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DR Automobiles

DR Automobiles is an automotive company specializing in the design, assembly, and marketing of affordable vehicles, primarily rebadged models from Chinese manufacturers such as and JAC, including compact SUVs, city cars, and electric vehicles. Founded in 2006 by entrepreneur Massimo Di Risio as part of the DR Automobiles Groupe, the company assembles vehicles at its facility in Macchia d'Isernia, , , emphasizing Italian engineering adaptations for the European market. The Automobiles Groupe originated in 1985 as a multibrand car distributor in . The DR brand debuted with the DR 5 in 2006, based on a platform, with sales starting in November 2007, followed by models like the DR 1 in 2009 and the DR 3 in 2016. The company has since expanded into electric and hybrid vehicles under sub-brands including EVO (launched 2020), Tiger (2024), and Birba (2025). Headquartered in Macchia d'Isernia, the group operates a network of dealerships providing services such as extended warranties and customization. In July 2025, it announced a €50 million investment in its Italian plant, hiring 300 employees to support growth in electric mobility. The brand faced a €6 million fine in June 2024 from Italian authorities for misleading marketing regarding the Chinese origins of its vehicles, a decision the company plans to contest. Despite challenges, DR focuses on sustainable and accessible automobiles.

History

Origins and early development (1985–2005)

DR Automobiles Groupe traces its origins to 1985, when Massimo Di Risio established Di Risio s.r.l. in as a dedicated entity for the and of automobiles from multiple brands. This foundational venture was driven by Di Risio's passion for the , positioning the company to handle importation, sales, and promotional activities without engaging in vehicle production at the time. The early emphasized strategic partnerships with international manufacturers, enabling the importation and market entry of diverse vehicles tailored to Italian consumers' preferences. By the early 2000s, the company had evolved significantly, becoming one of Europe's largest multibrand distributors. In 2000, it had expanded its portfolio to encompass a broad spectrum of automobiles, ranging from high-performance supercars to cars, thereby solidifying its role as a key player in the European automotive distribution network. This growth was supported by a network of offices in major Italian cities, including Rome and Pescara, which facilitated efficient logistics and market penetration across the continent. A pivotal development occurred in 2002 with the launch of the DR Sportequipe racing team, marking the company's entry into motorsport as an extension of its automotive enthusiasm. The team quickly achieved notable success, securing over 200 victories in competitive series such as the and various grand prix events in the GT Italia championship. These accomplishments not only enhanced the company's visibility but also underscored its expertise in high-performance vehicle handling and technical partnerships. Throughout this period, DR Automobiles Groupe maintained a focus on importation and sales through collaborative agreements, laying the groundwork for its later expansion into vehicle manufacturing under the DR brand starting in 2006.

Launch and growth of the DR brand (2006–2019)

DR Automobiles officially launched its DR brand in 2006, debuting the DR 5 at the Bologna Motor Show as Italy's first affordable SUV, available with thermohybrid and dual-fuel gasoline/LPG options to appeal to cost-conscious consumers seeking versatile mobility solutions. In 2007, the company established a key partnership with Chinese automaker , enabling the assembly and distribution of rebadged vehicles in at its Macchia d'Isernia facility, starting with the DR 5 based on the platform. By 2008, DR had expanded its operational footprint with offices in , , and to support growing distribution needs across . During the 2010s, DR broadened its model lineup to include sedans like the DR 1 (based on ), hatchbacks such as the DR 3 (derived from Chery Fulwin 2), and additional crossovers including the DR 4 (based on the ) and DR 6 (based on the ), adapted from Chinese platforms to offer budget-friendly options in compact and midsize segments. This period marked steady growth in sales and production, with approximately 5,000 units sold in in through an expanding dealer network, positioning DR as a prominent low-cost alternative in the European market amid economic pressures favoring economical . The briefly referenced its ongoing racing involvement, building on the team efforts to enhance visibility.

Expansion and recent innovations (2020–present)

In 2020, DR Automobiles launched its first sub-brand, EVO, as part of a strategy to diversify its portfolio by vehicles from Chinese manufacturers, including those from . This move marked the company's initial foray into sub-branding, building on longstanding partnerships such as the 2007 collaboration with Automobile for vehicle sourcing. The EVO lineup targeted a broader range of compact and urban models, emphasizing affordability and versatility in the . By 2022, DR expanded its brand ecosystem further with the introduction of Sportequipe, a premium-oriented sub-brand featuring rebadged vehicles with enhanced styling and features for higher-end consumers. In the same year, the company debuted the ICH-X sub-brand (initially launched as ICKX before a due to legal issues), specializing in rugged off-road vehicles such as the K2 and K3 models, which are based on platforms from and BAIC. These additions reflected DR's shift toward segment-specific offerings, catering to premium and adventure-oriented buyers while maintaining its core model. Strategic acquisitions bolstered DR's engineering and capabilities during this period. In 2022, the company acquired the historic brand from the family, an engineering firm known for its specialized automotive constructions, to support in-house development and efforts. This was followed in 2023 by the purchase of Tiger Racing, enabling DR to integrate racing expertise and expand into performance-oriented vehicles. The acquisitions paved the way for the 2024 debut of the sub-brand, focused on luxury SUVs and MPVs in partnership with . The flagship Six SUV, a rebadged version of the Dongfeng Forthing , features a 1.5-liter turbocharged engine producing 177 horsepower and emphasizes modern design with advanced systems. This launch extended DR's efforts to Dongfeng platforms, alongside ongoing adaptations of BAIC and JAC vehicles under its various umbrellas, such as the rebadged as DR or EVO models. In 2025, DR continued its innovation push with the introduction of the Birba electric quadricycle under a new dedicated brand, offering 182 km of range and a top speed of 90 km/h for urban mobility, complete with safety features like airbags and parking sensors. The company also unveiled the Stilnovo sub-brand, targeting stylish vehicles, alongside the Collection 5 Full model, which combines a 204-horsepower with a nickel-cobalt-manganese battery for efficient performance. Supporting these developments, DR announced a €70 million (initially €50 million) in its production facility in Macchia d'Isernia, including the hiring of 300 additional workers to enhance manufacturing capacity and localize assembly processes. These initiatives underscore DR's commitment to and brand proliferation amid growing European demand for sustainable and diversified automotive options. In 2025, DR announced the launch of the Katay brand as part of its European expansion strategy.

Corporate affairs

Leadership and ownership

DR Automobiles is a private company fully controlled by the Di Risio family since its founding in 2006. Di Risio, the founder and primary owner, oversees the strategic direction of the company as chairman. The current leadership team includes Antonio Marcantuono as , responsible for overall operations; Enrico Atanasio as , managing day-to-day activities; and Alfredo Di Giandomenico as Marketing Manager, handling promotional strategies. Under DR governance, the company has acquired entities such as the brand in 2022 to bolster its engineering expertise with the historic Italian marque's legacy in high-performance vehicle development, and Tiger Racing in 2023 to enhance its capabilities through the integration of and design principles.

Manufacturing facilities and operations

DR Automobiles' primary manufacturing is located in Macchia d'Isernia, in the region of , where final assembly of completely knocked-down (CKD) kits sourced from partners takes place. The facility spans approximately 250,000 square meters and includes two production : the DR/EVO for standard vehicle assembly and the Sportequipe/ICKX for specialized operations, supported by a center, central warehouse, and distribution areas. The company's sourcing strategy involves rebaging and assembling vehicles from major Chinese automakers, including , , , and JAC Motors, with adaptations to meet European safety, emissions, and quality standards during the Italian assembly process. This approach began with a partnership initiated in November 2007 with for CKD assembly. In July 2025, DR Automobiles announced a €70 million investment (revised from an initial €50 million in August 2025) in its Macchia d'Isernia plant to expand production capacity specifically for electric and hybrid models, which includes hiring 300 additional staff to support increased output. DR Automobiles acquired the rights to the historic brand from the family in 2022, integrating its engineering expertise to enhance vehicle development with Italian-designed components and tuning for improved performance and handling. This operational model emphasizes low-cost production by leveraging affordable Chinese-sourced components and subassemblies while completing final assembly and quality adaptations in to appeal to European consumers seeking value-oriented vehicles with local manufacturing credentials.

Markets and financial performance

DR Automobiles maintains its primary market in , where it captured a 2.1% share of new car sales in 2023 with 32,650 units sold, targeting budget-conscious consumers seeking affordable alternatives to mainstream brands through its low-cost vehicle offerings. The company has expanded exports to other countries, with projected passenger car revenue across the region reaching US$218 million in 2025, reflecting a broader continental presence beyond its domestic base. The firm's sales grew 34% year-over-year in , contributing to a of €700 million, fueled by its low-cost positioning and initial diversification into electric and models. This performance underscores DR's appeal in price-sensitive segments, where rebadged vehicles from Chinese partners like provide competitive entry-level options amid rising demand for economical mobility solutions. DR Automobiles faces challenges related to quality perceptions of its -sourced vehicles, exemplified by a €6 million fine in from Italy's for misleading marketing that implied production origins rather than disclosing . To counter these issues, the company employs branding, extended warranties, and localized at its Macchia d'Isernia to enhance trust and differentiate from direct imports. Expansion strategies include sub-brands like Sportequipe for premium variants and for off-road SUVs, which have broadened market reach into specialized segments since the 2020s. Looking to 2025, DR Automobiles anticipates continued growth supported by a €70 million investment (revised from an initial €50 million in August 2025) in its plant, including new assembly lines for hybrids and electrics, alongside the launch of the Stilnovo full-hybrid model to align with Europe's push for sustainable mobility. First-half 2025 revenue rose 41% year-over-year, signaling momentum from these initiatives amid favorable European trends toward electrified vehicles.

Products

Brand portfolio

DR Automobiles operates a multi-brand to address diverse market segments, from budget-conscious family buyers to premium and adventure seekers, while capitalizing on partnerships with Chinese manufacturers such as , JAC, BAIC, and Dongfeng for cost-effective production and technology integration. The core DR brand, launched in , focuses on affordable family vehicles that prioritize value, versatility, spacious interiors, and comprehensive standard features to appeal to practical consumers seeking reliable daily transportation without premiums. In 2020, the EVO sub-brand was introduced to target urban dwellers emphasizing electric and efficient mobility solutions, with a philosophy centered on simplicity, reliability, and concrete functionality rather than ostentatious design, catering to those prioritizing low-cost, no-frills electric options for everyday commutes. Sportequipe, debuted in 2022, positions itself as a premium line for performance-oriented buyers, blending styling with high-tech, eco-sustainable SUVs aimed at sports enthusiasts—such as golfers, skiers, or sailors—and frequent travelers who value sporty aesthetics, advanced equipment, and accessible luxury. Also launched in , ICH-X targets rugged adventure seekers with off-road vehicles that embody freedom and exploration, balancing extreme capability with refined comfort and design to attract drivers pursuing off-grid experiences. The brand, introduced in 2024, combines practicality with a focus on luxury, cutting-edge technology, and sustainability—including compatibility with fuels like LPG—appealing to ambitious drivers who demand superior performance, safety, and elegant, limit-pushing experiences. In 2025, expanded its portfolio with Birba, an electric dedicated to compact, agile urban mobility for city users seeking safe, zero-emission solutions for short-distance travel. Later that year, Stilnovo debuted as a premium hybrid lineup, targeting eco-conscious upscale buyers with full-hybrid crossovers that integrate advanced powertrains for refined, efficient performance. This diversified approach allows DR Automobiles to cover a broad spectrum of consumer needs—from entry-level electrics to high-end hybrids—while maintaining competitive pricing through its strategic alliances with partners.

Current models

DR Automobiles' current lineup spans multiple brands, offering a diverse range of vehicles from compact electrics to premium SUVs, all assembled in with homologation standards. The core DR brand focuses on accessible urban and family vehicles, while sub-brands like EVO, ICH-X, , Sportequipe, Birba, and the newly introduced Stilnovo target specific market segments such as electric mobility, off-road capability, luxury, performance, and hybrid efficiency. These models are primarily derived from partnerships with Chinese original equipment manufacturers (OEMs), adapted for specifications including and emissions compliance. Under the DR brand, the 1.0 EV is a compact electric hatchback measuring 3.20 meters in length, equipped with a 31 kWh battery and a 61 CV permanent magnet synchronous motor, delivering up to 294 km of WLTP range and supporting 35-minute fast charging (based on Chery eQ1). The DR 3.0 serves as a compact crossover SUV available in petrol, diesel, and Thermohybrid (gasoline/LPG) variants, featuring a sporty design suitable for urban and longer trips with options for manual or automatic transmissions (based on Chery Tiggo 3x). Its Coupé SUV variant adds stylish elements like enhanced aerodynamics while maintaining the same powertrain flexibility. The DR 5.0 is a mid-size SUV now including a full hybrid option with a 1.5-liter engine paired to an electric motor for improved efficiency, alongside traditional petrol and diesel engines, and comes standard with full LED headlights, 18-inch alloy wheels, and panoramic sunroof in higher trims (based on Chery Tiggo 7). Larger offerings include the DR 6.0 Voyager, a spacious family SUV with elegant lines and advanced infotainment (based on Chery Tiggo 8), and the DR 7.0 PHEV, a plug-in hybrid with a panoramic display, 360-degree camera, and hybrid management system supporting Apple CarPlay and Android Auto (based on Chery Tiggo 8 Pro PHEV). The DR PK8 is a versatile van designed for commercial use, available in configurations like the Cool Wuv model for cargo or passenger transport. The DR 4.0 is a refreshed compact crossover based on Chery Tiggo 5x underpinnings, incorporating a 1.5-liter turbo engine and improved interior materials for better perceived quality (launched 2022). The EVO brand emphasizes practical, value-oriented vehicles, with the EVO 3 as an electric city car based on the platform, offering agile urban performance with a focus on compact dimensions and efficient electric propulsion. Other EVO models include the EVO 4 Space with a 1.6-liter or LPG engine and for five passengers, the EVO 6 featuring a 177 1.5 turbo Thermohybrid powertrain with seven-speed , and the EVO Spazio , a 4.85-meter sharing the same engine for family or fleet applications starting at €29,900. ICH-X targets adventure enthusiasts with rugged models like , a compact off-roader with 20-inch wheels, square-profile arches for enhanced terrain grip, and a focus on freedom-oriented design. The K3 is a mid-size with off-road capabilities, including and GPL compatibility for extended range, while the K4 functions as a larger vehicle and frame-based suited for heavy-duty tasks. Tiger positions itself in the premium segment, with the Six as a 4.6-meter powered by a 174 HP 1.5 turbo and seven-speed DCT gearbox, featuring a 24.6-inch dual-screen . The Seven offers premium luxury with advanced technology, and the Eight serves as the crossover with 176 HP from its engine, balancing responsiveness and efficiency for dynamic driving. Sportequipe delivers higher-end performance variants of DR crossovers, including the 8 PHEV, a 4.72-meter seven-seater with 320 HP total output from a 1.5-liter turbo petrol and electric setup, six-second 0-100 km/h acceleration, and a high-tech with 13-inch LCD supporting . The 6 PHEV and 6 GT provide mid-size options with DHT or DCT transmissions in 4.50-4.60 meter lengths, while the 7 GTW is a 4.72-meter variant emphasizing sporty handling. Additionally, the 8 GT features a 1.6-liter turbo petrol or LPG engine for versatile performance. The Birba brand introduces the 2025 electric , a compact 100% with a 19 motor, 182 km , top speed of 90 km/h, and access to restricted zones, available in , , and trims for commuters aged 16 and up. Stilnovo, debuting in 2025, launches with the Collection 5 Full , a mild-hybrid combining a 1.5-liter 95 CV with an for a peak output of 204 , using a nickel-cobalt-manganese and e-CVT transmission, alongside the Collection 6 in petrol/LPG configurations to enrich the lineup.

Former models

DR Automobiles' former models primarily consisted of entry-level vehicles introduced during the company's early years, leveraging a partnership with Chinese automaker to rebadge and adapt platforms for the European market. These models focused on affordable urban mobility and compact SUVs, often featuring basic engines and transmissions tailored for cost-conscious buyers. Production of these vehicles ceased as DR shifted toward refreshed designs, sub-brand expansions like EVO, and a greater emphasis on hybrid and electric powertrains to align with evolving regulatory and consumer demands. The DR 1, produced from 2009 to 2014, was a subcompact designed for city commuting, based on the platform from Chery's sub-brand. It offered a 1.3-liter producing around 83 horsepower, emphasizing and maneuverability in urban settings, with over 5,000 units sold in during its run. Discontinuation aligned with DR's pivot to more versatile crossovers amid changing market preferences for taller vehicles. Similarly, the DR 2 served as a car from 2010 to 2014, derived from the , with a 1.0-liter three-cylinder delivering 68 horsepower and exceptional economy at under 5 liters per 100 km in mixed driving. Marketed for its low purchase price under €10,000, it appealed to first-time buyers but was phased out due to stricter emissions standards and competition from more feature-rich rivals. Introduced in 2016 and discontinued in 2022, the DR 4 was a based on the , featuring a 1.5-liter turbocharged with 172 horsepower and available front- or all-wheel . It provided practical cargo space of up to 1,200 liters with seats folded and modern touches like touchscreen infotainment, but ended production as DR refreshed its lineup with updated Chery-derived platforms. The DR 5, DR's inaugural model spanning 2007 to 2020, originated from the and targeted budget-oriented families with its 2.0-liter offering 139 horsepower and optional . Priced competitively at around €15,000, it sold over 10,000 units in its initial years but was eventually superseded by more advanced iterations to meet Euro 6 emissions requirements. The DR 6, a mid-size crossover produced from 2016 until around 2020, drew from platforms like the Tiggo 5, equipped with a 1.8-liter turbo producing 178 horsepower and emphasizing comfort with features such as automatic climate control. It catered to growing demand for spacious family vehicles but was discontinued in favor of newer models with enhanced safety tech and efficiency. The DR CityCross and DR CityVan, urban utility vehicles from the 2010s until 2016, were based on the Riich X1 and offered versatile configurations including a 1.3-liter bi-fuel (/LPG) engine with 95 horsepower. Designed for light commercial or personal use with modular seating and up to 1,500 liters of volume, they were discontinued as DR consolidated its portfolio around passenger-focused SUVs. The DR F35, a introduced in the late and ending around 2023, utilized the platform with a 1.5-liter turbo engine delivering 156 horsepower and sporty styling elements like a sloping roofline. It included advanced aids such as but was phased out amid DR's emphasis on crossover dominance and sub-brand diversification. Finally, the DR Zero, an early discontinued in 2019 (produced 2015–2019), was a compact with a offering about 150 km of range and a permanent magnet producing 90 kW. Intended to test feasibility in DR's lineup, it was shelved as the company advanced to more viable and full-electric models under the EVO sub-brand.

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