Chinese automotive giant Changan is signaling intentions to build a high-impact vehicle – a potential “dream machine” – to rapidly establish its brand presence in the competitive European market. This move comes as the state-backed manufacturer expands beyond its origins as an arms producer (dating back to the 1860s) and Jeep licensee, now evolving into a major automotive player with a dedicated UK R&D center since 2010.
Strategic Brand Building Through Performance
Changan’s recent entry into the UK retail sector with the Deepal S07 electric crossover and the upcoming S05 highlights a calculated approach to gaining traction. However, design chief Klaus Zyciora – formerly of Volkswagen (responsible for the ID series) – suggests that a more assertive vehicle is in development.
“Cars are freedom machines and dream machines…Let’s celebrate that.” – Klaus Zyciora
The firm is looking to build a vehicle that will make a strong impact on the market. The VIIA concept from 2023, a three-seat GT, hints at the direction Changan could take, with a potential two-to-three-year development timeline aligning with Chinese industry standards.
Balancing Innovation with Market Appeal
Changan appears focused on leveraging its sub-brands (Avatr, Deepal, Nevo) to capture different segments. Deepal, in particular, is seen as a key driver for attracting younger, performance-oriented buyers. Zyciora emphasizes the importance of striking a balance between radical design and mainstream acceptability.
The company’s current lineup of Deepal crossovers (S05, S07, S09), the L07 saloon, and the G318 4×4 demonstrates a pragmatic approach to entering established markets. However, the “dream machine” suggests a willingness to take greater risks.
Calculated Risk in Automotive Design
Zyciora cautions against reckless experimentation. He acknowledges the fine line between innovation and failure, stating that pushing boundaries without considering consumer appeal can lead to catastrophic missteps.
“If you say ‘I want to break every rule…you might be very brave…but the risk is higher.” – Klaus Zyciora
Changan’s approach will likely prioritize design elements considered universally “valuable” and “attractive” to de-risk the project. This suggests that while the dream machine will be bold, it won’t stray into alienating territory.
In conclusion: Changan is positioning itself for a major push in Europe, leveraging both established models and a forthcoming flagship vehicle. By carefully balancing innovation with market pragmatism, the company aims to not only compete but to carve out a distinct identity within the automotive landscape.
