Changan Auto partners Landor to revamp brand identity

Chinese automotive brand Changan Auto has partnered with Landor to revitalise its brand identity as part of its global expansion. The rebranding aims to resonate with international audiences and fuel growth in key markets. 

Landor was appointed to handle Changan's brand value globalisation following a competitive pitch in March last year.

As a rising global automotive force from China, Changan Auto needed a brand story that captured its ambition and innovation. The revitalised brand strategy and identity  integrate Changan brand with a distinct yet harmonious presence. This strategy underscores Changan's commitment to providing access to high-quality, advanced mobility, positioning the company as a driver of change and a pioneer of innovative driving experiences. 

The creative concept 'Beyond the Horizon' underpins the new visual identity. It incorporates sophisticated gradients inspired by the natural world, symbolising innovation and progress.  

The visual language in photography and film captures the spirit of boundless exploration, portraying individuals not just as drivers, but as pioneers forging their own paths towards a richer, more fulfilling life. 

"Partnering with Changan Auto on their global journey has been a privilege," said Steven Gao, business director of Landor China. "Our collaboration has resulted in a powerful brand strategy and visual identity that will position Changan for success in key international markets and contribute to the continued growth of the Chinese auto industry on the global stage." 

Changan Auto has already launched in multiple global markets, including Thailand, the Middle East, and South America, with plans for further expansion in 2025.

On the other hand, the brand has solidified its corporate development objectives, with an aim to achieve a group-wide sales target of 2.8 million vehicles in 2024. Within this, domestic sales are projected at 2.204 million vehicles, new energy vehicle sales at 750,000, and overseas sales at 480,000.

Looking ahead to 2025, the group aims for sales between 3.5 and four million vehicles. This includes 2.8 to three million in domestic sales, 1.2 million in new energy vehicle sales, and 700,000 in overseas sales. By the year 2030, the company envisions reaching a global sales volume of five million vehicles. This ambitious target includes four million vehicles in domestic sales, three to 3.5 million in new energy vehicle sales, and 1.2 million in overseas sales.

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