Dongfeng Yulon Motor Co, a joint venture between the Chinese mainland's Dongfeng Motor Corp and Taiwan's Yulon Motor, is re-positioning itself in an attempt to rev up its performance in the competitive Chinese market.

Jack Hsin-fa Wu, general manger of Dongfeng Yulon, said the seven-year old carmaker will rebrand itself as sporty, environmental friendly and tech-savvy－to win over the post-1990s generation, who are becoming an influential group of car buyers.

"In recent years, we have seen a lot of changes, in the market－in consumers, competitors, and in business modes－so we need to set out again," said Wu at a press conference on Wednesday.

As part of its efforts to transform itself, Wu said Dongfeng Yulon will release two sporty models this year, under its Luxgen brand, to woo the young, adding that they are the work of Kazutoshi Mizuno, chief engineer behind the Nissan GT-R.

There are currently eight Luxgen models available in the market, according to its website.

Dongfeng Yulon has also released its new energy car plan, with the first model, an electric car, to hit the market this year.

A plug-in hybrid will follow in 2019, and all Luxgen models will have electrified versions by 2020.

Wu said the joint venture is working on a new-generation platform and engine.

"We have set a goal to reach the average level of European brands in three years and the level of outstanding German brands in five years."

Lee Chun-Chong, president of Hua-chuang Automobile Information Technical Center, a Yulon Group car development unit that also goes by the name Haitec, said cars from the new platform will co-exist a while with the current models and then replace them.

Lee said Dongfeng Yulon has autonomous driving as its ultimate goal.

Besides its product plan, the joint venture has unveiled a new sales and after-sales campaign that features both online channels and bricks-and-mortar stores.

"In addition to our existing dealers, we have introduced some new partners, like souche.com, which has thousands of outlets that will boost our brand recognition," said Ye Lei, a special assistant to Wu.

"We have also teamed up with an online mechanic brand, called Mr Fix, and its 12,000-strong outlets can help offer a convenient service."