The "four main lines" are strongly supported, and the strategy of going to sea is progressing steadily.
The Chang 'an booth of Shanghai Auto Show revolves around Shangri-La Plan, Beidou Shu Tian Plan, Chang 'an innovative design label and the newly released "Rivers Meet" plan. In the new energy science and technology exhibition area, exhibits such as high specific energy semi-solid battery, Force super electric drive, Force range extender and Changan smart core are full of "original" gas; In the smart exhibition area, CD70 1 prototype, SDA digital smart space, SDA. "wisdom shines" such as the central computing architecture of ZoneCC ring network; In the design concept exhibition area, the VIIA concept car "Yan value off the charts"; There are also the third generation CS75 PLUS intelligent iDD, UNI-V intelligent iDD, UNI-K intelligent iDD, Deep Blue S7, Deep Blue SL03 and other global regions to "electricity". It fully demonstrated Changan Automobile's strong technical reserves and product capabilities, and conveyed the confidence and strength to customers at home and abroad to firmly transform and accelerate the sea.
From the release of Shangri-La Plan of 20 17 new energy, to the release of Shu Tian Plan of 20 18 intelligent Beidou, and then to the release of "all-round" design concept in 2022, Changan Automobile has developed into a head car enterprise with three new energy power systems, mastering more than 300 intelligent low-carbon core technologies and leading the design trend of the automobile industry.
The overseas strategic plan of "All rivers run into the sea" released at the Shanghai Auto Show shows that Changan Automobile already has sufficient market scale, technical reserves, system strength and brand influence, which marks the further transformation of Changan Automobile into an intelligent low-carbon travel technology company and demonstrates the kinetic energy and confidence of Changan Automobile's global development.
Work hard in the "five major layouts" overseas to draw a blueprint for global development.
At the Shanghai Auto Show, Changan Automobile practiced the mission of "leading automobile civilization to benefit human life", adhered to the principle of "long-term, green and low-carbon, and win-win development of local operations", and unswervingly marched toward the grand goal of "building a world-class automobile brand". Under the overseas strategic planning of "All rivers run into the sea", efforts are made to promote the "five major layouts", which has drawn a clear blueprint for the global development of Changan Automobile.
The first is to speed up the layout of products and production capacity. Changan Automobile will deploy high-quality intelligent low-carbon products around the world. By 2030, no less than 60 global products will be launched. First, promote the combination of "global product synchronous development+regional differentiated development". In the future, there will be several versions of the same model, such as China version, American version and European version, to realize "one region, one policy, one country, one policy". For example, in South America and the Middle East, traditional cars will still be the mainstay, while in Europe and ASEAN, new energy vehicles will be promoted and pickup trucks will be launched in South America, ASEAN, Australia and New Zealand. The second is to build a "global classic model". By 2030, we will strive to build two products with global sales of more than 500,000 vehicles. Create at least two products with global sales of more than 300,000 vehicles; Third, overseas layout of more than 500,000 vehicles. The production capacity of Thailand base in the first phase is 654.38+million units, and it will be increased to 200,000 units in the second phase. We will also arrange manufacturing bases in Europe, America and other places in a timely manner to improve production capacity planning.
Second, strengthen the layout of brand building. Overseas markets will focus on Changan brand, continue to create brand labels such as intelligence, low carbon and design, and continue to strengthen the linkage between corporate brands and product promotion, and strengthen the overseas construction of deep blue brands and OITA brands. At the same time, increase the investment in overseas market publicity resources, coordinate partners to participate in global large-scale brand activities, and enhance the brand influence of Changan Automobile.
The third is to strengthen the distribution of marketing services. By 2030, Changan Automobile will build more than 20 localized marketing organizations in overseas markets, with more than 3,000 overseas outlets. We will actively explore a new direct selling model with high efficiency, low cost and good user experience.
Fourth, accelerating the improvement of market layout will accelerate the layout of five regional markets: Europe, America, Middle East and Africa, Asia-Pacific and CIS. By 2030, it will enter more than 90% of the global market. In 2024, Changan Automobile will complete the entry of two key regional markets: ASEAN and Europe. It will also invest 4 billion yuan in Thailand to build a global "right rudder production base", covering the global right rudder product markets such as Australia, New Zealand, Britain and South Africa. We will complete the layout of major European markets in 2-3 years. By 2030, Changan Automobile will sell more than 300,000 vehicles in the European market.
Fifth, strengthen the distribution of organizations and talents, and strengthen organizational construction. Based on the market layout, Changan Automobile will set up Southeast Asia Business Department and European regional headquarters, and will also set up regional headquarters in America, Africa and other regions in due course. At the same time, we will strengthen the introduction and training of talents, introduce international talents on a global scale, and increase the recruitment of localized talents in overseas regions.
Zhu Huarong, Chairman of Changan Automobile, said at the press conference: By 2030, Changan Automobile's overseas market will achieve the development goal of "four ones", that is, the investment in overseas market will exceed 654.38+000 billion US dollars, the annual sales in overseas market will exceed 65.438+02 million vehicles, and the number of overseas employees will exceed 65.438+000, making Changan Automobile a world-class automobile brand.
Based on China's ready-made transformation, start the key year of going to sea
In the critical period of brand development in China, Changan Automobile has achieved fruitful results in the face of opportunities and challenges. According to the latest sales data, in March 2023, Changan sold 209,000 China brand cars, an increase of 28% from the previous month, becoming the champion of brand sales in China in March.
In recent years, the sales of Changan brand cars have increased substantially year by year. In 2022, production and sales exceeded 65,438+0,875,000 vehicles, up 6.8% year-on-year, accounting for 80% of the Group's sales. It is estimated that the sales volume of Changan brand cars will exceed 2 million in 2023. At the same time, the market share of Changan brand cars is increasing year by year, from 5. 17% in 20 19 to 6.98% in 2022. In the first quarter of this year, the market share accounted for 8.54% of the whole industry. The quality of operation continued to improve, and Changan brand profits accounted for 85%, becoming a new profit pillar. Enterprises have changed from scale growth to high-quality development of "scale+benefit+value enhancement".
Not only that, Changan Automobile's innovation ability continues to increase, and its research and development level ranks among the best. The global R&D layout of "six countries and ten places" has been established, with 16 R&D centers for technology and products and more than 7,000 engineering teams of 30 nationalities. In 2022, 49 new patents were applied for10, including 3,548 invention patents, up 195% year-on-year. In 2022, Changan Automobile ranked first in patent disclosure in the field of intelligent technology. In the evaluation of National Enterprise Technology Center, R&D capability ranks first in the industry for 12 years. Quickly develop new products such as intelligence and new energy, and launch 40 new products in the past three years.
In recent years, the brand layout of Changan Automobile has been continuously optimized, and the brand value has reached a new level. Changan Automobile launched the brands of Deep Blue and Aoweida electric vehicles, which together with Changan brand formed a mutually supporting brand structure. The average price of passenger car products in Chang 'an is increasing year by year, with an increase of 22.9% in the last five years. The price of Obieta products exceeded 400,000 yuan, and Deep Blue SL03 became a rising star among 200,000 new energy products in Ran Ran. At the same time, Changan Automobile has been committed to improving the customer experience. As the most important strategy of Changan, customer service "Project No.1" is promoting the development of Changan Automobile from product winning to "product+service". Changan won the first place of China brand in China New Car Quality Research (IQS) by J.D. Power for two consecutive years, and the first place of China brand in China Consumers Association and china association for quality Satisfaction Evaluation for two consecutive years.
On the road of firm transformation into an intelligent low-carbon travel technology company, Changan Automobile has a steady pace and a clear strategy. China is poised for transformation, anchoring the world and opening a new chapter. At the important juncture of domestic cars going out to sea, the overseas strategic plan of "All rivers run into the sea" will be released in time to lead overseas markets with good domestic momentum and plan future development with global layout.
Shanghai Auto Show shows "all-electric" strength, and "Chang 'an in Science and Technology" celebrates future travel.
At the Shanghai Auto Show, with the empowerment of new energy and intelligent technology, Changan Automobile's latest products and innovative technologies were all unveiled. The third generation of intelligent iDD family, CS75 PLUS Intelligent iDD, UNI-V Intelligent iDD, UNI-K Intelligent iDD and Auchan Z6 Intelligent iDD, assembled into a "group", and the product matrix of Deep Blue S7 and Deep Blue SL03 Gemini appeared together, as well as Changan Lu Min and Browser.
In addition, there are two dazzling concept cars on the booth. Among them, the concept car VIIA releases the vertical force from the future car through Changan's brand-new design language, creating the most unique five-sense immersive somatosensory feeling for users and building a changeable and open free space. The other is Changan CD70 1 prototype based on SDA architecture, which has been fully upgraded from bionic design to pure digital design. In terms of exterior design, it is a "new species" with both the strong flavor of SUV and the cool off-road elements of pickup truck. In terms of interior design, it is a "mobile home" that brings a brand-new "five senses" experience and shows the intelligent and aesthetic future direction of Changan Automobile.
At the press conference, Zhu Huarong expressed heartfelt thanks for the long-term strong support from all walks of life, and also reiterated the overall development goal of Changan Automobile: by 2030, strive to achieve the sales of 5 million vehicles of the Group, including 4 million vehicles of Changan brand and 6,543,800+0.2 million vehicles overseas.
However, China has our friendship, and Paradise is still our neighbor. Zhu Huarong, Chairman and Party Secretary of Changan Automobile, expressed their determination and expectation for the development of globalization. In the future, Changan Automobile will continue to maintain the attitude of open cooperation, mutual benefit and win-win development, and work hand in hand with global partners to not only provide fashionable, intelligent and green products and quality services to global consumers, but also make new and greater contributions to global economic integration and the construction of human destiny.
This article comes from Che Yi's author Hua Chequan, and the copyright belongs to the author. Please contact the author for any form of reprint. The content only represents the author's point of view and has nothing to do with the car reform.