DONGFENG Rich 7

The strongest point of the value proposition of the Rich 7 is its cabin. This is the point where Dongfeng has taken firm decisions that essentially differentiate its offering from the Navara and most of the mid-range pickup rivals.

As I entered the Rich 7, it was evident that there had been a material and design upgrade with 10-inch touchscreen. The dashboard uses soft-touch materials, a full wood panel accent, and a lot of leather wraps everywhere: steering wheel, door panel, armrests, etc. The five-seat cabin has power-adjustable front seats, with adjustable lumbar support on the driver side, which provides configurability that manual options can’t match.

This interior option with the leather wrapping, wood accents, power-adjustable seats with lumbar support costs the same as the mid-spec Navara, which has fabric seat coverings, manually-adjustable seats, and a plain plastic steering wheel. The high-end Pro 4X version of the Navara is even materially inferior to this Rich 7 mid-spec cabin.

Integration of technology is equally sophisticated. The infotainment screen is quite big with a center-mounted position, which is operationally complete with a 360-degree camera system with 3D capabilities, which Navara doesn’t provide. It has Apple CarPlay and Android Auto, which are standard, essential features for seamless smartphone integration, along with a built-in browser and generous storage beneath the center armrest.

The two cup holders and a special phone placement pocket are of concern. USB ports and a 12-volt outlet handle power management for mobile devices and accessories. The non-panoramic sunroof spanning the front passenger area contributes to the cabin's airy feeling, and the five-seat layout feels spacious for a work truck.

The rear-seat space is similar to the Navara, i.e., it is not the best in the segment. I observed the knee clearance of around 2-3 inches with the front seat, and about 2 inches of head clearance. It also has a relatively flat floor, which adds to the usability of the rear seat. The rear passengers also enjoy the dual air conditioning vents and USB port, but the lack of the center armrest and cup holders, which is also a significant drawback.

Other prominent features include 8-way electronic driver seat adjustment, 4-way electric passenger seat adjustment, automatic AC, keyless entry, and sunroof. 

Interior Verdict: The cabin of the Rich 7 represents the greatest value proposition of the vehicle. The leather, wood accents, power seats, better infotainment, and a 360-degree camera, all at the same price as a Navara mid-spec model, make every drive feel high-end.

The Rich 7 comes with a modern safety package that aligns with the modern expectations. These are driver and front passenger airbags, ABS, electronic brake distribution (EBD), traction control (TCS), vehicle dynamics control (VDC) and hill-start assist (HBA) as the base. The tire pressure monitoring system provides convenient safety features over and above the minimum set by the regulations.

Second-row seat belts, audible alerts for open doors or unbuckled restraints, and parking distance control contribute to overall safety architecture. Special attention should be paid to the 360-degree camera system, which is really helpful in maneuvering in narrow urban areas and in parking, and the 3D mode offers a perspective that is helpful in inspiring the confidence of the drivers. For a car at this cost, the technology adoption is mature and well-considered and not an afterthought that was glued on.​

At first sight, the exterior of the Rich 7 undoubtedly resembles the Nissan Navara. This is not coincidental, as the collaboration between Dongfeng and Nissan implies that the fenders, hood, doors, and truck bed are practically the same or almost the same as the Navara. Nevertheless, the Rich 7 is not a copy; it fundamentally misunderstands its strategy.

The front fascia shows clearly the design intent of Dongfeng. Whereas the Navara still has the conventional round headlamps, the Rich 7 uses LED headlamps, which are more visible and are more modern. The grille is also very different with the unique Dongfeng logo. The LED fog lamps contribute to the refined front-end appearance, and the built-in front camera (part of the 360-degree camera system) is useful for visibility and is better than most of its competitors at this price point.

The 18-inch two-tone alloy wheels with 255/60R18 tires strike a balance between style and utility. A major strength compared to the Navara: the Rich 7 has disc brakes fitted on all four corners. On the other hand, the Navara gets drum brakes at the rear, a feature that is becoming more of a relic in contemporary cars. Power-folding side mirrors, having built-in repeaters and cameras, working roof rails, and step boards enhance the practicality. The hood struts ensure that the engine is easy to access, as would be the case with the Navara with the old prop rods.

On the side and back, the kinship to the Navara is evident, the typical Navara line running through the fender, down the door. The general dimensions are similar to those of the Navara, and the size of the bed is also the same. The mid-spec model also has a metal roll bar and tie-down points, which you do not get in the Navara. The bed liner is also a practical addition that is sprayed on, which is stronger than the usual plastic ones.

Exterior Verdict: The Rich 7 is based on the tested architecture of the Navara but introduces its own character in the form of a unique front-end style and convenience. The fact that the disc brakes are on all corners is a definite plus on the price as compared to other vehicles.

The Rich 7 is powered by a 2.3L turbocharged diesel engine delivering 161 horsepower and a torque of 420 Nm, and an 8-speed automatic transmission. It is also a Renault-based engine also applied in Nissan Navara models elsewhere, and is essentially a radically different engineering decision than the larger 2.5L engines used in locally-available Navara models.​

Although these numbers are small when compared to the bigger displacement of the Navara, real-world driving reveals the engine's sophisticated character. Diesel clatter that characteristic tapping sound endemic to diesel engines is remarkably subdued within the cabin, creating an immediate perception of quality and refinement. This translates directly into a driving experience that feels more mature and expensive than specification sheets suggest.

The low-end torque profile of the engine is not higher than that of the Navara, but it provides enough grunt to meet the common usage trends. The acceleration out of stagnation is less explosive than it is rapid, which is evident when the Rich 7 is directly compared to its more powerful rivals. The power difference can be seen in highway merging and passing situations, though these actions can be performed by the vehicle sufficiently well when the driver is not in a hurry but acts reasonably and thoughtfully.

The automatic transmission is an 8-speed with additional gear ratios to ensure efficient engine performance, an advanced feature that is beneficial for fuel consumption and the driving experience. The transmission has three different driving modes that include Eco, Sport, and Snow. Eco mode provides optimal fuel economy, creating a lazy feel. Sport mode increases responsiveness by maintaining higher RPMs, but it sometimes holds gears longer than may be optimal. A mid-range between Sport and Eco would be the best, but in the case of the UAE, where it is not so cold, the Snow mode is not very useful.

The actual fuel economy of about 7.8-10 kPL represents a competitive level of efficiency for a 4x4 pickup. The advanced turbo technology, optimization of fuel injection, and transmission efficiency prove the priorities of engineering at Dongfeng.​

Powertrain Verdict: The M90 sacrifices pure power for efficiency and luxury. The 8-speed transmission is more advanced than those of its competitors at the same price range, placing the Rich 7 as a practical car and not a power car.

The Rich 7 develops a mature, sophisticated driving personality that is not typical of its work-truck background on the road. Noise, vibration, and harshness (NVH) isolation is superior to what customers typically experience in other pickup trucks of the same price. The psychological perception created by the combination of excellent engine insulation and high-end interior materials contributes to the car being perceived as having superior technical specifications.

The three driving modes give significant differences. Eco mode is the most fuel-efficient, but it also adds some apparent slowness to the acceleration when starting. Sport mode increases throttle response a lot, but at the expense of maintaining higher RPMs. The change of modes shows the extent to which the transmission adds to the overall driving nature - a complex 8-speed is still responsive, irrespective of the mode.

The actual fuel consumption of 10 kPL during city driving is good in a 4x4 pickup. The consumption in highway conditions is not tested because of unfavorable conditions during testing, but the performance characteristic of the engine indicates that highway performance is likely to be 12-13 kPL in steady-state operation.

Driving Verdict: The Rich 7 is more refined and comfortable than performance-based. To buyers with a more normal use case of urban commuting and infrequent light off-road activities, the driving experience is disproportionately high-end for the cost.

Competitive Value and Market Positioning

The Rich 7 competes with mid-spec 4x2 models from mainstream brands in the UAE market but has a complete 4x4 configuration. The nearest direct rival is, perhaps, the Ford Ranger Sport 4x4, which is priced at about AED 200,000 higher. The difference in price between the Rich 7 and its competitors is more evident at this point due to its superior material quality, interior technology, and feature set. The core issue is what value is. In case the raw horsepower and brand prestige are the main focus of your priorities, the extra power of the Navara is worth the premium. When you like the idea of a balanced ability, elegant interior, full-fledged technology and true affordability, the Rich 7 is highly reasonable- offering features that you would have found in a car that is priced much higher.

Dongfeng Rich 7 UAE model is an effective implementer of the value-forward strategy without any sacrifice of quality or features. It steals established Navara dynamics and spends a lot of money on interior implementation, making the car feel more expensive than it is. To customers who value comfort, technology, and affordability more than brand name and top horsepower, the Rich 7 is truly a great value. It is not groundbreaking- it is not redefining the pickup segment. But it is providing features of complete functionality and true sophistication at a cost that is lower than that of established rivals and seems to be worth a premium. In case you are adventurous enough, ready to accept a Chinese brand with an increasingly good reputation around the world, and want a 4x4 pickup that does not feel like it has been stripped down or compromised, the Rich 7 is worth serious consideration. It is the type of car that not only surpasses the expectations of the owner, but also  because the expectations were set correctly, and that is what true value actually feels like.