Auto Chen Secures Israeli Import License for Chinese Forthing Brand from UMI

Auto Chen, owned by the Belilios family, has officially acquired the import and marketing license for the Chinese automotive brand Forthing in Israel. Previously, this license was held by the UMI Group. Forthing is a subsidiary of Dongfeng Motor. Until now, Forthing's sales in Israel focused exclusively on electric models, limited to small series with an import cap of 400 vehicles annually. Sales last year were minimal and concentrated on heavily discounted "zero kilometer" cars.

Dongfeng Motor is currently undergoing a strategic reorganization in Europe, planning to introduce new plug-in hybrid models under the Forthing brand. Auto Chen stated this move is part of its growth strategy to expand its presence in the automotive sector and strengthen its position as a multi-brand group offering diverse vehicle solutions across various segments.

Auto Chen plans to launch new Forthing models in Israel in the coming months, featuring full European certification and expanding into new segments, particularly SUVs. This product expansion will coincide with retail growth, including increasing showroom locations nationwide to better serve customers. UMI did not respond to requests for comment.