Text | Tao Wenbo
Design | microcosm
Seeking truth in the midst of the vicissitudes is not easy, but courage is the only way to create something extraordinary.
Previously, a number of industry media have made bold guesses about the name, product orientation and brand style of the new digital pure electronic brand that Changan Group will soon build and announce.
According to the forecast, Changan's new digital pure electric brand will not only be introverted and highly continuous and inherited, but also new, friendly and forward-looking, which coincides with the changan brand's business philosophy of being proficient in technology and good at research.
On the occasion of the 160th anniversary of the establishment of Changan Group, the 2022 Changan Automobile Global Partner Conference was held in Chongqing on April 13.
Changan Automobile solemnly announced the new corporate development strategy and business operation status, and will focus on the new energy field, and officially released the digital pure electric brand - Changan Deep Blue.
"Deep Blue" means exploration, life, technology and the future.
At the same time, the sub-brand will be one of the cores of Changan Group's strategic development in 2022 and integrated into the grand blueprint of the new energy automobile industry.
Obviously, "Chang'an Deep Blue" not only successfully confirms the expectations of experts and consumers inside and outside the industry, but also declares its confidence and determination to the whole world with a new look and a unique leadership attitude.
Technological innovation has always been the primary driving force for Changan Automobile to achieve high-quality development.
As one of the earliest enterprises involved in the new energy travel industry in mainland China, Changan Group officially launched the positive self-research work of the whole system in 2001, and has experienced three stages of technology research, industrialization promotion and market-oriented operation, mastered more than 400 key technologies, and applied for more than 800 core patents.
In the field of core technology, Changan Automobile has a complete forward research and development strength of "Dasan Electric", and the third-generation power system in the pilot stage of construction has excellent performance, excellent quality and excellent cost control potential.
According to the data, the power supply assembly of the new platform adopts a 590-unit basic module, which can cover the endurance demand of 400-700km by adjusting the number of modules, and the system energy density ≥ 180wh/kg, and the assembly has zero fire.
In addition, the deeply integrated seven-in-one electric drive system can meet the needs of front drive, rear drive and four-wheel drive applications, and is scheduled to achieve mass production within this year. In terms of core computing power, the seven-in-one SVDC "Changan Smart Core" based on the domain control architecture has increased performance by 70%, which can be fully matched with the entire series of new energy models.
Up to now, Changan Automobile has launched nearly ten new energy models such as CS55 E-Rock, Ben E-Star, Ben E-Star National Edition, CS15 E-Pro, Yidong EV460, New Ben Ben EV360, Yidong ET, CS75 PHEV and so on.
In March this year, the UNI-K iDD model, the first Blue Whale iDD hybrid system, was officially launched, indicating that the UNI sequence officially opened a new journey of deep ploughing in the new energy market.
With Changan Group's many achievements in the field of new energy travel, it is imperative to establish a new and independent digital pure electric brand, and the anchor whistle of "Changan Deep Blue" means that the huge investment behind it and the painstaking efforts of all Chang'an people over the years have finally come to fruition.
For consumers, the future Changan new energy model may be less than the image of "old Changan", and replaced by a more recognizable and fresh "deep blue wind".
From the user's point of view, the Changan deep blue brand that is on the right track will provide four major brand values for the "Z generation" new energy car owners:
First, innovative reconstruction, through forward-looking innovative product design, industry-leading platform architecture, reconstruct users' cognition and imagination of future travel.
Second, the Internet of Everything, build the digital ecology of Skynet Interconnection, and realize the unlimited expansion of all digital scenarios.
Third, experience at will, provide intelligent and interesting functional scenes and personalized customized wisdom services, and help users freely broaden the boundaries of experience.
Fourth, low-carbon life, adhering to the concept of green and low-carbon sustainable development, providing efficient travel solutions to promote the sustainable coexistence of man and nature.
Different from the "Avita" that locks in the high-end and strives for the brand upwards, "Deep Blue" will take on more of the task of the main market volume.
That is, under the blessing of the new EPA mainstream platform architecture, through the integration of the mass R & D and production process, to achieve high efficiency, low loss of scale realistic benefits.
In other words, the birth of "Deep Blue" is not only the output result of corporate structure restructuring and technical differentiation, but also one of the biggest gains of Changan Group to complete a comprehensive insight into the near future market.
"By 2025, Changan Automobile will launch 21 products for the mainstream passenger car market, including 5 models of the Deep Blue brand, and in 2022, it will launch the C385EV and C673EV models of the Deep Blue brand based on the EPA platform," said Zhu Huarong, chairman of Changan Automobile.
According to this author's speculation, the above models will echo the construction of major fuel models such as CS55 and CS75, and compete with strong opponents such as new power brands in the price range of 100,000-250,000 yuan.
Under the grand and meticulous layout, Changan Automobile has completed the formulation of future development goals, that is, by 2025, the total sales volume will reach 4 million units, of which new energy sales will reach 1.05 million units, accounting for 35% of the volume.
By 2030, Changan Automobile aims to sell 5.5 million units, of which new energy sales will reach 2.7 million units, accounting for 60% of the total, and overseas sales will account for 30%.
In terms of short-term targets, Changan also gave the production and sales of 2.45 million units, an increase of 6.5% year-on-year; of which the production and sales of independent brands were 1.857 million units, an increase of 5.9% year-on-year and a market share of 11%.
In order to achieve the above goals, Changan Automobile will launch 36 new products in 2022, including 9 new products, 10 new products and 8 new energy products.
In the meantime, Changan Deep Blue will play the role of a new and fresh force, undertake the heavy responsibility of fighting for new areas in the mainstream market with new product energy, and feeding the parent brand with sister models.
Complemented by this vision is changan group's simultaneous advancement in the field of scientific and technological intelligence.
In order to accelerate the implementation of the Beidou Tianshu-intelligent strategy, Changan Automobile plans to set up an independent technology company, deepen cooperation with huawei, Tencent and other global outstanding enterprises, and build a new technology ecosystem, among which key projects such as digital products, digital marketing, and intelligent manufacturing will become the core steps to promote the group's strategic transformation and help the deep blue brand to leapfrog forward.
While "Avita" and "Deep Blue" go hand in hand, Changan UNI, Changan Passenger Vehicle, Auchan and Kaicheng will also make a comprehensive transformation to electrification, and carry out differentiated positioning to form a more comprehensive market coverage.
This reflects the broad consideration and long-term layout of Changan Group at the strategic development level, which not only helps its multi-brand to develop healthily together, but also has a positive and positive role in promoting the new brand.
The author believes that Chang'an Group, which has a long history, rich strength and deep understanding of the pragmatic way, with its unrivaled technical strength and the enterprising spirit of the top level, is not only expected to expand its territory and highlight the siege in the chaotic and complex "post-epidemic era", but also has the strong potential to push new forces such as "Deep Blue" to the front-line forward, build an unprecedented and perfect research and development, production and product architecture system, and finally conquer the forefront position of its own brand.
On the other hand, changan group's shared reputation with "Avita" and "deep blue" means that the independent brand camp has completely shaken off the stereotypes of so-called "imitation" and "following" that are biased and narrow, and has gained a firm foothold in the new era of economic globalization and information globalization.
In the meantime, Changan Automobile, which coexists with courage and rigor, wisdom and steadiness, is undoubtedly the existence of great achievements.