Zhu Huarong, Chairman and Party Secretary of Changan Automobile, revealed Changan Automobile's plan to build a factory in Thailand when he released the overseas strategy "All rivers run into the sea".
The plan to build a factory in Thailand is also a key step for Changan Automobile to go out to sea. Changan automobile is moving towards a world-class brand at full speed.
Strive for progress in the strategy of going to sea
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. 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.
Changan Automobile's overseas strategy "All rivers run into the sea" is particularly interesting. Changan, which grew up in the southwest hinterland, now has enough market scale, technical reserves, system strength and brand influence to support the global development of Changan Automobile.
Zhu Huarong also revealed the specific overseas layout at the auto show. Changan Automobile will focus on promoting the "five major layouts".
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. It will take 2-3 years to complete the layout of major European markets. 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, strengthen the introduction and training of talents, introduce international talents around the world, and increase the employment of localized talents in overseas regions.
Zhu Huarong 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 65.438+000 billion US dollars, the annual sales volume in overseas market will exceed 65.438+0.2 million vehicles, and the overseas business staff will exceed 65.438+00000 people, making Changan Automobile a world-class automobile brand.
A crucial year to start sailing.
Thailand's investment in setting up a factory is an important measure in the crucial year of going to sea. When I visited Thailand this year, Wheel Visibility learned that Changan Automobile set up an office in Bangkok as early as last year to promote the landing of Changan Automobile.
Going out to sea has now become the knowledge of car companies, and Changan Automobile also goes out to sea by its own strength.
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.
It is reported that in addition to establishing a factory in Thailand, according to the market layout, Changan Automobile will also set up a Southeast Asia business unit. This means that Changan Automobile may take more measures in Southeast Asia in the future.
Show "all-electric" strength
Three years after the epidemic, the Shanghai Auto Show has a unique flavor.
It was a fuel car a few years ago, and now it is a new energy show. Some traditional car companies even choose to bring a full range of new energy vehicles to the exhibition, and the main fuel vehicles on the market are hidden in the attic.
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 auto show, Zhu Huarong announced the overall development goal of Changan Automobile: by 2030, strive to achieve the group sales of 5 million vehicles, including 4 million vehicles sold by Changan brand and 6,543,800+2,000 vehicles sold overseas.
To achieve this goal, the importance of promoting overseas strategy is even more prominent. Changan's actions in Southeast Asia and other places may be further accelerated! In terms of wheel visibility, whether it is left rudder or right rudder, the market needs Changan.
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