CHANGAN is playing the long game

Changan Automobile, founded over 45 years ago, is positioning itself as a global leader in the automotive industry with a clear goal: to rank among the world’s Top 10 car brands by 2030. The company, named after China’s ancient capital, has already achieved over 30 million sales and now operates in 118 countries, supported by 22 overseas manufacturing bases and a workforce of 24,000 R&D staff worldwide. Unlike many competitors, Changan emphasizes localized production and design, with a global design network in Italy, Japan, the UK, the US, and Germany. The team includes nearly 1,000 designers from 31 countries, ensuring vehicles are tailored to regional driving conditions and consumer needs. The company’s strategy, called 'Vast Ocean 2.0,' goes beyond short-term market expansion, focusing on building a long-term ecosystem. This includes manufacturing, services, partnerships, and trade investments rather than quick market penetration. Klaus Zyciora, Changan’s vice president and a former executive from a major German automaker, leads this vision, emphasizing ownership of technology, service, and local identity. Changan’s approach contrasts with traditional export models, where cars are simply shipped abroad. Instead, the company integrates deeply into local markets, adapting products to regional lifestyles and driving habits. This strategy aligns with its ambition to become a foundational part of global automotive markets rather than a temporary player. The company’s global expansion is backed by a commitment to innovation and localization, setting it apart in a competitive industry. With a strong foundation in China and a growing international presence, Changan is betting on long-term growth over short-term gains.