Changan Automobile, one of China’s top four automotive groups, is actively planning its entry into the Malaysian market, with plans to potentially introduce its new energy sub-brand Deepal and premium EV brand AVATR, further expanding its local product lineup.
If the plan proceeds smoothly, Malaysia’s EV market is poised for another wave of new competition. In terms of brand positioning, Deepal and AVATR represent Changan’s “two routes” in the new energy sector. Deepal targets the mid-to-high-end mainstream EV market, emphasizing a balance of design, tech features, and range—aligning with many Chinese new energy SUVs and sedans already active in Malaysia. Models like the Deepal S07 and SL03 have gained recognition in China for their futuristic design, AR-HUD, smart cabins, and advanced driver-assistance systems, with a more avant-garde tone than Changan’s traditional fuel vehicles.
AVATR, a premium EV brand developed through technical collaboration between Changan, Huawei, and CATL, takes a different approach, focusing on the luxury intelligent EV segment from inception. Both the AVATR 11 and subsequent AVATR 12 center their core selling points on Huawei’s ADS advanced intelligent driving system, HarmonyOS cockpit ecosystem, and high-performance electric drive platforms, emphasizing “intelligent luxury.” In short, AVATR’s product philosophy aligns more with high-end EVs emphasizing tech experiences rather than just price or range comparisons.
Thus, if AVATR enters Malaysia, it will likely compete directly with existing luxury EVs, not just other Chinese brands.
Changan’s timing to enter Malaysia is not surprising. As the Malaysian government continues to promote new energy vehicle adoption and charging infrastructure improves, consumer acceptance of EVs has risen significantly. The once brand-dominated EV market has evolved into a diverse landscape, with rapid expansion across segments from entry-level to luxury, urban commuter to high-performance flagship.
For new entrants, this presents both opportunity and pressure. Opportunities lie in the growing market—brands with strong product strength and rational pricing can quickly build visibility. However, consumers now no longer “blindly buy” Chinese EVs, instead prioritizing brand background, after-sales systems, software stability, and residual value.
In other words, strong products are basic; a robust system is critical. Industry sources indicate that if Changan officially enters Malaysia, it will likely start with CBU imports to test the market, then assess CKD local assembly based on response. This strategy mirrors most Chinese new energy brands’ Southeast Asian expansion paths, minimizing upfront investment risks while retaining pricing flexibility.
Regarding pricing, based on China’s domestic pricing and regional tax structures, Deepal models are expected to fall within Malaysia’s mainstream mid-to-high-end EV range, while AVATR will target luxury EV buyers at a higher price point.
Overall, Changan’s successful entry into Malaysia will elevate competition from product specifications to intelligence and ecosystem levels. Particularly, Huawei’s technical backing for AVATR is set to become a focal point for promotion and market discussion. Malaysia’s EV market competition is set to intensify further, with Changan, Deepal, and AVATR adding fuel to the fire.
BYD
