Dear Team:
We will soon usher in a promising 2015. On behalf of the company, I would like to express our heartfelt thanks for the hard work of all employees, and extend New Year greetings to the staff and their families living around the world!
2014 has been a year of impressive results. Over the past year, the company established a plan to "reform the brand, quality and systems," which led to sales of nearly 2.6 million cars - an increase of 22.6%. Changan has become a domestic powerhouse, selling 780,000 units, an increase of 45%.
This year, Changan broke sales records it has achieved over 30 years in the auto industry. From the Changan microcar introduced in 1984 to 10 million units sold by 2014, Changan began export operations this year by expanding into South America. Changan is also the first independent Chinese automaker to sell over 10 million units over its span of existence, as well as the first to establish global research and development operations.
Changan is having a breakthrough year in terms of brand building. The new passenger car brand slogan, “Forward, closer to you”, Changan vehicles were exhibited in auto shows around the world, including Russia and Iran. The brand’s influence was also extended by the sponsorship of the television show “The Wonderful Chinese People,” which reaches over a billion viewers. New media activities allow the company to reach 14 million people. Changan’s brand image - youthful, trendy, dynamic, and quickly growing – resonates with its audiences. 2014 saw successful launches of the CS75, New Benni, Yue Xiang V7, and other new products.
This is a year in which Changan reaped the fruits of innovation and transformation. We successfully launched new products such as CS75, New Benni, Yue Xiang V7. The Changan quality authentication system CA – TVS was launched, in addition to six new technology strategies, such as energy efficiency, safety, intelligence. With close attention paid to reliability, Eado and Raeton have reached the quality of mainstream joint venture automobiles. Every day there are 7,000 new Changan users, of which 30% are converted from joint venture brand users. The sales of Eado, CS, and Yue Xiang series ranked No.1 among Chinese brands. Changan is injecting technology into joint venture companies and showing leadership as the best-selling Chinese automotive brand.
In 2014 we witnessed Changan’s new achievements, new highlights, and new changes. It is now 2015, and we look forward to Changan’s new developments, new heights, and new achievements.
Taking a look at the big picture, since the Chinese economy has entered middle to high speed growth, the car industry has entered a "micro-growth" and "micro-profit" phase as the new normal. Looking at Changan, commercial vehicles are currently in an adjustment phase, passenger cars are in an investment phase, our overseas business is ramping up, and joint venture cooperation is deepening. Although Changan still faces many challenges, we need to be committed to active change, stick to our core vision, move fast, and aim to win a new round of competition.
Looking at 2015, we are shouldering a heavy duty with hopes in our hearts. In 2015, I believe that as long as the entire staff follows our "Vision 2025," views “branding, deepening customer relationships, improving quality, enhancing systems" as the key tasks, with confidence and solid work, we can achieve our production and management goals of 2015 and give a good start for our "Vision 2025", we will definitely be able to build a world-class automobile business with the great journey. Continue to grow to new heights!
I wish you and your family a happy New Year! Changan drives the world!
Changan Chairman - Xu Liuping Changan CEO - Zhu Ronghua
22 April 2015
