CHANGAN Automobile participated in the opening ceremony of the BOI office in Chengdu, People's Republic of China, and the "China (Sichuan) – Thailand Investment and Economic Forum 2026" held at the Tianfu International Conference Center in Chengdu. Additionally, Changan's Chairman, Mr. Zhu Huarong, was honored to attend a meeting with Thai Prime Minister Anutin Charnvirakul to exchange views on Changan's investment in Thailand, the development of the electric vehicle industry, and cooperation between the public and private sectors to promote Thailand as a regional hub for electric vehicle production. In this event, CHANGAN was the only automobile company granted the honor to meet with Prime Minister Anutin.
The latest developments at the economic seminar in Chengdu, China, on 18 July 2026, became a focal point for the automotive industry when Zhu Huarong, the top executive of Changan Automobile, was the sole carmaker granted a roundtable meeting with Thai Prime Minister Anutin Charnvirakul.
This was a clear strategic signal from Changan securing its position as a leader in Thailand's electric vehicle (EV) market amid fierce price competition among Chinese carmakers.
1. Analyzing the first 3 years: advancing with an investment of 10 billion baht
Since establishing its base in Thailand in 2023, Changan has invested over 10 billion baht in setting up a manufacturing plant in Rayong province, which has already started production of new models such as the Deepal S05 and Changan Q05 (plug-in hybrid/EV powertrains).
With sales of 41,000 units across 13 models, Changan has employed a strategy of extensive product coverage, targeting every market segment from premium EVs to compact SUVs.
Employing over 1,900 Thai workers—90% of its workforce—demonstrates the company's commitment to building trust with the Thai government by focusing on domestic job creation through localization rather than short-term profit extraction.
2. Breaking down the 5-year plan (by 2030): challenging the top 3 and targeting 70,000 units per year
Changan’s long-term expansion plan through 2030 is a must-accelerate effort for its survival, featuring notable engineering and marketing highlights.
Strengthening with 4 main brands
Besides the familiar Deepal and Avatr brands, attention should be paid to the upcoming launch of Changan Nevo (a new energy vehicle focusing on value) and Changan LCV (commercial vehicles/electric pickups) to fill market gaps. Electric pickups and vans remain a large, open market in Thailand.
Planning Phase 2: doubling production capacity from 100,000 to 200,000 units
Expanding annual production capacity from 100,000 to 200,000 units clearly shows that the Rayong factory is designed not only for the Thai market but also as a "right-hand drive headquarters" exporting to 18 countries worldwide, including Australia, New Zealand, and ASEAN.
Establishing a regional R&D center
Unlike previous Chinese automakers, Changan understands that sustainable market dominance requires a research and development center in Thailand to customize suspension, acceleration, and intelligent control systems to fit local driving habits and the region's hot road conditions.
3. Strategy to pressure Thai parts manufacturers for 60% local content by 2028
The sharpest point is the announcement of cooperation with over 40 Thai suppliers to push local parts usage to 60% by 2028.
The advantage for Thai parts manufacturers (Tier 1 / Tier 2), who previously depended on Japanese carmakers, is a new opportunity to enter the electric vehicle supply chain.
In reality, electric drive technology, control boards, and batteries still largely rely on imports from China. Achieving 60% local content in two years means the automaker must pressure Thai suppliers to rapidly upgrade production processes or bring in Chinese partner firms to set up joint parts factories in Thailand.
Changan’s meeting with Prime Minister Anutin demonstrates its full readiness to comply with government support conditions, especially EV 3.0 and 3.5 measures requiring domestic production offset. Declaring the goal to become a top 3 market leader in Thailand is a direct challenge to existing market leaders, as Changan has both Chinese state enterprise funding and a product line covering luxury cars to commercial pickups. Going forward, Thailand’s automotive market will leave no room for slow-moving incumbents.
Mr. Zhu Huarong, Chairman of CHANGAN Automobile, stated: “Since establishing CHANGAN Automobile in Thailand in 2023, we have been committed to long-term investment and continuous expansion under a Localization approach. Currently, CHANGAN has launched 13 new energy vehicle models in Thailand with cumulative sales exceeding 41,000 units, generating over 1.6 billion baht in tax revenue, employing more than 1,900 Thai workers with over 90% Thai staff. We have invested over 10 billion baht to open the CHANGAN Automobile factory in Rayong province, the first production base of the CHANGAN Group outside China, beginning production of DEEPAL S05 and CHANGAN Q05 for domestic sales and exports to 18 countries worldwide. Additionally, we cooperate with over 40 Thai parts manufacturers to push for 60% local component usage by 2028.”
The company’s 5-year business plan targets launching over 10 models under DEEPAL, AVATR, CHANGAN NEVO, and CHANGAN LCV brands by 2030, aiming for annual sales of 70,000 units and aspiring to become one of the top 3 automotive market leaders in Thailand. Production capacity at the Rayong plant will expand from 100,000 units in phase one to 200,000 units in phase two, with phase two investment studies underway alongside establishing a regional research and development center to enhance innovation capabilities and support Thailand’s automotive industry development. The company also aims to increase domestic parts content to over 60% by 2028 and boost Thai employment to more than 90% by 2030.
This discussion underscores CHANGAN’s commitment to long-term investment in Thailand and continued cooperation with the government to support electric vehicle industry development policies, promoting Thailand as a regional hub for EV production and export through investment in manufacturing bases, supply chain development, and technology transfer to sustainably advance the Thai automotive industry’s capabilities.