At the 2022 Changan Automobile Global Partner Conference, Zhu Huarong, chairman of Changan Automobile, gave the group's small goal: Changan Automobile will achieve a new car sales target of 5.5 million vehicles in 2030, of which the sales of independent brands will reach 4.5 million, the sales of new energy vehicles will reach 2.7 million, and overseas sales will account for 30%.
After Changan's Chinese brands sold 1.75 million units in 2021, an increase of 16.7% year-on-year, Changan Automobile plans to achieve total production and sales of 2.45 million units in 2022, an increase of 6.5% year-on-year, and the production and sales of its own brands were 1.857 million units, an increase of 5.9% year-on-year. At the same time, companies will also transform into intelligent low-carbon mobility technology companies, achieving carbon peaking in 2027 and carbon neutrality in 2045.
Changan Automobile Global Partner Conference Site Enterprise Courtesy Of Picture
While setting goals for his own brand, Zhu Huarong also brought Changan Automobile's new electrified brand "Changan Deep Blue" to the conference site, which will release 5 new cars before 2025; in terms of brand going overseas, Changan Automobile will establish 2-3 overseas manufacturing bases by 2025 and build Changan Automobile headquarters in developed markets such as Europe and the United States.
Increase the size of independent brands, promote the new energy strategy, focus on user services, and go to the global market. How will Changan Automobile open a new chapter in the past 160 years?
Refine the Shangri-La strategy and set sail steadily and steadily in Chang'an Deep Blue
In October 2017, Changan Automobile Group officially released the "Shangri-La" plan at the "China International Energy Conservation and New Energy Vehicle Exhibition", and Zhu Huarong announced at the scene that the group will build three new energy special platforms in 2020, fully stop selling traditional fuel vehicles in 2025, and realize the electrification of full spectrum products, and cumulatively launch 24 new products, with cumulative sales exceeding 4 million vehicles, and achieve the market goal of "6543" of Changan New Energy.
Five years after the release of the plan, Changan Automobile once again handed over an "answer sheet" to the industry for the future. Zhu Huarong gave more details on the future direction of the brand at the Changan Automobile Global Partner Conference.
From a macro point of view, Changan Automobile will actively respond to the country's major policies, lay out green ecological construction, and strive to achieve carbon peaking in 2027 and carbon neutrality in 2045. In 2025 and 2030, the company will achieve the sales targets of 3 million vehicles and 4.5 million independent brands, of which new energy vehicles account for 35% and 60% respectively.
In order to help carbon peak and carbon neutrality, Changan Automobile also launched the Changan Deep Blue New Energy Brand as the vanguard of the Group to achieve the goal of "double carbon". It can be said that this Changan Automobile Global Partner Conference is the extension and upgrade of the "Shangri-La" plan in 2017 under the new form. It is reported that Changan Automobile will actively integrate with the market and increase the frequency of communication with investors, users and other relevant parties.
If the "Shangri-La" plan is more inclined to advance in exploration, at this time, Changan Automobile released the Changan Deep Blue brand, representing this enterprise that is steady and steady, seeking change in stability, and sounding the clarion call to enter the new era.
At present, Changan Automobile Group has changan passenger cars, changan deep blue, Avita, Auchan, commercial vehicles, Kaicheng and other fronts, and the top soldier is Changan deep blue that will meet consumers.
In the planning of Changan Automobile, digital pure electric Changan deep blue is the carrier of brand renewal, the application area of new technology, and the forerunner of the double carbon strategy. In terms of brand planning, Changan Deep Blue symbolizes exploration, life, technology and the future, providing users with a new product architecture, digital ecology, intelligent services and low-carbon life for users in the new era.
In terms of products, Changan Automobile will launch more than 30 products by 2025, of which Changan Deep Blue will have 5 models released, and in 2022, it will launch two models code-named C385EV and C673EV; Avita Technology, jointly built with Ningde Times and Huawei, currently plans 4 complete vehicle products, mainly covering high-end market segments; Changan UNI series and Changan Auchan have hybrid models launched this year; it is worth mentioning that The first mass-produced hydrogen fuel cell car in China built by Changan Automobile is also about to be unveiled.
The so-called non-sound is already a blockbuster. In the past few years, Changan Automobile has not made many moves in new energy products, and the outside world is also full of curiosity about the company's new energy strategy. Nowadays, Changan Automobile has not only brought a new new energy brand, but also carried out a diversified layout of hybrid, pure electricity and hydrogen energy under the existing brand, covering mini cars to high-end cars, allowing the industry to see the steady progress of century-old enterprises.
Technically, Changan Automobile has also made a lot of achievements. For example, the new generation of integrated electric drive, 800V high-voltage fast charging platform, 1000km cruising range, integrated chassis, and even the development and industrialization of solid-state/semi-solid-state batteries are all surprising.
It is understood that changan automobile MPA, EPA, CHN three major architectures have been landed, SDA is being developed. The company has created a new generation of deeply integrated electric drive, breakthrough power semiconductor development and application technology, 800V high-voltage fast charging platform, oil-cooled motor and other technologies are also about to complete breakthroughs. Under the new technology, it can help users to achieve the energy replenishment efficiency of charging for 5 minutes and a range of 150-200km, while the maximum endurance of the vehicle can reach 1000km.
Under the integrated design of battery chassis, seven-in-one electric drive, and seven-in-one vehicle domain controller system, the weight and cost of the whole vehicle are effectively reduced, and the solid-state and semi-solid-state batteries used for mass production are at the forefront of the battery technology revolution.
In the field of hydrogen energy, Changan Automobile has also established and improved the hydrogen energy R&D and manufacturing and testing system covering "parts-system-vehicle", and strives to create fuel cell technology and products with "zero pollution, low hydrogen consumption, high efficiency and high safety".
In the past few years, Changan Automobile has won the market through UNI sequence, CS sequence and other explosive products, becoming a leading enterprise in the sales of China's own brands, and its CS75 model has long been ranked as the top in the market segment. Nowadays, whether it is the mature UNI-T, UNI-K, or the budding UNI-V, it has won the praise of users, product orders are hot, far more than the current factory capacity, perhaps with the ramping capacity, the massive order situation will be alleviated.
Behind the successful brand building and product building is the result of the company's long-term insistence on down-to-earth and stable style.
At a time when other enterprises have made large-scale high-profile purchases of enterprises, heavy money has been "digging people" in the market, and delivery delays have been poured into bitter water for chip supply difficulties, Changan is only boring research and development, improving product quality and user service, and personally realizing the four simple but heavy words of science and technology Chang'an.
Focus on green, technology, user service ecosystem construction Enterprises will transform from serving customers to operating customers
In addition to the brand, product and technology layout of new energy, Changan Automobile is also working to build a set of ecological rings with "green", "science and technology" and "user service" as the core, so as to better implement corporate responsibility, master core technologies, and realize the autonomy and controllability of the industrial chain.
As mentioned above, Changan Automobile is committed to achieving carbon neutrality by 2045 and has a long-term plan for environmental protection and green ecology. Under the guidance of the concept of "double carbon", enterprises try to work with partners to transform into a green energy ecology, a green service ecology, and a green supply chain ecology.
In terms of green energy ecology, Changan Automobile tries to establish a green battery ecology with clear responsibilities and green environmental protection with upstream raw materials, to midstream power battery manufacturing, and then to downstream power battery recycling, cascade utilization and recycling.
At present, the proportion of new energy vehicles in the mainland using green electricity, that is, renewable energy electricity, is not high, Changan Automobile will work with strategic partners such as the State Grid and Aodong to develop industry-leading fast charging and power replacement technologies around the pain points of user energy replenishment, pilot light storage and charging integration of energy replenishment centers, and create a one-stop green energy replenishment service ecology for users.
In terms of manufacturing, Changan Automobile is also working with upstream and downstream supply chain partners to transform into green energy and green manufacturing systems, including green design, green procurement, green manufacturing, green logistics, renewable energy and material packaging recycling. Companies expect to reduce their carbon footprint in bicycle manufacturing by 30 percent by 2025.
In terms of science and technology ecology, Changan Automobile is accelerating the implementation of the Beidou Tianshu -- intelligent strategy. At present, enterprises are planning to set up independent technology companies, optimize the organization and talent mechanism, and build a market-oriented scientific and technological innovation body.
An autonomous and controllable supply chain is important for enterprises and strategic for the country. Changan Automobile will focus on the chip technology of "card neck", and the technology company will take the new car as the traction, especially focusing on key technologies such as chips and core algorithms, to create a hard-core and high-end industrial chain cluster of "core core map cloud net sky", master the independent and controllable full-stack intelligent ability, cultivate new strength of science and technology, and shape the new image of Changan Automobile Technology.
At present, the company has established in-depth cooperative relations with huawei, Tencent, Bosch, Continental, Chinasoft International and other global outstanding enterprises.
In the new era, the competition in the automotive industry is becoming more and more fierce and cruel. Zhu Huarong said that in the past year, there were 85 brands in the traditional fuel vehicle market, 34 brands with monthly sales of less than 1,000 units, and 9 brands died. It is expected that in the next 3-5 years, 80% of brands will face shutdown and turnaround. Only by conforming to the trend of the times, continuously innovating and accelerating transformation can Chinese brands survive and develop in the fierce market competition.
Under such pressure, Changan Automobile not only works products, technology and corporate responsibility, but also puts users in the first place in the change. Zhu Huarong said bluntly that enterprises should transform from serving customers to operating customers, and he proposed a three-level advancement for Changan Automobile to "realize from passive service to active service, from service car to service person, from contract bond to emotional bond".
Such as the five major commitments of integrity service, 24-hour service around the clock, the construction of customer experience standard business system, the strengthening of user interaction, the formation of the construction of an ecosystem.
In Changan Automobile's services, peace of mind is the foundation. To this end, the company put forward in 2021: price transparency, refusal to bundle; fast delivery, overdue compensation; one repair, assured spare parts; timely response, warm reception, good service; safe travel, rapid rescue and other five major commitments. At the same time, the company also provides a telephone number for the 24-hour user service of the 951999.
At the same time, Changan Automobile tries to establish a "bond" with users. While building the customer experience standard business system and the CA-NPS indicator system, a series of user experience activities such as Changan OpenDay and SueprDay have been carried out, and the monthly membership day activities have been carried out, and as of February 2021, the scale of corporate members has reached 24.5697 million. And through equity products, public welfare activities and other "car + life" content to enhance user stickiness.
Summary: Changan Automobile, as a responsible enterprise, released its own strategic plan for new energy vehicles at this time, which is showing its steady and non-exaggerated style.
In addition to the domestic layout, the company has also set its sights on overseas. Zhu Huarong stressed that in addition to China, the global automotive market also has 2/3 of the volume overseas, to become an international brand, enterprises need to "go to sea". According to the plan, Changan Automobile will establish 2-3 overseas manufacturing bases by 2025 and build Changan Automobile headquarters in developed markets such as Europe and the United States.
The success of the UNI and CS series has already fired the first shot, how traditional enterprises will transform in the new era, and how the electrification of science and technology Chang'an will advance, it is worth looking forward to.
Text/Bai Haotian
Edited by Song Yuting
Proofreading Wang Xin
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