Year-end inventory, don't just stare at BYD, in fact, Chang'an is also very powerful.
According to the announcement information of listed companies, Changan Automobile will sell 255 in 202330,000 units, an increase of 8% year-on-year82%。Among them, Changan's own brand passenger cars 15970,000 units, +14 y/y86%, the sales volume of self-owned brand new energy exceeded 470,000 units, and the overseas sales of self-owned brands exceeded 230,000 units, both of which hit a record high.
Looking back at Changan Automobile in 2023, the market presence of the Deep Blue brand and AVATR has steadily increased, sales have continued to rise, the Qiyuan brand has been rapidly rolled out, the new energy transformation route has become clear, and the market foundation of fuel vehicles is stable. At the strategic level, the "Shangri-La" plan to guide electrification, the "Beidou Tianshu" to guide intelligence, and the "Embrace of All Rivers" to guide global development each perform their respective responsibilities and have a clear context.
In 2023, the general environment of the auto market will be a little noisy, with a technology landing today and a king bombing price tomorrow, and the table of pricing and definition system will be lifted again and again. Changan Automobile has its own rhythm, whether it is the push of products or the formulation of brand strategies, the main focus is to make a move and not be in a hurry.
So, in the era of anxiety, where does Chang'an's sense of security come from?
The independent brand takes the lead, rushes to the new energy, and stabilizes the fuel vehicle
In terms of the proportion of sales, the annual sales volume of independent brands was 209770,000 units, accounting for 82 percent of the entire Changan Automobile16% share. Among the domestic automobile groups with the nature of joint ventures, Changan Automobile is the only one that takes the lead independently, does not rely on joint ventures, and has a hard waist, which is the confidence of its steady and far-reaching development.
Zhu Huarong, chairman of Changan Automobile, once said: It is expected that in the next 3-5 years, 80% of brands will face closure, and Chinese brands can only survive and develop in the fierce market competition by conforming to the trend of the times, continuous innovation and accelerating transformation.
In 2023, Chang'an will take the initiative to change. First of all, the Auchan brand was merged in the fuel sector, which was unified under the V standard; In August, the new energy sector launched the Qiyuan brand, which focuses on digital intelligence, and together with AVATR and Deep Blue, it has completed full coverage of the low-end to high-end new energy market.
At the product level, last year, Changan's own brand launched 5 new energy products and launched 5 new energy products, including three models: Deep Blue S7, AVATR 12 and Qiyuan. The sales results are also remarkable, the cumulative sales of Changan Qiyuan, which was born only 4 months ago, has exceeded 40,000 units, Deep Blue will reach the milestone of cumulative sales exceeding 100,000 units in September 2023, and the cumulative sales of Deep Blue S7 have exceeded 50,000 units in 5 months after its launch, becoming a popular model. AVATR 12 completed the delivery of 2004 vehicles in only 20 days after its release, and the development trend is good.
In the past year, Changan Automobile has preliminarily completed the layout of the brand matrix in the field of new energy, and it can be seen that the positioning of the three major brands is clearly distinguished, and the product planning is clear, which is definitely not a simple matter for independent brands. As a result, NEV sales have been able to grow steadily, reaching 59,366 units in December, approaching the 60,000 mark.
In the fuel vehicle sector, Changan Automobile has also recently made strategic adjustments, integrated the Auchan brand, returned to the V standard, and further consolidated the market share of Changan Automobile's fuel vehicle segment within 100,000 yuan. Among them, the sales volume of CS75 PLUS bicycles in 2023 will be 24540,000 units, CS55 PLUS annual sales of 9950,000 vehicles, 15470,000 units. In the case of the rapid transfer of the market share of fuel vehicles, it is quite rare to be able to watch over so many star models of fuel vehicles.
Chang'an, which is very stable, where is it heading in 2024?
2023 is also a year for Changan Automobile to gather momentum, so what will be the focus of Changan in 2024?
The top priority, of course, is new energy. A few days ago, Chen Zhuo, President of AVATR Technology, announced the new car plan for 2024, and AVATR will launch 2 new products this year, and will also launch 4 extended-range power models; Deep Blue Auto will launch two new models in 2024, one of which is a hard-core off-road vehicle G318 has recently released official pictures; Kaizen will launch a new model codenamed CD701 to take on the responsibility of the brand's upward mobility.
Although Chang'an's new energy transformation has opened up the situation and prepared a full product matrix, there are also challenges. Two major issues, one is the current Chang'an new energy accounted for 29%, lagging behind the first 37%, Changan needs to catch up quickly, which needs the support of explosive models.
Second, although the Kaizen brand has quickly paved 3 new cars, it is still lacking in the construction of brand image. How to make good use of this year's brand-new cars to do a good job in Qiyuan's brand building is a must-answer question for Changan in 2024.
Speaking of domestic and overseas, Chang'an products are sold in 63 countries and regions around the world. In November 2023, the Southeast Asia Conference of Changan Automobile brand was officially held in Bangkok, Thailand, and the official announcement of its landing in the Thai market is not only the bridgehead of Changan's globalization strategy, but also the cornerstone of Changan Automobile's entry into the global right-hand drive market, which is of great significance to the global development of the brand.
In 2024, Changan Automobile will enter the ASEAN and European markets, and by 2030, Changan Automobile will enter more than 90% of the global market. This is the efficiency of "embracing all rivers". However, the road to the sea is not a smooth road, in view of the export momentum of Chinese brands in recent years, the European Union, North America have corresponding policy actions, which will inevitably bring resistance to Chinese brands to go to sea, Chang'an how to open up export potential energy in the current situation, is also worth looking forward to.
Zhu Huarong, chairman of Changan Automobile, once said: "In the next 10 years, world-class Chinese brands will be born in the world, and Changan Automobile will be among them!" "Now it seems that Chang'an is seriously advancing in accordance with this goal.
What makes us happy is that Chinese brands not only have BYD, but also Changan, and large car companies with strength, ambition and path continue to develop upward, and China is expected to become an automobile power and go global.