Changan Prepares Mini Car Strategy, Chasing Its Opponents

On 10 Oct, Changan Eulove 1.4L has launched market in Shijiazhuang officially. Meanwhile, it means that the end of national witness of “Changan Eulove VS joint venture hatchback.”

Facing the competition from New Sail, Kai Chen R50, and the Big Dipper X5 new Livina etc. joint venture brands, “Changan Eulove is proved by statistics that its performance is prominent among domestic made brands, even has its advantages compared with joint venture products. ” according to the speech of Dayong YANG, who is the vice general manager of Changan Commercial Car Business Unit, “with Eulove 1.4L launching market, its sales will reach 5,000 per month, which means 60 thousand sales at least in 2014.”

According to introduction of Dayong YANG, Changan Eulove sales is around 1,500 per month since Eulove 1.2L launched market April this year, which means market has not be opened yet. With the Eulove 1.4L launches market and the peak season coming, the situation will be changed soon.

Take an example of Honor, which is another typical car of Changan commercial car, “Honor has sold around 6,000- 7,000 per month before launched market, but sales has increased to more than 10 thousand after officially launched market.” It is an obviously change. As a key product of Changan future strategy, Dayong YANG has confident with the market performance of Eulove in the future.

During the interview with the reporter of SOHU Auto, Dayong YANG discloses that Changan Commercial car production base includes parts plants of Hebei, Nanjing and Chongqing. Its maximum production with 24 hours working is around 80 thousand, which is fit the requirement of 2014 basically. However, Dayong YANG said that it is easy to enlarge production is market performance is better than expect.

Meanwhile, Changan Commercial car will take different marketing strategy to distinguish different market. From the consumer segment, Chengdu in Southwest, Chongqing, Shijiazhuang of Hebei Province and Xian in Northwest is the main battery filed for Eulove. Changan will input resource to push marketing promotion and attract consumers.

Dayong YANG introduces that those promotion strategies including group buying, exhibitions and other activities. Changan Commercial Car Business Unit wants to build Eulove as popular as Honor. It is possible to stimulate sales as Honor did, although it is still unsure for Changan.