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An insider of Changan Automobile disclosed that substantial progress has been made in the integration of Hafei and Changhe. The focus of the integration is reflected in three aspects: micro-vehicles, new energy vehicles, and image transformation. In 2011, both Hafei and Changhe will complete the rebranding process.
Image transformation completed within the year
Following the end of 2010, China Chang'an released a new brand strategy and four brand new logos including corporate, charity, commercial vehicles, and mainstream passenger vehicles. The transformation of the image has entered its brand level. The visual image design draft has been reported several times and is undergoing final changes. For the integration of Hafei and Changhe, rebranding is the embodiment of the surface. It is reported that this image transformation aims to create value.
Changhe Motor Company's development plan for the next five years has been made clear. The focus is to enhance the company's profitability and employees' income levels. We hope to expand the market share of the products by reshaping Changhe Automotive's brand. The construction plans for the three major bases in Jinghe, Jiujiang and Hefei have already taken shape. From the situation in the first two months of 2011, the company showed a good situation in both production and sales, further demonstrating the good development potential of Changhe Automotive.
It is reported that in 2011 Changhe Automobile accelerated the pace of overseas market development and actively sought to go out. In 2010, Changhe Automotive achieved the export of more than 7,000 vehicles. The products are exported to Central Asia, South Asia, South America, Africa and other regions. In particular, Changhe Automotive's Ferrada series vehicles are popular in developing countries such as Central Asia and South America.
As for the development of Changhe Suzuki, Changhe’s joint venture brand, Xu Liuping, Chairman of China Chang’an Automobile Group, said: “The integration of Changan Suzuki and Changhe Suzuki is now under consideration and needs a process. However, Changhe Suzuki is certainly our brand and will not It opened up."
Chang'an leveraging micro-car
In 2009, the development of the micro-car by Changan set the direction of “three arrowsâ€. The core of its planning is to integrate the research and development fields of Hafei and Changhe, subdivide its micro-vehicle products, and sort out the market and sales. Changhe's production capacity, on the one hand, protects product brands that have been recognized by consumers and continues to develop. On the other hand, it is necessary to improve and upgrade existing products, and new products are also being developed.
Before the above work was done, the two brand production bases also assumed another function - to ease the shortage of production capacity of the Changan brand microcar. According to reports, in November 2010, Changan Star had already started production at Hafei's plant in Harbin, and the production scale could reach 50,000 to 80,000 units. As of now, the production capacity of Hafei and Changhe factories has not yet been fully released.
New Energy Vehicle Home
In the field of new energy vehicles, the achievements of Hafei and Changhe are little known. At present, Hafei Leopard pure electric vehicles have been exported to the United States, and successfully completed the frontal 40% offset collision of the U.S. Highway Safety Insurance Association; 3000 Changhe Ederland pure electric vehicles have also been exported. However, when new energy vehicles do not have profitability at present, China Chang'an cannot allow Changan, Hafei and Changhe brands to fight each other. The research and development of new energy of the three brands will inevitably need to be integrated. Changan New Energy Vehicle Company will assume this function.
It is understood that Changan New Energy Company currently has departments such as product development department, marketing department, operation management department, and comprehensive management department. In terms of vehicle R&D, the company relies on Chang'an Automobile Engineering Research Institute. At present, there are about 400 technicians engaged in the development of new energy projects.
The above-mentioned plans for the integration of new energy vehicles will be embodied in the "Vision 2020" that Changan will release at the Shanghai Auto Show. In addition to the integration of its brands and bases, "Vision 2020" also includes Chang'an's "Twelfth Five-Year Plan" mentality, as well as medium and long-term plans for complete vehicles, parts, trade, and services. In the heavy-duty vehicles that have been missing, Changan will also have development, but it will not affect the micro-cars and cars in the main industry. In 2011, Changan will use 4.26% of its revenue last year for research and development.