ChangAn’s European Debut: Strategy Meets Reality in Mainz

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today we take a deep dive into ChangAn’s big European reveal—not just the debut of the Deepal S07, but a multi-brand strategy that signals long-term intent. Is Europe ready for ChangAn? And just as crucial: is ChangAn truly ready for Europe? With quotes from key players and firsthand impressions from the event, we explore what sets the brand apart—and where challenges remain.

Plus, we put ChangAn’s entry into context with other Chinese brands pushing into Europe and the shifting dynamics of the EV race.

Let’s get into it.

Mainz, March 21, 2025 – At first glance, it may have looked like a typical product launch. But what unfolded in Mainz was more than just the unveiling of a new electric vehicle. ChangAn, one of China’s leading automotive groups, used the occasion to send a message: it is entering Europe with ambition, structure—and staying power.

The event brought together media, partners, and industry experts from across Europe. At its center: the launch of the Deepal S07, a mid-size electric SUV. But surrounding it was a broader strategy, framed by Chairman Zhu Huarong as a continuation of a long-standing commitment to Europe. “We may be new to the European market,” Zhu said, “but our footprint here dates back to 2003, when we opened our first design center in Italy. Europe is part of our development DNA.”

ChangAn: From Domestic Champion to Global Contender

ChangAn is no newcomer in China. With 41 years of experience, a workforce of around 82,000, and more than 26 million vehicles delivered, the company is a mainstay of the Chinese auto industry. It has evolved from a national manufacturer into a global contender, supported by R&D centers in Nottingham, Chongqing, and Turin, and strategic partnerships with the likes of Ford and Mazda.

Now active in more than 90 markets, ChangAn faces its biggest test yet: Europe. With its strict safety regulations, discerning customers, and tech-savvy competitors like Tesla, VW, Renault, BYD, Nio, and XPeng, the European market demands more than just technical readiness. It requires cultural fluency and trust.

To build that trust, ChangAn is leaning on deep-rooted preparation rather than flashy promises. Its three design centers—located in Turin, Yokohama, and Nottingham—shape a European-inspired design language that feels deliberate rather than imitative.

Three Brands, One Vision

ChangAn’s market entry is carefully structured, with three distinct brands:

• Deepal – A tech-forward EV brand with a digital focus

• Avatr – A premium brand developed with Huawei, emphasizing design, personalization, and user experience

• ChangAn – The core brand, positioned as a reliable family solution with mass-market appeal

Deepal takes the lead. The S07 will hit German roads in Q3 2025, followed shortly by the smaller S05. The plan: a gradual rollout across ten European markets by the end of 2025. By 2027, ChangAn intends to offer eight models in Europe—both EVs and plug-in hybrids—under the ChangAn and Deepal brands. Avatr will follow with its flagship models, the Avatr 11 and 12, both of which blend software sophistication, ambient lighting, and high-end interiors.

“We don’t build show cars,” says Klaus Zyciora, former VW design chief and now ChangAn’s Vice President Global Design. “We build everyday companions. The S07 combines intuitive usability, clear design language, and smart use of space.”

Local Presence, Long-Term Commitment

ChangAn’s ambitions for Europe are not short-term. Nic Thomas, Head of Marketing and Sales for ChangAn Europe—and formerly responsible for Nissan’s global EV strategy—made that clear in conversation. “We’re combining Chinese tech with European design,” he said. “But most importantly, we’re investing locally—with sales infrastructure, engineering, and a clear commitment to Europe.”

A new European headquarters is under construction in Munich, and a parts hub is being established in the Netherlands. Around 500 employees are already active in Europe, many of them automotive veterans. According to Thomas, that number will double by 2027.

Production remains in China for now, but that too is set to change: “We will build cars in Europe before 2030. That’s our commitment,” Thomas stated. He also emphasized OTA software updates, responsive user interfaces, and a service network ready from day one.

Key quotes from Nic Thomas at a glance:

• European production? “Yes, before 2030.”

• Team in Europe? “About 500 today, more than 1,000 soon.”

• Software approach? “OTA updates, based on user feedback.”

• Design philosophy? “European at heart. Turin has been active for 20 years.”

• Customer focus? “Service quality from day one is essential.”

Still, Thomas remains realistic: “We know the competition. But we bring quality, experience, and a willingness to adapt. That’s more than some others managed.”

Avatr’s Emotional Tech Appeal

Alongside Deepal, Avatr is entering the spotlight. Developed in partnership with Huawei, the brand positions itself as premium, emotional, and intelligent. Avatr Chief Designer Nader Faghihzadeh—formerly of BMW—describes the mission as creating “companions, not just vehicles,” with high-end materials, advanced lighting, and responsive in-car environments.

“Avatr represents a new kind of luxury,” he said. “Not status symbols, but spaces that evolve with you. That understand you. That reflect your values.” It’s a bold vision, more akin to Apple or Art Basel than traditional car launches. The Avatr 11 and 12 are technically impressive and visually futuristic—but whether European customers are ready for this interpretation of luxury remains to be seen.

The Road Ahead for ChangAn in Europe

While ChangAn’s launch is well-prepared and the product lineup promising, the road to European success is steep. In addition to fierce competition from Western and Chinese brands, ChangAn must navigate political headwinds such as the EU’s ongoing anti-subsidy investigation and a market that remains skeptical of new entrants.

ChangAn is betting on reliability over hype. On quiet confidence rather than loud disruption. But that restraint may also pose a challenge: the Deepal S07 is solid, but not groundbreaking. It offers many things already available—from a brand that still lacks name recognition.

The groundwork is there. The infrastructure is growing. The strategy is sound. But the European market demands more than specs—it demands emotion, identity, and everyday relevance.

As Nic Thomas put it, “We know what we’re up against. But we’ve built a compelling package—and we’re ready to listen and evolve.”

The real test won’t come in press releases or launch events. It will happen on daily drives, work commutes, and highway charging stops. That’s where ChangAn must deliver.

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Sebastian & team | China EV Pulse

📸 _{Image Credits (in order of appearance): ChangAn}