In the July new energy vehicle market, Deep Blue delivered a report card worth attention: global sales of 29,213 units, a year-on-year increase of 7.52%. Cumulative sales from January to July reached 193,369 units, a year-on-year increase of 13.48%. More critically, the brand's global cumulative sales have already surpassed 910,000 units, just one step away from the million milestone. S07 has cumulatively exceeded 300,000 units, S05 has cumulatively exceeded 250,000 units, breaking 30,000 units in a single month for 4 consecutive months. It is indeed rare for a new energy vehicle brand incubated within a central state-owned enterprise system to achieve such speed among Chinese brands. What did Deep Blue do right?

What does the state-owned enterprise system give Deep Blue?

To understand Deep Blue's growth path, one must look back to Changan's strategic layout. Deep Blue's predecessor can be traced back to Changan's "Shangri-La Plan" early exploration. In July 2022, the first model SL03 was launched, and Deep Blue thus became one of the first brands to land in Changan's new energy racing lane. In July 2025, Changan Automobile was officially elevated to Changan Automobile Group, becoming a new central state-owned enterprise. As one of the group's three major digital intelligence new energy brands, Deep Blue's positioning and resource allocation have gained new imaginative space.

The greatest advantage the state-owned enterprise system brings to Deep Blue is the room for error. The new energy vehicle industry is a long-distance race that requires continuous burning of capital. Private enterprises often have to pursue short-term returns in the face of patience in the capital market, while Deep Blue can make long-cycle investments in core technologies. The Origine Super Integrated Electric Drive has cumulatively produced over one million units, with working condition efficiency reaching 94.13%. This number is currently first in the world. The Golden Bell Cover battery won the Second Prize of the National Science and Technology Progress Award twice — this kind of technological breakthrough requiring long-term accumulation is hard to obtain such strong resource tilting in the decision-making logic of private enterprises.

It also did not miss the tactics of the new forces

With the confidence of the system, Deep Blue did not take the old path of traditional state-owned enterprises in products and marketing. The most obvious move was the cooperation with Huawei. Deep Blue S07 is equipped with Huawei Qiankun ADS SE intelligent driving system, becoming the only SUV in the 150,000 yuan-level segment equipped with Huawei intelligent driving. This positioning is very precise — the demand for intelligent driving among consumers in the 150,000 yuan-level segment is already very high, but there are almost none that can provide a Huawei intelligent driving solution at the same price level. Deep Blue made a layout here in advance, forming a differentiated advantage.

The all-new S05 was launched on August 6, with a starting price of 115,900 yuan. It comes standard with a LiDAR across the entire series. Equipping LiDAR starting from the entry-level version is rare in the same class. Deep Blue's thinking is very clear: not using configuration to create differences between high and low trims, but spreading intelligent driving capabilities as basic capabilities. In terms of technical reserves, in the second half of the year, pure electric models will be equipped with 800V high-voltage platforms and 6C supercharging technology.

Overseas layout is also accelerating. The Rayong factory in Thailand has officially started production. S05 ranked first in pure electric SUV registrations in Spain. The global map is advancing from Southeast Asia to Europe. There is also a detail easily overlooked: Deep Blue has announced achieving "phased profitability", being the first among state-owned new energy brands to do so. While most new energy vehicle companies are still struggling in the abyss of losses, Deep Blue has already run through the profitability model, indicating that its cost control and pricing strategy have found a balance point.

After one million, where is the ceiling?

910,000 units to one million units is just one step away, but after one million units, it is an even harder exam. Deep Blue's current main products are concentrated in the 100,000 to 200,000 yuan price range. This is the golden area for volume, but also the battlefield with the thinnest profits. The upward brand pull has not been truly established yet. In the high-end market above 300,000 yuan, Deep Blue has no cards to play. More subtly, within the Changan system, there is Avatr with a higher positioning, and cooperation with Huawei is deeper. How to maintain the brand distinction between Deep Blue and Avatr is a question that Changan Group needs to answer.

Final Thoughts

Looking back at Deep Blue's growth trajectory, its success is not accidental — the state-owned enterprise system's room for error gave the confidence for technical accumulation, the new force's product tactics ensured competitiveness on the market side, and the endorsement of Huawei intelligent driving supplemented the key short board of intelligence. With the superposition of the three, the achievement of today's 910,000 units was born. Deep Blue's sample value as a state-owned new force lies in proving one thing: the system is not a burden, the key lies in how to use it. After 910,000 units, one million units are within sight. What Deep Blue needs to do next is to build a deeper brand moat on top of the scale. On the road of state-owned new energy vehicles, Deep Blue has already walked out a sample worthy of reference.