On March 15, at the "Spring Party for the Yipai Family" event, Dongfeng Yipai announced the introduction of its "Yijia Ren" user IP. The brand also officially launched the new Yipai 008 model, alongside the debut of the Yipai 007 Flash Edition and the Nano 01 Cross.
Since its inception, Dongfeng Yipai has established a "user-centric" approach as its core brand strategy, focusing on building an interactive ecosystem that fosters deep connections with its customers. As stated by Yu Yuefeng, General Manager of the Dongfeng Yipai Marketing Division, "A brand is like a ship, and users are the water that carries it. We value the voice of every member of our family." The official launch of the "Yijia Ren" user IP was accompanied by the establishment of an officially certified car club and the first Yijia Ren Council, aimed at deepening the brand's user co-creation ecosystem.
To enhance the entire vehicle ownership experience, Dongfeng Yipai upgraded its "Yijia Ren Exclusive Services," introducing five major service commitments: a 7-day return or exchange policy, overnight resolution of vehicle issues, free service for unsatisfactory experiences, unlimited mileage free rescue, and complimentary pick-up and delivery of vehicles. To better align with the lifestyle interests of diverse user groups, the brand offered benefits and exclusive privileges such as direct entry to marathon events, professional fitness courses, National Geographic exploration trips, premium racetrack experiences, access to top music festivals, and travel VIP treatment. Dongfeng Yipai is expanding its user ecosystem beyond products into broader areas. By actively participating in marathons across various regions and forming "Yijia Ren" running groups, as well as collaborating with events like Honor of Kings and League of Legends, the brand is reaching a more diverse audience.
Addressing user needs through co-creation, Dongfeng Yipai introduced three new models: the Yipai 008, Yipai 007 Flash Edition, and Nano 01 Cross, catering to diverse scenarios such as family comfort, trendy sports, and daily electric commuting.
The Yipai 008, designed for family travel, introduced a new user-co-created color called "Aurora Red." To further improve comfort and convenience for family outings, the model launched the "Spring Field Kit," which includes a roof rack crossbar, fixed side steps, and a discharge adapter. The Yipai 008 is also set to receive a comprehensive OTA upgrade. Entertainment updates include the addition of the Soda Music, Popcorn Video, and Meituan apps. For safety, a tire blowout stabilization function has been added across the entire lineup. Smart interaction enhancements feature optimized voice wake-up for front and rear entertainment screens, improved rear screen seat controls, 3D desktop scene rendering, customizable instrument cluster displays, and a 360-degree small-window panoramic view.
The Yipai 007 Flash Edition and Nano 01 Cross made their simultaneous debut. The Yipai 007 series added a user-co-created color named "Electric Purple." The Yipai 007 Flash Edition, an officially modified custom model developed with users, is positioned as "the dream shooting brake for young people." It features an aggressive X-shaped front fascia with a diving design, complemented by a three-section sharp side skirt and棱光之环 three-spoke alloy wheels, paired with 19-inch rims and 245mm wide tires. Performance-wise, the Flash Edition boasts chassis tuning by a championship-winning team. The new model is scheduled for official release on March 28. The Nano 01 Cross builds on the strengths of the original version, adding a new "Cangshan Gray" color and a lightweight roof rack for a rugged style, along with a full-width light bar and 18-inch aluminum alloy wheels. It is equipped with the Qualcomm 8155 in-vehicle chip and features frameless door design.