Elektrifikasi global menguruk semula sistem pembahagian tugas industri automotif, kelebihan model eksport kenderaan tunggal semakin pudar, keupayaan operasi tempatan merentas rantai nilai penuh menjadi pembahagi utama kereta China untuk bersaing di pasaran global. Tenggara Asia凭借... -> Tenggara Asia凭借 -> Berkat rangkaian perjanjian perdagangan bebas, infrastruktur sokongan automotif yang matang dan dasar sokongan tenaga baharu, menjadi medan utama pelaburan kapasiti pengeluaran jenama tempatan, Thailand sebagai hab utama industri automotif ASEAN, terus menarik pengeluar kereta tempatan teratas untuk menempah base pengeluaran, kerjasama industri sudah berkembang daripada jual beli produk kepada pengikatan mendalam dalam pembinaan rantai industri, tempatanisasi teknologi dan penjanaan bakat tempatan. 2026 年中泰四川经贸投资论坛落地 -> Forum Pelaburan Ekonomi Perdagangan Sichuan China-Thai 2026 akan dilaksanakan, Changan Automobile sebagai satu-satunya pengeluar kereta China diundang beroperasi di Thailand, telah menamatkan perbincangan aras tinggi dengan Perdana Menteri Thailand, hasil penerapan industri 3 tahun di Thailand dan pelan kapasiti pengeluaran penyelidikan jangka sederhana dan panjang, menunjukkan jelas logik asas strategi globalisasi jenama tempatan teratas semasa, juga memberikan contoh tipikal untuk industri memerhatikan transformasi keluaran kereta China.

本土产能形成闭环，完整产业链落地重塑区域供给体系

Kapasiti pengeluaran tempatan membentuk kitaran lengkap, pelaksanaan rantai industri yang lengkap mengubah semula sistem bekalan wilayah. Sejak memasuki pasaran Thailand pada 2023, Changan Automobile terus meneruskan pelaburan tempatan rantai penuh, pelaburan 9 bilion Baht untuk membina kilang kenderaan tenaga baharu luar negara Rayong, lengkapkan kitaran lengkap bekalan pengeluaran tempatan eksport merentas sempadan, mengubah keadaan pasaran sebelum ini di Tenggara Asia yang bergantung kepada import kenderaan tenaga baharu, sehingga kini jualan kumulatif kenderaan jenama di Thailand mengatasi 41,000 unit, 13 model kenderaan tenaga baharu telah dilancarkan menutup sektor pasaran utama tempatan, 2 model pengeluaran tempasan mencapai eksport ke 18 negara, Thailand rasmi menjadi hab pengeluaran Changan yang merentasi pasaran memandu kanan global.

Perkongsian industri, jenama menyertakan lebih 40 syarikat komponen tempatan untuk operasi serentak, sekaligus memperkenalkan 10 syarikat sokongan utama China ke Thailand untuk membina kilang, melengkapi kekurangan infrastruktur tiga komponen kuasa elektrik tenaga baharu Thailand, mendorong perubahan industri automotif bahan api tradisional tempatan ke arah elektrifikasi, data operasi secara langsung menunjukkan nilai simbiosis industri, sumbangan cukai kumulatif melebihi 1.6 bilion Baht, serap pekerjaan tempatan lebih 1,900 orang, kadar tempatanisasi bakat hampir 90%. Dari dimensi industri, model ini melonjak daripada pelan lapisan cetek pembinaan kilang pengeluaran, melalui penggerak pemasangan hulu, membantu negara tuan rumah memperbaiki asas industri tenaga baharu, pada masa yang sama mengurangkan kos rantai bekalan merentas sempadan kereta, membentuk model keseimbangan pemberdayaan dua hala antara kereta dan industri tempatan, berbeza dengan pelan ringan kebanyakan jenama luar negara yang hanya melakukan pemasangan kenderaan lengkap.

中长期规划锚定区域龙头，研发产能人才三维加码产业深度绑定

Perancangan jangka sederhana dan panjang yang dilepaskan oleh perbincangan, menyampaikan dengan jelas orientasi strategik Changan yang mengasuh Tenggara Asia bukan keuntungan jangka pendek, sasaran empat dimensi pasaran, kapasiti, penyelidikan, bakat dilancarkan serentak, membina sistem operasi tempatan yang mampan. Pasaran pihak dirancang tahun 2030 penjualan tahunan Thailand mengatasi 70,000 unit, menyerang kedudukan keempat industri, kedudukan kedua jenama China tempatan, terus menekan ruang pasaran kereta bahan api asing tradisional dan jenama tenaga baharu Jepun-Korea. Kapasiti pihak pada 2028 memulakan hujah pengembangan fasa kedua kilang Rayong, bergantung pada kawasan kilang matang sedia ada untuk membebaskan skala pengeluaran lebih besar, sepadan dengan keperluan permintaan pasaran tenaga baharu ASEAN yang terus berkembang.

Penyelidikan dan tempatanisasi rantaian bekalan menjadi titik usaha teras, perusahaan dirancang menegakkan Pusat Penyelidikan Wilayah Thailand, sekaligus menetapkan sasaran tahun 2028 kadar pembelian komponen tempatan melebihi 60%, mencapai penyesuaian teknologi keperluan jalan raya dan iklim tempatan, mengurangkan kos penyesuaian teknologi luar negara. Dimensi bakat dirancang tahun 2030 skala pekerja tempatan diperluas ke 3,000 orang, kandungan kakitangan tempatan dalam jawatan teknologi dan pengurusan dikekalkan lebih 90%, membina pasukan operasi tempatan yang terkawal sendiri. Jika dilihat dari sudut industri, pelan ini memusnahkan model operasi tradisional yang dominan oleh kakitangan yang dihantar perusahaan luar negara, menurunkan kos pengurusan transnasional melalui jangka panjang pembinaan bakat, sekaligus memanfaatkan penyelidikan tempatan menyesuaikan pasaran wilayah, adalah ciri tanda peningkatan tahap kematangan globalisasi jenama tempatan.

政企双向协同构建发展底座，东南亚成中国车企全球战略核心支点

Peringkat kerajaan Thailand jelas memandang Changan sebagai rakan kongsi teras peng产业升级 industri tenaga baharu negara, berjanji untuk terus melengkapi asas industri, logistik sokongan, sistem pembinaan bakat, mengeluarkan dasar khas untuk sokong perusahaan menamatkan sasaran pasaran jangka sederhana dan panjang. Kerajaan tempatan secara jelas mengenali kekurangan industri tenaga baharu tempatan, bergantung pada sistem pembuatan tiga komponen kuasa elektrik lengkap perusahaan China, memperbaiki kekurangan transformasi elektrifikasi dengan cepat, memanfaatkan kapasiti asing meningkatkan daya saing eksport global industri automotif negara sendiri.

Changan Sektor Tenggara Asia dalam forum ekonomi dan perdagangan membahagikan penilaian industri, kini jenama tenaga baharu China sudah menguasai status dominan pasaran kenderaan elektrik Thailand, kelebihan eksport yang dibawa oleh perjanjian perdagangan bebas berganda menutup sepenuhnya pasaran memandu kanan global, adalah logik teras jenama yang berakar tegas tempatan. Dari pemerhatian strategi puncak perusahaan, pelan Thailand adalah pembawa pelaksanaan penting Strategi Global 1445 Changan dan Rencana Haina Baichuan 2.0, jenama rasmi menamatkan transformasi dari perdagangan eksport ke operasi bersepadu sistem pelaburan pengeluaran perkhidmatan. Bergantung pada sistem penyelidikan bersama global 6 negara 10 lokasi, 24,000 personel penyelidikan transnasional terus mengeluarkan teknologi teras tenaga baharu, ditambah dengan skala jualan pengeluaran global hampir 3 juta unit pada 2025, pasaran luar negara sudah menjadi lengkung pertumbuhan kedua jenama, base Thailand tepat adalah pembawa teladan pelaksanaan sistem globalisasi ini.

Dari sudut makro industri, persaingan pasaran Tenggara Asia sudah lepas daripada persaingan harga produk semata-mata, sama ada dapat memacu peng产业升级 rantaian industri negara tuan rumah, membina sistem penyelidikan dan bakat tempatan, mencapai pelaburan industri stabil jangka panjang, menentukan daya saing jangka panjang wilayah jenama. Banyak perusahaan asing luar negara hanya merancang kilang pemasangan, kekurangan pemasangan hulu dan penyelidikan tempatan, jangka panjang akan sukar menyesuaikan keperluan pengulangan cepat elektrifikasi wilayah, kelebihan rantai industri lengkap jenama tempatan China membentuk halangan persaingan pembezaan di sini.

写在最后：产业共生重塑自主品牌全球竞争新范式

Penutup: Simbiosis Industri Mempupuk semula Paradigma Baharu Persaingan Global Jenama Tempatan. Pelan tempatanisasi mendalam Changan Thailand, mewakili logik keluaran perusahaan China menyelesaikan pengulangal asas, secara彻底 meninggalkan model perdagangan lapisan cetek eksport kenderaan lengkap semata-mata, berjalan keluar jalan simbiosis industri yang berbilang dimensi serentak pengeluaran, pemasangan, penyelidikan, bakat. Bergantung pada kelebihan kerjasama ekonomi perdagangan China-Thailand, Changan melalui base tenaga baharu Rayong membuka laluan eksport pasaran memandu kanan ASEAN dan global, tidak hanya membantu Thailand melengkapi kekurangan rantaian industri tenaga baharu, menarik pekerjaan dan pertambahan cukai tempatan, juga bergantung pada dasar industri negara tuan rumah dan kelebihan lokasi memperkukuh定位 hab wilayah Asia-Pacifiknya sendiri. Dalam latar belakang besar rekonstruksi pembahagian tugas elektrifikasi automotif global, idea operasi jangka panjang ini yang mengikat mendalam tempatan, mengimbangi pertumbuhan perusahaan dan peng产业升级 negara tuan rumah, membina halangan pembezaan berbeza daripada model pemasangan aset ringan perusahaan tradisional luar negara, menyediakan contoh industri matang untuk pelan globalisasi sistemik jenama tempatan domestik, terus memajukan industri automotif China dari keluaran produk ke operasi globalisasi rantai industri lengkap.

Global electrification is reconstructing the automotive industry division of labor system. The dividend of the single complete vehicle export model is gradually fading. Full-value-chain localized operational capability has become the core watershed for Chinese automakers participating in global market competition. Southeast Asia, relying on free trade agreement networks, mature automotive supporting foundations, and new energy policy support, has become the core battlefield for new energy vehicle capacity deployment for independent brands. As the core hub of the ASEAN automotive industry, Thailand continuously attracts domestic top automakers to establish manufacturing bases. Industrial cooperation has progressed from simple product trading to deep binding stages of supply chain co-construction, technology localization, and talent localization. The 2026 China-Thailand Sichuan Economic and Trade Investment Forum landed. Changan Automobile, as the only Chinese automaker invited to operate in Thailand, completed a high-level meeting with the Prime Minister of Thailand. Its three-year industrial landing results in Thailand and medium-to-long-term capacity R&D planning clearly show the underlying logic of the current top independent brand's globalization strategy, and also provide a typical sample for the industry to observe the outbound transformation of Chinese automakers.

Localized Capacity Forms a Closed Loop, Complete Industrial Landing Reshapes Regional Supply System

Since entering the Thai market in 2023, Changan Automobile has continuously promoted full-chain localized investment. With an investment of 9 billion Thai Baht, it built the Rayong overseas new energy complete vehicle factory, completing the complete loop of local supply for production and cross-border export. This changed the market pattern where Southeast Asian new energy complete vehicles relied on imports. As of now, the brand's cumulative sales of complete vehicles in Thailand have exceeded 41,000 units. 13 new energy models have been launched, covering local mainstream niche markets. 2 local mass-produced models have achieved export supply targeting 18 countries. Thailand has officially become the manufacturing hub for Changan to radiate the global right-hand drive market.

At the level of industrial synergy, the brand collaborates with over 40 local parts enterprises operating simultaneously, and simultaneously introduces 10 domestic core supporting enterprises to build factories in Thailand, making up for the shortcomings of Thailand's new energy three-electric systems supporting facilities, and promoting the transformation of the local traditional fuel vehicle industry chain towards electrification. Operational data intuitively reflects the value of industrial symbiosis, with cumulative tax contributions exceeding 1.6 billion Thai Baht, absorbing over 1,900 local jobs, and the talent localization rate is close to 90%. From an industry perspective, this model breaks out of the superficial layout of simply building factories for production. By driving the landing of upstream supporting industries, it helps the host country improve its new energy industry foundation, while reducing cross-border supply chain costs for automakers, forming a balanced mode of mutual empowerment between automakers and local industries, distinct from the lightweight layout of many overseas brands that only perform complete vehicle assembly.

Medium-to-Long Term Planning Anchors Regional Leader, R&D, Capacity, and Talent Three-Dimensional Investment Deeply Binds Industry

The medium-to-long term development plan released by the talks clearly conveys Changan's strategic orientation to deeply cultivate Southeast Asia rather than seeking short-term arbitrage. Goals in four dimensions—market, capacity, R&D, and talent—are implemented simultaneously to build a sustainable localized operation system. On the market side, it is planned to exceed 70,000 annual sales in Thailand by 2030, aiming for the second position among Chinese brands and the fourth position in the industry locally, continuously squeezing the market space for traditional foreign fuel vehicles and Japanese/Korean new energy brands. On the capacity side, the Rayong Factory Phase II expansion demonstration will be launched in 2028. Relying on the existing mature factory area, a larger manufacturing scale will be released to match the growing new energy consumption demand in ASEAN.

Localization of R&D and supply chain has become a core focus. The enterprise plans to land a Thailand regional R&D center, simultaneously setting a target for local parts procurement rate to exceed 60% by 2028, achieving technology adaptation to local road conditions and climate needs, and reducing overseas technology adaptation costs. In terms of talent, the plan is to expand the local employee scale to 3,000 by 2030, maintaining the proportion of local personnel in technical and management positions above 90%, building an autonomous and controllable local operation team. Analyzed from an industry perspective, this plan breaks the traditional mode where overseas automakers are dominated by expatriate operations. It reduces cross-border management costs through long-term talent cultivation. At the same time, it adapts to regional markets through local R&D, which is a characteristic feature of the improved maturity of independent brands' globalization.

Government-Enterprise Two-Way Synergy Builds Development Foundation, Southeast Asia Becomes Core Pivot of Chinese Automakers' Global Strategy

At the Thai government level, Changan is clearly regarded as the core partner for the country's new energy industry upgrade, committing to continuously improve the industrial infrastructure, logistics supporting, and talent cultivation systems, and issuing special policies to support enterprises in completing medium-to-long term market goals. The local government clearly recognizes the shortcomings of the local new energy industry. Relying on the complete three-electric manufacturing system of Chinese-owned automakers, it quickly makes up for the shortcomings of electrification transformation, and uses foreign production capacity to enhance the global export competitiveness of its own automotive industry.

The Changan Southeast Asia Division shared industry judgments at the economic and trade forum. Currently, Chinese new energy brands have mastered the dominant position in the Thai electric vehicle market. The export advantages brought by multiple free trade agreements fully cover the global right-hand drive market, which is the core logic for the brand to firmly root locally. From the perspective of top-level corporate strategy, the Thailand layout is the key landing carrier for Changan's 1445 Global Strategy and the Inclusive Plan 2.0. The brand has officially completed the transformation from export trade to an integrated system of manufacturing investment and service operation. Relying on the global collaborative R&D system of 6 countries and 10 locations, 24,000 cross-border R&D personnel continuously output core new energy technologies. Superimposed on the nearly 3 million units of production and sales volume globally in 2025, the overseas market has become the brand's second growth curve. The Thailand base is exactly the benchmark carrier for the landing of this globalization system.

Placing it from a macro industry perspective, the Southeast Asian market competition has already moved beyond simple price competition of product prices. Whether it can drive host country industry chain upgrades, build local R&D and talent systems, and achieve long-term stable industry investment determines the brand's regional long-term competitiveness. A large number of overseas foreign automakers only layout assembly factories, lacking upstream supporting industries and local R&D investment. In the long run, they will find it difficult to adapt to the regional electrification rapid iteration demand. The complete industry chain advantage of Chinese independent brands forms a differentiated competitive barrier here.

Conclusion: Industrial Symbiosis Reshapes New Paradigm of Independent Brand Global Competition

Changan Automobile's deep localization layout in Thailand represents a fundamental iteration of the outbound logic of Chinese automakers, thoroughly saying goodbye to the superficial trade model of single complete vehicle exports, and walking out an industrial symbiosis path with multi-dimensional synergy of manufacturing, supporting, R&D, and talent. Relying on the dividends of China-Thailand economic and trade cooperation, Changan uses the Rayong new energy base to open up export channels for the ASEAN and even global right-hand drive markets. It not only helps Thailand make up for the shortcomings of the new energy industry chain and drives local employment and tax growth, but also relies on the host country's industrial policy and location advantages to solidify its own Asia-Pacific regional hub positioning. Against the backdrop of global automotive electrification reconstructing the division of labor, this long-term operation idea that deeply binds to the local, balancing enterprise development and host country industry upgrade, builds a differentiated barrier distinct from the lightweight assembly model of traditional overseas automakers. It provides a mature industry model for the systematic global layout of domestic independent brands and continuously promotes the advancement of China's automotive industry from product output to full industry chain global operation.

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.

Who says there is no "Chinese national team" in the 2026 World Cup?

A rising SOE star in the automotive world, a Chinese brand is making its debut.

The drums of the 2026 World Cup hosted by the USA, Canada, and Mexico have not yet sounded, and a global surge in football fervor has already begun. At this critical juncture, Changan Automobile, the "national team" of China's automotive industry, officially partnered with Portugal's National Football Team, a powerhouse of European football, in Lisbon.

On May 22, both parties signed a global strategic cooperation agreement themed "Stay in the game (Always in the Game)", marking the first time a Chinese automaker has become an official partner of a top-tier European football national team.

This "meeting at the peak" crossing national borders is not only a milestone in Changan Automobile's global strategy but also a highlight moment for Chinese car brands on the World Cup stage to show their intelligent manufacturing strength to the world.

The 2026 World Cup in the USA, Canada, and Mexico hasn't started yet, but in this marketing drama watched by the world, why did Changan Automobile emerge first? Why did the Portugal National Team, featuring one of the two legendary superstars of this World Cup, Cristiano Ronaldo, choose to cooperate with Changan Automobile?

01 National Team Qualification: Lighting Up the World Stage

Although the Chinese Football National Team failed to appear on the field of this World Cup, Changan Automobile, as the "SOE National Team", landed on this globally watched "pitch" first in a more strategic way.

As a new SOE directly managed by the State-owned Assets Supervision and Administration Commission, Changan Automobile has long surpassed simple product exports, turning towards global output of brands and values. This partnership with the Portuguese Football Association is a vivid practice of its "No Overseas, No Changan" philosophy.

At the signing ceremony site, both parties jointly released the brand co-branded film "Sounds like Changan" and successfully completed the overseas delivery of the first Deepal S05 plug-in hybrid model (PHEV) in Europe.

At the same time, Changan Automobile officially launched long-distance testing of related models in Europe, comprehensively testing the vehicle's performance in range, fast charging, energy consumption, and durability.

These specific actions not only demonstrated Changan Automobile's "always online" brand posture but also sent a clear signal to the world: Chinese smart manufacturing has the strength to participate in the global high-end market competition.

This is not only a business cooperation but also a spiritual endorsement. When Cristiano Ronaldo leads the Portugal team to strive for the last World Cup, Changan Automobile is also writing a chapter of struggle belonging to Chinese brands on the global stage with the identity of "new SOE". Although the two fields are different, they share the same gene — a persistent pursuit of excellence.

02 Spiritual Resonance: Why Portugal?

Changan Automobile's choice of the Portugal National Team was not an accidental hot marketing, but a high degree of fit based on spiritual core and strategic goals.

From a spiritual level, the resilience and ambition accumulated by the Portugal National Team over a hundred years resonate deeply with Changan Automobile's corporate DNA that has experienced three entrepreneurial phases and constantly breaks through itself.

Whether it is Cristiano Ronaldo's extreme self-discipline for 20 years like one day, or the competitive backbone of the Portugal team rising in adversity, all interpret the true meaning of "Stay in the game" — not a flash in the pan, but a daily persistence and love. This is highly consistent with the corporate spirit emphasized by Changan Automobile Chairman Zhu Huarong: "If you don't move forward, you must retreat."

From a strategic dimension, Europe is a must-fight land for Changan Automobile's global layout. As the birthplace of the global automotive industry, the European market is both a challenge and a key springboard for brand leapfrogging for Chinese brands.

By binding the Portugal National Team, a world-class IP, Changan Automobile can not only effectively break cultural barriers and brand cognition barriers but also use its strong momentum radiating to Europe, Latin America, and global fan groups to accelerate the transition from "product going global" to "brand going global".

As Zhu Huarong emphasized in the "146" global strategy: In the next five years, 100 billion level resources will be invested to promote globalization, achieving overseas sales doubling to 1.5 million by 2030, striving for 1.8 million. This cooperation is the latest move in this grand blueprint.

03 Behind Qualification: High-speed Advancing Globalization

The World Cup hasn't started yet, but Changan Automobile has already taken the lead on the dual tracks of marketing and strategy. This confidence of "sounding before fighting" stems from its solid layout in the international market over many years.

In recent years, Changan Automobile has firmly promoted the "Open to All Oceans" Plan 2.0, building a "152" global layout, with business covering Southeast Asia, South America, Middle East & Africa, Euro-Asia and other key regions. From the production of the first overseas new energy vehicle factory in Rayong, Thailand, to the formal operation of the Brazilian factory; from the 2025 overseas sales breaking 637,000 units, to the first batch of 500 Deepal S05s exported to Europe in 2026, every step highlights the deep cultivation concept of "Long-term, Localization, Systematization, and Integrated ESG Construction".

Especially at the technical level, Changan Automobile focuses on Blue Whale Superelectric Hybrid and Tianyu Intelligent System to create the "Global Hybrid Chinese Solution" and promotes intelligent driving and smart energy ecology construction. These hard-core technical supports enable Changan Automobile to accept rigorous tests in the European market and have the confidence to compete on the same stage with world-class brands.

This signing is also an accelerator for Changan Automobile's transformation from "selling products" to "building brands and ecosystems". In the future, Changan will not only launch co-branded merchandise and star interaction fan benefits but also use the World Cup window to let global users see a Chinese brand image that is technology-led, warm, and trustworthy.

Conclusion: Always Online, Meeting at the Summit Together

"To be the best, or nothing." This golden life quote by Cristiano Ronaldo is firmly imprinted in the hearts of hundreds of millions of football fans.

And this has become the best footnote for Changan Automobile to accelerate its growth into a global enterprise.

From the banks of the Jialing River in Chongqing to the Luz Stadium in Lisbon, from Europe, the birthplace of football, to the vast USA, Canada, and Mexico, amidst the roaring applause of the World Cup, from the sales champion of fuel sedans to the pioneer of new energy overseas, Changan Automobile is entering the center of the world stage with an open posture and firm steps.

This "meeting at the peak" with the Portugal National Team is not just a juxtaposition of two names, but a convergence of two struggling spirits, a two-way journey of "Chinese Smart Manufacturing" and "Sports Powerhouses", and also a summer feast of Chinese automobiles and global users.

When Cristiano Ronaldo steps onto the World Cup journey for the last time, what he represents is the curtain call of an era and the continuation of unyielding spirit; while the overseas path of Changan Automobile is the rise of a national brand and the opening of the future. Under the shared belief of "Stay in the game", whether on the green field or the global track, they have chosen — always online, never withdraw.

I believe that as the 2026 World Cup curtain rises, the world will see: a team fighting for glory and a brand traveling for dreams, walking hand in hand towards the peak under the same sky.

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.

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)

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.

Recently, Changan Automobile released sales data for May 2026. According to official poster information, Changan Automobile's overall May deliveries reached 209,100 units, of which overseas deliveries were 70,700 units, a year-on-year increase of 38%, and new energy vehicle deliveries were 92,400 units.

Image Source: Changan Automobile Poster Screenshot

Looking at the specific performance of its sub-brands and business segments:

Changan Qiyuan delivered 34,528 units in May, with the Qiyuan AQ series growing 51% year-on-year. The new Q05 model delivered 15,812 units; orders for this model in the Thai market exceeded 3,000 units within three days of launch.

Deepal May sales reached 33,243 units, up 30% year-on-year. From January to May this year, Deepal cumulative sales were 130,531 units, up 15% year-on-year. Among them, Deepal S05 monthly sales in May were 18,866 units, with cumulative sales exceeding 220,000 units. In addition, Deepal's cumulative overseas sales from January to May were 28,704 units, up 167% year-on-year.

Avatr Brand May deliveries were 7,336 units. Among them, Avatr 07L debuted in the Ministry of Industry and Information Technology announcement, and will be the first to be equipped with Huawei Qiankun ADS 5.

Changan Automobile (Main Brand) May deliveries were 48,900 units. The brand recently launched an event for the fourth-generation Eado and fourth-generation CS75PLUS Blue Whale Ultra Enjoyment dual cars, where the CS75PLUS Blue Whale Ultra Enjoyment launch price starts from 79,900 yuan, and the official emphasized its "low fuel consumption, 1500 kilometers per tank".

Changan Kaicheng May deliveries were 21,100 units, with new energy vehicle deliveries growing 21% year-on-year.

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.