Changan Automobile capitalises on Middle East market
With new launches and strategic developments
One of China’s top four automotive groups, Changan Automobile, has launched its all-new UNI-S, Avatr, and Deepal models in Saudi Arabia. This is the trio’s official unveiling for the oil-rich Middle East region.
At its 2024 Middle East and Africa Brand Event, held in Riyadh, Saudi Arabia, on August 31, 2024, to commemorate its 30-year association with the Middle East, where the automaker has a customer base of 400,000+, Changan presented the new UNI-S iteration and introduced its high-end emotional intelligent brand Avatr and the innovative digital new energy vehicle brand Deepal.
Changan emphasised its commitment to ‘Leading the Future’ of automotive technology and design at the Riyadh event, held in collaboration with Almajdouie Motors, its Saudi dealer, where Wang Jun, President of Changan Automobile, highlighted the company’s strategy to cater to diverse global needs through a differentiated brand portfolio, which now includes Changan, AVATAR, and DEEPAL.
Jun said: “Almajdouie Motors is not only a partner; it is the foundation on which we build our strategy in the Middle East. We are proud to make Saudi Arabia our first stop in the region, and we look forward to more cooperation and future achievements.”
New product line
Jun also announced plans to expand Changan’s product lineup in the Middle East, enhance market coverage, and focus on superior customer service.
Jun said Changan is customising its products and services to meet its customers’ unique needs and preferences in the Middle East.
He stressed: “Under the guidance of the ‘Vast Ocean Plan,’ we aim to move beyond China and integrate into local markets. We have established the Middle East and Africa Division with investors and dealer partners to accurately understand the local user needs, develop versatile products, and provide customised service.
“An adaptive approach to development is essential, alongside the understanding and modification to fit the unique needs of Middle Eastern customers. By conducting adaptive development of vehicles based on regional geography and climate, as well as local conditions and driving habits, the products and services are designed to suit the market,” he concluded.
Mohammed bin Ali Almajdouie, Board Member of Almajdouie Holding Group, stated: “Changan Automobile’s choice of Saudi Arabia as the first platform to announce the launch of its operations in the [Middle East] region reflects the deep trust in us and in the joint success we have achieved together. We are committed to providing our best to support this cooperation and advance it to new horizons.”
UNI-S debut
Place of pride at the Riyadh event went to the reveal of the UNI-S alongside the versatile E07. The E07, built on the SDA platform, combines the functionality of a pick-up truck with the elegance of a coupe and the spaciousness of an MPV, complemented by cutting-edge digital technologies.
The UNI-S, designed to appeal to young users with its sleek aesthetics and advanced technology, is now available for pre-order across Changan’s extensive sales and service network in the Middle East.
Klaus Zyciora, Vice President of Design at Changan, described the UNI-S’s design focus as simplicity and technology. The first UNI-S model in Saudi Arabia was ceremoniously presented to a customer at the Riyadh event, marking a symbolic continuation of Changan’s journey since its entry into the Saudi market in 2015.
Premium Avatr
Changan’s premium brand, Avatar, combines advanced technologies developed with CATL and Huawei with exceptional design elements from Changan’s Munich-based design team. The flagship Avatr 11 and Avatr 12 models deliver cutting-edge intelligent driving and digital experiences.
Changan’s new Deepal brand, known for its stylish design and innovative digital features, includes the award-winning Deepal L07 sedan and the Deepal S07. These models have achieved impressive sales milestones in China, surpassing 100,000 units within 14 months of their launch.
According to Jun, Changan is implementing a “dual-engine” strategy with integrated operations and regional dealerships to enhance its market presence in the Middle East.
Regional network
The company is also establishing a regional market operation system and expanding its vehicle and parts business. It recently opened its Middle East Parts Warehouse Centre in Dubai, United Arab Emirates. This move will strengthen Changan’s service network in the region.
The Changan Middle East Parts Distribution Centre, which opened in the Jebel Ali Free Zone in Dubai, significantly advances the company’s regional localisation strategy—currently covering 2,000 square metres, the new facility is designed to streamline the storage and distribution of high-demand Changan parts, with plans to expand to 10,000 square metres in the future.
This new facility dramatically reduced delivery times for fast-moving parts from 15 days to under 48 hours, enhancing service speed by over 50%. Additionally, the availability of the full range of spare parts will be cut from 60 days to just one week, said Jun.
According to Jun, Changan is dedicated to improving its customer service network in the Middle East. Changan will establish a Middle East subsidiary and pursue joint ventures and partnerships to strengthen its presence in the region further.
Additionally, Changan is setting up a professional maintenance team and introducing its customer care programme. In collaboration with Huawei Cloud, Changan is working to provide more innovative user experience solutions. The company has also opened its largest store outside of China in Riyadh, underscoring the strategic significance of the Middle East market.
Summarising Changan, Jun noted that his company is dedicated to developing world-class R&D capabilities. Over the past decade, Changan has been ranked #1 in R&D capability in China’s automotive industry for five sessions. The company boasts a team of 15,000+ R&D professionals from 15+ countries, including 500+ senior experts who are leaders in China’s automotive industry.
Changan operates a globally integrated R&D network, with centres in Chongqing, Shanghai, and Beijing, China; Turin, Italy; Yokohama, Japan; Nottingham, UK; Detroit, United States; and Munich, Germany. This network supports a collaborative approach to innovation and development.
Featured image: Wang Jun, President of Changan Automobile, delivers his keynote address at the Changan 2024 Middle East and Africa Brand Event held in Riyadh City. Credit: Changan
Last Updated on 4 months by Arnold Pinto
