Chinese automotive brand Changan sold 3,600 units in Spain during its first nine months on the market without a major global marketing campaign, relying instead on local dealer initiatives. Manuel Pérez Casado, director general comercial Changan España, stated that the brand expects to comfortably surpass 4,000 units by October and aims for more than 5,000 units overall.
Local Dealership Networks Drive Sales
The sales volume achieved so far relies on a network of dealers that invested heavily from the beginning through targeted local marketing campaigns. A major television campaign launched in June, alongside the debut of a plug-in hybrid in Barcelona, provided an initial boost in market awareness.
The company utilizes a technical center in Birmingham, United Kingdom, when anything is needed at a technical level.
Brand Families and Model Rollouts
The company structures its vehicle lineup into distinct brand families based on target markets and powertrains. Changan Automobile acts as the overarching corporate group, while Nevo serves as the mainstream high-volume brand family focused on accessible new-energy vehicles. Sportier models are marketed under the Deepal brand, and high-end luxury vehicles use the Avatr name.
Changan is considering opening a plant in Spain, following other Chinese carmakers that have located production in the European nation https://t.co/AZM1igfXZ8
The newly introduced Nevo Q05 measures 443 centimeters in length, placing it in the large B-SUV segment. This model complements the existing Deepal S05 in the C-SUV category and the S07 in the D-SUV segment. The company also plans to introduce a smaller B-SUV measuring 423 centimeters long.
Customer Demographics and Financing
Early buyers of Changan and Deepal models have primarily been tech-savvy early adopters aged 35 to 60. Battery electric vehicles (BEVs) accounted for approximately 75 percent of initial sales, though the introduction of plug-in hybrid variants has broadened the customer base. Financing partners have rejected very few credit applications, indicating strong purchasing power among buyers.
Spare Parts Logistics and After-Sales Support
To avoid delivery delays common among new market entrants, Changan established a pan-European parts distribution agreement with logistics provider Kuehne+Nagel. Major logistics hubs operate in the Netherlands and Verona, while a domestic warehouse in Azuqueca de Henares, Spain, supplies 85 to 90 percent of reference parts within a 48-hour window across the Iberian Peninsula.
Future Expansion Plans in Spain
Changan is evaluating the introduction of the CS55 Plus HEV self-charging hybrid model, which is currently sold in South America, for a potential release in Spain by late 2027. The company also intends to open a dedicated technical center in Spain to conduct local vehicle testing and engineering improvements, supplementing existing capabilities at the Birmingham technical facility.
Frequently Asked Questions
What is the sales target for Changan in Spain?
The brand anticipates surpassing 4,000 units sold by October and aims for a total exceeding 5,000 units in line with its initial business projections.
How are spare parts delivered to Spanish dealerships?
Through a partnership with Kuehne+Nagel, a central warehouse located in Azuqueca de Henares supplies 85 to 90 percent of parts within 48 hours across the peninsula.
Where are Changan vehicles designed and engineered?
Vehicle styling is developed in Piedmont, Italy, while steering and suspension systems are tuned at the company’s technical facility in Birmingham, United Kingdom.
Related reading