The Keyton M70 is the maiden microvan from Fujian New Longma Automobile Co., Ltd. (referred to as "New Longma Motor") under its "Keyton" marque, positioned for urban short-haul logistics and suburban/rural passenger transport. Officially launched in January 2014, the model represents FJ Motor Group’s first fully self-developed and manufactured strategic compact vehicle, standing as a pivotal milestone for Fujian's home-grown automotive industry. The debut of the M70 marked FJ Motor Group's formal foray into the microvan segment, aiming to carve out an independent growth trajectory akin to Wuling Motors. Since its launch, the M70 lineup has steadily broadened from initial petrol variants to all-electric iterations, spawning the M70L long-wheelbase derivative to establish a comprehensive product portfolio spanning internal combustion engines and new energy powertrains. Depending on the spec and model year, current variants are priced between roughly RM35,000 and RM160,000. The petrol models cater predominantly to price-sensitive lower-tier suburban and rural markets, whereas the all-electric variants focus on urban last-mile logistics and passenger transport. As of July 2025, the Keyton M70 experienced explosive sales growth in the MPV segment, with monthly registrations soaring by 35,300% year-on-year and climbing 40 places month-on-month in the MPV segment rankings.
Aesthetically, the Keyton M70 adopts a robust and chiselled German-inspired design direction. Billed as China's first large microvan infused with a "German-quality" design philosophy, New Longma enlisted German designers throughout the vehicle's styling and engineering R&D phase while sharing resources with Fujian Benz to establish a German-standard quality reputation in the commercial vehicle sphere. Up front, a prominent radiator grille with black mesh inserts dominates the fascia, complemented by a trapezoidal lower air intake with chrome accents that impart a distinct layered and muscular look. The headlamps feature smoked surrounds with sharp, angular contours and crisp lighting signatures, alongside manual low-beam height adjustment for enhanced nighttime driving safety. Early marketing materials revealed that the M70 came in five exterior colour options: Glacier Silver, Mach Gold, Danube Blue, Alpine White, and Berlin Grey, injecting a welcome touch of character into the otherwise conservative microvan segment. In terms of dimensions, the petrol-powered M70 measures 4,071 mm in length, 1,677 mm in width, and 1,902 mm in height, riding on a 2,700 mm wheelbase with wheels pushed out to the far corners to maximise cabin space.
In contrast to its bold exterior, the cabin leans heavily towards practicality and minimalism. The dashboard features a clean, no-nonsense layout, with selected trim levels offering a premium-feel instrument cluster, height-adjustable steering wheel, anti-glare interior rear-view mirror, and front power windows. The range-topping variant adds front fog lamps, alloy wheels, dual-zone front and rear air-conditioning, and an infotainment system for improved passenger comfort.
Tailored to distinct market segments and technical setups, the Keyton M70 offers two distinct powertrain options: petrol and pure electric. The petrol version is powered by a China VI-compliant 1.2-litre or 1.5-litre naturally aspirated engine paired with a 5-speed manual transmission in a front-engine, rear-wheel-drive configuration. The 1.5L mill produces a peak output of 116 hp, with torque delivery tuned for effortless load-lugging from a standstill and smooth low-to-mid-range urban cruising. The all-electric M70 EV is driven by a permanent magnet synchronous motor delivering 82 hp and 220 Nm of torque, achieving a top speed between 80 and 100 km/h. While not built for top-end speed, it is tailored precisely to the speed-regulated demands of last-mile delivery operations. On the battery front, the early M70 EV came with four lithium iron phosphate (LFP) battery pack options: 21.82 kWh, 32.74 kWh, 39.9 kWh, and 41.86 kWh, delivering NEDC-rated ranges of 150 km, 215 km, 252 km, and 280 km, respectively. With the introduction of the long-wheelbase M70L, the EV range was further upgraded to 280 km on the CLTC cycle, adequately meeting daily delivery and short-range intercity runs. In addition, the electric version utilises a single-speed EV reduction gearbox driving the front wheels (FF layout), offering a compact package ideal for stop-and-go city traffic.
The Keyton M70’s chassis setup is tuned with a focus on stability and commercial practicality. In terms of drivetrain layout, the petrol variant employs a mid-mounted engine and rear-wheel-drive setup for superior gradient-climbing capability and payload capacity, whereas the EV variant adopts a front-engine, front-wheel-drive layout to maximise drivetrain efficiency and cargo floor flatness. Underneath, the EV variant rides on a dedicated electric chassis compatible with an independent rear suspension, whereas early petrol variants utilised the conventional leaf-spring rigid rear axle common to this segment. On the road, the Keyton M70 delivers a steady and planted driving experience, with solid composure frequently highlighted by test drivers and owner reviews. The steering setup on the EV variant features Electric Power Steering (EPS), easing low-speed manoeuvres and U-turns in tight spots. Conversely, the petrol model features vacuum-assisted hydraulic power brakes with a reassuringly firm and linear pedal feel characteristic of commercial haulers. The EV variant's rear suspension architecture accommodates battery packaging neatly while boosting vehicle stability, delivering tangible gains in chassis vibration damping, NVH suppression, and ride refinement over conventional microvans.
The M70’s cabin is designed strictly around the principles of functionality and space efficiency. The range is offered in 5-seater and 7-seater passenger configurations, as well as a panel van format with twin rear barn doors and solid side panels, catering to dual passenger-cargo transport, municipal delivery, and specialised fleet services. The petrol M70 measures 4,071 mm long, 1,677 mm wide, and 1,902 mm tall with a 2,700 mm wheelbase, providing generous legroom and headroom across all three rows, complemented by a tall roofline that makes ingress and egress a breeze. The all-electric M70L long-wheelbase version extends dimensions to 4,421 mm × 1,620 mm × 1,902 mm with a stretched 3,050 mm wheelbase, further boosting its cargo volume.
On the equipment front, mid-to-high-spec petrol and EV models come decently equipped with power front windows, central locking, remote keyless entry, and dual-zone front and rear air-conditioning. Selected variants also feature an infotainment head unit with USB/AUX inputs, integrated reverse camera, and Bluetooth connectivity for everyday convenience. For commercial logistics variants, the focus shifts to cargo bay usability and ease of loading, featuring wider side sliding doors and 180-degree opening rear barn doors to expedite loading and unloading. Seats are trimmed in hard-wearing fabric upholstery, with multi-way adjustable front seats to support long driving hours.
Safety on the Keyton M70 prioritises functional protection. The body shell incorporates a high-strength safety cage structure, reinforced with high-tensile steel along the critical A/B-pillars and door sills to absorb impact energy while maintaining cabin integrity. Airbag fitment varies by powertrain and trim level—certain entry-level petrol variants offer only a driver airbag, whereas higher-spec passenger-oriented EV models are equipped with dual front airbags, backed by ABS and EBD electronic braking aids. All seats feature three-point seatbelts, with passenger-spec models also fitted with ISOFIX child seat anchor points on the second and third rows for family peace of mind. Added active aids include Electronic Brakeforce Distribution, rear parking sensors, and a high-mount stop lamp to elevate situational safety in congested urban traffic. In terms of advanced driver assistance systems (ADAS), the Keyton M70 offers standard cruise control on selected trims, without Level 2 semi-autonomous driver aids.
The Keyton M70’s market reception saw a steady climb in sales momentum. In its initial launch phase, it topped sales growth charts in China's national microvan market and broke into the top five for wide-body microvans, establishing itself as a credible segment disruptor. Momentum carried through to November 2021, when monthly sales hit 856 units, marking a 129.49% year-on-year surge. In July 2025, it set a remarkable monthly record of 354 units, achieving an eye-popping 35,300% year-on-year leap. On the back of solid product capability and persistent development, the M70 has earned numerous industry accolades—sweeping the Best Range, Best Hill Climb, and Best Energy Efficiency awards at the 2nd China Shenzhen New Energy Logistics Vehicle Challenge, while the Keyton M70L EV picked up the "User Satisfaction Model of the Year" crown.
In terms of market reputation, owners frequently praise the Keyton M70 for its cavernous interior space, sturdy exterior styling, dependable urban road manners, and exceptional value for money. Nonetheless, build quality and after-sales service remain common pain points, with owner feedback citing niggles such as hard-to-latch right-side sliding doors, stiff reverse gear engagement, idling noises, chassis rattles, and noticeable engine harshness, alongside occasional dealership delays and spare parts backorders. Conceived as the "national brand dream project" joint venture between FJ Motor Group and the Longyan Municipal Government, the Keyton M70 shouldered the mission of elevating Fujian’s automotive sector, demonstrating the pragmatic appeal and staying power of Chinese commercial vehicles.
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