Recently, we learned from official sources that Changan Qiyuan will fully enter the Thai market on May 28. The brand will showcase its entire lineup collectively in overseas markets, and the major launch of the all-new Q05 will also make its overseas debut.

It is reported that NEVO Q05 is the overseas version of Changan Qiyuan Q05. Following the NEVO Q05 launch in Thailand on May 28, NEVO will accelerate its expansion from China to Southeast Asia, Central Asia, Europe, and more global markets. This June, NEVO will enter the Uzbekistan market; in August, it will enter relevant markets in Indonesia and Central and South America; in October, it will further enter relevant countries and regions in Europe to enhance global competitiveness.

Following the successful conclusion of the Shanghai, Guangzhou, and Changsha legs, on June 13, Changan Qiyuan's exclusive sponsorship of Cao Ge's "Open Your Ears and Listen to Me" tour landed spicily in the brand's headquarters -- Chongqing. Changan Qiyuan used "Sizzling Hot and Broaden Horizons" as the core of communication, deeply combining Chongqing's unique urban heritage, successfully created an immersive on-site experience that is perceivable, check-in-worthy, and shareable, giving the national brand and new generation a livelier, more resonant communication method, completing the shift from niche traffic exposure to brand mindset consolidation, setting a new benchmark for cross-industry marketing of automobile brands.

Sizzling Resonance: Mutual Pursuit between National Brand and Golden Melody King

Currently, new energy vehicle market competition has shifted from product parameter comparison to a clash of user emotional value and brand warmth. Music, as a mass language crossing boundaries, has become the ideal medium for brands and users to establish deep connections. Changan Qiyuan joining hands with Golden Melody King Cao Ge is exactly such a cross-border choice with both emotional warmth and population fit.

Cao Ge has cultivated the music industry for many years. Classic works like "Betrayal" and "Lonely Mr." never cease to be sung, representing the youth memories of the '80s and '90s generations, while continuously resonating within the young circle, possessing both national reputation and new generation influence. As an important representative of Changan Automobile's digital intelligence transformation, Changan Qiyuan is positioned as a "National Premium New Energy Brand", always focusing on user groups who love life and pursue quality. They embrace the travel innovation brought by smart technology and cherish emotional connections with warmth, having a natural closeness to music and stars. Based on this highly fitting user mindset, Changan Qiyuan joined hands with Cao Ge to start a music cross-border journey, using music as a bond and passion as resonance, allowing brand warmth to naturally penetrate boundary circles, truly realizing deep emotional links between brand, product, and users.

Sizzling Breaking Circles: Passionate Collision between Mountain City Characteristics and Product Experience

From Shanghai, Guangzhou, to Changsha, Changan Qiyuan has continuously leveraged the emotional penetration power of the music circle and Cao Ge's influence, constantly unlocking new scenarios for brand and young user communication. Every stop is not just a stage performance, but an emotional connection face-to-face, heart-to-heart with users, continuously conveying the brand's original intention: "Making the Mobile Home Fully Happy".

For this Chongqing leg, Changan Qiyuan maximized the brand's home turf momentum of the "Headquarters". Chongqing's bold and hot city IP, three-dimensional and scattered mountain city topography, plus the internet-famous city attribute that everyone loves to check-in and share, provided perfect soil for offline scenario marketing. Using "Sizzling Red" as the main visual style, creating a theme exhibition booth, deeply integrating Chongqing's city temperament with the product's young expression, forming strong visual memory points.

In addition, Changan Qiyuan not only set up a Cao Ge co-frame check-in booth, narrowing the distance between stars, fans, and the brand, but also combined with trend modification culture, setting up a new Q05 Itasha painting exclusive check-in area, adapting to young user social sharing needs, igniting a brand "Sound Wave" craze. Changan Qiyuan integrated the three-dimensionality of the "Mountain City", the emotional sense of "Sizzling Hot", and the communication sense of "Internet Celebrity", into the offline booth and interactive experience, making the product a touchable, photo-worthy, shareable social symbol on site, successfully enabling young users to achieve a mindset conversion from "Seeing the Brand" to "Remembering the Brand".

Global Pattern: Accelerating from Local Hot Sales to Global Stage

As an important representative of Changan Automobile's digital intelligence transformation, Changan Qiyuan has always adhered to the positioning of a "National Premium New Energy Brand", with the brand image of "Responsible, Warm, and Capable", continuously deepening user value and brand warmth. At the Chongqing stop, Changan Qiyuan not only accompanied Cao Ge and fans throughout the journey, but also conveyed the brand's concept of "Making the Mobile Home Fully Happy" in daily travel and on-site interactions.

It is worth mentioning that Changan Qiyuan's all-new Q05, as a strategic model built for the global market, with the superior product value of "All CATL Batteries, Great Intelligence, Spacious Vehicle", became the on-site check-in focus, echoing the brand's positioning of "National Premium".

Continuously gaining user recognition in the market. In May, Changan Qiyuan overall delivery was 34,528 units, among which the all-new Q05 delivered 15,954 units, retaining the compact SUV sales champion title; on May 28, the all-new Q05 launched in Thailand, only 3 days, order numbers broke through 3,000 units, blockbuster strength extended from domestic to overseas.

Cross-border Deep Plowing: Building New Brand Upward Momentum with Five-Dimensional Linkage

Changan Qiyuan joining hands with Cao Ge's tour is not a simple brand exposure, but through a combination of "In-depth IP Binding + Local Scenario Customization + Product Landing Conversion + User Long-term Operation", exploring a more distinctive cross-border marketing system, creating a five-dimensional linkage marketing closed loop of "Music + Celebrity + Brand + Product + User", becoming a benchmark landing project for Changan system digital brand transformation. After the Chongqing stop, the tour will continue to land in Hefei, continuously releasing cross-border momentum to help brand upward.

Looking at Changan Qiyuan's brand upward journey, cross-border marketing has long become Changan Qiyuan's brand distinct background color. From adopting the national treasure Mang Cancan, joining hands with Tongliang Dragon Football, Portuguese National Team, to J-10C cross-border co-branding, "Angry Birds" global IP co-creation, to this time deeply integrating music tour with city culture and user scenarios, Changan Qiyuan has always carried out diversified cooperation around user interests and lifestyles, continuously enriching the interaction forms between brand and users. Subsequently, Changan Qiyuan will continue to take high-quality products and thoughtful service as the cornerstone, continuously deepening the cross-border operation system, deepening the emotional bond between brand and users, joining hands with the vast user base to rush to the new future of intelligent travel.

On June 1, Changan Automobile announced deliveries of 209,100 units in May, including 70,700 units delivered overseas, a year-on-year increase of 38%. New energy deliveries totaled 92,400 units, a year-on-year increase of 5.8%. 

Among its sub-brands, Changan Qiyuan delivered 34,528 units in May, the flagship new Q05 delivered 15,812 units, with orders in Thailand exceeding 3,000 within three days of launch; Deepal Auto sales reached 33,243 units in May, up 30% year-on-year, overseas cumulative sales from January to May totaled 28,704 units, up 167% year-on-year; Avatr delivered 7,336 units in May, the Avatr 07L appeared in the MIIT announcement, will be the first to carry Huawei Qiankun ADS 5; Changan Automobile (Gravity) delivered 48,900 units in May, CS75PLUS&Eado Blue Whale Super Engine dual-car launch delivery, launch special price starting from 79,900 yuan; Changan Kaicheng delivered 21,100 units in May, new energy sales up 21% year-on-year. 

Behind the steady climb in sales is the solid advancement of Changan Automobile's three major strategies. In May, Changan Automobile officially announced becoming the Global Official Partner of the Portuguese National Football Team, another step taken in the global "Inclusive" Plan 2.0; Changan's self-developed Tianzhu Leading End-to-End Technology is about to be mass-produced on vehicles, the intelligent "Beidou Tianzhu 2.0" plan secures another victory; Changan Blue Whale Super Engine dual-car launch delivery starts in hundreds of cities and thousands of stores across the country, the new energy "Shangri-La" plan achieves a 50% reduction in fuel consumption for blue-plate vehicles.

June 1st, Changan Automobile announced May deliveries of 209,100 units, including 70,700 units overseas, a 38% year-on-year growth, 92,400 units new energy vehicles, a 5.8% year-on-year growth.

Among its sub-brands, Changan Qiyuan delivered 34,528 units in May, the key model new Q05 delivered 15,812 units, Thailand launch orders exceeded 3,000 units in three days; Deepal May sales 33,243 units, up 30% YoY, Jan-May cumulative overseas sales 28,704 units, up 167% YoY; Avatr May deliveries 7,336 units, Avatr 07L appeared in MIIT announcement, will be the first to equip Huawei Qiankun ADS 5; Changan Automobile (Gravity) May deliveries 48,900 units, CS75PLUS&Eado Blue Core Duo launched and delivered, launch price starting at 79,900; Changan Kaicheng May deliveries 21,100 units, New Energy sales up 21% YoY.

Behind the steady rise in sales are Changan Automobile's three major strategies solidly implemented. In May, Changan Automobile officially announced becoming the Global Official Partner of the Portugal National Football Team, Globalization "All-Inclusive" Plan 2.0 made another move; Changan self-developed Tianshu Leading End-to-End Technology soon to enter mass production in vehicles, Intelligent "Big Dipper Tianshu 2.0" Plan achieved another milestone; Changan Blue Core Dual Powertrain cars launched nationwide delivery across 100 cities and 1,000 stores, New Energy "Shangri-La" Plan achieved fuel consumption reduction by half for blue-plate vehicles.

On June 1, Changan Automobile announced deliveries of 209,100 units in May, including 70,700 units delivered overseas, a year-on-year increase of 38%. New energy deliveries totaled 92,400 units, a year-on-year increase of 5.8%. 

Among its sub-brands, Changan Qiyuan delivered 34,528 units in May, the flagship new Q05 delivered 15,812 units, with orders in Thailand exceeding 3,000 within three days of launch; Deepal Auto sales reached 33,243 units in May, up 30% year-on-year, overseas cumulative sales from January to May totaled 28,704 units, up 167% year-on-year; Avatr delivered 7,336 units in May, the Avatr 07L appeared in the MIIT announcement, will be the first to carry Huawei Qiankun ADS 5; Changan Automobile (Gravity) delivered 48,900 units in May, CS75PLUS&Eado Blue Whale Super Engine dual-car launch delivery, launch special price starting from 79,900 yuan; Changan Kaicheng delivered 21,100 units in May, new energy sales up 21% year-on-year. 

Behind the steady climb in sales is the solid advancement of Changan Automobile's three major strategies. In May, Changan Automobile officially announced becoming the Global Official Partner of the Portuguese National Football Team, another step taken in the global "Inclusive" Plan 2.0; Changan's self-developed Tianzhu Leading End-to-End Technology is about to be mass-produced on vehicles, the intelligent "Beidou Tianzhu 2.0" plan secures another victory; Changan Blue Whale Super Engine dual-car launch delivery starts in hundreds of cities and thousands of stores across the country, the new energy "Shangri-La" plan achieves a 50% reduction in fuel consumption for blue-plate vehicles.

In the 2026 hybrid market, domestic brands are rising comprehensively, ending the long-term monopoly premium of Japanese hybrids.

On May 23, Changan Automobile's 4th Gen CS75PLUS Blue Whale Super Engine and 4th Gen Eado Blue Whale Super Engine officially launched and delivered, starting prices are 109,900 yuan and 79,900 yuan respectively. This means Changan directly pulled HEV hybrid SUVs into the 100,000 yuan range, and hybrid family sedans into the 70,000 yuan range.

For the past 20+ years, the global HEV market has been dominated by Japanese brands. Joint-venture hybrid models often carry a premium of 20,000 to 30,000 yuan compared to fuel vehicles of the same spec, making fuel savings hard to offset the price difference.

The arrival of Changan Blue Whale Super Engine dual vehicles is not just a price drop, but a comprehensive dimensional attack on technology, experience, benefits, and cost-performance. It not only redefines the value standards of the 100,000 yuan hybrid market but also allows Chinese hybrid technology to officially overtake traditional joint-venture hybrids on a corner.

01

HEV Becomes a Strategic Battleground for Car Companies

Under pressures of high fuel prices, uneven charging infrastructure, and over 45% of households lacking fixed charging spots, HEVs that require no charging, reduce fuel consumption by half compared to ICE vehicles, and have no refueling anxiety are back in the mainstream focus, becoming a key move on the strategic chessboard of Chinese car companies.

Geely, Changan, Chery, Great Wall, and other top domestic brands made strategic choices almost simultaneously, densely releasing new generation HEV technology. Analysts point out that true technological trends are never a single route substitution, but long-term coexistence of pure electric, plug-in hybrid, and HEV directions.

In this new tech competition, domestic brands did not follow the Japanese path, but came up with a more "aggressive" electrification plan. Geely launched i-HEV Intelligent Drive Hybrid with 48.41% thermal efficiency; Chery launched the "Rhinoceros H" gas-electric system with 5.1kWh battery capacity. Changan's Blue Whale Super Engine Hybrid takes a different path, redefining the basic logic of hybrid systems.

Traditional Japanese HEVs are essentially optimization plans for ICE vehicles — the engine is always the core, the motor and battery only "give a hand" when the engine is inefficient. Changan used a vivid analogy: Japanese hybrids are like a "master craftsman leading an apprentice", always taking on the vast majority of work themselves, only letting the apprentice help when busy.

Blue Whale Super Engine's approach is completely different. It proposes an architecture of "Balance of Gas and Electric, Fusion of Intelligence", consisting of 500 Bar ultra-high-pressure direct injection hybrid engine, 180kW highest power electric drive in class, 50C high-rate battery, and Ai Cloud Intelligent Control System.

The core change here isn't how high a specific parameter is, but the underlying synergy logic of the whole system changed. The engine and electric drive are no longer main/subordinate, but achieve intelligent division of labor based on all scenario road conditions.

Comparing Toyota Dual Engine and other traditional hybrids, Blue Whale Super Engine hybrid has distinct advantages: 180kW high-power electric drive far exceeds Japanese 88kW low-power electric drive. Low-speed engine is fully decoupled from wheels, pure electric drive is quieter, startup response fast to 0.29 seconds, 0-60km/h acceleration low to 3.71 seconds, power is instant without hesitation.

Meanwhile, whole vehicle idle noise is as low as 37.9 decibels, reaching library-level quiet standards. Noise reduced by 10 decibels compared to traditional fuel cars. Driving quality infinitely close to pure electric vehicles.

02

Saving Downpayment for a Car in Five Years

From test data, Changan Blue Whale Super Engine architecture effect is also very intuitive. 4th Gen Eado Blue Whale Super Engine city average fuel consumption 2.62L, medium speed 3.21L, highway 4.10L, combined 100km fuel consumption 3.2L; 4th Gen CS75PLUS Blue Whale Super Engine city average 2.88L, medium speed 3.78L, highway 4.44L, combined 3.6L — Fuel consumption directly halved compared to same-level traditional fuel cars.

In Xi'an media tests, Eado Blue Whale Super Engine even ran 1.6L/100km city results. CS75PLUS Blue Whale Super Engine also achieved 2.3L/100km city fuel consumption. This "more traffic, more savings; highway no waste" full-condition energy-saving performance is difficult for traditional mechanical logic hybrid systems to achieve.

A user participating in the "Challenge World Record, I am Fuel Consumption Champion" nationwide store test drive activity drove CS75PLUS Blue Whale Super Engine on urban congested roads with 3L class fuel consumption. He is not a professional car reviewer, nor does he have the "Golden Right Foot" of extreme fuel-efficient driving, just an ordinary prospective buyer. This scene was unlikely in the previous fuel vehicle era — normal people driving casually, fuel consumption actually lower than the manufacturer's combined condition rating.

This is determined by Blue Whale Super Engine's technical logic. It doesn't rely on the driver "saving fuel" to reduce consumption, but relies on the system "driving to save" to make every drop of fuel count.

In the past, when consumers were debating between fuel cars and PHEV/BEV, attention often focused on purchase price and government subsidies. But this time Changan fully calculated and cleared these "silent big items": insurance, energy consumption, residual value, daily maintenance.

Taking 4th Gen CS75PLUS Blue Whale Super Engine as an example, calculated at 15,000 km/year average, same-level fuel SUV combined consumption is about 8.56L, one year fuel cost 11,267 yuan; Blue Whale Super Engine combined consumption only 3.6L, annual fuel cost 4,744 yuan, directly saving 6,523 yuan in one year. Also as a "Blue License Plate" car, it is basically consistent with traditional fuel cars in insurance and used car residual value.

More importantly, the first non-operating owner enjoys lifetime warranty for core components of the HEV hybrid system, completely eliminating user concerns about large maintenance costs during long-term use.

Summarizing, calculating total over 5 years, CS75PLUS Blue Whale Super Engine saves over 32,000 yuan in comprehensive vehicle cost compared to same-level fuel SUV, Equivalent to directly saving downpayment for a car. 4th Gen Eado Blue Whale Super Engine uses the same algorithm, saving about 21,800 yuan in 5 years compared to same-level fuel sedans.

Even comparing with same-level BEVs that need charging, CS75PLUS Blue Whale Super Engine as a "Blue License Plate" car, premium cost is about 1,000 yuan lower per year than BEVs. Resale value gap is more obvious. 3-year-old compact fuel car retention rate about 50%, BEV about 44%. A 120,000 yuan car, can sell 7,200 yuan more after 3 years, annualized income increase 2,400 yuan. After calculating energy, insurance, maintenance, residual value etc. total over 5-year usage cycle, 4th Gen CS75PLUS Blue Whale Super Engine still saves about 10,730 yuan compared to same-level pure electric SUV.

In terms of range, CS75PLUS Blue Whale Super Engine one tank of fuel runs 1500km, Eado Blue Whale Super Engine breaks 1700km. Chongqing to Beijing one-way no need to refuel, completely saying goodbye to range anxiety, perfectly fitting long-distance self-drive and high-frequency commuting user needs.

Changan's Blue Whale Super Engine is a HEV that completely doesn't need charging, doesn't rely on charging piles, doesn't change refueling habits. Pulled entry-level price into 70,000 yuan range, directly cutting into core territory of joint-venture fuel cars. The cost saved day by day is enough to cover years of maintenance fees, truly achieving "more you drive, more you earn".

03

Chinese Hybrid Technology Goes Global

While product breakthroughs, Changan Automobile global layout accelerated synchronously. Local time May 22, Changan Automobile formally signed global strategic cooperation agreement with Portugal Football Association in Lisbon, becoming Portugal National Team Global Official Partner. Cooperation covers 2026 USA/Canada/Mexico World Cup, 2030 World Cup and 2027, 2031 Women's World Cup.

Previously Changan announced investing over 500 million yuan to layout 2026 World Cup global marketing, target directly 750,000 units overseas sales in 2026.

Globally, HEV is showing explosive growth trend. 2025, HEV sales in Europe reached 4.57 million units, YoY growth 19.9%, market share reached 35%, exceeding gasoline cars for the first time, becoming Europe's largest single power form; in Southeast Asia Indonesia, Malaysia, HEV is also a rapidly growing emerging market.

2025 BEV exports were greatly affected by tariffs in some overseas regions, while China HEV exports grew 94.1% YoY. This further highlights HEV's special value in going overseas strategy.

Changan uses World Cup traffic to push Blue Whale Super Engine to global view, both brand positioning and anchor point for Chinese hybrid solutions going global. From tech self-research breakthrough, domestic market subversion, to landing global top venues to show Made in China, Changan Automobile is pushing Chinese hybrid technology globally with tech as core, quality as wings.

Changan Automobile Executive Vice President Yang Dayong previously stated in media interview that China new energy development is fast, but globally, still 70 million users choose fuel cars annually, many overseas regions charging conditions cannot keep up. From the domestic market perspective, currently there are also over half fuel car users. They are not unwilling to save energy, but charging is inconvenient, no fixed parking spot, or they don't want to change driving habits. This is HEV's most practical market logic.

Yang Dayong stated, Changan's judgment is clear: not "Gas vs Electric", but "What users need, we do". Future must be multiple power types coexist long-term, HEV will become one of mainstream choices. Expected by 2030, HEV (Gas-Electric Hybrid) share in China fuel cars will exceed 60%. In addition, Overseas HEV sales will likely be higher than domestic market.

China auto industry always talks about electrification endgame, but true market evolution is never "elimination-style" substitution, but "addition-style" enrichment. For over 45% users without home charging piles, for owners in winter extremely cold regions, for people doing long-distance self-drive several times a year, they don't need to be educated to "change habits", but need a non-troublesome solution.

So Changan Blue Whale Super Engine dual vehicle launch is not just iteration of two new cars, but a value reconstruction of home hybrid market. Currently many hybrid models, either high price high spec, threshold discourages, or low price reduced spec, experience discounted, while Changan accurately grabs ordinary family vehicle core needs: No charging, no fear of winter, not wasting fuel, not breaking car, not expensive price.

79,900, 109,900 yuan friendly pricing, 2L class real fuel consumption, 1500km+ super long range, full cycle low cost, lifetime warranty safety net, this combination punch completely broke "Hybrid must be premium" industry stereotype. Not forcing users to change driving habits, using hardcore tech to adapt to user needs, this is Changan Blue Whale Super Engine hybrid's given "Chinese Hybrid Optimal Solution".

Technology is never to replace someone, but to fill those unmet needs. When industry was still arguing "Who dominates Gas vs Electric", Changan already silently pressed hybrid threshold to 70,000 yuan level, submitted a China solution to the market.

With the May auto market sales figures released, some celebrate while others worry. Yet Changan Automobile's performance report showing 209,100 units still made quite a few people sit up and take notice. It wasn't the total volume—for Changan's scale has always been there—but the 'value' within that performance report, carrying a distinct flavor compared to usual.

We need to temporarily shift our gaze away from the over-discussed 'involution' domestic market. What caught my attention most about Changan this time is not the 5.8% growth in NEVs, nor the individual performance of Qiyuan or Deepal, but that set of data: overseas deliveries of 70,700 units, a year-over-year increase of 38%. Nearly one-third of sales come from overseas; in the context of all Chinese automotive brands, this proportion is quite staggering.

You should know, just last month, Changan officially announced becoming the global official partner of the Portugal national football team. At that time, many thought this was just another sports marketing campaign. But looking at the overseas sales in May combined, you will understand this is the key move of Changan's 'Inclusive as the Sea' Plan 2.0; the globalization strategy behind it is very clear - it's not just selling cars overseas, but becoming a true global brand.

In recent years, I've visited overseas factories of many domestic autonomous brands and witnessed various 'going global' models. Some just pull domestic stock cars out to make profit via exchange rates, while others sincerely build channels and provide services. Changan belongs to the latter, and is the type that 'fortifies its camp and fights steady battles'. Starting from Southeast Asia, it gradually planted its supply chain, service system, and brand awareness. This cooperation with the Portuguese national team is more like the horn signaling an entry into the mainstream European market. This composure and strategic determination, frankly, cannot be seen on many brands that are eager for quick success.

Making the overseas market work has an easily overlooked benefit: it can strengthen domestic product capability. The logic is simple: to meet the needs of different regions, road conditions, and regulatory standards globally, your product R&D standards must be 'set high, not low'.

Specifically regarding products, this feeling becomes more obvious. For example, Changan's Blue Whale Powertrain, previously everyone thought 'domestic engine' was just a gimmick. But look at the CS75 PLUS and Eado Blue Whale Super Engine models just launched in May, directly announcing a 'launch price from 79,900 CNY', while claiming 'fuel consumption halved'. This isn't a simple price war; it's a technology popularization war. Taking a set of mature, efficient powertrains and hitting the market at this price tests the integration capability of the entire supply chain and R&D system. For ordinary consumers, spending less money to get a more fuel-efficient and reliable car is a tangible gain. This is much more sincere than piling up smart configurations you won't use.

Speaking of intelligence, Changan's recent move is also worth pondering. Their self-developed 'Tianshu' piloting end-to-end technology is ready for mass production. Many media might boast about how many TOPS of computing power or how many sensors. But what I'd rather emphasize is the three words 'end-to-end'. This used to be the capital for top players like Tesla and Huawei to show off. Changan quietly made it the core of its own 'Beidou Tianshu 2.0' plan.

I've visited Changan's software center and seen their road test data. My feeling is that traditional big factories, once determined to transform, their accumulated strengths in hardware, chassis, and safety fields actually become advantages in the second half of intelligence development. A smart car must first be a car that is good to drive. Changan's intelligent driving solution feels relatively 'steady'. Unlike some new forces that are radical in showing off skills, it releases functions bit by bit while guaranteeing safety redundancy. This intelligence dominated by 'engineer thinking' might lack some buzz, but for users who actually drive daily, it feels much more reliable.

Of course, we can't just brag about technology; we must look at the performance of each sub-brand. Deepal Automobile's May sales reached 33,243 units, a 30% year-over-year increase, with overseas cumulative sales from January to May surging by an explosive 167%. This data is quite interesting. Deepal actually undertakes the role of the pioneer for Changan's 'youthification' and 'electrification'. Its design language and marketing methods are closer to today's young consumers. The explosive growth in overseas sales shows that this design aesthetic and technical route possesses global competitiveness. Avatr delivered 7,336 units in May. Although the absolute number isn't exaggerated, its significance lies in brand elevation, the deep binding with top tech companies like Huawei, providing the best 'credit endorsement' for Changan's technical reserves.

Changan Qiyuan delivered 34,528 units in May. The hero model Q05 alone sold 15,812 units, and even launched in Thailand where orders exceeded 3,000 in just three days. What does this show? It shows Changan's multi-brand strategy is no longer simply making cars out and selling them separately, but truly finding respective niche markets and target audiences. Qiyuan targets the 'basic' of family use, comfort, and cost-performance; Deepal attacks personality and sports; Avatr guards the high-end and technology. This set of combination punches is much more refined than the extensive 'having more sons to fight' tactics used by many brands.

Finally, we must return to 'people' and 'management'. Changan Automobile's transformation in recent years appears 'smooth' largely thanks to the management's strategic determination. From the 'Shangri-La' NEV plan, to the 'Beidou Tianshu' Intelligence plan, to the 'Inclusive as the Sea' Globalization plan, any one of these three would be enough to keep an auto company busy for ten years. Changan is doing all simultaneously and is genuinely advancing them.

Five years ago, if you told me Changan would become a global technology company, I might have put a question mark. But today, looking at these 209,000 monthly sales, seeing the 38% increase in the overseas market, and witnessing the tangible product launches behind names like Blue Whale, Tianshu, and Qiyuan, I think I can straighten out that question mark. For consumers, these grand narratives ultimately translate into a more fuel-efficient CS75, a better-handling Deepal, or a smarter Avatr. And this might just be the best proof of a car company's 'strategic correctness'.

As the overseas expansion of automobiles accelerates from products "going out" to brands "going in" and industries "taking root", the globalization competition of Chinese automakers has reached a new historical development stage.

On the eve of the highly anticipated World Cup opening, a cross-border cooperation between cars and sports was officially announced. On May 22, Changan Automobile and the Portuguese Football Association signed a global strategic cooperation agreement with the theme "Stay in the game (Always In the Game)", officially becoming the global official partner of the Portugal National Team.

At the signing ceremony, the two parties not only released the co-branded film "Voice of Changan" but also completed the overseas delivery of the first Deepal S05 plug-in hybrid model (PHEV) in Europe. Immediately after, Changan Automobile's thousand-kilometer long-term test in Europe commenced.

Of note, Changan Automobile is the first Chinese car brand to reach an official cooperation with a top European football national team. This means the cooperation between the two parties will by no means stay at the superficial level of "sports marketing", but rather break overseas barriers further by leveraging "football" as a universal global cultural language, accelerate value going overseas, and convey the strength of Chinese automotive intelligent manufacturing. For Changan Automobile itself, this is also a key step to comprehensively promote the "All-Inclusive" Plan 2.0 and assist in the implementation of the "1445 Global Strategy".

Why the Portugal National Team? What Does Changan Automobile's Linkage with the World Cup Aim For?

In the eyes of laymen, this cooperation is inevitably understood as "leveraging World Cup traffic for marketing", but that would underestimate Changan Automobile's strategic considerations too much.

Automotive manufacturers partnering with sports IP have never been about chasing temporary traffic, nor for short-term exposure, but rather to leverage the natural emotional connection of "football" to fully open the cognitive entry for global consumers.

In the past few years, the sales growth of Chinese automakers overseas was indeed very fast, but they all face a realistic issue that consumers still stay at the product cognition stage regarding Chinese automobiles. In other words, they know Chinese cars are cheap and highly equipped, but lack long-term brand recognition. If this continues, Chinese brands will find it difficult to achieve mindshare among global users in a short time.

Football, as a borderless universal cultural symbol, possesses extremely strong global communication power and mass foundation. At the same time, the Portugal National Team is one of the most influential national teams in the world football circle. From the Figo era to the Ronaldo era, it has maintained global attention for a long time.

Therefore, after binding with the Portugal National Team, overseas users will naturally pay attention to Changan Automobile through top European sports IPs. This not only helps Changan Automobile quickly break through brand cognition barriers in the European market but also achieves the upgrade of its own global brand image.

It should be known that the competition faced by Chinese automakers overseas today is not only from traditional multinational automotive companies but also includes Tesla, Hyundai, Kia, and an increasing number of new energy brands. For Chinese automobiles, quickly building brand awareness is the urgent task.

In addition, to truly enter the European mainstream market, relying solely on cost-performance ratio is far from enough. It also requires certain technical strength and brand accumulation to win the long-term trust of local users.

Changan Automobile well understands this complete methodology of going overseas. Therefore, after the official announcement of cooperation, it quickly launched the European long-term test, verified hardcore product strength, and with concrete actions closely followed the fundamental principle of "Systematic Going Overseas" in the "All-Inclusive" Plan 2.0, achieving a dual breakthrough from brand to product, making this partnership with the Portugal National Team even more "resounding".

Spirit with the Same Origin, Ideas at the Same Frequency, Two "National Teams" Joining Hands to Go to World Class Together

In this cooperation, there is another key word worth paying attention to, which is "Stay in the game (Always In the Game)". On the surface, this is an expression in the sports context, but in fact, it is also an attitude of Changan Automobile towards the globalization strategy.

Nowadays, the competition in the Chinese automobile market has entered the "long-distance race" from "short-term explosion". Especially in terms of globalization, Chinese automakers' overseas acceleration has significantly sped up, but there are not many companies that can truly build systemic capabilities overseas.

Changan Automobile never acts as a "short-terminist". It always emphasizes one point: "No overseas, no Changan; no base, no overseas". The meaning is very simple, Changan Automobile's export is not just selling cars out, but must take local rooting as the ultimate goal.

Currently, Changan Automobile has divided the global market into eight major regions and constructed a "152" global layout. The overseas sales network has expanded from 63 countries in 2020 to 118 countries and regions, with a cumulative total of 1124 overseas sales outlets. At the same time, Changan Automobile is continuing to promote the construction of overseas manufacturing systems, including Thailand Rayong factory, Brazil factory, and other localized production bases, which have entered the "Industrial Going Overseas" stage.

According to the "All-Inclusive" Plan 2.0, by 2030, Changan Automobile's overseas sales target will reach 1.5 million - 1.8 million vehicles, and aim for the global automobile brand TOP 10. Especially with the export of Deepal S05 to Europe, the process of Changan Automobile building a global brand narrative has been fully accelerated, making it more confident in achieving higher overseas goals. In this process, the cooperation between Changan Automobile and the Portugal National Team will undoubtedly become an extremely important bonus point.

After the cooperation was announced, many people feel that this cooperation is highly fitting and has triggered deep resonance in the automotive circle and sports circle. On the one hand, the Portugal National Team represents long-term accumulation, continuous struggle, and breakthrough against the trend. On the other hand, the development of Changan Automobile in the past few decades has also experienced the whole process of the Chinese automobile industry from weak to strong. Especially in the new energy transformation cycle, Changan Automobile is also one of the few traditional large automotive manufacturers to complete the reconstruction of the new energy system. Therefore, the two parties can be said to be unprecedentedly consistent in their spiritual core.

In fact, whether it is football or the automotive industry, it requires day-by-day persistence and the confidence to rush towards the future to "Always In the Game", always laughing till the end. This is also the most important enlightenment that Changan Automobile and the Portugal National Team bring to us.

June 13, the 2026 Chongqing Auto Show grandly opened. Changan Mazda, with the theme "Still Mazda", brought the classic legendary sports car MX-5, global strategic new energy models MAZDA EZ-6, MAZDA EZ-60, and EZ-60 Year of the Horse Edition to the N8 Hall booth, fully showcasing the latest results of the enterprise's new energy transformation. Meanwhile, Changan Mazda launched the 618 Mid-Year Mega Sale. Based on up to 20,000 yuan national subsidy and 17,000 yuan factory subsidy, purchasing designated models enjoys a exclusive luxury package worth 7,999 yuan, returning substantial benefits to the vast majority of consumers.

The EZ-6 and EZ-60 participating in this exhibition were built with global standards from the beginning of product development, truly achieving "Made in China, Global Quality". In terms of design, EZ-6 won the "2026 World Car of the Year Design" award, becoming the first Chinese new energy model to receive this honor; EZ-60 became the only SUV globally to win 8 world top design awards simultaneously. The two models, relying on unique Kodo design aesthetics, stood out from the homogenization wave in new energy.

Safety is Changan Mazda's core bottom line. Both models are built strictly according to China-Europe dual five-star standards. EZ-6 secured 5 authoritative safety certifications including C-NCAP, E-NCAP, etc., and EZ-60 battery safety meets new national and European standards in advance. Changan Mazda further solemnly promises all new energy users "lifetime battery spontaneous combustion compensation, no mileage limit, no owner limit", completely dispelling user safety concerns.

Handling is the soul of Mazda. EZ-60 successfully won the China New Energy Vehicle Rally Championship Circuit Category SUV Group Champion and Rally Overall Runner-up. At the auto show site, Changan Mazda owner and champion driver Ji Hao shared his experience driving a factory-stock unmodified pure electric EZ-60 to fight in the rally. In the 6-day 910-kilometer grueling schedule, facing competition from the vast majority of extended-range / plug-in hybrid participating models, EZ-60 relied on ultimate quality stability and "Jinba Ittai" tuning, successfully breaking through from 27 brands and 100 participating cars.

Currently, Changan Mazda has successfully obtained full vehicle certification for the EU, UK, and Australia three major markets, becoming the first domestic joint venture new energy car enterprise to secure all three certifications simultaneously. At the end of May, more than 80 overseas dealers from Europe, Australia, and Thailand specifically visited the Nanjing Factory, giving high praise to the production process and quality control system. Overseas market sales and pre-sale trends continue to be positive. In the domestic market, EZ-60 has been the sales champion of joint venture new energy mid-size SUV for 7 consecutive months. Global quality wins dual recognition from domestic and international markets.

On June 13, Changan Mazda, with the theme "Still Mazda", showcased its global strategic new energy vehicle models MAZDA EZ-6, EZ-60, and the EZ-60 Horse Year Edition launched in April at the 2026 Chongqing Auto Show. Simultaneously, it launched a mid-year 618 mega sale. Based on up to 20,000 yuan in national subsidies and 17,000 yuan in factory subsidies, purchasing designated models enjoys a dedicated exclusive premium set worth 7,999 yuan (original factory charging pile + Longmo solar film + TPE floor mats/trunk mats).

EZ-6 and EZ-60 are two global strategic models since Changan Mazda's comprehensive new energy transformation. Among them, EZ-6 won the "2026 World Car of the Year Design" award, becoming the first Chinese new energy vehicle to receive this honor. EZ-60 is even the only SUV in the world to simultaneously win 8 top global design awards. In terms of safety, both models are built strictly according to China-Europe Dual Five-Star standards. EZ-6 obtained 5 authoritative safety certifications including C-NCAP and E-NCAP. EZ-60 battery safety meets new national standards and European standards ahead of schedule. Changan Mazda further promises all new energy users "battery lifetime spontaneous combustion insurance, unlimited mileage, unlimited owner".

In terms of handling, EZ-60 successfully won the Champion of the SUV category in the venue race and the runner-up in the overall ranking of the China New Energy Vehicle Rally Championship, verifying its extreme handling power. At the auto show, Changan Mazda owner and champion driver Ji Hao shared his story of driving the factory-original unmodified pure electric EZ-60 to compete in the China New Energy Vehicle Rally Championship. In the grueling 6-day, 910-kilometer schedule, facing competition from the vast majority of extended-range/plug-in hybrid participating models, relying on EZ-60's extreme quality stability and "Man-Machine Unity" tuning, it broke out of 27 brands' 100 participating cars, completing the extreme validation of EZ-60 factory production car performance.

Currently, Changan Mazda has successfully obtained whole vehicle certifications for the three major markets of the European Union, the United Kingdom, and Australia, becoming the first domestic joint venture new energy automaker to win all three certifications simultaneously. Its solid global quality has won wide recognition from the international market. At the end of May, more than 80 overseas dealers from Europe, Australia, and Thailand specifically visited the Nanjing Factory, giving high praise to the production technology and quality control system. Currently, overseas sales and pre-sales of EZ-6 and EZ-60 continue to show a positive trend, and in the domestic market, EZ-60 has been the sales champion of joint venture new energy mid-size SUVs for 7 consecutive months.

Wu Xuxi, Executive Deputy General Manager of Changan Mazda's Automotive Sales Branch, stated: "Changan Mazda has become Mazda's global new energy whole vehicle design, R&D, manufacturing base, and export center. We solemnly promise that every Mazda new energy user owns a true global car."

"Driving Intelligence" Viewpoint: Among new energy vehicles in the same class and price range, the value-for-money ratio of EZ-6 and EZ-60 is actually seriously undervalued by the consumption market. If you don't care too much about those flashy configurations, but care more about safety, driving fun, and comfort, then these two cars are truly worth trying.

 Auto Industry Data Says

Do you believe it? Some car companies sell 200,000 units, wishing to beat drums and announce holidays for three days; but Changan sold 209,100 units, yet people still fixate on the 6.78% year-on-year decline, making an expression as if 'the sky is falling'. To be honest, my first reaction after reading May sales was not 'bad', but rather — do these people have some misunderstanding of 'bad'?

On June 1, Changan Auto revealed official sales data: Overall sales for May 2026 were 209,100 units. New energy 92,400 units, accounting for 44.2%; overseas exports 70,700 units, surging 38% year-on-year. Among the three sub-brands, Qiyuan and Deepal both reached the 34,000 unit milestone, Avatr 7,336 units.

CheYu World found, looking across all of China, there are only four domestic brands with monthly sales over 200,000. Changan sits firmly in the fourth spot, ahead of BYD 383,000, Chery 247,800, and Geely 237,800.

Do you think this performance deserves a 'good job'?

Changan Qiyuan A07 

We need to speak fairly

209,100 units, showing a slight growth compared to May. What does that mean? Put three years ago, this is a number that could crush most joint-venture brands.

Even in today's fiercely competitive market, Changan remains one of China's top car players. Those who just fixate on 'Changan is down' without seeing anything else, might as well ask themselves — how many 4S dealers on the street downstairs from your home can sell 2,000 units in a month?

So, the first conclusion is clear: Changan's May sales are not face-losing, but quite capable.

But CheYu World also understands why the decline is watched. Because Changan sold 224,300 units last year at this time, 15,200 units less this year. A 6.78% year-on-year decline, in an opinion field of 'fight for first, don't ask for second', is indeed easily amplified. Plus, new energy growth was only 5.8%, lower than the industry average growth rate, so attracting attention here is not surprising.

 Deepal S07

Take it easy, let's calculate the accounts one by one

First, look at new energy. 92,400 units, accounting for 44.2%. Is this ratio high? Put last year at this time, Changan's new energy penetration rate was less than 35%.

Increased nearly ten percentage points in a year, do you call this 'failing to keep up with the rhythm'? That's called running forward. It's just that rivals on this track run crazier — BYD is fully new energy, penetration rate 100%; Geely and Chery are also scrambling to catch up.

Changan's 5.8% growth rate is indeed not high, but CheYu World believes you must know, Changan's fuel base still has CS75PLUS, Eado these 'cash cows' stably pumping blood. It is not 'All in' new energy walking on one leg, but both legs are exerting force. CheYu World believes, this 'steady progress' approach, in the current economic environment, is not necessarily a bad thing.

 Avatr 07L

Next look at overseas. 70,700 units exports, 38% year-on-year growth. Thailand, Middle East, Latin America, Europe, Changan's strides are quite large. Deepal overseas surged 167% in the first 5 months, indicating the overseas market is starting to recognize Chinese brand new energy products. Don't underestimate this 38%, when domestic market competition is heated, price wars kill until rivers of blood flow, overseas market is Changan's most reliable 'second battlefield'. Moreover, generally, cars sold overseas, profit margins are often higher than domestic by a margin. This deal, is worth it.

Finally look at brand structure. Qiyuan 34,528 units, Deepal 33,243 units, the two together nearly 68,000 units, supporting most of Changan's new energy.

Avatr 7,336 units, although number is small, average price over 300,000, is Changan's 'only seed' truly charging premium. Some say Avatr sells not good enough, but you must admit, the pure electric market above 300,000, originally is not about moving volume. Avatr can stabilize at over 7,000, plus Huawei intelligent driving support, this performance actually is not bad.

What really needs watching is the second half of the year — Avatr's new models can open the situation, can explain clearly 'why I am worth your buy'. Once this problem is solved, Avatr might take off.

Changan 

So does Changan have worries or problems?

Of course there are. Any large factory selling over 2 million units a year, cannot be perfect without flaws.

For example, one hidden worry, I feel it is not the 6.78% decline year-on-year, but the question of 'whether Qiyuan and Deepal actually have internal friction'.

Objectively speaking, these two brands may have some overlap in some aspects, such as, some model prices overlapping, target customers may also have some overlap, etc. In fact, this question, should have also caused Changan side to think. Changan needs to think clearly: Qiyuan and Deepal, who is the goalkeeper, who is the striker?

Another problem, is how Changan's 'new brand voice' story is told. This is not a product problem, might be a communication and positioning problem.

 The official might have also noticed this problem

CheYu World believes, Changan has technology, has capacity, has channels, but, Deepal, Avatr, Qiyuan, if building a brand story that allows consumers to 'remember at a glance, understand upon talking', might be a question worth the brand side thinking about. Of course, this is just personal opinion.

Its full year sales target, can it be completed? Changan 2026 overall sales target is 3.3 million units, 13.3% year-on-year growth; Among them new energy 1.4 million units, 26.2% year-on-year growth; Overseas 750,000 units, 17.7% year-on-year growth.

According to Changan announced data, this year Jan-May, its cumulative delivery amount 1.0122 million units, completion rate 30.7%. Meaning, Changan Auto needs in remaining 7 months, average per month complete 326,000 units.

Obviously, according to Changan current sales level, this should have pressure. But speaking back, CheYu World believes, these are not fatal injuries. For a car company selling 200,000+ units, still continuously expanding overseas, increasing new energy ratio, these problems at best called 'growing pains', not 'life or death crisis'.

Deepal 

I want to say a heart-to-heart words:

Do our requirements for Changan, is it a bit too high? Of course, this might be 'love is deep, criticism is sharp'. You always think it should be better.

209,100 units, put in any global car market, are numbers worth popping champagne. Chinese consumers are impacted by 'monthly sales 300,000', 'monthly sales 400,000' these numbers, seeing 200,000 feel instead unsatisfied. But you think calmly, globally car companies that can stabilize monthly sales over 200,000, counting on fingers are limited.

CheYu World believes, Changan is not without anxiety, also not without pressure or transformation pangs. It's just, the way it chose is not crying miserably, but quietly going overseas, quietly launching new, quietly doing new energy ratio to 44%. This 'working quietly on big things' spirit, instead makes me feel secure.

Of course, second half of the year exam is also key. Qiyuan and Deepal can step up again? Avatr can tell new stories? Overseas market can withstand trade barriers etc pressure? These problems, Changan itself inside might have number, we as bystanders, might as well give more patience.

Eado Classic Version 

Finally, I want to pass the microphone to you:

You think Changan current gameplay, is 'steady and sure', or 'too conservative'? If you are Changan planner, would you first solve Qiyuan and Deepal possible overlap or internal friction problem, or first tell Avatr, Deepal, Qiyuan stories through? Come comment section, we chat while eating sunflower seeds.

Finally, this article involves related data, sourced from brand official and authoritative media news, for reference only, specific details shall prevail according to official response. If there are typos etc caused information, data mismatch, as official information. Hope everyone view rationally, do not believe rumors, do not spread rumors.

Article Statement:

This article is CheYu World original article, Issue No. 14088, some images sourced from internet, marked source data and related materials all are cited. CheYu World original copyright owned, infringement will be pursued.

 Auto Industry Data Says

Do you believe it? Some car companies sell 200,000 units, wishing to beat drums and announce holidays for three days; but Changan sold 209,100 units, yet people still fixate on the 6.78% year-on-year decline, making an expression as if 'the sky is falling'. To be honest, my first reaction after reading May sales was not 'bad', but rather — do these people have some misunderstanding of 'bad'?

On June 1, Changan Auto revealed official sales data: Overall sales for May 2026 were 209,100 units. New energy 92,400 units, accounting for 44.2%; overseas exports 70,700 units, surging 38% year-on-year. Among the three sub-brands, Qiyuan and Deepal both reached the 34,000 unit milestone, Avatr 7,336 units.

CheYu World found, looking across all of China, there are only four domestic brands with monthly sales over 200,000. Changan sits firmly in the fourth spot, ahead of BYD 383,000, Chery 247,800, and Geely 237,800.

Do you think this performance deserves a 'good job'?

Changan Qiyuan A07 

We need to speak fairly

209,100 units, showing a slight growth compared to May. What does that mean? Put three years ago, this is a number that could crush most joint-venture brands.

Even in today's fiercely competitive market, Changan remains one of China's top car players. Those who just fixate on 'Changan is down' without seeing anything else, might as well ask themselves — how many 4S dealers on the street downstairs from your home can sell 2,000 units in a month?

So, the first conclusion is clear: Changan's May sales are not face-losing, but quite capable.

But CheYu World also understands why the decline is watched. Because Changan sold 224,300 units last year at this time, 15,200 units less this year. A 6.78% year-on-year decline, in an opinion field of 'fight for first, don't ask for second', is indeed easily amplified. Plus, new energy growth was only 5.8%, lower than the industry average growth rate, so attracting attention here is not surprising.

 Deepal S07

Take it easy, let's calculate the accounts one by one

First, look at new energy. 92,400 units, accounting for 44.2%. Is this ratio high? Put last year at this time, Changan's new energy penetration rate was less than 35%.

Increased nearly ten percentage points in a year, do you call this 'failing to keep up with the rhythm'? That's called running forward. It's just that rivals on this track run crazier — BYD is fully new energy, penetration rate 100%; Geely and Chery are also scrambling to catch up.

Changan's 5.8% growth rate is indeed not high, but CheYu World believes you must know, Changan's fuel base still has CS75PLUS, Eado these 'cash cows' stably pumping blood. It is not 'All in' new energy walking on one leg, but both legs are exerting force. CheYu World believes, this 'steady progress' approach, in the current economic environment, is not necessarily a bad thing.

 Avatr 07L

Next look at overseas. 70,700 units exports, 38% year-on-year growth. Thailand, Middle East, Latin America, Europe, Changan's strides are quite large. Deepal overseas surged 167% in the first 5 months, indicating the overseas market is starting to recognize Chinese brand new energy products. Don't underestimate this 38%, when domestic market competition is heated, price wars kill until rivers of blood flow, overseas market is Changan's most reliable 'second battlefield'. Moreover, generally, cars sold overseas, profit margins are often higher than domestic by a margin. This deal, is worth it.

Finally look at brand structure. Qiyuan 34,528 units, Deepal 33,243 units, the two together nearly 68,000 units, supporting most of Changan's new energy.

Avatr 7,336 units, although number is small, average price over 300,000, is Changan's 'only seed' truly charging premium. Some say Avatr sells not good enough, but you must admit, the pure electric market above 300,000, originally is not about moving volume. Avatr can stabilize at over 7,000, plus Huawei intelligent driving support, this performance actually is not bad.

What really needs watching is the second half of the year — Avatr's new models can open the situation, can explain clearly 'why I am worth your buy'. Once this problem is solved, Avatr might take off.

Changan 

So does Changan have worries or problems?

Of course there are. Any large factory selling over 2 million units a year, cannot be perfect without flaws.

For example, one hidden worry, I feel it is not the 6.78% decline year-on-year, but the question of 'whether Qiyuan and Deepal actually have internal friction'.

Objectively speaking, these two brands may have some overlap in some aspects, such as, some model prices overlapping, target customers may also have some overlap, etc. In fact, this question, should have also caused Changan side to think. Changan needs to think clearly: Qiyuan and Deepal, who is the goalkeeper, who is the striker?

Another problem, is how Changan's 'new brand voice' story is told. This is not a product problem, might be a communication and positioning problem.

 The official might have also noticed this problem

CheYu World believes, Changan has technology, has capacity, has channels, but, Deepal, Avatr, Qiyuan, if building a brand story that allows consumers to 'remember at a glance, understand upon talking', might be a question worth the brand side thinking about. Of course, this is just personal opinion.

Its full year sales target, can it be completed? Changan 2026 overall sales target is 3.3 million units, 13.3% year-on-year growth; Among them new energy 1.4 million units, 26.2% year-on-year growth; Overseas 750,000 units, 17.7% year-on-year growth.

According to Changan announced data, this year Jan-May, its cumulative delivery amount 1.0122 million units, completion rate 30.7%. Meaning, Changan Auto needs in remaining 7 months, average per month complete 326,000 units.

Obviously, according to Changan current sales level, this should have pressure. But speaking back, CheYu World believes, these are not fatal injuries. For a car company selling 200,000+ units, still continuously expanding overseas, increasing new energy ratio, these problems at best called 'growing pains', not 'life or death crisis'.

Deepal 

I want to say a heart-to-heart words:

Do our requirements for Changan, is it a bit too high? Of course, this might be 'love is deep, criticism is sharp'. You always think it should be better.

209,100 units, put in any global car market, are numbers worth popping champagne. Chinese consumers are impacted by 'monthly sales 300,000', 'monthly sales 400,000' these numbers, seeing 200,000 feel instead unsatisfied. But you think calmly, globally car companies that can stabilize monthly sales over 200,000, counting on fingers are limited.

CheYu World believes, Changan is not without anxiety, also not without pressure or transformation pangs. It's just, the way it chose is not crying miserably, but quietly going overseas, quietly launching new, quietly doing new energy ratio to 44%. This 'working quietly on big things' spirit, instead makes me feel secure.

Of course, second half of the year exam is also key. Qiyuan and Deepal can step up again? Avatr can tell new stories? Overseas market can withstand trade barriers etc pressure? These problems, Changan itself inside might have number, we as bystanders, might as well give more patience.

Eado Classic Version 

Finally, I want to pass the microphone to you:

You think Changan current gameplay, is 'steady and sure', or 'too conservative'? If you are Changan planner, would you first solve Qiyuan and Deepal possible overlap or internal friction problem, or first tell Avatr, Deepal, Qiyuan stories through? Come comment section, we chat while eating sunflower seeds.

Finally, this article involves related data, sourced from brand official and authoritative media news, for reference only, specific details shall prevail according to official response. If there are typos etc caused information, data mismatch, as official information. Hope everyone view rationally, do not believe rumors, do not spread rumors.

Article Statement:

This article is CheYu World original article, Issue No. 14088, some images sourced from internet, marked source data and related materials all are cited. CheYu World original copyright owned, infringement will be pursued.

With the World Cup hype approaching, a powerful alliance crossing mountains and seas has written a new footnote in China's automotive globalization journey. Late at night on May 22 Beijing Time, Changan Automobile officially formed a global strategic partnership with the Portugal Football Association, becoming the global official partner of the Portugal National Team. This peak meeting between a Chinese car company and a top European football club is not only a cross-border resonance between sports IPs and car brands, but also a firm practice of Changan Automobile anchoring the globalization track, deeply cultivating the overseas market, and pushing China's smart manufacturing to sail the world.

With the global automotive industry competition entering a deep-water zone, the globalization of Chinese car companies has upgraded from simple product trade to a deep output of brand value and cultural concepts. As a new central enterprise card for China's automotive industry, Changan Automobile firmly promotes global layout with the strategic vision of "No Overseas, No Changan". This partnership with the Portugal National Team is precisely the key move to leverage top resources, break cognitive barriers, and achieve the leap from "product going overseas" to "value going overseas", demonstrating the hard power and grand vision of China's smart manufacturing going to the world.

In the second half of globalization competition, simple product output has become difficult to break the inherent cognition of overseas markets towards Chinese brands. Changan Automobile targets football, this global common cultural language, choosing strategic cooperation with the European football powerhouse Portugal National Team, which can be described as a differentiated move to precisely break the situation. The Portugal National Team boasts world-class stars such as Cristiano Ronaldo, possessing a massive fan base in Europe, Latin America, and globally. Its top football IP's global influence and world-class value endorsement build a bridge for Changan Automobile to efficiently reach global audiences.

On the eve of the 2026 World Cup, Changan Automobile became the first Chinese car company to partner with a top European football national team. This move stepped out of traditional marketing dimensions, extending brand reach deeply into European core markets and radiation areas. At the event site, both parties jointly released the branded film "Sounds like Changan", successfully completing the first overseas delivery of the Deep Blue S05 plug-in hybrid model (PHEV) in Europe. Meanwhile, Changan Automobile also officially started the long-distance European testing of relevant PHEV models, comprehensively testing the vehicle's long range, fast charging, low energy consumption, and durability. With this opportunity, Changan Automobile not only achieved a leap in brand exposure but also used sportsmanship as a bond to break stereotypes of Chinese car brands in the overseas market, allowing global users to have a new understanding of Changan Automobile's brand value amidst the passion and struggle of football, paving the way for subsequent market deepening.

As a new central enterprise, Changan Automobile actively responds to the national call for high-level opening up. Its globalization journey has long surpassed the primary stage of "selling cars overseas", but upgraded to a deep value fusion of "integrating locally, resonating in value". The spirit of team collaboration and never giving up contained in football highly matches Changan Automobile's persistent pursuit in technology R&D and quality polishing. Both sides joined hands to realize a peak meeting between a first-class enterprise and a first-class team.

This spiritual resonance is a vivid practice of Changan Automobile from "going out" to "going in". Relying on the advantages of the new central enterprise platform, Changan efficiently integrates global resources, with Blue Whale Supercharging Hybrid and Tianzhu Intelligent System as core technical support, creating a global product matrix combining quality and strength. In 2025, Changan's overseas sales reached 637,000 units, a year-on-year increase of 18.85%, accounting for over 20% of total sales; overseas deliveries in April 2026 surged by 69.9% year-on-year, leading the industry in growth rate. Behind the bright results lies the responsibility and commitment of Changan as a central enterprise. Changan Automobile can not only export quality products but also convey the spiritual power of Chinese brands moving upwards and towards newness, becoming a core card for China's automotive industry going global.

For Changan Automobile, signing the Portugal National Team is just an important part of its grand global landscape. Guided by the "Broad As the Sea" Plan 2.0, Changan adheres to the four major principles of "Long-term, Localization, Systematic, ESG Construction Integration", building a "152" global layout, promoting the transformation of globalization from a product trade-dominated model to a comprehensive model covering manufacturing, trade, investment, service, and ESG construction.

In terms of market and capacity layout, Changan's global sales network covers 118 countries and regions, with 1,124 overseas sales outlets; 22 overseas manufacturing bases have been built, with the Thailand Rayong New Energy Factory and Brazil Factory successively putting into production, adapting to local needs locally and practicing the concept of "In the Local, For the Local". At the product level, 41 car models have been launched cumulatively, covering fuel, pure electric, and plug-in hybrid categories. Deep Blue S05 and other models have been exported to Europe in batches, gaining widespread recognition from the international market.

Zoom In

Looking towards the future, Changan's goal is clear and firm: By 2030, overseas sales will double to 1.5 million units, striving for 1.8 million units, aiming to rank among the global automotive brand TOP10, and enter the regional world brand TOP5 in the Europe and Asia market. From the green field to the global track, Changan Automobile, with an open posture, central enterprise responsibility, and pragmatic courage, continues to broaden the boundaries of Chinese cars going overseas, letting the figure of China's smart manufacturing gallop globally, and letting the strength of Chinese cars resonate across the world. (End)

In recent days, the Changan NEVO Q05 officially went on sale in Thailand, starting at 629,900 THB, top trim at 709,900 THB, purchases before June 30 can be squeezed to a limited-time promotional price of 599,900 to 679,900 THB.

This pricing strategy directly undercuts the Leapmotor B10. The latter's Thailand version starts at 688,000 THB and reaches 788,000 THB for the top trim. With the same 2735mm wheelbase, the NEVO Q05 is nearly 100,000 THB cheaper, securing a clear price advantage on paper.

Domestic April single month sales of 15,814 units serve as endorsement, this cost-performance logic has been validated at the user level.

This launch also marks an acceleration of Changan's globalization process, entering Uzbekistan in June, entering Indonesia and Central/South America in August, targeting Europe in October, NEVO Q05 is the pioneer model on this road.

The exterior follows the Changan Qiyuan Digital Intelligence Flying Wing 2.0 style, front fascia full-width DRLs plus closed grille, visual identity is medium to upper tier in its class.

Pine Forest Green, Flowing Gold Purple, Moonlight Silver, Cloud Shadow Gray, Cloud Brocade White, five color schemes, young buyers have options.

What's truly worth looking into is the 0.265Cd drag coefficient, this number isn't just for PPTs, low drag directly affects actual range under high-speed conditions. Thailand highway speed limit is 120km/h, the value of this coefficient is much greater than city road scenarios.

Semi-hidden door handles look good, but the charging interface placement on the front fender, whether plugging the charging gun is convenient in daily RHD markets needs actual use to conclude, currently pending verification.

No surprises here regarding space. 4435mm length, 1855mm width, 2735mm wheelbase, 540L trunk plus 90L underfloor storage compartment, rear seats fold flat to expand to 1380L. 1600mm vehicle height allows entering underground garages without lowering head to shift gears.

For a family weekend outing to Thailand's beaches, these dimensions are practical enough.

Interior wraparound cockpit design, 14.6-inch center screen paired with 10.17-inch full liquid crystal instrument, CarPlay and HiCar both supported.

As for linking Haier home appliances, among local Thailand users, the ratio using this function is questionable, no rush to write it into the advantages list.

The powertrain is a 120kW permanent magnet synchronous motor front drive, 0-100 km/h in 8.2 seconds.

It starts smoothly at traffic lights with no strong push-back sensation, suits daily commute and highway cruising, not built for spirited driving.

The battery uses 51.9 kWh CATL LFP, NEDC range 462 km, supports 3C fast charge, 15 minutes charging adds 120 km range.

Off the record, queuing at charging piles, staring at the car next to it charging slowly at 1.5C speed, baking in the sun waiting, that feeling is more agonizing than rush hour toll congestion.

So 3C is really not a detail in this price segment, many manufacturers are now settling buyers with 1.5C to 2C.

6.6kW V2L external discharge function is also worth mentioning, with conversion equipment can power outdoor devices, in Southeast Asia camping trend it is a configuration that is truly useful.

Here is an information gap that needs to be faced directly. Thailand version NEVO Q05 equipped with L2 level assisted driving, includes adaptive cruise, lane keep and active braking AEB, functions basically meet standards.

While domestic version new Qiyuan Q05 provides high-level assisted driving solution equipped with LiDAR, the two exist a significant generational gap.

What trade-offs made for Thailand version, behind is regulation limits or cost factors, official currently no transparent explanation, this difference worth aligning expectations.

At the competitor level cannot just look at paper. BYD ATTO 2 benefits from local factory support in Thailand, brand equity and service network density are far more solid than Changan, this moat cannot be caught up in the short term.

Jaecoo 5 EV follows a Thailand-exclusive deep-dive strategy, localization is also an advantage.

NEVO Q05 indeed announced Rayong factory localization production plan. If this plan lands as scheduled, costs and price stability will look much more favorable. But before landing, import tariffs are real variables, price competitiveness sustainability is questionable.

Product strength has real advantages in this price segment. Large space, 3C fast charge, 462 km range combined together, no obvious weaknesses.

What truly determines how far NEVO Q05 can go in Thailand is not launch data, but localization after-sales service response speed and the long-term stability of delivery quality.

This will be clear once owner feedback comes out next year.

Recently, Changan Automobile's strategic model for the Southeast Asian market, Changan Qiyuan NEVO Q05, was officially launched in Thailand. As an important supporting partner, Sailun Group provided original equipment tire solutions for this model. This pairing is not only a combination of two high-quality products but also marks that Chinese vehicle and core parts enterprises are moving from "going it alone" to "building an ecosystem together", with both parties jointly building an overseas "ecosystem" and taking a solid step in promoting the global layout of China's automobile industry chain.

Cross-border Collaborative Supply, Building Overseas Industrial Ecosystem

Changan Qiyuan NEVO Q05 is produced by Changan Thailand Base, and is a key move in Changan's new energy vehicle global layout. Since its debut at the Bangkok International Motor Show, it has attracted much attention with its efficient hybrid system and intelligent configurations.

What is worth noting is that this pairing achieved true "overseas collaboration". Relying on its Vietnam production base, Sailun formed regional linkage with Changan Thailand Base, efficiently responding to localization production needs. This cross-border collaborative supply model of "Vietnam Tires + Thailand Cars" effectively improved the resilience and response speed of the supply chain, becoming a vivid practice of China's automobile industry chain co-building an ecosystem and collaborating overseas.

Custom-Tailored Performance Benchmark, Unafraid of Southeast Asia's Harsh Road Conditions

As a key carrier of vehicle performance, tires directly affect energy consumption and driving experience. In response to the severe challenges of high temperature, heavy rainfall, and complex road conditions in Southeast Asia, Sailun has custom-designed high-performance tires with the specification 225/60R17 for NEVO Q05.

This tire achieves a precise balance between rolling resistance, noise performance, and traction stability. The low rolling resistance feature helps the hybrid system further save energy and reduce consumption, while excellent grip and noise performance ensure safety and comfort during rainy season driving, enabling the vehicle to achieve a better solution in energy saving performance and driving quality.

Full Chain Deep Binding, Consolidating New Energy Support Map

From the Bangkok Motor Show debut to the official launch in Thailand, Sailun and Changan Automobile completed a key leap from product development to market landing, connecting the full chain of technology R&D, supporting production, and overseas implementation.

In fact, this is not the first time the two parties have joined hands. For a long time, Sailun and Changan Automobile have maintained a deep, stable, and comprehensive strategic cooperation, successfully providing supporting services for multiple main new energy vehicle models such as Changan Lumin, Deep Blue L06, NEVO Q05, etc. This deep binding between vehicle enterprises and core supply chain partners is continuously improving the terminal competitiveness and market response efficiency of products, becoming an important support for China's automobile industry chain to capture markets in the global market.

This partnership to land in Thailand with Changan Qiyuan is another important achievement of Sailun's global layout and new energy supporting business. In the future, Sailun will continue to deepen the R&D of new energy tire technology, with hardcore product strength and global service capabilities, helping Chinese intelligent manufacturing continue to shine on the world stage.

Nowadays, new energy vehicles dominate, oil prices are high, the 70,000-80,000 market has become the main battleground for pure electric SUVs, and in this price range, Leapmotor A10 and Changan Qiyuan New Q05 are popular choices with good sales and reputation. Today let's compare the Leapmotor A10 505 Enjoy Edition (76,800 yuan) and Changan Qiyuan New Q05 405Max (79,900 yuan after discount) to see which model is more worth buying.

(Changan Qiyuan New Q05)(Leapmotor A10)

Exterior: Each has its own features, different styles

(Leapmotor A10)

(Leapmotor A10)

Regarding the exterior, actually looking at the actual visual effect, both cars look great. Among them, Leapmotor A10 style is similar to BMW MINI, outlined with round and simple lines, the overall shape is quite round and cute, quite in line with the aesthetics of contemporary young consumers.

(Changan Qiyuan New Q05)(Changan Qiyuan New Q05)

As for Changan Qiyuan New Q05, reportedly led by world-class design master Klaus Zyciora, not only high originality and recognizability, but also very fashionable and dynamic visual effect, the front Digital Intelligent Wing 2.0 integrated light and rear Matrix Star Ring taillights improve the car's tech feel and recognizability, body lines are smooth and dynamic, plus wave-shaped D-pillar and fastback also create a good sports atmosphere.

Interior Texture: Changan Qiyuan New Q05 has more soft wrapping, better touch

(Leapmotor A10)

Regarding the interior, sitting inside you can actually see, both cars' design and style are basically on the same route, front row both adopted simple wrap-around cockpit design, both equipped with a 14.6-inch floating center control large screen, creating a simple and tech-savvy driving atmosphere.

(Changan Qiyuan New Q05)

In terms of materials, there is still some difference between the two cars. Leapmotor A10 uses more hard plastic materials, interior texture is average; while Changan Qiyuan New Q05 interior 80% area is soft wrapping, added foam pads in frequently touched areas like center console armrest and door panel armrest, touch feeling is better.

Configuration Performance: Changan Qiyuan New Q05 is more generous and practical

(Leapmotor A10)

Regarding configuration, including LED headlights, keyless entry/start, power windows, power side mirrors and other mainstream configurations, both cars have them, but in high-frequency configurations, Changan Qiyuan New Q05 is still superior, equipped with automatic air conditioning, rear air conditioning vents and PM2.5 filtration device, while Leapmotor A10 all series are manual air conditioning, also no rear air vents, summer rear row easy to stuffy.

(Changan Qiyuan New Q05)

In addition, Changan Qiyuan New Q05 also has passenger seat electric adjustment, driver seat ventilation/massage, phone 50W wireless charging, rear wiper and other practical configurations, all these are not in A10.

Intelligent Experience: Interaction experience is both very smart and easy to use

(Leapmotor A10)

Then is the intelligent cockpit part, today this Leapmotor A10 is equipped with Qualcomm Snapdragon 8155 chip, considered mainstream car machine chip now, performance, fluency aspects have good guarantee, can support car networking, voice control car, phone car machine interconnection and other mainstream functions, can meet daily use vehicle's smart interaction needs.

(Changan Qiyuan New Q05)

And Changan Qiyuan New Q05 is equipped with Tianshu Intelligent Cockpit, built-in 4nm car-grade cockpit chip, fluency, response speed also online, and access to AI large model, compared to Leapmotor A10 also has continuous dialogue, visible is sayable, voice interaction experience is more smart and easy to use, plus HUAWEI HiCar, Carlink, CarPlay, Honor Car Link, 8 indoor speakers, including 1 outdoor speaker, audio video entertainment experience is also more excellent.

Assisted Driving: Both support L2 level assisted driving, basic functions complete

(Leapmotor A10)

(Changan Qiyuan New Q05)

Regarding assisted driving part, both cars equipped with conventional L2 level assisted driving functions, including adaptive cruise, lane keeping, automatic emergency braking, etc., can meet daily highway and urban express road usage needs.

Space Performance: Changan Qiyuan New Q05 leads, more suitable for home use

(Leapmotor A10)

(Changan Qiyuan New Q05)

For family users, space is definitely a hard demand, Changan Qiyuan New Q05 body size is 4435/1855/1600mm, wheelbase reached 2735mm, belongs to standard compact SUV. While Leapmotor A10 body size is 4270/1810/1635mm, wheelbase 2605mm, belongs to small SUV level, smaller by one size than Changan Qiyuan New Q05.

According to research, 175cm passenger no matter sit front row or back row, on both cars can obtain abundant riding space, this point deserves a thumbs up, and Changan Qiyuan New Q05 benefits from size advantage, rear row space more spacious, just leg space adds about one fist distance, long distance trip, family can easily stretch body, reduce fatigue, children can also freely move on seats.

(Leapmotor A10)

(Changan Qiyuan New Q05)

Regarding storage, Leapmotor A10 trunk base volume reached 602L, rear seats folded flat max expand to 1549L, performance excellent, while Changan Qiyuan New Q05 trunk volume is 540L-1380L, performance also not bad, daily home use also basically enough.

Power Performance: Changan Qiyuan New Q05 acceleration, overtaking has more advantage

(Leapmotor A10)

Regarding power aspect, Changan Qiyuan New Q05 equipped with a max power 120kW permanent magnet synchronous motor, 0-100 acceleration time is 8.9 seconds. Leapmotor A10 equipped is max power 90kW motor, 0-100 acceleration time is 10.6 seconds.

(Changan Qiyuan New Q05)

From actual driving feeling look, Changan Qiyuan New Q05 power obviously more sufficient, starting and acceleration both relatively light and quick, even fully loaded condition overtaking also relatively confident. While Leapmotor A10 power although can meet daily city commute needs, but high speed overtaking time will show strength insufficient.

Range Recharge: Changan Qiyuan New Q05 battery invests more

(Leapmotor A10)

(Changan Qiyuan New Q05)

Regarding range, Leapmotor A10 CLTC range is 505km, longer than Changan Qiyuan New Q05's 405km, this is its obvious advantage. If budget allows, Changan Qiyuan New Q05 provides 506km range version optional, and battery quality and safety more guaranteed, because it all series standard CATL cell, while Leapmotor A10 uses Gotion High-tech or Jiangsu Zhengli cell, although also domestic big brand, but brand power and reliability still slightly inferior. However, both cars are global car quality, Leapmotor A10 meets strict China, Europe two places standards, Changan Qiyuan New Q05 is still central enterprise quality, and in May Thailand listed, already one step get overseas market recognition, next will continue expand overseas map, reliability no choice.

(Changan Qiyuan New Q05)(Leapmotor A10)

Comprehensive view, both cars product power performance actually both quite good, basically no short boards, just each has focus, text contrasted two configurations, among them Leapmotor A10 advantage lies in price lower, range longer suitable budget limited, to range requirement higher young users, while Changan Qiyuan New Q05 although expensive 3,100 yuan, but in space, power, battery quality, practical configuration, interior texture aspects all have advantages, and also provided 506km range version optional, just budget slightly higher. In budget same situation, if more focus on family use, pursue comfort and safety, Changan Qiyuan New Q05 undoubtedly is more suitable choice.

June 3rd, Changan Qiyuan and Chongqing Tongliang Long Football Club reached deep cooperation, becoming Chongqing Tongliang Long's Exclusive Premium Partner.

It is reported that this is a major move for Changan Qiyuan to layout top-tier sports resources following Changan Automobile announcing as the global official partner of Portugal National Football Team on May 23rd. It is also another gift for fans in 2026, a big year for football.

As a new energy brand under central state-owned enterprises, Changan Qiyuan always upholds central enterprise responsibility and national brand original intention. While deepening technical innovation and polishing ultimate products, it actively breaks boundaries to empower mass culture and sports fields, extending the meaning of travel to broader life scenarios, conveying positive life attitude and national brand power.

Chongqing's Team, Changan's Cars

The fate between Changan Qiyuan and Chongqing Tongliang Long began in July 2025. At the critical moment of promotion to Super League, Changan Qiyuan became Chongqing Tongliang Long's Chief Partner. For the first home match after signing, Changan Qiyuan's 500-person cheering squad shouted on site. Afterward, traveling from south to north, accompanying all the way, winning away games, successfully promoted to Super League.

As a sports symbol of the Mountain City, Chongqing Tongliang Long carries Chongqing spirit of resilience, openness, loyalty, and ambition. As a local Chongqing brand, Changan Qiyuan has been committed to creating a better travel experience for users since its birth, harboring a tenacity to go all out for dreams. Based on the shared spiritual core, both parties signed the exclusive premium partner agreement, fighting together for dreams.

At the signing scene, both sides jointly reviewed the 2025 journey, a memory that made all Chongqing people hold their heads high. Chongqing Tongliang Long advanced triumphantly, rekindling Mountain City fans' expectations for the green field. Core players such as Li Zhenquan expressed: "New season, new starting point, will go all out to play every match, the original intention to chase the championship has not changed." Changan Qiyuan General Manager Di Zhirui also solemnly declared: "Changan Qiyuan always walks hand in hand with the team, you just charge forward, leave your back to Changan Qiyuan with confidence!"

Champion Dream, Go All Out

In the 2026 season, Chongqing Tongliang Long battles in Chinese Super League as a newly promoted team. Unbeaten in the opening 8 rounds, once ranked second in the standings, momentum is like a rainbow.

Changan Qiyuan also fought hard for dreams. Established less than three years ago, brand sales exceeded 500,000 units, ranked 7th among global new energy brands. In May, Changan Qiyuan globally delivered 34,528 vehicles, AQ series year-on-year growth of 51.4%, among which the new Q05 single month global sales 19,353 vehicles, Changan Qiyuan A06 cumulative delivery exceeded 40,000 vehicles. Qiyuan speed, fully started!

No Changan without Global Presence! Under the traction of Group's "Sea Accepts Hundred Rivers" strategy, Changan Qiyuan's globalization has also pressed the acceleration button. With the global blockbuster new Q05 as vanguard, Changan Qiyuan has officially landed in Thai market, this year will also enter more global markets such as Southeast Asia, Central Asia, Central and South America, Europe, etc., enhancing global competitiveness.

Champion dream on the field, champion dream in the market, mutually motivating, meeting at the summit.

Surprise Linkage, Make a Date with Football

Even more surprisingly, international top tier and Mountain City top tier also achieved linkage in this signing. At the signing scene, Portuguese legendary goalkeeper Victor Baia and Portuguese legendary midfielder, FC Barcelona Club Sports Director Deco sent VCR to express congratulations. Chongqing Tongliang Long player representative Li Zhenquan invited Portuguese stars to Chongqing from afar, hoping to communicate face-to-face with them, let the world football hear the voice of mountain city fans, triggering expectations.

Talking about preparation situation, players expressed "Getting along well, full of spirit" at the same time, also did not forget to thank the "12th Man" accompanying the team all along—3 vehicles of Changan Qiyuan gifted U23 Hero Ride Changan Qiyuan A06, calling them "configuration is very comprehensive, just like a fully equipped teammate by the side, everywhere makes people feel very secure".

Opportunities always go only to those who are prepared. Believe every dreamer who makes themselves "fully equipped" with sweat and effort, can definitely go out fully equipped on their own tracks, and harvest desired results.

All beautiful encounters originate from mutual appreciation in the heart.

Red is the color of Chongqing Tongliang Long home jerseys, also the base color of Portugal National Team jerseys, even more the base color resonance of two teams unwilling to lose and daring to fight.

Signing Portugal National Team, linking global 500 million fans, this is the way Changan Automobile goes to the world; Fully support Chongqing Tongliang Long, rooted in local, this is the base color of Changan Qiyuan not forgetting the way back.

International IP and Local IP dual-wheel drive, is not a marketing strategy, but the underlying logic of Changan Qiyuan's globalization strategy: Open global cognition with world-class IP, consolidate brand foundation with local IP, walk with two legs, can walk more steadily, further, and more powerfully.

On June 3, Changan Qiyuan officially signed to become the exclusive partner of Chongqing Chuilong. This move comes just 10 days after it became the official partner of the Portugal National Football Team. In the short term, two football IPs with huge scale and high recognition were taken in simultaneously. Changan Qiyuan interpreted with actions what the "International + Local" dual-wheel drive strategy is. For a new energy brand established less than three years, this layout intensity has already exceeded the scope of traditional marketing, pointing to a deeper imagination space for brand globalization.

From the chief partner in July 2025 to the current exclusive partner, the fate between Changan Qiyuan and Chongqing Chuilong did not happen overnight. That journey of "fighting everywhere" itself is a perfect brand story: when Chuilong was about to break into the top league, Changan Qiyuan sent a 500-person cheering squad to cheer on-site. Afterwards, whether away or home, they always accompanied them. The moment they successfully broke into the top league, Changan Qiyuan had already become the witness and participant of this legend.

Both as Chongqing local brands, both harboring a spirit core of resilience and openness, their combination naturally carries an emotional warmth. This is not a simple business transaction, but a spiritual resonance between two dreamers. Core players like Li Zhenquan stated they would go all out for the championship in the new season. Changan Qiyuan GM Di Zhirui also solemnly declared "Leave your back, rest assured giving it to Changan Qiyuan". Such mutual commitment is enough to move any consumer watching this press conference.

Product strength is the strongest backing for the brand story. In May this year, Changan Qiyuan global deliveries reached 34,528 units. The AQ series increased by 51.4% year-on-year. Among them, the new Q05 monthly global sales were 19,353 units. Changan Qiyuan A06 cumulative deliveries broke 40,000 units. Behind these numbers reflects the acceleration of a new brand. More worth noting is, established less than three years, Changan Qiyuan brand sales have already exceeded 500,000 units, ranking seventh among global new energy brands. This achievement is bright enough among Chinese new energy car companies, and also proves the brand's strength to the outside world. The new Q05 as a global blockbuster product has officially landed in the Thailand market. This year, it will also enter Southeast Asia, Central Asia, Central & South America, Europe, and other global markets. Qiyuan speed is starting to rise comprehensively.

At the signing scene, Portuguese legend goalkeeper Victor Baia and midfield maestro Deco sent congratulatory videos. These names with high reputation in the international football circle added a world-class halo to Chongqing Chuilong. And when Li Zhenquan invited Portuguese stars to Chongqing from afar, the audience could feel that the confidence of Chinese football is rising, the voice of Mountain City fans is being heard by the world. The players also praised the 3 A06 units gifted by Changan Qiyuan non-stop, calling them "Full-spec teammates". This metaphor is extremely ingenious, cleverly linking product completeness with team completeness, subconsciously strengthening brand connotation.

From the perspective of cross-border cooperation, Changan Automobile's sports marketing has always had a method. The brand once established the sports attribute and reliable image of the brand in consumers' minds through multiple event sponsorships. Whether cooperating with football, tennis, or other sports items, Changan insisted on choosing the IP that best represents the brand spirit and target consumer group. This time Changan Qiyuan's dual IP strategy represents a more mature marketing thinking. Using international top traffic like the Portugal National Team to open global cognition. Using local IP like Chongqing Chuilong to solidify brand foundation. Red is both the color of Chuilong's home kit, and the symbol of the Portugal team. The undefeated, dare-to-fight spirit of the two teams perfectly fit Changan Qiyuan's brand temperament. This is not an accidental coincidence, but a carefully designed brand narrative.

The deeper strategic logic lies in the information Changan Qiyuan wants to convey to the outside world is a true global brand that will not forget the way it came. Under the traction of the Group's "Inclusivity" strategy, Changan Qiyuan not only wants to show its talent on the international stage, but also keep warmth in the local market. Walking with two legs, only then can walk more steadily, further, and stronger. Signing the Portugal National Team links 500 million fans globally, while fully supporting Chongqing Chuilong roots in the local. This is a complete plan for multi-level brand building. When consumers see the Qiyuan brand in the global market, they will recall Portugal's glory. When Chongqing consumers see Chuilong struggling hard on the court, the Changan Qiyuan around them becomes the direct witness of this dream.

From the CSL promoted newcomer to the Portugal National Team, from local emotion to the international stage, Changan Qiyuan, with every cross-border choice, interprets a new energy brand's global vision and brand warmth. That 500,000+ sales data is the most solid support for this vision and warmth.

On June 1, Changan Automobile officially released May production and sales data, with total deliveries of the entire vehicle lineup reaching 209,100 units that month, including 70,700 units delivered overseas, a year-on-year surge of 38%. New energy vehicle deliveries reached 92,400 units, a year-on-year increase of 5.8%. The rapid growth in the overseas market has become the most direct manifestation of Changan Automobile's years of in-depth cultivation in the globalization arena and the implementation of the "Ha Na Bai Chuan" strategy.

Multi-brand matrix full-domain overseas expansion   

Relying on the synergistic force of five major brands — Avatr, Deepal Automobile, Changan Qiyuan, Changan Automobile (Gravity), and Changan Kaicheng, Changan continues to promote the parallel overseas expansion of fuel and new energy lines. Relying on differentiated product strength, it continues to break circles in many global markets such as Europe, Southeast Asia, Latin America, and Middle East Africa, achieving a steady climb in Changan Automobile's overseas sales.

From the performance of sub-brands overseas, all sub-sectors are blossoming, and growth highlights emerge endlessly. Among them, Deepal Automobile's May sales were 33,243 units, a year-on-year increase of 30%; overseas cumulative sales from January to May reached 28,704 units, a huge year-on-year increase of 167%. Relying on the excellent range, smart configuration, and overall vehicle quality of new energy products, Deepal quickly opened up overseas market space, becoming the backbone force for Changan Automobile to attack the overseas market.

Changan Qiyuan delivered 34,528 units in May, of which the main model, the all-new Q05, delivered 15,812 units. Moreover, only three days after landing in the Thai market, orders exceeded 3,000 units, gaining recognition from a large number of local users in a short time, marking the rapid landing of Changan's self-developed new energy products in the Southeast Asian mainstream market.

High-end brand Avatr delivered 7,336 units in May, setting a new high for the year. The new model Avatr 07L appeared in the Ministry of Industry and Information Technology declaration announcement and will become one of the first models in the industry equipped with Huawei Qiankun ADS 5 intelligent driving system. Relying on high-end product power, Avatr anchors the global high-end new energy track, with business covering more than 40 countries and regions such as Thailand, Middle East, Singapore, Brazil, and the overseas sector has achieved profitability first. According to the plan, Avatr will officially enter the European market within this year, and by 2030, it will cover more than 110 countries and regions, establish more than 700 overseas channel touchpoints, and the overseas sales share will reach 40%.

Looking at Changan Automobile (Gravity) again, it delivered 48,900 units in May. Relying on blockbuster fuel and hybrid models such as CS75PLUS, Eado Blue Whale Super Engine, with the advantages of people-friendly pricing and ultra-low fuel consumption, its products continue to gain volume in the domestic and international home fuel vehicle markets.

Changan Kaicheng focuses on the commercial vehicle track, delivering 21,100 units in May, with new energy sales growing by 21% year-on-year. Changan Kaicheng is deeply bound to the group's globalization strategy, landing KD assembly projects and brand flagship stores in places like Uzbekistan and Mexico. Pure electric light commercial vehicles, extended-range pickups, etc., have become differentiated overseas volume-selling items, forming category complementarity with passenger cars such as Avatr, Deepal Automobile, Changan Qiyuan, Changan Gravity.

Overall, the product matrix of full categories, multiple price points, parallel fuel and new energy lines has broken the limitations of single model exports, helping Changan Automobile open sales channels in countries with different consumption levels and different vehicle usage environments globally, promoting the group's overseas sales to continue to rise.

Strategic upgrade empowers global deep cultivation   

Behind the steady rise in sales, the underlying empowerment of Changan Automobile's three core strategies cannot be separated. The New Energy "Shangri-La" Plan, the Intelligent "Beidou Tian Shu" Plan, and the Globalization "Ha Na Bai Chuan" Plan collaborate to empower product exports. Blue Whale Super Engine hybrid technology achieves a significant reduction in fuel consumption of fuel vehicles; Golden Bell self-developed batteries, multi-in-one efficient electric drive, solid-state battery and other technologies comprehensively empower new energy models; "Tian Shu Intelligence" upgrades automotive safety from traditional passive safety to an active intelligent "Pan-Safety" system, and Tian Shu Pilot end-to-end technology is about to be mass-produced on vehicles in the second half of the year. A series of hardcore technologies jointly create differentiated product competitiveness.

The eye-catching overseas sales report card is also a microcosm of the landing of the globalization "Ha Na Bai Chuan" plan iterating from 1.0 to 2.0. Changan Automobile has built 22 overseas manufacturing bases, including Thailand Rayong factory, with a capacity of 350,000 vehicles/year. The market covers 118 countries and regions, 1,124 overseas sales outlets, and the number of launched models has doubled to 41 models. In 2025, Changan Automobile's overseas sales reached 637,000 units, a year-on-year increase of 18.85%.

At the 2026 Beijing Auto Show, Changan Automobile officially released the "Ha Na Bai Chuan" Plan 2.0, establishing the four major principles of "Long-term, Localization, Systematic, ESG Construction Integration", promoting the upgrade of globalization development to a comprehensive business mode such as manufacturing, trade, investment, service, ESG construction, etc. By 2030, it strives to achieve overseas sales of 1.5 million units.

On May 22, Changan Automobile's "Ha Na Bai Chuan" globalization strategy welcomed a milestone cooperation node. In Lisbon, Portugal, Changan Automobile officially signed a global strategic cooperation agreement with the Portuguese Football Federation (FPF), becoming the Portuguese national team's global official partner. With the 2026 US-Canada-Mexico World Cup approaching, Changan Automobile will rely on the global exposure of world-class football events to break the inherent cognitive barriers of European local consumers towards Chinese car brands, efficiently promoting the localization communication of the European regional brand.

Europe is a key layout area of Changan Automobile's globalization strategy and also the core battle market of the "Ha Na Bai Chuan" Plan 2.0. In the future, Changan Automobile will focus on Changan Qiyuan Q05, Deepal S05, Deepal S07, and Avatr series models, allowing Chinese automotive innovation technology to benefit more European users.

Looking at the global map, relying on the "Ha Na Bai Chuan" Plan 2.0 top-level design, Changan Automobile will continue to promote localization operations and brand deepening in key global areas such as Eurasia, Southeast Asia, Central and South America, and Middle East Africa in sync. On one hand, it solidifies the industrial foundation through localization, on the other hand, it leverages top-tier sports IPs to achieve brand breakthroughs, steadily promoting the advancement from product exports to brand exports, to industrial exports. With the 6th Chongqing Auto Show approaching, Changan Automobile will also centrally exhibit multiple main models and globalization landing results. Standing on the era wind tunnel of independent brands going global in batches, the globalization layout of Changan Automobile led by the four principles is still accelerating continuously. In the future, it will continue to perfect the global industrial chain and brand system, continuously enhancing the discourse power of Chinese automobiles in the global market.

Written by | Zhao Shi 

Like suddenly breaking through barriers, Changan Qiyuan's growth momentum this year is particularly strong. From January to May, cumulative sales of Changan Qiyuan exceeded 132,000 units, up 85% year-on-year, with May sales reaching 34,528 units. Against the backdrop of a double-digit year-on-year decline in the domestic new energy market, this performance stands out remarkably.

The new Qiyuan Q05 (hereinafter referred to as Qiyuan Q05) deserves special mention. May sales exceeded 19,300 units, launching a hit mode with sales breaking the 10,000 unit mark for 3 consecutive months—March: Q05 delivered 12,600 units; April: surged to 16,800 units, topping the list of domestic compact pure electric SUV sales.

▲ May 28, New Qiyuan Q05 Launches in Thailand

Not only exploding orders domestically, the Qiyuan Q05 also rose to fame quickly in the Southeast Asian market, Changan Qiyuan's first entry. On May 28, Qiyuan Q05 (NEVO Q05) launched in Thailand, and within just 3 days, orders broke through 3,000 units.

This means Changan's narrative of "anchoring on global mainstream products to conquer overseas markets" has received its first official certification on the Qiyuan brand.

Central Enterprises Going Global, The Real Stature 

Don't look at the Thai market as small, it is a realm that Chinese auto companies must compete for!

Thailand is located in the center of Southeast Asia. Relying on its unique port hub advantages, it not only directly radiates the ASEAN market of 600 million people but can also conveniently cover right-hand drive markets such as Australia and the UK.

And Rayong Province, as Thailand's most mature manufacturing base, can be called a "Global Accelerator" tailored for Chinese auto companies. Thailand's largest deep-water port, Laem Chabang Port, is located to its north. From shipping from Rayong factories to goods finally reaching shelves in Australia, the entire process takes about 5-6 weeks if everything goes smoothly.

Interestingly, although the Chinese new energy brands you can think of, almost all chose Thailand as their first stop for going global, the Chinese auto companies that truly took root in Thailand, built factories locally, and officially started production are only 7 companies including BYD, Changan, Great Wall, Chery, etc. In this list, Changan is the only central enterprise-level company.

It is worth noting that unlike private enterprises with flexible mechanisms, Changan, as a central enterprise, requires stricter approval and risk assessment for heavy asset investment and factory building overseas. In other words, private enterprises going global is a market behavior, while Changan going global is a national strategy. Its success or failure directly reflects the competitiveness of Chinese manufacturing in the global industrial chain.

This is the real weight of central enterprises going global!

Top-level strategy also determines that Changan going global is not simply selling cars overseas, but must follow the new model of "base going global, ecosystem going global" which reflects the overall output strength of China's manufacturing industrial chain and has greater long-term value.

Taking the two overseas factories already in production as examples:

Changan Thailand Rayong Factory, initial annual capacity of 100,000 units, local part localization rate over 50%, future capacity will expand to 200,000 units, localization rate will exceed 90%.

Changan Brazil factory officially started production in March this year. First phase planned annual capacity of 90,000 units, total investment 8 billion Reais (about $1.52 billion). Brazil is not only the largest economy in South America but also a strategic anchor radiating the entire continent, and has been promoted to China's second largest export destination. Building a factory here is not only a transfer of capacity but also a systematic output of Chinese manufacturing, technology, supply chain, and services.

Worth noting is, although the Changan Europe factory is not settled yet, from two key signals—Spanish Prime Minister Sanchez specially met Changan Chairman Zhu Rong during his visit to China in April, releasing cooperation sincerity in a high profile, and the schedule of Qiyuan Q05 launching in Europe in the fourth quarter, the time for Changan's official announcement is not far off.

In summary, we can clearly see Changan's going global path: using bases as fulcrums, using ecosystems as links, with Southeast Asia, South America, and Europe narrating in synergy. The intention is clear—what Changan wants is not only to "go out" but also to quickly "go up".

Changan "Core Lineage", Carry the Flag and Set Out  

For Changan going global, the key to determining its success or failure is Qiyuan going global.

Some might refute me, Changan has three major new energy brands: Qiyuan, Deepal, Avatr, why emphasize the importance of Qiyuan going global in particular?

The most fundamental reason is just one, Qiyuan is Changan Auto's main brand new energy, its status is equivalent to BYD, Geely Galaxy, it can be simply understood as Changan New Energy's only "core force".

From the perspective of enterprise attributes, Deepal and Avatr both belong to central enterprise mixed-ownership reform pilot enterprises, with external capital and market-oriented shareholders participating behind them. Going global decisions need to consider the balance of interests among multiple parties.

And Qiyuan, from equity to strategy, from brand to product, is completely controlled and led by Changan—its success or failure cannot be explained by any external reason, 100% represents Changan's true capability.

So, Qiyuan going global is not an ordinary overseas market expansion, but represents central enterprises, represents Chinese manufacturing to set standards on the global stage.

In this battle, Qiyuan cannot lose, nor can it afford to lose.

Having clarified the strategic essence of Qiyuan going global, we now look at its specific operational logic:

At the technology level, Qiyuan achieved 100% self-research of core technologies, this point has an essential difference with Avatr which has extremely high "Huawei content", Deepal with high-level assisted driving externally connected to Huawei, and other brands with mixed technology.

At the product level, Qiyuan started developing "global mainstream products" adaptable globally from the product definition stage—not building the car first then fixing and selling abroad, but considering global market needs synchronously at the blueprint stage: left-hand drive and right-hand drive, different charging standards, regulatory certification for each country, localization language and ecosystem services, etc.

The new Qiyuan Q05 is undoubtedly the first successful case under this logic, started deliveries domestically at the beginning of the year, launched in Thailand in May with explosion of orders, entered Uzbekistan in June, entered Central and South American market in August, reached Europe in October—one car, sold to three continents within a year, this is the typical "global mainstream product" global strategy.

At the brand level, Qiyuan's brand logos and model naming overseas are very standardized, for example, Qiyuan Q05 is uniformly called NEVO 05 in Thailand.

Behind this, hides Changan Qiyuan's clear brand design logic: with unified brand image + standardized product naming, conveying a clear signal to overseas markets: NEVO is Changan's new energy, Chinese technology standards are NEVO's global standards.

The deeper significance lies in this replicable, output-able, rootable global brand system, what the world remembers is not a Chinese car, but a Chinese brand.

Final Thoughts 

For Chinese brands going global, it is not a choice question, but a must-answer question.

On one hand, the rapidly growing overseas market and the fierce fighting under domestic zero-sum game stock form a sharp contrast. Data shows, from January to April this year, cumulative exports of Chinese new energy vehicles reached 1.38 million units, up 120% year-on-year.

On the other hand, Chinese auto companies, Chinese brands need to test their systematic strength through global competition. Strong technology does not equal strong brand, only brands can cross the cycle.

For Changan Auto, Qiyuan is the world-class brand it strives with all its might to put on the global stage no matter what. This is Changan's mission as a central enterprise, and also Qiyuan's mission as the core lineage of a central enterprise.

At this stage, Chinese people know and choose Qiyuan because of Changan, but with the comprehensive landing of Changan's "base going global, ecosystem going global" strategy, this logic will be completely reversed—in the near future, global users will re-understand Changan because of Qiyuan, because of NEVO as a calling card.

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