How Changan Automobile’s design-driven brand strategy shapes its global expansion plans
Klaus Zyciora, vice-president of the Chinese carmaker, says its innovative, smart, low-carbon vehicles can entice customers around the world
Long seen as one of China’s traditional “big four” state-owned vehicle manufacturers, Changan Automobile, which has a history that dates back to 1862 but began to produce its own eponymous-branded offerings in 1981, has set out a series of ambitious plans to claim a spot among the world’s top carmakers.
The Chongqing-based company, which already has 79 subsidiaries, 76 factories and over 19,000 sales and service outlets globally, currently exports its products to 118 countries and regions.
Last year, amid fierce competition in China’s new energy vehicle (NEV) market, Changan Auto recorded sales of more than 2.9 million vehicles, a year-on-year increase of 8.5 per cent, with NEV sales exceeding 1.1 million units.
It also reached a significant milestone last December when its 30 millionth vehicle rolled off the production line, making Changan Auto the fastest Chinese-brand carmaker to reach that total.
In part, these achievements are a result of burgeoning consumer demand and the rapid scaling of China’s motor industry, powered by the transition to NEVs and intelligent cars.
However, they also stem from the company’s sustained investment in research and development (R&D). Each new development is shaped by Changan’s farsighted design philosophy, which blends aesthetics, aerodynamics and brand recognition. The aim is to set benchmarks for all aspects of performance, in the process becoming an ever more influential player on the international stage.
“The Chinese automotive industry is rapidly moving from being perceived as a volume manufacturer and follower to establishing itself as a leader in innovation, design and new technology paradigms,” Klaus Zyciora, vice-president of Changan Automobile, said while attending the Beijing Auto Show last month.
“Changan Auto is now a technology-driven company building intelligent, low-carbon mobility for a global market. We are not simply exporting products from China, but designing and engineering for the world.”
Indeed, Zyciora’s team now includes close to 1,000 specialists from 31 countries working at design studios in Italy, Britain, Germany, the United States and Japan, whose essential task is to create differentiation in ways that go beyond performance and function.
Zyciora said design was now the anchor of Changan Auto’s brand strategy – a paradigm shift he attributed to the transition to electric vehicles, which has reduced the emphasis on core hardware, with the underlying platforms of a battery and software setting now increasingly alike as specifications converge.
He also said he believed shortened product cycles and the ever-changing customer decision-making process had led to aesthetic resonance, shared values and brand trust becoming factors in people deciding to buy a car.
“The question is no longer what a car can do, but how it makes me feel,” Zyciora said.
“People now consider the way light catches the sculpted surfaces, the greeting sequence of the LED signatures, and the sustainable materials in the cabin. Those aren’t just aesthetic choices; they are psychological triggers and explain why design is the most universal way to express what a brand is across global markets.
“For Changan Auto, strong, cohesive design is the most direct carrier of our brand value and a visual language that bridges cultural divides.”
He said each model had its own distinct identity, to help create an emotional connection with different types of customer.
The Changan Deepal S05, for example, is a sport utility vehicle that blends technology with a minimalist design aimed at drivers who lead an active lifestyle.
In contrast, the Q05 and A07 models in the Changan Nevo range are more of a “home on wheels” for families, creating a sense of calm and warmth with clean surfaces and airy proportions.
The sleek Avatr, meanwhile, aims to define a new sense of luxury, with crafted details designed to convey exclusivity and help it stand out from the crowd.
Zyciora said meeting the needs of different regions remained a challenge, so the design team needed to be constantly aware of variances in climate, road conditions, regulations and preferences while maintaining brand recognition and quality.
“We’re putting down roots – building locally, and tailoring our vehicles to what people in each region actually need,” he said. “We work closely across regions to ensure the design intent survives manufacturing realities and local requirements, and so that consistency is maintained at scale.”
Looking ahead, Changan Auto will be expanding its global footprint over the next few years. Last month, the company announced its new “1+4+4+5” strategic framework, which has globalisation as one of its main development priorities.
It aims to achieve several goals by 2030, including reaching 2.4 million units in NEV sales, 1.5 million overseas vehicle sales, 600 billion yuan (US$88 billion) in revenue, and 200 billion yuan in brand value, earning Changan Auto a place among both the world’s top 500 influential brands and leading 10 carmakers.
Zyciora said the strategy, carried out in tandem with the company’s globalisation strategy, Vast Ocean Plan 2.0, aimed to redefine Changan Auto as “a Chinese company that sells cars overseas to being a global automaker that is headquartered in China”.
“Our strategic framework sets a clear road map with measurable targets,” he said. “But the real work is building systems and partnerships that hold up at global scale.
“If we can deliver intelligent, low-carbon mobility with consistent quality and a strong brand signature, those targets become a result – not just an aspiration.”