Auto Chen Takes Over Chinese Car Brand Forthing Import License from UMI in Israel

The import license for the Chinese car brand Forthing is transferring from UMI, the current importer, to the Auto Chen group, which announced the change. Forthing, backed by major Chinese automaker Dongfeng, initially entered the Israeli market with promising prospects but failed to achieve significant sales. The brand offered only two models, some equipped with single-phase charging systems, and primarily sold vehicles through first-hand zero-kilometer sales via Avis, part of the Universal Group. Much of Forthing's sales were to UMI's own leasing fleet, resulting in minimal private ownership on Israeli roads.

UMI had previously announced plans to import another Chinese brand, Hanteng, but those vehicles never reached the Israeli market. Auto Chen plans to expand Forthing's model lineup and introduce hybrid vehicles in the future. This license transfer reflects a broader trend in the Israeli market, where some Chinese car brands like Chery, Geely, and BYD have found success, while others, including Forthing, struggle with low sales.

Unlike larger importers such as UMI, Carasso, and Delek Group, Auto Chen's portfolio consists mainly of Chinese brands, some of which have also faced challenges. Auto Chen previously imported AIWAYS and NETA, both of which ceased operations in Israel. Currently, Auto Chen holds the import license for the Chinese brand Maxus, shared with UMI, but Maxus focuses on commercial vehicles, leaving Auto Chen without passenger cars.

Forthing remains a minor player in Israel’s car market despite being part of Dongfeng, which also licenses through Delek Motors. The shift in importers illustrates the maturing Israeli market, where initial enthusiasm for multiple Chinese brands has waned, and manufacturers frequently change importers to improve performance. Chinese automakers continue to seek new import partners, but large Israeli importers often hesitate to add more Chinese brands due to market saturation and regulatory scrutiny. This dynamic has led to several unsuccessful attempts to replace importers for underperforming brands like Forthing during the current year.