Simplicity in grandeur: Dongfeng’s sub-brand continues minimalist design strategy

It is often said that Chinese brands lack the heritage of Western carmakers. However, that could not be further from the truth for eπ which draws on nearly six decades of experience boasted by its parent company Dongfeng.

The brand’s latest model, the eπ 007+, is part of a growing global design strategy and was built to a brief that prioritised technology, lightweight design and “youthful energy.”

With design led by Dongfeng’s Global Design Center in Wuhan, this sleek electric four-door coupe sports an incredibly aerodynamic exterior that achieves a drag coefficient of just 0.209. At nearly five metres long with an almost three metre wheelbase, the eπ 007+ carries ‘golden ratio’ proportions that prioritise cabin space and a low centre of gravity. The team likens it to a “flight-like driving experience.” 

The eπ 007+ is an exciting model in itself, but it is also part of a story of Chinese excellence on a global stage, led under the “Three Countries, Six Locations” strategy. Hence before we can look forward, we must first look back at how this design language was developed.

Also commonly pronounced as Epai, the eπ brand combines ‘e’ (electricity, energy and emotion) and the mathematical symbol π, which reflects endless exploration. 

The sub-brand was created by Dongfeng to tap into the growing mid-range new energy vehicle (NEV) market. This new urban middle class is a rapidly growing sector where Gen Z buyers are looking for premium, minimalist design that balances tech with sophistication. With disposable income, these younger buyers seek a vehicle as a status symbol without being flashy. It is about retaining an air of sophistication.

The ‘Loud Luxury’ trend has been played out many times over elsewhere in the market, flooding cars with tech and design cues in a way that is overpowering. In contrast, the new eπ 007+ sticks to eπ’s ideology that has been laid out by previous cars and concepts. The eπ 007 Prototype concept, for example, showcased clean surfacing with a sweeping roofline and epitomised the core theme of “Simplicity in Grandeur.” This continued with the production car that followed, the eπ 007, which introduced a new refined headlamp signature and a silhouette that was more ‘aero sedan’ than grand tourer.

Those same principles were also scaled up for the eπ 008 full-size SUV, which like the others in the eπ family maintains a clean and stylish exterior, with all the latest technology packaged discretely. This larger model also clearly illustrates how Dongfeng’s design team has been able to quickly translate the vision of an initial idea – the eπ 2024 Concept – into a real production car with minimal change. The production-ready eπ 008 SUV bears familiar aerodynamic proportions and bodywork to the rest of the eπ family.

But indeed, the eπ 007+ is the latest addition to the eπ portfolio, and it combines the learnings and approaches from all these previous models. Its wide, low body gives it stance and road presence, and under the philosophy of “Simplicity in Grandeur” comes fully equipped as standard, with “no trim level games,” according to the design team. “Standing on the shoulders of design giants, the eπ 007+ neither copies nor imitates,” the team tells Car Design News. “Instead, it refines the core essence of thousands of exceptional vehicles to create an intelligent and aesthetic coupe, enabling every young person to own a meticulously crafted dream car.”

Building on the eπ family aesthetic, the eπ 007+ draws inspiration from raindrops, with a fast roofline and “a well-proportioned physique that forms the foundation of beauty.” This is fundamental, because the better the proportions are, the less ‘styling’ you need. At the rear, an active boot spoiler optimises aerodynamics and adds a subtle sporty aesthetic to the design; this spoiler also engages during ‘Combat Mode’ which activates four-wheel drive and cuts 0-60mph acceleration to around three seconds. The eπ 007+ does feel sportier than the standard eπ 007, particularly with the newly designed five-spoke alloy wheels. 

Building on the theme of discrete technology, those 19” wheels come equipped with ‘silent tires’ from Continental, which combine handling and comfort in the most direct way possible. Tires are the only direct connection between the car and the road, after all. The side mirrors and taillight also hide advanced technology, turning blue when the intelligent driving system engages to communicate a change in ‘driving state’ with other road users.

The eπ team say they have “steered clear” of generic design with the front light signature, avoiding the typical horizontal lightbar and instead creating delicate ‘Butterfly’ lamps at each corner. These head lamps support three dynamic modes which project light onto the ground: Welcome, Romantic and Sport. At the rear, the Horizon Lattice taillights use more than 250 LEDs and can actively expand the illuminated area of the lights depending on braking or turn signals. 

Along with its considerable brand heritage, Dongfeng also sports a sizeable design footprint. Much of this is carried out at Dongfeng’s Global Design Center, a five-story facility with a total floor space of nearly 48,500 square meters. In combination with other teams, it will support round-the-clock collaboration from the other design centres in Shanghai, Guangzhou and Liuzhou, but also those in Germany and Japan, forming a global design layout. Once fully operational, mixed-reality technology will mean numerous styling projects can be handled simultaneously, meaning when one team clocks off, another picks up from where they left off.

Clearly there are huge plans to elevate design within Dongfeng as a business. For eπ specifically, the brand will continue to champion simplicity over flashiness.