Changan Auto Enters European Market and the Global Outlook of "Made in Chongqing" Vehicles

Changan's European Market Strategy

Brand Launch and Market Expansion: On March 21, 2025, Changan Automobile held its European brand launch in Mainz, Germany, marking its official entry into the European market. The event showcased nine new models across its three brands (Changan, Deepal, and Avatr).

Market Plan: Changan plans to expand to at least 10 European regional markets by the end of 2025 and establish a comprehensive business presence across Europe by 2028. The company will set up its own national sales companies in Europe and plans to open up to 60 showrooms in the UK.

Localization Strategy: Changan will promote localized product R&D and manufacturing in Europe. Its European R&D team will deeply participate in product design and optimization to ensure vehicles meet European consumer preferences. The company may establish local manufacturing plants in Europe to reduce costs and improve supply

A Shift in Consumer Preferences and the Impact on Joint Venture Vehicles

The automotive industry in China has been witnessing a significant shift in recent years, with domestic brands gaining ground and challenging the dominance of joint venture vehicles. Once revered for their quality and reliability, models like the Toyota Corolla and Honda Fit have seen their sales plummet due to the rise of competitive homegrown alternatives. This article explores the factors contributing to this change and the implications for the future of China's automotive market.

The Fall of Toyota Corolla and Honda Fit

The Toyota Corolla, once a symbol of affordability and reliability, has experienced a dramatic drop in sales, with only 4,320 units sold in April of this year. Similarly, the Honda Fit, known for its spaciousness and performance, has seen its sales dwindle to a fraction of its former success. The discounts for