Why has Changan Automobile’s performance soared in recent years after 2013?

In 2014, the most eye-catching brand in the Chinese automobile camp was Changan Automobile. This year, regardless of its independent brands or joint venture brands, regardless of technology research and development or styling design, regardless of market sales and growth rate, regardless of product strength and after-sales service level, Changan Automobile has achieved results that are the envy of its peers and attracted the attention of the industry. With the help of big data analysis tools, we can see clearly what happened to Changan Automobile in 2014 through 7 figures.

Four five-star safety models

On December 26, China Automotive Technology and Research Center released the evaluation results of the fourth batch of C-NCAP crash models in 2014. Changan CS75 scored 59 points. The result is the highest C-NCAP five-star rating. This is not only the highest-scoring model in this batch, but also the highest score ever for a C-NCAP participating model.

Thus, the CS75 has become another five-star safety model of Changan Automobile after the Eado, Ruicheng and Zhishang XT. Changan's "Five-star Safety Family" camp has formed a "scale advantage"! So far, Changan's independent passenger cars have four five-star safety models, ranking among the best in the independent brand camp.

This reflects from one side the rapid improvement of Changan Automobile's R&D strength. In 2014, Changan Automobile released the product test verification system CA-TVS, covering 15 verification areas such as reliability, driving performance, NVH, safety, electrical appliances, and power of automobile development, 357 vehicle tests, and 289 system integration matching tests. , each vehicle has been tested with more than 150 vehicle samples, and the cumulative enhanced durability testing has exceeded 4 million kilometers. For example, the maintenance frequency of thousands of vehicles, Changan's own brand has now entered the joint venture range.

Under this verification system, Changan has established such a research and development standard. The vehicle research and development is designed according to 10 years and 260,000 kilometers. This test standard exceeds the verification standards of some foreign brands. In terms of safety, Changan plans to reach the European four-star crash safety standard in 2014, the new European five-star standard in 2016, the US safety standard in 2018, and the global standard in 2020. In terms of durability, taking car doors as an example, the door switch durability test is 100,000 times.

In 2014, Changan Eado was the first domestic car to launch a public test of spiral rollover, opening a new chapter in the safety standards of Chinese brand cars; at the 2013 Chongqing Science and Technology Award Conference, Changan Automobile won the 8 awards. At present, Changan Automobile's independent research and development strength has ranked first in China's automobile industry for three and six consecutive years.

45% year-on-year growth rate

From January to November 2014, Changan’s own brand passenger cars bucked the trend and grew despite the continuous decline in the industry, selling 710,000 cars. With a year-on-year growth of 45%, the growth rate is 40% higher than the industry, ranking first in the industry, and firmly ranking as the champion in the independent brand camp. Changan Automobile is the only independent brand passenger car company to enter the top ten.

It is worth mentioning that in 2014, the market share of Chinese brands has been declining, but Changan has bucked the trend and surged, ranking first in the first camp with the highest growth rate, and has been higher than the industry's growth rate for many consecutive years. The growth rate of Changan Automobile has become the new normal. This is not only the pride of Changan's own brand passenger cars, but also provides a reference for other independent brand car companies on how to break through against the trend.

More than 7,000 users choose Changan Automobile every day, and 30% of users transferred from joint ventures to purchase Changan Automobile. This has verified from one side that Changan Automobile's product strength has improved rapidly and has been widely recognized by users.

10 million vehicles

In June 2014, Changan Automobile’s cumulative sales of its own brands exceeded 10 million vehicles, becoming the first Chinese car company to do so in the shortest time. Up to now, Changan Automobile has become China's largest independent brand automobile company and has ranked first in independent brand sales for 7 consecutive years. After years of preparation and accumulation, Changan Automobile's independent brand has entered a new era of rapid development, and is well-deserved as the first Chinese brand.

At the unveiling ceremony of the 10 millionth vehicle of Changan's own brand, Zhu Huarong, President of Changan Automobile, summarized four reasons for Changan Automobile's rapid development. The first is to adhere to market orientation and carefully study the market and customer needs. The second is to continue to build R&D capabilities. The third is to conscientiously follow the development and research and development laws of the automobile industry and make good products honestly. The fourth is to constantly grasp some new needs and technological development trends.

He introduced that Changan Automobile has made a lot of technical reserves in the fields of driverless driving, voice control, Internet of Vehicles, new energy vehicles and other fields. For example, Changan has invested a lot of energy in intelligence. There is also specialized preliminary research in the research and development of new technologies. R&D personnel account for approximately 10% of the total R&D team, and annual R&D expenses account for approximately 20% of the overall R&D expenses. In 2014, Changan Automobile also released a new energy strategy and announced the next 10-year plan to develop new energy vehicles and prepare technical reserves for sustainable development.

“No matter how difficult it is for us, we are still engaged in R&D even when we are tightening our belts. We invest more than 5% of our sales revenue in R&D every year and continue to invest in R&D. Whether it is hardware , this is also true in terms of site construction, talent training, etc.

In the last five-year plan, Changan invested approximately 16 billion yuan in research and development, and the next plan is to invest at least 20 to 30 billion yuan in research and development. "Zhang Baolin's words reveal the root cause of Changan's independent brand strength improvement.

3 new cars

In 2014, Changan Automobile launched three new cars: New Benben, CS75, and Yuexiang V7 , each new car is popular in its respective market segments. The new Benben is known as a new benchmark in the small car market. The product quality is based on Changan Ford's global quality system, benchmarking against the same level of joint venture brands or even higher. The configuration ideas closely follow the tastes and interests of young people born after 1985, rather than stacking various configurations. Therefore, Yuexiang V7 has won the favor of young customers. -TVS), it is the new flagship model of the Yuexiang family. It is specially designed for the young, fashionable and energetic post-80s to 85s generation. It is designed simultaneously by European and Chinese teams. It not only has cutting-edge European design ideas, but also has a deeper understanding of local consumption. It has competitive advantages in appearance, driving, fuel economy, power, safety, space, technology, etc.

CS75 is even more difficult to find, and many fans hold onto it. Awaiting purchase. This car embodies the culmination of Changan Automobile’s technology. After its launch, monthly orders reached 30,000 units. The production capacity was in short supply and the demand exceeded that of other joint venture brand SUVs, making it the most popular independent SUV product in history. I haven't dared to go online recently because I get scolded whenever I go online. I don't dare to repost CS75's Weibo now. Once I reposted it, there was a lot of scolding, saying, 'I'm not doing my job properly, why don't I hurry back and get more production'. "Zhu Huarong, President of Changan Automobile, once said humorously.

Four firsts

In 2014, the quality of Changan Automobile's products reached the joint venture level, and some products even exceeded the joint venture level. This helped Changan Independent passenger cars rank first in four major market segments, including the Eado series, CS series, Yuexiang series and Benben series.

The Eado series ranks first in the Chinese brand market segments. For example, the monthly sales of Eado are over 10,000 units, making it the best-selling self-owned brand sedan. The CS35 has also become the pillar model of Changan’s self-owned brand, and the CS75 is in short supply. But first of all, due to insufficient production capacity, it is unable to release market growth. The Yuexiang series is also Changan Automobile's star product. So far, the market has exceeded 700,000 units. After the Yuexiang V7 was launched, it quickly gained popularity in the market and is expected to further boost the sales of Changan's own brand. .

Changan Automobile’s joint ventures and cooperation have also been vigorously developed, echoing the rapid development of independent brands, such as Changan Mazda, Xinma 3 Angkesela, Landwind X5 8AT, Changan Peugeot Citroen DS 6, and Changan Ford Escort. , Changan Suzuki Qiyue were launched one after another. At the same time, a series of major projects such as Changan Ford Transmission Plant, Plant 3, and Changan PSA R&D Center were put into production or completed.

7 overseas auto shows

2014 was the first year of Changan Automobile's internationalization strategy. In this year, Changan Automobile and its products successively appeared at auto shows in Russia, Iran, Iraq, Algeria, Egypt, Bogota, Peru and other auto shows, and launched test drive activities in Kuwait and Azerbaijan. , 1,000 Changan Eados and CS35s were exported to Iran.

In addition, Changan Automobile’s flagship store in Colombia also officially opened, and Changan Automobile’s largest independent store in South America opened in San Diego. In recent years, Changan Automobile has competed in the Chaco Rally in Paraguay. , the new models launched by Changan Automobile have been selling well, which has helped Changan Automobile achieve a magnificent transformation. The three major labels of technology, fashion and safety have become Changan Automobile's new brand image, which has laid a solid foundation for Changan Automobile to go global. < /p>

“Don’t be anxious when exporting independent brands. You must first establish excellent products and brands, otherwise your own brand will be ruined. Changan Automobile's nationalization strategy is to focus on important markets, then focus on products, services and other aspects, and advance steadily. "Zhang Baolin explained Changan Automobile's internationalization concept in this way.

Therefore, in terms of internationalization, Changan Automobile's pace is slow but very solid. "There is a saying in China, it is better to have a good seat than to be late. Although Changan Automobile entered the international market relatively late, Changan Automobile has accumulated a lot of experience. Thanks to its global R&D layout, each product is built in accordance with international standards, representing the new strength of Chinese automobile brands and synchronizing with the world from the beginning. "When talking about the prospect of entering the international market, Zhu Huarong said confidently.

A brand

In 2014, Changan Automobile launched a series of brand promotion and marketing activities, and the brand communication was vigorous. The most noteworthy thing is that Changan Automobile exclusively sponsored CCTV's "Outstanding Chinese". This program is highly suitable for Changan Automobile's potential customer base, with a viewership of 1 billion. It not only showcases the wonderful Changan Automobile, but also enhances the brand image. It also invisibly improved the customer conversion rate.

Changan Automobile’s Starry Sky Tour demonstrated its creativity in new media marketing. The event lasted 45 days and traveled 15,000 kilometers, creating China’s first dark night tour. The test drive is a creative brand activity-Zizai Starry Sky Journey, which perfectly demonstrates the brand connotation of Changan CS series Zizi and accurately captures the hearts of young customers.

In 2014, Changan Automobile also held the second technology carnival and the unveiling of 10 million self-owned brand cars, and showed the media the grand scale and technical strength of Changan Dianjiang test track,

Eado city missions have contributed to Eado’s sales. Following the hot start of the Qingdao Station, the event went through fierce competition in Shijiazhuang, Nanjing, Shenzhen and Chongqing to comprehensively showcase the fashion and safety features of the Eado series, and personally experience the quality charm of the products, making the Eado the best-selling local A-class car. throne.

In 2014, Changan Automobile launched the Zhiyin Partner after-sales service brand, providing 6 major commitments: 24-hour professional roadside assistance, 60-minute rapid maintenance, 3-day follow-up visits after repairs, and differentiated services. Customers can complain online within 3 days. solve. Let the Changan Automobile brand take root in the hearts of users.