CHANGAN Thailand has launched the new brand "NEVO" to aggressively enter the electric vehicle market, setting a goal to become a top 3 leading Chinese automotive brand in Thailand.
Mr. Deng Zhitao, Managing Director of CHANGAN Auto Southeast Asia Co., Ltd., Managing Director and Chairman of CHANGAN Auto Sales (Thailand) Co., Ltd., and Managing Director of CHANGAN Auto Components (Thailand) Co., Ltd., stated that the success in 2025 marked a significant milestone for CHANGAN AUTOMOBILE in driving its VAST OCEAN Plan strategy to expand globally.
The company has designated Thailand as a strategic location for CHANGAN in Southeast Asia to elevate its global role. A key step was the official opening of the CHANGAN Automobile factory in Rayong Province in May 2025, establishing the first new energy vehicle production base outside China.
This facility also serves as a production hub for the ASEAN market and right-hand drive vehicle markets worldwide. This marks a major advancement in implementing the company's VAST OCEAN Plan. In December of the same year, the factory successfully exported its first batch of vehicles to Europe, demonstrating the plant's capabilities and reinforcing Thailand's position as a global production center under the concept "Made in Thailand, Sold Globally."
Meanwhile, CHANGAN AUTOMOBILE China announced a new milestone, celebrating production exceeding 30 million vehicles, propelling CHANGAN into the global top 10 automakers. It is the fastest Chinese brand to reach cumulative production and sales of over 30 million units, underscoring its genuine global growth success.
Mr. Chris Wu, Marketing Director for Thailand and Vice President of CHANGAN Auto Sales (Thailand) Co., Ltd., said that in 2025, CHANGAN Thailand achieved total sales of 14,065 units, an 80.9% increase from the previous year, ranking 4th among Chinese car brands in Thailand.
After only two years investing in Thailand, this reflects strong foundational positioning in the Thai market. The products and price ranges are well suited to the Thai market, resulting in excellent consumer reception.
Additionally, the company has implemented a strategy to build a CHANGAN user community, comprising the first group of Thai users who accept and trust the CHANGAN brand, helping to drive brand awareness for the company.
The year 2025 was a year of solid foundation building. For 2026, the focus shifts to elevating structure toward further growth, emphasizing quality improvement over quantity.
To achieve these goals, the company has set four key strategies: Dual-Brand Synergy, which involves empowering the two main brands DEEPAL and NEVO without internal competition.
DEEPAL – a brand for the new generation: notable for modern, sleek design, offering intelligent technology experiences that meet the needs of younger customers, reinforcing the brand’s image as technologically advanced.
NEVO – a brand for modern families: designed for contemporary families under the concept "The Smart Mobility Home," focusing on convenience, reliability, safety, and value to meet the needs of families using new energy vehicles (NEV) in the mass market, linking brand awareness with family lifestyles to create a genuine family car brand image.
"Both brands will cover a price range from 400,000 to 1,400,000 baht, aiming to clearly differentiate each brand rather than competing internally, allowing each to have distinct roles that strengthen one another."
Building a Sustainable Product Matrix: a strategy to develop a sustainably growing product portfolio focusing on key products including:
Lumin – an entry-level model targeting new customers, positioned as a modern electric vehicle for urban travel and a second car option for families.
DEEPAL S05 – the core product driving company sales, strengthening the new energy SUV segment in the mass market.
DEEPAL New S07 – elevating the brand’s premium image, positioned in the mid-to-upper market segment.
Nevo Q05 – the growth accelerator for CHANGAN in 2026, targeting the family new energy vehicle market.
The company will continue developing products and smart innovations by upgrading vehicle models, increasing the frequency of OTA software updates, and efficiently managing the product life cycle to keep products fresh and sustainably enhance competitiveness.
For 2027, the company plans to launch two new SUV models to maintain continuous product development and drive innovation in the market.
Service System: enhancing after-sales service in three main areas: improving service efficiency with a target of over 93% first-time repair success rate and parts availability; establishing Thailand’s first technical center for Battery, E-drive, and E-control.
This aims to develop electric vehicle maintenance capabilities in Thailand and strengthen dealer after-sales service to provide customers with confidence and worry-free experiences from purchase through long-term use.
Enhance Trust-Based Relationships: progressing the development of the withU user brand, a CHANGAN vehicle user community, to strengthen customer relationships beyond buyer-seller interactions, transforming owners into brand ambassadors to build an ecosystem of buying, usage, and experience sharing, as lasting trust arises from genuine user recommendations.
Channel Strategy: Balancing Scale Expansion and Healthy Operation: building a solid and strong partnership foundation, developing dealer sales channels to balance network expansion with sustainable business operations, targeting expansion to 100 dealers covering 60 provinces nationwide.
The plan includes deep coverage of all major areas in Bangkok and its metropolitan region (BMR), elevating brand image by fully implementing CHANGAN 4.0 showroom standards, and improving dealer support policies to jointly manage profitability risks, aiming for sustainable long-term growth together.