400 units (a 6% decrease year-on-year), 123,000 units in 2019 (an 8.6% decrease year-on-year), and only 78,000 units in 2020 (a decrease of about 36.6% year-on-year).After three years of sales slide, on December 28, 2020, Dongfeng Limited issued an announcement that Dongfeng Venucia was re-incorporated into Dongfeng Nissan management, changing from an independent brand to the second brand under Dongfeng Nissan Passenger Car Company.
New Energy Transition Period (2022–Present)
At the end of 2022, Venucia announced a complete shutdown of fuel car R&D and a full bet on the new energy track.In July 2023, the plug-in hybrid model Venucia V-Online DD-i was launched first; in November of the same year, the pure electric SUV Venucia VX6, built on the new Vita native pure electric platform, followed; by the end of the year, the fuel cell model Venucia V-Online Hydrogen with a price over 900,000 RMB officially started demonstration operation — this milestone action made Venucia the first domestic new energy enterprise to meet the licensing and operation conditions for fuel cell vehicles.
In just one year, Venucia completed the landing of three new cars, simultaneously fulfilling three differentiated technology routes of pure electric, plug-in hybrid, and hydrogen fuel.
At the end of 2023, Venucia completed brand renewal as an independent new energy brand, announcing accelerated layout in key fields such as technological innovation, product lineup, and channel construction.
In September 2025, on the 15th anniversary of Venucia's establishment, a strategic cooperation was reached with Hello, signing a 10,000-unit order for Venucia VX6, jointly promoting the R&D and scaled commercialization of Level 4 Robotaxi.
In early 2026, Venucia launched the "Hardcore Triple Protection" policy for new energy models, covering 6-year/150,000 km warranty for the whole vehicle, up to lifetime powertrain warranty, and the industry's first powertrain spontaneous combustion compensation guarantee with no depreciation new car replacement.
Venucia's product line has undergone multiple iterations and streamlining. The core models on sale at the end of 2025 to early 2026 are as follows:
Venucia V-Online. The mainstay SUV model of the Venucia brand, built on the VSA architecture, with a 1917 mm wider body in the same class, equipped with a 1.5T engine and 7-speed dual-clutch transmission, guide price 99,800 – 128,800 RMB.
Venucia V-Online DD-i Super Hybrid. The strategic model of Venucia layouting into the plug-in hybrid market, launched in July 2023, equipped with Venucia self-developed IHS smart electric hybrid system, CLTC comprehensive range reaches 1,132 km, depleted fuel consumption only 4.1 L, supporting 3.3 kW external discharge function, guide price 118,900 – 149,900 RMB.
Venucia VX6. The sales pillar model of Venucia in the pure electric market, developed based on the new Vita native pure electric platform, equipped with Luban Battery, V-Joy smart space, etc., positioned as "Intelligent Big Change Pure Electric SUV". The wheelbase length ratio reaches 61%, room rate up to 90%. Equipped with Lighthouse OS 2.0 smart system and Qualcomm Snapdragon 8155 chip, equipped with L2-level V-Pilot intelligent driving assistance system. Luban Battery 2.0 has 146 safety tests and 3C supercharging technology, 30%–80% battery replenishment only takes 14 minutes, CLTC range reaches 510 km, 100 km electric consumption 13.1 kWh. In 2024, the transaction price range for the main version was about 134,900 – 199,800 RMB.
Venucia V-Online Hydrogen. The strategic model of Venucia layouting into the fuel cell field, priced over 900,000 RMB, started demonstration operation in 2023, making Venucia the first domestic new energy enterprise to meet the licensing and operation conditions for fuel cell vehicles.
Venucia D60 / D60 EV. The core product of Venucia in the sedan market. D60 captures the fuel sedan market with a high cost-performance positioning of 88,800 – 99,800 RMB; D60 EV was launched for ride-hailing and commute markets, guide price 139,800 – 147,800 RMB, focusing on stable energy consumption and economy.
Venucia Star. The first compact SUV of Venucia built on the VSA architecture, once expected to break into the mainstream SUV market of independent brands, market performance was below expectations after launch.
In history, Venucia also launched fuel and new energy models such as D50, R50, T60, T60EV, T70, T70X, T90, some models have gradually stopped production or transitioned to new platform products.
According to the strategic plan released at the end of 2023, Venucia will launch no less than 6 new cars in 3 years, covering pure electric, plug-in hybrid, hydrogen fuel three power forms, comprehensively layouting SUV, sedan, MPV and compact car and other segment markets.
Following its sales peak in 2017, the Venucia brand has faced continued market pressure in recent years. Sales in 2017 reached 143,200 units; 2018 saw 134,400 units, a year‑on‑year decline of approximately 6%; 2019 fell to 123,000 units, down about 8.6%; and 2020 plunged to 78,000 units—halved compared to 2019. Between 2022 and 2024, Dongfeng Venucia reported listed sales of 100,900, 65,300, and 49,000 units respectively, showing a steady downward trend. In 2023, annual sales stood at 65,000 units.
Entering 2025, sales continued their decline. For the full year, Venucia brand cumulative sales were approximately 29,700 units, with a monthly average of fewer than 2,500 units. In December 2025, single‑month sales were 2,162 units, second only to the annual high of 2,396 units in June of that year. In the first three months of 2025, Dongfeng Venucia listed sales totalled just 6,119 units, averaging fewer than 2,000 units per month. Among these, the much‑anticipated Venucia VX6 sold 596, 424, and 1,062 units in January, February, and March respectively—far below expectations. In January 2026, Dongfeng Venucia sales fell to 556 units, a 36.9% year‑on‑year decline, with the Venucia V‑Online selling 372 units (down 17.1% year‑on‑year), the Venucia D60 selling 148 units (down 54.3%), and the Venucia Star selling 36 units (up 2.9%). Sales of the plug‑in hybrid Venucia V‑Online DD‑i and pure electric models remained persistently low. In February 2026, total brand sales dropped further to 612 units, a 59.79% year‑on‑year decline. From 2024 through early 2026, the Venucia brand has experienced two consecutive years of deep decline.
At the brand level, Venucia has long ranked outside the top 70 in China's brand sales rankings, with its brand influence standing in stark contrast to its status as a joint‑venture independent "only child."
Venucia's technology system has undergone a profound transformation from simply relying on Nissan technology to independent integration and R&D. After the brand turned to the new energy track at the end of 2022, Venucia formed a "Three Verticals and Three Horizontals" technology matrix — three energy forms (pure electric, plug-in hybrid, hydrogen fuel) and three core technology platforms (Vita native pure electric platform, Luban Battery, V-Joy smart space) develop in parallel.
Vita Native Pure Electric Platform. The core base of Venucia new energy technology, equipped with the new generation X in 1 super electric drive, minimum electric consumption achieved 12 kWh/100km.The platform has SOA scenario customized space and AIOT smart peripherals, cooperating with the industry's first voiceprint recognition account linkage technology, while having L2+ high-level pilot assistance driving ability. At the safety level, V-π platform integrates aerospace grade high strength steel body structure, combining NTP no thermal runaway battery technology, forming five-star crash safety protection.
Luban Battery Technology. The core technology brand of Venucia power battery. The first generation Luban battery has been equipped on Venucia VX6 and other production models; Luban Battery 2.0 system has 146 safety tests and 3C supercharging technology, can achieve 3–5 minutes to complete quick recharging efficiency improvement, 30%–80% battery replenishment only takes 14 minutes, CLTC range reaches 510 km.In terms of battery safety, Luban battery system combines ultra high strength body structure and high voltage system multiple protections, ensuring battery pack thermal runaway does not spread after passing through NTP no thermal runaway technology.
Venucia DD-i Super Hybrid Technology. The technology core of Venucia in the plug-in hybrid field, equipped on Venucia V-Online DD-i. System equipped with 1.5T Top 10 engine and five link rear suspension high performance sports chassis, cooperating with IHS smart electric hybrid system and energy management algorithm, CLTC comprehensive range reaches 1,132 km, depleted fuel consumption as low as 4.1 L.
Smart Cockpit and Smart Driving System, Venucia VX6 equipped with Lighthouse OS 2.0 smart system, using Qualcomm Snapdragon 8155 chip, supporting AI voice continuous conversation, Huawei HiCar/Carlink phone-car linkage and smart scene customization. Equipped with Level 2 V-Pilot intelligent driving assistance system, containing FAP fully automatic fusion parking, remote parking, track reverse and other functions.In September 2025, Venucia reached a 10,000 VX6 order cooperation with Hello, jointly developing Level 4 Robotaxi technology, Venucia VX6 has entered the verification stage of high-order autonomous driving scaled commercialization.
In terms of R&D intensity, Venucia relies on Dongfeng Nissan Technology Center — this new energy incubator integrates independent R&D strength and Chinese and Japanese shareholder both technical resources, has achieved from simply relying on foreign technical input to Chinese technical lead fundamental change.
In future planning, Venucia will accelerate the import of CTC integrated chassis, 800V supercharging technology, 10-in-1 high integrated electric drive and other new generation technologies, and gradually land urban road conditions intelligent driving, urban point-to-point multi-lane intelligent driving and cross-layer memory parking and other functions in the smart driving field.
The overseas layout of the Venucia brand has experienced the process from exploration attempts to scaled landing. 2025 became the key breakthrough year for Venucia brand globalization strategy — completed the comprehensive layout from Middle East to Southeast Asia, from SKD export to exclusive distribution within half a year.
In May 2025, Venucia VX6 SKD (semi-knocked-down) export packaging project was formally shipped, making Venucia one of 8 SKD qualified brands in the Myanmar market, expected to achieve assembly sales locally in the third quarter.
In August of the same year, Venucia VX6 was officially launched in the Myanmar market, marking that Dongfeng Nissan's first SKD export project has achieved a complete loop from capability building to commercial landing.
In August of the same year, Dongfeng Motor Co., Ltd. and Nissan Middle East Company signed distribution agreement, Venucia brand entered UAE, Iraq market, this is Dongfeng Nissan's first overseas distribution agreement.
The DFL-AMIEO export strategic cooperation project started in September 2025 is the top-level mechanism of Venucia globalization layout. This project was jointly built by Dongfeng Motor Co., Ltd. and Nissan Motor Co., aiming to rely on Nissan mature overseas channel network, export Venucia cars to Nissan AMIEO region — covering Africa, Middle East, India, Europe, Oceania five major blocks.
In early 2026, Venucia's layout in the overseas market was further deepened. In January 2026, after completing signing with Nissan Middle East Company, Dongfeng Limited and Nissan Egypt Company signed exclusive distribution agreement, first batch of 103 prototype cars completed production line, about to ship to Egypt market. Venucia thus started its formal operation on the African continent.
Through these layouts, Venucia completed preliminary overseas market coverage from Southeast Asia (Myanmar), Middle East (UAE, Iraq) to Africa (Egypt), building a globalization development strategy pattern covering multiple regions, radiating multiple markets. Venucia brand also thus from pure China market brand, towards joint venture independent brand with globalization sales network took substantial step.
Venucia brand is experiencing a deep transformation from joint venture independent brand to globalization new energy brand. At the product level, Venucia plans to launch no less than 6 new cars in 3 years, covering pure electric, plug-in hybrid, hydrogen fuel three power forms, comprehensively layouting SUV, sedan, MPV and compact car and other segment markets.
At the technology field, Venucia will accelerate the import of CTC integrated chassis, 800V supercharging technology, 10-in-1 high integrated electric drive technology. At the intelligent field, Venucia will maintain high frequency OTA updates; at the smart driving field, will land urban road conditions intelligent driving, urban point-to-point multi-lane intelligent driving, cross-layer memory parking and other advanced functions successively.
At the channel construction aspect, Venucia plans to develop brand service centers to 450 by 2026, order centers to 1,250, overall coverage of 315 prefecture-level cities in the country, city coverage rate up to 90% or above, and establish "1+X" channel system.At the market strategy, Venucia 2026 early launched "Hardcore Triple Protection" policy — whole vehicle 6-year/150,000 km warranty, up to lifetime powertrain warranty, industry's first powertrain spontaneous combustion compensation and no depreciation new car replacement, trying to reconstruct consumer trust on new energy travel through full lifecycle guarantee, from pure "rolling price" to "rolling technology, rolling quality, rolling value" transition.
At the overseas level, Venucia relies on DFL-AMIEO export strategic cooperation project, systematically relying on Nissan global channel network, continuously expand export scale to Africa, Middle East, India and Southeast Asia and other regions, gradually realize from single market plus export to global multi-level market permeation leap.
However, Venucia still needs to face fundamental challenges such as market share shrinking, main models insufficient competitiveness, brand distinctiveness weakening. 2025 second half to 2026 early sales continuous decline indicates, brand while "surviving", urgently needs to achieve true breakthrough innovation in product competitiveness, technical differentiation and marketing strategy.
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