Bangkok — CHANGAN Automobile, a leader in new energy vehicle (NEV) technology, held the “CHANGAN Thailand 2026 Press Conference and New Brand Launch” to announce its 2026 business strategy and officially introduce the “CHANGAN NEVO” brand in Thailand. Anchored in the concept of “The Smart Mobility Home,” CHANGAN NEVO is designed to offer an intelligent, comfortable mobility experience for modern families.

At the event, CHANGAN announced its ambition to become one of the top three Chinese car brands in Thailand by 2026, targeting annual sales of 30,000 units. This will be driven by a “Double Strategy” that aims to double sales while significantly expanding the dealer networks, including a substantial increase in showrooms and service centers to comprehensively cover Bangkok and nationwide. This marks a decisive shift in positioning from “Market Enterer” to “Market Leader” in Thailand.

The company also introduced its new leadership team to drive “CHANGAN Thailand” toward its strategic goals. Mr. Deng Zhitao, Managing Director of Changan Auto Southeast Asia, will lead regional development and operations, while Mr. Chris Wu, Vice President of Changan Auto Sales (Thailand), will oversee marketing and after-sales services in the Thai market. With their extensive experience, CHANGAN Thailand is well positioned for its next stage of growth.

Thailand as a Strategic Global Hub

Mr. Deng Zhitao, Managing Director of Changan Auto Southeast Asia Co., Ltd., Managing Director and President of Changan Auto Sales (Thailand) Co., Ltd., and Managing Director of Changan Auto Components (Thailand) Co., Ltd., explained that the company’s achievements in 2025 were a critical step in advancing CHANGAN AUTOMOBILE’s global “VAST OCEAN” Plan. Thailand has been designated as a strategic base for Southeast Asia, elevating its importance on the global stage.

A key milestone was the official opening of the Changan Automobile Rayong Factory in May 2025, CHANGAN’s first new energy vehicle production base outside China. The factory serves as a production hub for the ASEAN region and right-hand-drive markets worldwide. In December of the same year, the plant successfully exported its first batch of vehicles to Europe, demonstrating its capabilities and reinforcing Thailand’s role as a global manufacturing base under the vision of “Made in Thailand, Sold Globally.”

At the global level, CHANGAN AUTOMOBILE surpassed cumulative production of 30 million vehicles, becoming the fastest Chinese car brand to exceed 30 million units in combined production and sales, further underscoring its rapid international growth.

Strong Momentum and Consumer Confidence in Thailand

In Thailand, CHANGAN has quickly gained traction. Mr. Chris Wu, Vice President of Changan Auto Sales (Thailand) Co., Ltd., revealed that in the 2025 fiscal year, CHANGAN Thailand achieved total sales of 14,065 vehicles, representing growth of 80.9% compared with the previous year and ranking 4th among Chinese car brands in the country.

The achievements within just two years of investment in Thailand reflect the strength of CHANGAN’s market entry, as well as the strong alignment of its products and pricing with the needs of Thai consumers. CHANGAN has also focused on cultivating a strong user community in Thailand. Early adopters who trust and choose CHANGAN have become brand advocates, generating positive word-of-mouth and significantly contributing to greater brand awareness and acceptance.

While 2025 was a year of “rooting deeply,” laying the foundation in the Thai market, 2026 is defined as the year of “structural upgrading for the next level of growth,” with a clear emphasis on enhancing “quality” rather than simply expanding “quantity.”

Five Strategic Pillars for 2026
To realize its 2026 vision, CHANGAN has set out five core strategies as following: 
 

1. A Dual-Brand Synergy strategy will strengthen two main brands— DEEPAL and CHANGAN NEVO —positioned to complement, not compete with, each other. 

   DEEPAL targets younger customers with modern, stylish design and advanced smart technology, reinforcing a cutting-edge, tech-forward image.

   CHANGAN NEVO is designed for modern families under “The Smart Mobility Home” concept, focusing on comfort, convenience, reliability, safety, and value. Together they cover the 400,000–1,400,000 baht price range, with clear differentiation so each brand plays a distinct role while reinforcing the other.
    

2. Building a Sustainable Product Matrix,  CHANGAN will build a Sustainable Product Matrix. Key models include Lumin, a modern urban electric vehicle and ideal second car for families; DEEPAL S05, a core model driving sales in the mass-market NEV SUV segment; DEEPAL New S07, which enhances the brand’s premium image and targets the mid-to-high-end market; and NEVO Q05, a growth accelerator in 2026 targeting the family NEV segment. The company will maintain product freshness and competitiveness through model upgrades, more frequent OTA software updates, and improved product lifecycle management. Looking ahead, two new SUV models are planned for launch in 2027 to sustain product development momentum.
    
3. Service System, CHANGAN will Upgrade its Service System in three key areas: improving service efficiency with a target one-time repair success rate and spare parts availability of over 93%; establishing Thailand’s first dedicated technical center for “Battery, E-drive, and E-control” systems to build local EV maintenance capabilities; and enhancing dealer after-sales capacities to ensure customers enjoy confidence and peace of mind from purchase through long-term use.
    
4. EnhanceTrust-Based Relationships, the company will Enhance Trust-Based Relationships by continuing to develop the “withU” user brand—CHANGAN’s community of vehicle owners. The goal is to build relationships that go beyond a traditional buyer–seller model, turning “car owners” into “brand communicators” and creating an ecosystem of “purchase – use –sharing.” CHANGAN believes lasting trust is built on real word-of-mouth from genuine users.
    

5. Channel Strategy: Balancing Scale Expansion and Healthy Operation, CHANGAN will pursue a Channel Strategy Balancing Scale and Sustainability. The company aims to expand its dealer network to 100 locations across 60 provinces, with deep coverage in Bangkok and the Bangkok Metropolitan Region (BMR). This expansion will be supported by upgrading brand image and fully implementing the CHANGAN 4.0 showroom standard. At the same time, CHANGAN will refine dealer support policies to manage profitability risks collaboratively and ensure long-term, sustainable growth for both the brand and its partners.
   
   
   Committed to Thailand, for Thailand
   In 2026, CHANGAN will continue to advance with a “In Thailand for Thailand” approach—building user confidence through highly competitive products and quality service. The company will avoid irrational expansion and price wars, instead prioritizing a localization strategy that responds closely to the needs of Thai consumers and creates sustainable long-term value.

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