Where there's a will, there's a way, Changan Automobile accelerated overseas, "according to the local conditions" to conquer the world

Shanghai Auto Show in 2023, Changan Automobile officially released its overseas strategy under the theme of "Hai Nabai Chuan" plan, and at the same time formulated the goal of creating a world-class automobile brand by 2030 with investment in overseas market exceeding 10 billion US dollars, annual sales of overseas market exceeding 1.2 million units, and overseas business employees exceeding 10,000 people. The goal of the automobile brand.

When the global automobile industry is changing, will today's "Hai Nabai Chuan" be the loud cry of a world-class Chinese brand in the future?

The best time to go to sea, where there is a will, there is a way

For those who aim for the stars and the sea, this is the best time.

According to the CCTV Finance data: in 2022, China's auto exports reached 3.4 million, up 55% year-on-year, jumping to the world's second largest auto exporter, of which 1.12 million new energy vehicles exported annually, a year-on-year increase of 190%; from the passenger association data: in the first quarter of 2023, China's passenger car exports amounted to 826,000 vehicles, an increase of 82.9%, including new energy vehicles. 82.9%, of which 248,000 new energy vehicles were exported, up 1.1 times year-on-year.

From these two data can be distilled a message: new energy vehicle export volume growth has become the backbone of driving China's automobile overseas. It is true that the arrival of the new energy era has created unprecedented opportunities for China's auto exports.

Looking at the domestic market, Chinese brands with 80% market share have absolute say in the new energy market, in fact, not without joint ventures, foreign brands to do new energy vehicles, even if the traditional competitive system formed in the past era of the internal combustion engine is difficult to be shaken, but now the times have changed, a different track, Chinese brands and foreign investment in the same starting line, based on Changan Automobile as a representative of the mainstream Chinese car enterprises to achieve technological breakthroughs. Car enterprises to realize a breakthrough in technology, on technology, on value, or China-made new energy products most "able to fight".

In addition, according to the data released by Chang'an Automobile: since 2019, Chang'an Automobile's market share has been increasing year by year, from 5.17% to 6.98% in 2022, and in the first quarter of 2023, Chang'an Automobile's market share reached 8.54%, of which the Chang'an brand's profit accounted for 85%, while at present, even if it has been completely liberalized the ratio of foreign shares, many domestic enterprises have not yet been able to achieve the goal. The company's main profit depends on the output of its joint venture partners, so Changan Automobile is actually relying on itself.

Can outperform most of the joint venture and independent brands, naturally, because Changan Automobile has been recognized by Chinese consumers, and in the domestic market, Changan Automobile has basically "stabilized".

And a big tree to grow taller, not only to root deeper, but also to root farther away, overseas broader market, can give Changan Automobile to provide more room for growth.

In the first quarter of this year, Changan Automobile's new energy sales of its own brand totaled 84,000 units, a year-on-year increase of 105.4 percent, and the sales of Changan's iDD series of smart power also exceeded 15,000 units, and there are more than 70 new energy brands in the Chinese market alone, and the involution of the market, involution of the product lifts the upper limit of the ideal product in the mind of the consumer, and the new energy products of Changan, which are able to be recognized in this environment, naturally have the ability to compete with the new energy products. In such an environment, Changan's new energy products can be recognized, and naturally have the ability and strength to be recognized by overseas consumers.

To look at the long term, the accumulation of technology has led to a reverse output

Save for a rainy day and plan for the long term.

160 years ago, the predecessor of Chang'an Automobile, the Shanghai Marine Gunnery Bureau, which was born during the foreign affairs movement, was one of the important cornerstones of China's modern industry. Perhaps since the establishment of the Shanghai Marine Gunnery Bureau, "look to the long term" has become the experience passed down from generation to generation of Chang'an Automobile.

And as early as 1991, when China's independent automobile industry is still under the impact of foreign investment, such as a lone boat, Changan Automobile has begun to plan for overseas business, so far, Changan products have been exported to more than 70 countries and regions, the formation of 10 key overseas markets, with more than 400 overseas sales and service outlets.

In addition, Changan Automobile's "forward-looking" is also reflected in the "six countries and ten places" global R & D layout, perhaps from Turin, Italy, in 2003, Changan Automobile's goal is not only to gather global resources to feed the Chinese market. The company's goal is not only to gather global resources to feed the Chinese market, but also to lay the foundation for today's growth.

Globally, Changan has built 16 technology and product development centers, with an international engineering team of more than 17,000 people from more than 30 different countries. And in 2022, Changan Automobile will apply for 4,910 new patents and 3,548 invention patents, a year-on-year increase of 195 percent.

But the valuable thing is not that there are many technical patents, the valuable thing is that there are many technical patents can also do industry-leading.

As one of the earliest new energy strategies of Chinese brands, since the new energy "Shangri-La" plan was put forward in 2017, Chang'an Automobile is an unswerving implementer, and at the same time, the integration of intelligent "Beidou Tianshu" plan to realize the "electrification and intelligent development". The company is also integrating the intelligent "Beidou Tianshu" plan to realize the development of electrification and intelligence "driving in tandem".

In the field of new energy, Changan Automobile has mastered more than 600 low-carbon core technologies, creating industry-leading "zero-fire" batteries and "seven-in-one" Changan Smart Core. In addition, at present, Changan Automobile has more than 200 core technologies including visual perception, multi-mode fusion, and more than 80 advanced technologies such as IACC, APA6.0, intelligent voice, and fly-screen interaction, which have been realized in mass production.

In addition, Changan Automobile also holds three major new energy power sources, namely hydrogen fuel cell system, Changan Zhidian iDD, and Force Electric, as well as the MPA architecture that is compatible with ICE and its electrified products, the EPA architecture that is geared towards the mainstream EV market, the CHN platform that is built together with Huawei and Ningde Times***, the "Software Defined Automobile The SDA organization of "software-defined automobile" and the Zhuge Intelligent brand, which can bring users three core experiences: "Zhuge Interaction, Zhuge Intelligent Driving, and Zhuge Ecology", are all in place.

When China's automobile industry was in the early stages of development, foreign investors entered the Chinese market based on years of accumulated technological advantages, grabbing a large market share, and today Changan Automobile has already realized the technological "beaching" of the brand scale, quality of operation, innovation, R & D level, brand layout, brand value, etc., have achieved a milestone result. The stage-by-stage results, it is also time to lead the Chinese automobile industry to the overseas market for "reverse output".

"Tailor-made" for the world, covering 90% of the global market

The so-called orange in Huainan is orange, in Huibei is Hovenia, the taste is different.

Just as many car companies introduce products into the Chinese market, we need to adjust to the habits and needs of Chinese users, Changan Automobile to become a world-class Chinese brand, to make products recognized by overseas users, it is inevitable that we also need to "tailor-made".

To this end, Changan Automobile has formulated "five major layouts" for production capacity and products, brand building, marketing services, perfecting the market, and organizing talents.

First of all, based on the "one region, one policy, one country, one policy" plan, by 2030, Changan Automobile plans to launch 60+ global cars, the same car will have a variety of versions, such as the Chinese version, the American version, the European version.

Meanwhile, in the more oil-dependent South America and the Middle East region to promote traditional cars; in South America, ASEAN, Australia and New Zealand and other pursuit of practicality, there is no policy restrictions on the region to promote pickup trucks; and Europe as a new energy vehicle policy of the most radical region, plans to ban the sale of fuel vehicles early, some countries in Northern Europe new energy vehicle market penetration rate even exceeded 50%, for example, in February of this year, the Norwegian The market has reached 92%, based on this, Changan Automobile will be in the European market to promote new energy vehicles.

In order to enhance the brand's overseas influence, in addition to strengthening the investment in overseas publicity resources, in 2024, Chang'an Automobile will enter the two key regional markets of ASEAN and Europe, and enter more than 90% of the world's markets in 2030, and set up more than 20 localized marketing organizations in overseas markets, build 3,000+ overseas outlets, complete the Southeast Asia Division, the construction of the regional headquarters in Europe, and establish regional headquarters in Americas, Africa and other regions in due course. establish regional headquarters in America, Africa and other regions.

Based on the "right-hand drive production base" to be built in Thailand, the radiation of Australia and New Zealand, the United Kingdom, South Africa and other global markets for right-hand drive products, as a springboard to complete the layout of the major markets in Europe in 2-3 years, so as to achieve the sales target of 300,000 in the European market.

Many domestic enterprises "go out" a lot of just build a factory overseas, the Chinese local products hard "replica" to overseas, it is difficult to open the market gap in overseas. Overseas market is not a blank slate, Europe, the United States, Japan and South Korea, and other "old" companies have long embarked on the road of brand globalization, to stand in a position of reciprocity with their competition, the need for a more flexible strategy, compared to some brands "go to sea" just to Compared to some brands that go "overseas" just for the sake of "gold-plating", Chang'an Automobile is sincerely trying to open up overseas markets.

KanChe said:

The long wind and waves will be sometimes, hanging straight from the cloud sail ji sea. Changan Automobile has the breadth of mind and ambition of the sea, there are 160 years of history cast the sea like a deep heritage, a hundred years of the internal combustion engine era of China's automobiles, only involved in an ending, looking to the future, there is Changan Automobile such a strength of the leader in the new energy era, China's automobiles will be the protagonist of the next one hundred years.

This article is from the author of the car number of the author of the mass Kan car, the copyright belongs to the author, any form of reproduced please contact the author.