Those who are familiar with China's best friends believe that they must have heard the reputation of the four major car companies, which refer to: Changan Automobile, China FAW, Dongfeng Motor, and Shanghai Motor.
In fact, these four car companies are under the supervision of the State-owned Assets Supervision and Administration Commission, but Changan Automobile is affiliated with the name of China Ordnance Equipment Group, which also gives Changan Automobile more room for operation. So when Changan Automobile announced its January sales of 32At 30,000 units, it is indeed jaw-dropping, because this result is too good.
The results are mainly composed of three parts: Changan brand passenger car 23250,000 units, 6 of its new energy brands240,000 units, overseas exports 4620,000 units.
It is a leading performance in the big fourChina FAW scored 29 in January680,000 units, Dongfeng Motor January results 2740,000 units, SAIC Motor is more prominent with 450,000 retail salesHowever, it is undeniable that there are many SAIC brands, which is also the reason for its huge base. Judging from the January performance of 2024 alone, Changan Automobile has indeed jumped to the forefront.
Car sales are the most intuitive barometer of market demand. The high sales volume indicates that the model or brand is warmly welcomed and widely accepted by the market; Conversely, it may mean that the market demand for it is not strong or the competitiveness is weak. Changan Automobile's ability to stand out in the fierce market competition in 2023, especially in this wave of strangulation years ago, is indeed inseparable from its clever brand strategic transformationChang'an Qiyuan, Chang'an Deep Blue
Chang'an Qiyuan and Chang'an Deep Blue are both important parts of Chang'an New EnergyKaizen focuses on the sinking market, and faces the basic market of BYD and joint venture cars with a more cost-effective **; Changan Deep Blue is a slightly high-end positioning, hoping to break through the 200,000-level pure electric range extension market.
The author thinks that the best step Changan has done is to be flexible, consumers like plug-in hybrids, so do it; Consumers like range extenders, so launch them; Consumers like mini cars, and Chang'an glutinous corn came into being. Many car companies are too slow to promote the production of a model, but Changan Automobile has done it, and the market has feedback, and it will be followed up and launched immediately, which is indeed one of its major advantages. However, the road to high-end is the current bottleneck of Changan Automobile, and AVATR has not shown signs of expanding the market for a long time, which I believe also gives the leaders of AVATR a headache.
It's not that AVATR 11 and AVATR 12 are not good for the product power, it is correct to say that the brand power, product popularity, and consumer recognition factors, a new brand wants to break the deadlock, it must find its own anchor point, that is, brand image positioning.
For example, Li Auto has been promoting a "mobile home", and NIO has been emphasizing providing "high-performance smart electric vehicles and the ultimate user experience". Leapmotor focuses on providing the ...... of "cost-effective smart electric vehicles".AVATAR's positioning is more vague, called "the embodiment of wisdom that understands you".
To be honest, at the moment when various companies are crazy about intelligence, AI, and OTA, this vague positioning is difficult to help users clearly understand the strength of AVATAR. Therefore, the best way out for the AVATR brand is to change the marketing plan and let customers walk in to bring the car out.
In 2023, Changan Automobile's overseas sales will exceed 230,000 units, and the target for 2024 is 480,000 units, which is by no means an easy task for Changan. Because Changan Automobile's main overseas fundamentals are for Saudi Arabia and Russia, and at present, Geely, Chery, and Great Wall are betting a lot in Russia, and Great Wall and Geely are also involved in Saudi Arabia. Chang'an wants to grab overseas markets under his peers, and it is inevitable that there will be a fight. In addition, the layout of Changan Automobile is mainly in Southeast Asia, the Middle East, South America, and Russia, and does not involve the European and American markets, which is indeed an urgent problem to be solved for the growth of sales in overseas markets.
In the next 2024, Changan Automobile will steadily promote the brand building and product expansion of Changan Qiyuan and Changan Deep Blue brands, and the CS series and UNI series are also being updated and iterated in an orderly manner, which are the basic disks of Changan Automobile, especially the preview of UNI-Z makes many consumers excited. After all, the plug-in hybrid compact SUV, which is the market share of the BYD Song Plus Pro, is believed to be an inevitable confrontation.
Conclusion:
Although the high sales volume in January is a positive sign, in the long run, Changan Automobile still needs to maintain the speed of product iteration and update, continue to optimize the user experience, and strengthen the after-sales service system to ensure sustainable development in the future. I hope that the beginning of January will be a beautiful "good start", so that more consumers can feel the charm of Changan Automobile.