Changan Automobile releases brand strategy for Southeast Asian markets

Shanghai (Gasgoo)- On Nov. 27th, Changan Automobile held a brand launch event in Bangkok, Thailand, marking its determined business expansion in the Southeast Asian markets.

Photo credit: Changan Automobile

Having meticulously prepared for over three years and conducted extensive research involving more than 10,000 Thai consumers, Changan Automobile established its Southeast Asia Business Unit. Besides, it set up three local companies – Changan Automobile Southeast Asia, Changan Thailand Sales, and Changan Thailand Auto Parts – along with a localized operations team. The construction of a new energy vehicle (NEV) production base in Thailand has also commenced, aiming to seamlessly integrate into the Thai market through localized operations.

The brand launch event vividly depicted Changan Automobile's new vision for its "going global" strategy in Southeast Asia.

Strategy implementation

Changan Automobile emphasizes a commitment to localized operations, utilizing a two-pronged approach of "trade + base" to drive the development of its overseas business.

Branding and products

The company is introducing three major intelligent product brands – DEEPAL, AVATR, and NEVO – as part of its comprehensive strategy for the Southeast Asian market.

Marketing operations

In collaboration with outstanding local dealers in Thailand, Changan Automobile is rapidly aligning resources to construct high-quality marketing capabilities.

Customer service

The initiation of the Thailand version of the "Number One Project" demonstrates Changan Automobile's commitment to providing convenient and warm-hearted services for users in Thailand and other Southeast Asian countries.

Social responsibility

Changan Automobile pledges to contribute significantly to Thailand and Southeast Asia, fostering industrial development, strengthening Environmental, Social, and Governance (ESG) practices, and fulfilling its responsibilities and obligations as a global enterprise.

Photo credit: Changan Automobile

At the event, Changan Automobile unveiled two NEV products, the DEEPAL L07 and the DEEPAL S07 with full-line reservations beginning at the same time. These models are set to officially hit the Thai market at the Thailand International Motor Expo on Nov. 29. Additionally, AVATR, the premium NEV brand co-backed by Changan Automobile, Huawei, and CATL, showcased its flagship models, the AVATR 11 and the AVATR 12, making their debut in the country.