Sold nearly 210,000 units, down 6.78%: Do you really understand this Changan brand?

 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.