Dongfeng nurtures future talent with new global design competition

Dongfeng, M-Hero and several leading art academies have joined forces to launch a new global design competition that will run through to 10 November 2026. The aim is to springboard the development of young designers into professional roles, but there will be no easy wins for the lucky few.

Students have been tasked with reimagining a new generation of the distinctive M-HERO 917 SUV for 2030, channelling a complex blend of hardcore design, eastern aesthetics and ‘Chinese-style luxury’. Entrants have been encouraged to think beyond an ‘off-road tool’ and instead consider more of a multi-use lifestyle: the car should be adept in a range of environments while staying true to its roots as a hardcore off-roader, all while elevating luxury and next-gen intelligence.

It is an interesting proposal that will challenge students to consider the evolution of a particularly distinctive design language. M-HERO is far from generic and the contrast between its angular forms and luxurious interior will need to be carefully considered. It would have helped that entrants got to see these themes up close with the 917, M817 and new X700 on display at the launch of the competition.

Design director Zhang Yongliang was also on hand to share deeper insight into the brand’s design language and understanding of Eastern aesthetics. Themes stem from the “sense of power from the awakening lion, and a sense of rhythm from the brushwork of Chinese calligraphy,” he explained, “bringing Eastern culture into continuous design decisions about proportion, line and surface rather than leaving it at the level of symbols.”

While there is an inherent focus on Chinese design, it is very much a global initiative and creatives from around the world have been invited to take part. The first stage of the competition launched at the Beijing-based Central Academy of Fine Arts on 19 September, and will go on to include the support of other leading art academies such as the Guangzhou Academy of Fine Arts and LuXun Academy of Fine Arts.

In a nod to the brand’s latest ‘Valiant Soul’ design language, Dongfeng and M-Hero are inviting young designers from around the world to “innovate with a valiant pen” and write a new chapter for Eastern mobility design.

Like we said, it will not be easy, but outstanding entries will be appropriately rewarded. 

The competition will offer a range of opportunities for direct connections between academia and industry. One-on-one mentorships with in-house professional designers will give entrants an insight into real design workflows; paid internships for shortlisted finalists will embed students in real projects; and outstanding participants could even be fast-tracked into a job. Beyond industry placements there is a series of cash prizes on offer: RMB 50,000 for first place; RMB 20,000 for two runners up; and RMB 10,000 each for three ‘bronze medal’ finalists.

While the financial incentive will no doubt be useful – perhaps supporting the purchase or new equipment or travel – we suspect it is the opportunity to showcase their skills on a global stage that proves most alluring to those taking part. Not only that, but the chance to see their design rendered into reality; M-HERO says that “outstanding works” will be given a practical pathway from model validation to design development.

Among other things, judges will assess design originality, details and logic, the understanding of customers and real-world scenarios, and the interpretation of the M-HERO brand DNA. Entries are open to individual students currently enrolled at a university or college, and all materials should be submitted to the official email address: mhero_gdc@dfmc.com.cn.

Full entry details can be found below:

Competition Timeline

Competition Launch: 19/09/2026

Submission Deadline: 10/11/2026   

Global Shortlist Announcement: Mid-November 2026        

Shortlisted Candidate Internships: February 2027             

Submission Requirements

Vehicle Platform Specifications

Vehicle Positioning: Passenger-oriented off-road vehicle (non-utility or toolbox  / non-racing positioning, emphasising versatile driving/riding experience and production feasibility).

Dimensions: Length ≤ 5,250 mm, Width ≤ 2,050 mm, Height ≤ 1,950 mm.

Personal Introduction

One 100-second self-introduction video in MP4 format.

One CV in PDF format. A portfolio may be attached (optional).

Two Presentation Boards

Format: A3 format (420 × 297 mm), JPEG format with resolution no less than 300 DPI, horizontal layout.

Required content: One front 45° and one rear 45° 3D rendered image each; one body layout (Package) showing front, side views.

Optional content: presentation videos, design concept explanation, body layout, concept sketches, ergonomic demonstrations, details / off-road functional structure design (optional).

3D Digital Model Files

Accepted software formats include but are not limited to: Alias, Catia, Rhino, Blender, Pro-E, UG, 3ds Max, Maya.

Submission Guidelines

Email subject: Date + Name + Institution + Competition Entry

Example: 20260110_ZhangXX_CAFA_Competition Entry

Attachment requirements: Personal introduction, presentation boards, and model files stored separately. The total size of the email should be no bigger than 30 MB. If the size exceeds 30MB, a valid download link may be provided in the email.