Gasgoo Munich- Chinese automakers face a gauntlet of real-world tests as they expand overseas, according to Li Ning, deputy general manager of Changan Automobile's quality division. Speaking at the 2026 China Auto Forum, Li didn't mince words about the challenges ahead.
While low new-energy vehicle penetration in emerging markets offers a growth window for domestic brands, expansion is constrained by a shortage of global compliance talent, geopolitical instability in certain regions, and divergent regulatory standards. A robust global quality system has become essential infrastructure for any automaker looking to break out.
Image Source: 2026 China Auto Forum
Changan has already built a global industrial footprint, boasting 44 R&D centers and 22 vehicle manufacturing bases. Its new-energy matrix—comprising AVATR, DEEPAL, and Changan Qiyuan—is now fully formed, with self-owned brands contributing 85% of sales. The company is also the first Chinese domestic automaker to surpass 30 million cumulative sales.
Overseas markets are showing potential for premium positioning; AVATR, for instance, commands high recognition in Thailand, where end prices can reach two to three times domestic levels. Yet the road to expansion is riddled with gaps. The supply of versatile global talent isn't keeping pace with the company's layout speed, and external shocks in some regions have caused significant sales volatility.
To align with its "All Rivers Run to the Sea" globalization strategy, Changan has defined three quality upgrade paths: new design standards, new smart experiences, and a new global system. The company established a reliability task force led by its president to benchmark top international automakers and raise durability targets. It is reshaping its quality gate processes, implementing dual-line reviews of metrics and procedures, and integrating vehicle evaluations from product planning to delivery acceptance—all aimed at closing the gap in smart-driving experiences with industry leaders.
AI has emerged as a critical tool for cutting costs, boosting efficiency, and stabilizing quality. Changan has built a software lifecycle quality management system, deploying AI assistants to audit supplier rectification reports and slashing work time from 30 minutes to just two. Leveraging user feedback data, the company is also implementing a mechanism to "fix pain points and add value," setting clear targets for resolving user issues at the project initiation stage. On the global front, Changan is establishing regional quality teams and refining compliance controls, relying on a solid quality foundation to navigate the complexities of overseas markets.
