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Among the head enterprises of independent car enterprises, a number of independent car enterprises have launched their high-end brands, realizing the impact of enterprises into the middle and high-end market, including Geely Lecker brand, Great Wall WEY brand, Chery Xingtu brand, Dongfeng Lantu new energy brand, etc., while the high-end brand of Changan Automobile has not been heard for two to three years since it was proposed. Recently, Zhu Huarong, chairman of Changan Automobile, mentioned the internal high-end brand again, confirming that the project is still in preparation.

During the Beijing auto show, Zhu Huarong said in a media interview, "the high-end brand is a topic that Changan can't get around." In 2017, when Changan's third venture was 1.0, it was clear that Changan would have a high-end brand, but what exactly is it going to do and how is it going? now I can only say that please look forward to it, because the brand sometimes needs to remain a little mysterious. "

He further revealed, "with regard to the high-end brand of Changan, we will explain it to you in the near future." We are indeed very cautious about this brand. After all, many independent car companies have taken many detours on the high-end road of the brand. However, we have not interrupted the plan and are still demonstrating it in detail. Please look forward to it in the industry. "

On the road of the development of middle and high-end brands, independent car companies have not only failed selling cases, but also successful cases. Among them, Quan Zhi Automobile and Bowo Automobile are all a big attempt by independent car companies to explore the middle and high-end market, but they are eventually resold because of poor development. The Guanzhi brand was founded in November 2011 by Chery Automobile and the Israel Group. The first mass production model, the Guanzhi 3 sedan, went on sale at the end of November 2013. Positioning the middle and high end of the market, its dismal sales performance made it a hot potato, and finally, after several twists and turns, Baoneng Group's strategic investment concept officially won Qoros in December 2017.

In the case of successful survival, Lectra and WEY are the representative brands. Among them, Lecker is a joint venture between Geely, Volvo and Geely Holdings Group. Relying on the technical support of Volvo, Lecker is recognized by some consumers. So far, Lectra has launched five series of models: 01, 02, 03, 05 and 06. Lecker sold a total of 87192 cars from January to August 2020, an increase of 15.5% over the same period last year.

Some people in the industry once thought that it was too difficult for Chinese local car companies to try to break through by building new independent high-end brands. On the other hand, the voice believes that Chinese automobile enterprises will die if they do not take the road of internationalization, but brand awareness will not go up, so globalization must first solve the problem of brands, and the introduction of independent high-end brands is an important way.

At present, Changan Automobile has two passenger car brands, Changan passenger car and Auchan passenger car, which have a good momentum of development. Zhu Huarong believes that Changan passenger cars seek brand upward, so they launched a series of high-end UNI products; at the same time, he hopes to use the Auchan brand to try the shared operation of Changan resources, so as to promote the brand partition in Changan cars and promote the high-end.

Zhu Huarong said that "independent car companies have taken many detours on the road of high-end brand". With such an understanding, perhaps Changan Automobile will have different views on high-end brands, which is also worth looking forward to.

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