Introduction; Since the beginning of this year, from the UNI series to the new energy sector, the electrification transformation of Changan new energy has significantly accelerated √
Changan Automobile, which is breaking through bamboo and attacking the city in the field of fuel vehicles, does show some hesitation in the tide of electrification and intelligent industrial change.
Even if the book data point of view, in the past 2021, Changan's independent new energy passenger car sales reached 76,500 units, looking at the growth rate is still quite fierce;
However, it is not difficult to find that the low-end positioning of the Ben E-Star, which focuses on A00-class cheap scooters, has contributed more than 90% of sales.
Changan new energy sales mainly ben E-Star
The gold content is really not high, and it does not match the identity status of Changan's independent leading car companies!
Fuel vehicles are back on the fast track of development, and it is difficult to all in new energy
To a certain extent this is understandable.
After all, fuel vehicles still occupy the mainstream, and few traditional manufacturers can really quickly switch vertical transformation!
You see, Geely and Great Wall, which are also independent and strong enterprises, although there has been no less tossing and turning in the past few years, they have not yet achieved the same status as fuel vehicles in the field of electric vehicles.
What has to be mentioned is that Changan Automobile was depressed for three or four years before changing its life with a CS75PLUS around 2019;
It is not easy to return to the fast lane of rapid development in the fuel vehicle market, whether it is the former Zhang Baolin or the current chairman Zhu Huarong, on this occasion, who will easily press the "suspension button" on the fuel vehicle, and then all in new energy?!
Zhu Huarong, chairman of Changan Automobile, and the star hit 75P
Therefore, we have seen that until the outbreak of the epidemic in 2020, new forces such as Weilai, Ideal, and Xiaopeng are about to hit the doorstep, and Changan Automobile is still pushing its newly developed UNI high-end product sequence in the field of fuel vehicles.
After the great success of CS75PLUS, CS55PLUS, CS35PLUS and other CS series products have accelerated the pace of upgrading.
In contrast, in the field of new energy, it cannot be said that There is no big action and layout in Chang'an, but the results presented to the outside world, especially consumers, are indeed not really a big killer.
Changan × Huawei × the Ningde era, a new high-end intelligent electric vehicle brand jointly created by the three parties - Avita, although born with its own traffic and attention, the first model Avita 11, until now is still "half covered by the pipa".
It may take time to truly demonstrate strength and market competitiveness.
Avita 11 is expected to go public this year
Moreover, there is still great uncertainty about whether the new car can be delivered smoothly as scheduled, and the word-of-mouth feedback of the first batch of car owners and users after the scale delivery.
The new brand is wobbly, from "Qiyuan" to "Deep Blue"?
Understanding is understanding, but this is obviously unscientific, and it is imperative for Changan New Energy to press the acceleration button.
Leju Automobile noted that after joining hands with supply chain partners to create Avita, Changan Automobile itself is also actively planning and brewing a new new energy brand.
More precisely, positioning more mainstream and popular brands, focusing on the 100,000-300,000 price range.
Changan New Energy Strategy - C385 mass production and listing countdown
Public information shows that as early as last November, the main body was Chongqing Changan New Energy Automobile Technology Co., Ltd., which applied for the "Qiyuan Automobile" trademark, and also applied for a number of figurative trademarks;
Then in January this year, the registration of the "Kaiyuan Automobile" public account was completed.
Subsequently, on March 14, after Avita 11 completed the declaration of the Ministry of Industry and Information Technology, the certification of the public account changed from "Qiyuan Automobile" to "Changan Deep Blue", but the head of the public account was still a picture of Changan C385.
According to the general speculation in the industry, Changan may release a new new energy brand this year, which is likely to be changed from Kaiyuan Automobile to Deep Blue Automobile, and the first model is C385.
Interestingly, after the media report, the relevant public account was immediately "cancelled".
After inquiring today, Leju Automobile found:
At present, not only the public account of Kaiyuan Automobile cannot be searched, the Changan Deep Blue WeChat public account can not be searched, and the only one closely related to it is a WeChat public account called "Qiyuan Auto User Service", which can also be seen, and has pushed several "tweets" in recent days.
Even more ironic is:
This information shows that the public account registered on October 21, 2020, subsequently certified as "Changan New Energy Official Service Number" on October 27, 2020, and certified as "Qiyuan Auto User Service" on January 28, 2022 this year, the tweets in recent days are all just a "rabbit" / blank picture...
It is not at all like the official work of a large factory such as Changan Automobile, but the public name certification information clearly shows that the certification subject is - Chongqing Changan New Energy Automobile Technology Co., Ltd.
What's the situation? What a series of riot operations is this?! Unscientific, unreasonable, disorganized.
Quoting a relevant person from Changan Automobile in replying to an interview with the media, "it is only registered some names."
In other words, pushing a new car (code name C385) is certain, but there is still great uncertainty about whether Changan New Energy will repackage and build a new brand.
Great Wall Geely constantly trial and error all kinds of tosses, Chang'an must accelerate
Needless to say, whether it is a fuel vehicle or a new energy field, compared with the bold "radicalism" of friends such as the Great Wall and Geely, Changan Automobile gives people a very stable and "conservative" impression.
Great Wall and Geely in the field of fuel vehicles have successively released WEY and Lynk & Co's new independent high-end brands as early as 2017;
Changan's approach to the high in the field of fuel vehicles until now is still through the launch of UNI, a high-end "product sequence", and the car logo and terminal channels are still shared with Changan's parent brand.
In the field of new energy, the Great Wall has successively developed a series of new brands such as Euler, Beam, salon, etc., Geely also has geometry, polar star, extreme krypton, etc., and Changan has so far released Avita in a high-profile joint with Huawei and Ningde times last year.
Le Tease Auto thinks that this may be directly related to the personality and governing philosophy of Zhang Baolin and Zhu Huarong. It is better to seek progress in stability than to be aggressive and aggressive.
Objectively speaking, the steady style of the Bosses of Chang'an is beyond reproach.
After all, the military uniform group to which Chang'an belongs is a fully central enterprise, so they have corresponding constraints and concerns in many large strategic decisions, and it is difficult to "use things with will" and want to carry out drastic changes to implement them immediately.
It is only in the context of this era of turbulence and industrial change that time is life, and missing the time window of one year, two years or even half a year means missing the best time in many cases.
Wang Jun, President of Changan Automobile
Although Changan is very powerful, especially in the field of fuel vehicles in recent years, the wave of new energy electrification is easy to hate for thousands of years.
Le Tease Observation:
In fact, since the beginning of this year, from the UNI series to the new energy sector, Changan Automobile has given the intuitive impression to the outside world - obviously accelerating the pace of new energy electrification transformation!
Ye Pei was transferred to focus on brand and strategic planning, and Yang Dayong, who is more proficient in new energy, further "rushed" to the front of the stage.
At the same time, the rumors about UNI's independent upgrade to a new brand, as well as another innovative brand of Changan New Energy, wave after wave, it can be said that all kinds of major changes and adjustments are brewing.
Leju Automobile believes that in the short term, the UNI sequence will not be radically "independent" for a while and a half, and more will make new attempts and pave the way at the level of products and terminal channels;
In contrast, taking the strategic product C385 as an opportunity, the possible changes and variables of Changan New Energy's change plan are obviously much larger.
What is the final decision and direction? Will Changan New Energy establish a new brand for C385?
Many doubts and curiosities of the outside world will soon be answered at this major node of the Beijing Auto Show.