At the Changan Automobile Global Partner Conference on April 13, Changan Automobile first disclosed its sales performance in 2021 and its target for 2022.
Changan Automobile said that in 2021, the cumulative sales of Changan brand vehicles exceeded 1.75 million units, an increase of 16.7% year-on-year; the sales of new energy vehicles exceeded 100,000 units, and overseas exports exceeded 100,000 units.
Accordingly, Changan Automobile's sales target for 2022 is: Changan Automobile Group's sales target is 2.45 million units, an increase of 6.5% year-on-year; production and sales of its own brands are 1.857 million units, an increase of 5.9% year-on-year, and the market share is 11%.
However, compared with this year's sales target, Changan Automobile emphasizes the strategic planning of the next 3-8 years. Changan Automobile stressed that by 2025, Changan Automobile's autonomous sector will sell 3 million vehicles and new energy sales of 1.05 million vehicles, with a total scale of more than 4 million vehicles. By 2030, Changan Automobile's total sales volume will reach 5.5 million units, of which its own brands will develop to 4.5 million units, and the scale of new energy products will be 2.7 million units, accounting for 60%.
The above planning targets also mean that the sales volume of the joint venture of Changan Automobile's entire group will remain at the scale of 1 million units for a long time, and the growth will be mainly provided by its own brands. And the entire growth space is not only in the Chinese market, but also in the overseas market, according to Changan Automobile's planning, the proportion of overseas market sales in 2030 will reach 30%, about 1.65 million vehicles, which is exactly equal to the growth scale from 2025 to 2030.
In order to achieve the growth of product sales, Changan Automobile has once again reorganized its brand matrix, and further released the "UNI" brand and the "Changan Deep Blue" brand on the existing multi-brand strategy with the "Changan-Auchan brand" as the core. The former can be understood as the independent "landing" of the UNI brand; the latter is That Changan has re-integrated the resources of Changan New Energy, with the independent "Deep Blue" brand as the fulcrum of the new energy market.
So far, Changan Automobile has formed a relatively regular brand matrix: entry-level fuel vehicle brand Auchan - mainstream fuel vehicle brand Changan - young high-end brand UNI - mainstream new energy brand deep blue - high-end pure electric brand Avita.
Changan Automobile's multi-gradient layout is also consistent with several other independent car companies: Geely is Ruilan-Geely-Geometry-Lynk&K-Extreme Kr, and the Great Wall is Euler-Great Wall-Wei-Tank-Sharon beam. The deep blue brand independent of Changan Automobile is also more like the brand positioning of GAC's E-An and SAIC's Feifan, focusing on the mainstream market.
With the brand, Changan Automobile also needs a large number of products to meet the promotion of the multi-brand matrix. Among the 36 new products that Changan Automobile will launch in 2022, 19 new products of its own brands will be accounted for, 9 new products and 8 new energy products. In terms of new energy product platforms, Changan Automobile will launch different pure electric platforms according to market positioning. The Deep Blue brand and the new mini-electric vehicle LUMIN will be born on the EPA1/EPA0 platform, while the Avita 011 is the CHN platform.
At present, it is known that Changan will take the lead in launching two pure electric vehicles under the deep blue brand, model code C385EV and C673EV; UNI-K PHEV and UNI-V PHEV models will be launched under the UNI brand; and Auchan brand will launch Z6 PHEV models. At the same time, Changan Automobile will also launch a new micro scooter - LUMIN, which has been mentioned above, and the standard Hongguang MINIEV. In addition, there are already released Avita 011 models that focus on the mid-to-high-end pure electric vehicle market.
Changan Automobile expects to invest more than 80 billion yuan in key areas such as new energy, intelligence, scientific and technological innovation, and digital transformation by 2025. In terms of three-electric technology, Changan Automobile will break through the 800V high-voltage technology to achieve a 5-minute charging range of 150 kilometers to 200 kilometers; realize the 450V/800V all-in-one electric drive platform, break through the integrated technology of the battery chassis, accelerate the research and development and industrialization of (semi-semi-) solid-state batteries, and so on.
summary:
Overall, the content released at the Changan Automobile Global Partner Conference is mainly the preliminary disclosure of some strategic directions made by Changan Automobile in the brand restructuring. However, it can also be seen that Changan Automobile has deployed heavy troops in the field of new energy, and the entire fuel vehicle brand must be electrified and transformed, dominated by PHEV models; while pure electric vehicles are completely independent new products, including the development of three fronts in the low, medium and high markets.
Starting from 2022, Changan Automobile is likely to usher in a wave of rapid advancement in the new energy market. First of all, IT SHOULD USE LUMIN TO REPLACE LAST YEAR'S GOOD SALES OF BEN E-STAR; and pure electric vehicles such as the deep blue brand C385 focus on the A+ level pure electric market, and then the C673EV mainly focuses on the pure electric SUV market, which can develop in parallel with the UNI brand; Avita 011 is a benchmark including products such as Extreme Kr 001, Weilai ES6, tesla Model Y, and seeks brand breakthroughs in the 300,000 yuan market.
In this way, if Changan Automobile's total new energy sales are smooth, they can increase from the current scale of 100,000 vehicles to more than 200,000 vehicles, and quickly catch up with leading brands including GAC and Great Wall. It has to be said that Changan Automobile's strategy of "planning and then moving" has allowed it to avoid the situation similar to that of some other independent brands" of "getting up early and catching up late".
Text| JackieLXX
Figure | network