Changan Auto Rising: National Team Moving Upwards

As a 150-years history stated owned militaryindustry background company, Changan Auto moves faster with accumulated experience. The company is a dark horse both in it owned plate and joint venture plate in recent 3 years. “Sales goal of Changan Auto this year is settled 2.5 million cars.”At present, ZHANG Baolin, president of Changan Auto tells media during interview “in year 2014, Changan Auto it owned brand sales shall reach 600 thousands, which has increased 50% over last year.”The confidence comes from Changan Auto marker performance recently. With the background of China owned brand market share reducing for successive 7 months, Changan Auto has an outstanding performance. In the first quarter of year 2014, the company has realized 670 thousand cars sales, which has increased 22% over last year, which is 13 points more than industry average. Besides, it owned brand sales reaches 190 thousands in the first quarter of this year, which has increased 37%.

Changan Auto, which has stepped into passenger car business for 6 years, shows its teeth. The first middle large size SUV CS75 of Changan Auto is introduced into market at Beijing Auto Exhibition. Meanwhile, the new brand slogan of Changan Auto“Forwards, Getting Closer” refers thatChangan Auto initials its inner quality build phrase.

As a state-owned company, Changan Auto has no achievement onto passenger car segment for a long while. Growth of joint venture is average, and it owned passenger car marker performance is not good enough as well. Even mini bus business is exceeded by SAIC-GM-Wuling.

However, joint venture plate, Changan Ford hasrisen up. It introduces Benben, Alvsin and CX20 series, which has built its recognition of passenger car segment. With Eado, Eado XT (hatchback version) and CS35 introduction, Changan Autoexpands its passenger car territory. Changan Auto becomes Leader Company of China owned automobile company in only 3 years. Analyst believes that it is not easy for Changan Auto to achieve 600 thousand cars sales with its mainstream Changan CS35, Alvsin V3 and Eado now. Changan Auto has realized that middle class segment, which is the traditional competition field, needs to more attention.

With product upgrade, Changan Auto is building million level sales networks. ZHANG Baolin says that the company will build 1 million level marketing systems with premise of sales goal of year 2014 achievement.