Recently, Changan Automobile's new brand Changan Kaiyuan was officially released in Chongqing Changan Science and Technology Park. Changan Group's positioning of the new brand is "Digital Intelligence Evolution New Automobile" and is "the creator of digital intelligence that never stops", and its brand LOGO based on "0" and "1", the source of all things in the digital world, also fully demonstrates Changan Qiyuan's positioning of digital intelligence.
Changan Qiyuan carries the strategic mission of Changan Automobile's transformation, and internally, Changan Qiyuan has also launched three product series to achieve this ambitious goal. The three product series are A series, Q series and E0 series, and Changan Kaiyuan will release Changan Kaiyuan A05, A06, A07 and Q05 products in 2023.
Zhu Huarong, chairman of Changan Automobile, introduced that by 2030, Changan Automobile will invest a total of 200 billion yuan, add more than 10,000 new scientific and technological innovation teams, build a world-class automobile brand, and achieve Changan Automobile Group's sales of 5 million vehicles, Changan brand will reach 4 million vehicles, including 1.5 million Changan Qiyuan.
After the official release of Changan Qiyuan, combined with the existing two new energy brands of Avita and Deep Blue, Changan now has three new energy brands. Avita brand positioning high-end intelligence, model price of more than 350,000; Deep blue is relatively popular, and the main battlefield is around 150,000-250,000. The positioning of Chang'an Qiyuan is actually between Deep Blue and Avita, which is an important supplement.
The positioning of more than 200,000 is indeed very suitable for making a difference in the new stage of transformation. When the dust of new energy penetration settles and intelligent technology breakthroughs gradually become tomorrow's new situation, Chang'an Qiyuan, equipped with SDA's new architecture and supported by digital intelligence, is relatively dark blue, has more sufficient budget space, and makes a fuss about new intelligence and software and hardware.
Compared with brands such as Avita that need to be equipped with the most advanced and fully mature configuration functions, Changan Qiyuan can also be bolder in the exploration of new technologies and have greater imagination, which can be said to be the only carrier of Changan Automobile's digital intelligence leap.
Of course, from the perspective of the actual market, the emergence of Chang'an Qiyuan, the most direct meaning, must further cover a larger market and increase market share.
In the first seven months of this year, Changan New Energy sold a total of 216,500 vehicles, a year-on-year increase of 87.8%, and Changan's grand strategic layout in the new energy vehicle sector in recent years has reached a bumper harvest moment. After entering the second half of the new energy market, Changan Automobile is of course willing to further implement the strategy of multi-product parallelism.
It is foreseeable that with the strategic position of Changan Kaiyuan, its models after listing will be at a high level from product strength to cost performance. Whether Changan Qiyuan can jointly support Changan Automobile's next leap plan at both the two ends of technological transformation and actual sales is waiting to be seen.