Islamabad, Apr 13, 2025: In a surprising twist within Pakistan’s growing electric vehicle (EV) sector, two separate companies have introduced what seems to be the same compact EV under two different brand names.
The vehicle, initially unveiled by GUGO Motors in February as the GUGO Box, resurfaced weeks later as the Dongfeng Box, this time under the Chawla Group’s banner.
This small, city-focused EV, ideal for budget-conscious drivers, originates from Dongfeng Box EV, a well-established Chinese state-owned automaker headquartered in Wuhan and valued at nearly $5 billion.
Despite the same origin, both Pakistani distributors are engaged in a heated disagreement over who truly holds the legal distribution rights in the country.
Chawla Group asserts it has signed a formal agreement with Dongfeng and claims to be the exclusive and authorized distributor for the Dongfeng Box in Pakistan.
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They back this with documentation and emphasize their direct relationship with the manufacturer.
Conversely, GUGO Motors insists they were the first to bring the vehicle to Pakistan and maintain that their operations are legitimate, even if they are operating independently.
Importing vehicles into Pakistan is open to both official partners and third-party vendors, but consumers tend to trust brands with formal manufacturer backing.
This fuels the credibility dispute, especially when GUGO promotes the vehicle under its custom branding rather than using Dongfeng’s name and logo.
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According to Chawla officials, Dongfeng has now cut ties with the Chinese exporter who supplied vehicles to GUGO.
They claim to have secured after-sales support, local spare parts inventory, and trained personnel, adding significant value to their customer offering.
GUGO, however, states that their existing stock and active sales prove they’re a legitimate dealer.
Price is also a distinguishing factor. GUGO’s three versions range from Rs. 67 to 77 lakhs, while Chawla offers two models priced more competitively at Rs. 64 and 68 lakhs.
So, who really owns the rights? Chawla presents legal documentation and cooperation with Dongfeng. Dongfeng Box EV GUGO leans on market presence and past sales.
With Chawla planning to expand with two more Dongfeng EVs this year, the battle for dominance in Pakistan’s EV market is far from over.
