AVM Launches New Forthing Brand Identity in Egypt, Unveils Locally Assembled Model
Al Amal Vehicle Manufacturing (AVM) has officially launched the new brand identity of Forthing in the Egyptian market, while unveiling a new locally assembled vehicle, marking a strategic milestone in the company’s expansion plans and its commitment to strengthening local automotive manufacturing.
The announcement was made during a high-profile event attended by senior industry figures and stakeholders, aligning with Egypt’s broader industrial development agenda aimed at modernizing the automotive sector, deepening local manufacturing, and attracting foreign investment.
The launch follows AVM’s earlier acquisition of the Forthing agency in Egypt, under which the company is now responsible for introducing new models, locally assembling selected vehicles, and delivering integrated sales, after-sales, and maintenance services in accordance with the brand’s global standards.
During the event, AVM revealed Forthing’s refreshed brand identity, alongside showcasing its latest models and specifications. The updates span exterior design, interior finishes, safety systems, and advanced technology features, tailored to meet the expectations and preferences of Egyptian consumers.
As part of its localization strategy, AVM also announced the introduction of a new Forthing model assembled locally in Egypt. The move aims to support national manufacturing policies, enhance vehicle availability in the market, and offer strong value in terms of pricing and total cost of ownership. The initiative further reflects AVM’s alignment with state efforts to localize advanced technologies, increase the local industrial component, and create sustainable employment opportunities.
Key expected specifications of the new locally assembled model include:
A fuel-efficient four-cylinder engine suitable for daily city driving and highway use
Advanced automatic transmission ensuring smooth performance and optimized fuel consumption
Contemporary exterior design reflecting Forthing’s new visual identity with dynamic lines and a distinctive front grille
Spacious interior with upgraded materials and a touchscreen infotainment system
Comprehensive safety package including ABS, EBD, front airbags, and stability and traction control systems
Comfort features such as automatic climate control, smart key operation, and multiple charging ports
The vehicle is positioned to meet the needs of a broad customer base seeking a practical, reliable, family-oriented car with competitive ownership costs.
Commenting on the launch, Amr Soliman, Chairman of Al Amal Vehicle Manufacturing, said that the introduction of Forthing’s new brand identity represents a pivotal step in AVM’s long-term strategy. He noted that the company is focused on delivering products that combine quality, modern technology, and competitive pricing, while placing strong emphasis on local assembly and comprehensive after-sales services to ensure an integrated customer experience.
Soliman added that the launch of a locally assembled Forthing vehicle underscores AVM’s long-term commitment to investing in the Egyptian market and supporting national industry development.
For his part, Cheng Yuan, General Manager of Dongfeng Liuzhou Motor, described Egypt as one of Forthing’s most strategic markets in the Middle East and Africa. He emphasized that the partnership with AVM represents a successful model of cooperation built on expertise and mutual trust, aimed at delivering vehicles that meet Egyptian consumers’ expectations in terms of reliability, technology, and design.
Cheng Yuan added that Forthing plans to inject investments worth USD 3 billion by 2030 to enhance its export strategy, strengthen supply chains, and expand research and development capabilities. These investments are intended to support the production of globally competitive vehicles with a strong focus on quality, advanced technology, and sustainability.
He also highlighted the company’s commitment to elevating AVM’s manufacturing facility into a regional hub for launching and distributing Forthing vehicles across North Africa, supporting the brand’s regional expansion plans and meeting growing demand in promising regional markets