CHANGAN's Journey: 30 Years in the Middle East and Africa, Embarking on a New Chapter
On August 31, 2024 (Saudi Arabia time), CHANGAN Automobile successfully held its Middle East and Africa brand launch event in Riyadh, Saudi Arabia. Distinguished guests from around the world, including regional dignitaries, partners, and both domestic and international media, gathered for the occasion. During the event, CHANGAN Automobile introduced three major brands and outlined plans for future product launches. The company also announced a comprehensive upgrade to its localized operations and services, presenting a clear vision for a revitalized future in the Middle East and Africa. CHANGAN Automobile President Wang Jun attended the event and delivered a keynote speech.
"For over 30 years, CHANGAN has become a trusted partner for local communities, individuals, and businesses", said Wang Jun. Since entering the Middle East and Africa market in 1994, CHANGAN Automobile has consistently delivered high-quality products to the region. The company boasts the world’s largest CHANGAN flagship store in Riyadh, Saudi Arabia, and has established more than 100 network touchpoints. Popular models such as the CHANGAN Alsvin series, CS series, and UNI series have contributed to this success. CHANGAN has consistently ranked as the top-selling Chinese brand in the Saudi market, with cumulative sales across the Middle East and Africa exceeding 400,000 units.
According to its strategic plan, CHANGAN Automobile will gradually introduce 10 models to the Middle East and Africa, including the UNI-S and the new UNI-V 2.0T. Additionally, this year will see the launch of its globally leading Smart Cloud service, with plans to offer new energy vehicles such as DEEPAL and AVATR in the future. CHANGAN will continue to deepen its focus on customer service by introducing the withU user brand to every customer in the Middle East. In collaboration with its dealer partners, CHANGAN will establish spare parts centers and technical support centers in the region, enhancing customer response times by 50%. The company will also build a professional maintenance and service team to provide a seamless service experience across the entire value chain. Furthermore, CHANGAN will accelerate the localization of its operations by establishing a subsidiary in the Middle East, exploring opportunities in joint ventures, financial services, and logistics distribution for diversified partnerships.
In recent years, under the demonstrative influence of Saudi Arabia's "Vision 2030", countries in the Middle East and Africa have actively pursued economic and energy transitions, with the development of the electric vehicle industry being a key component. Seizing the opportunities presented by this transformation, CHANGAN Automobile has adopted a dual-track strategy, advancing both fuel vehicles and new energy vehicles. This approach is a crucial step in capturing the potential of this burgeoning market. CHANGAN plans to achieve annual overseas sales exceeding 1.2 million units by 2030, with the Middle East and Africa being critical to this plan. Looking ahead, CHANGAN Automobile will continue to foster win-win partnerships in the region, embrace technological innovation, and lead the way toward a promising new future.
As a leading Chinese automotive brand, CHANGAN Automobile is leveraging its 40 years of manufacturing expertise and cutting-edge technological achievements to accelerate its global Vast Ocean Plan initiative. This marks a shift from exporting products to exporting its brand on a global scale. While refreshing its brand image in the Middle East and Africa, CHANGAN’s Thailand factory is set to begin localized production for Southeast Asia, and its DEEPAL vehicles have already launched presales in Latin America, with plans to further expand into Europe, Australia, and New Zealand. In the first seven months of 2024, CHANGAN’s overseas sales of its independent brands reached 228,000 units, a year-on-year growth of 67.6%. CHANGAN's global strategy "blueprint" is rapidly transforming into a grand "reality".