The launch ceremony for Changan Automobile's Rayong Plant in Thailand was officially held, marking a full acceleration in Changan Automobile's globalization process. This is not only Changan's first overseas new energy vehicle plant but also the first overseas new energy vehicle base for a central enterprise in China and a practical example of Chinese technology going global.
According to the Southern Daily, Zhu Huarong, chairman of Changan Automobile, stated at the press conference on May 16, "We will adhere to long-termism and localism and fully build the Rayong Plant into a global overseas benchmark for Changan."
Now, Chinese automotive brands have progressed from the initial stage of product export to brand export and industry export. The official commencement of production at Changan's Rayong Plant symbolizes Changan Automobile's complete transition from product export to industry export, paving a unique three-step route for Chinese automotive brands to go global, setting a new model for industrial export. Over the next three years, Changan Automobile plans to launch 12 new energy models in Southeast Asia, accelerating the global reach of "Technology Changan."
From Product Export to Industry Export Accelerating Changan Automobile's Globalization
A persistent challenge for Chinese automobiles going global is "adapting to local conditions." Adapting Chinese automotive products to meet global standards and aligning with varying local market needs is crucial for entering a new market.
This means that market strategies tailored to local conditions and strengthening localized operations are key for Chinese automotive brands to truly go global. Changan's official commencement of production at Rayong Plant offers valuable insights for Chinese automobiles on operating locally abroad.
The Southeast Asian market has long been dominated by Japanese gasoline cars, and Changan's successful entry into Thailand requires substantial offerings to secure a niche in emerging overseas markets.
More crucially, strengthening localized operations necessitates a set of global manufacturing standards and an international talent pool to truly establish a foothold in the Thai market.
In terms of the manufacturing system, the Rayong Plant has created Changan's overseas CPS lean manufacturing system, focusing on building leadership, productivity, and site strength. It integrates seven major operating systems and six key consistent processes, highlighting the "soul" of Changan Automobile’s lean management. On the technological front, leveraging Changan CAPDS global research and development process, the Rayong Plant focuses on building core capabilities in new energy, intelligence, adaptability development, and testing, aiming for technological innovation and product optimization tailored for Southeast Asia and right-hand drive regions.
The official commencement of production at Changan's Rayong Plant will not only facilitate Changan Automobile's accelerated global development, using Thailand as a starting point to go global but also explore new paths from product export to industry export, and promote local new energy vehicle industry chain upgrades.
With the Rayong Plant as a base, Changan Automobile has also established three local companies and a localized operational team in Thailand: Southeast Asia, Changan Thailand Sales, and Changan Thailand Parts. This has led to increasingly mature localized operations in Thailand.
This is why Changan Automobile chose to adopt a "Three-Step" strategy, outlining a unique path for Chinese automotive brands going global through product export, brand export, and industry export.
In 2023, Changan Automobile launched the globalization "Inclusive" plan, accelerating the expansion into five major regional markets outside China, aiming to become a world-class automotive brand.
Now, Changan Automobile has basically completed its layout in five major overseas regions, establishing markets in Southeast Asia, Europe, the Middle East and Africa, Central and South America, and Eurasia. It has advanced the construction of local subsidiaries and localization marketing capabilities, strengthened market retail orientation, and product competition strategies, and precisely allocated commercial resources.
Currently, Changan Automobile has initially formed a globally coordinated industrial chain layout. In April 2025, Changan Automobile achieved a retail total of 206,047 vehicles, an increase of 5.2% year-on-year; New energy vehicle retail reached 71,349 units in April, rising up to 46.7%, with the Changan Qiyuan, Blue Whale, and Avita brands taking the lead in the smart electric vehicle market. Changan Automobile exemplifies the "Three-Step" strategy of product export, brand export, and industry export, setting a new model for the export of Chinese automotive brands and Chongqing vehicles, highlighting Changan's role as a central enterprise.
