2019 may not be a "good" year for Changan Automobile. Due to various factors, the sales of Changan Automobile's independent brands and joint venture brands have declined, and Changan Automobile's annual loss has exceeded 2 billion yuan. In particular, Changan's independent brands were almost forced to fall into the second-tier independent brand camp. For a while, the situation of Chang'an Automobile seemed to be very unoptimistic. However, since the launch of Changan CS75 PLUS in September, it seems that some kind of "seal" has been lifted. In the more than one year since the launch of Changan CS75 PLUS, not only has the sales volume been excellent, but there are also no discounts in many places. Catch up. Changan Automobile has not only returned to the first-line self-owned brand camp with "Return of the King", it also performed excellently at the profit level, with a net profit of 3.49 billion yuan, an increase of 230.98% year-on-year. Against the backdrop of such a reversal, Changan Automobile and CCTV jointly created the "First Release" on November 14, which kicked off the Changan Automobile Brand Day.
When global auto brands gather in the domestic market, joint venture brands continue to squeeze independent brands in terms of price and configuration, and many independent brands have been forced out of the game, as the head of independent brands, in the future, it is most likely to be close to joint venture brands. For Changan Automobile, how to break through the existing pattern and still take the lead under the trend of the "new four modernizations" of automobiles is a very realistic topic. At the brand day event, Changan Automobile released a series of strategic plans and layouts, which appeared to be particularly emboldened under the background of more than a year of reversal.
At the brand day event, Changan Automobile revealed for the first time a new intelligent architecture-the Changan Ark architecture. The architecture of Changan Ark completely covers all models of A0-C level. Under the general trend of intelligence and electrification, the architecture of Changan Ark is based on intelligence and big data, giving continuous iterations of basic performance such as body and chassis. The level will also meet the American IIHS five-star and China Insurance Research All-in-one safety standards, making the car itself a continuously upgradeable, intelligent product with a scalable core.
At the brand and product layout level, in addition to the existing Changan brand and UNI series of high-end models, Changan Automobile will join hands with global technology leaders such as Huawei and CATL in the future, and the three parties will build a high-end smart brand in the future. Of course, this is also an inevitable step in the development of Changan Automobile. With Geely launching Lynk & Co, Great Wall launching WEY, and first-line independent brands launching high-end new brands are the general trend. Although Changan Automobile started relatively late, in our opinion, the continuous accumulation and precipitation since the "third start-up" may bring this new brand more stable and determined characteristics, and make the brand's future more promising.
At the level of autonomous vehicles, Changan Automobile is currently the only independent brand that has achieved mass production of L3 level autonomous vehicles on the road. In other words, as long as the rules allow, Changan L3 autonomous vehicles can be directly mass-produced and put on the road. With the empowerment of the Ark architecture, it is expected that by 2025, millions of vehicles will join the Ark autonomous driving world.
In the field of smart cars, Changan Automobile has already achieved in-depth cooperation with global technology giants such as Tencent and Huawei, and is working with other partners to build the Changan smart car cloud platform. The intelligent growth electrical architecture is highly integrated with the vehicle controller, which can be controlled in the future, turning the vehicle itself into an intelligent terminal, and is deeply integrated with intelligent scenes such as smart home, intelligent entertainment, AI intelligent assistant, super ID, and so on. Like mobile phones, it is easy to use, and interconnection and mutual control with other smart devices has become a reality.
Changan Automobile has always paid attention to the perception and improvement of customer experience. Last year, Changan Automobile proposed the "Personal Companion Program", and put forward the "Five Commitments of Integrity Service" such as price transparency, time standards, quality assurance, rapid response, and professional service. Many car owners felt the meticulous care of Changan's service level during the special period of this year. Nowadays, under the new service concept, Changan Automobile takes the customer as the starting point to build a customer experience system in the whole process from identification, achievement, evaluation to improvement. Through the user online service evaluation channel, it ensures the rapid transmission of user opinions and obtains timely feedback from the butler team. Quick response, single-store customer direct evaluation score results are clearly shown to customers, helping other customers to make consumption decisions.
In the past few years, Changan AutomobileFollowing the launch of the "Beidou Tianshu Plan", "Military Partner Program", "Shangri-La Plan" and other related product and technical plans, it seemed that there was not much need to implement them. Now with the rapid rise of Changan Automobile, these plans Both have become the guiding ideas for Changan Automobile's continued intelligence and electrification, and will continue to play a role.
has experienced more than a year of reversal "performance". The Changan Automobile Brand Day is full of confidence. Various new plans continue to reveal the secrets. It allows us to see the accumulation of the brand of Changan Automobile. It also allows us to understand this pragmatic independent brand. Have more expectations.
