Changan’s European debut: “Design talent is what you need to create success”
China’s oldest automaker and one of the ‘Big Four’ in the country has officially arrived in Europe – Car Design News reports
Fully reclined, eyes closed and enveloped in a gentle seat massage while Chinese pop music pulsed through the surround-sound speakers, CDN appeared to have time travelled to a land of ultimate comfort.
In reality, we were inside the Avatr 12, a sleek electric sedan from Changan’s premium EV brand which is promised to arrive in Europe soon.
On the cusp of achieving the pinnacle of automotive-induced zen, we remembered that we were not here for a nap, but for Changan’s grand European launch event in Mainz, Germany. Here, the brand was introducing the all-electric Deepal S07, the first Changan model heading to Europe.
And with the car dressed in a Car Design News-approved shade of orange, we immediately felt an affinity with the vehicle.
A design that stands out in the crowd
From its signature narrow headlights to the flowing LED strip that runs the width of the rear, the S07 is an exercise in refined athleticism.
Integrated door handles, a discrete rear spoiler and a wind-cheating silhouette reinforce its aerodynamically optimised form, while its imposing dimensions – 4,750mm in length, 1,930mm in width and 1,625mm in height – lend it the road presence of a segment leader.
When asked how Changan’s design philosophy differentiates itself from the rest of the pack, Klaus Zyciora, Changan’s global head of design, confidently remarked: “Design talent is what you need to create success… If you look at Deepal with its unique light signatures, the sharp and edgy treatment of its surfaces, the great stance, the great proportions, that’s something that you immediately recognise when it drives by.”
He’s not wrong. The S07 boasts an undeniably distinctive presence, crafted at the company’s Italian design centre in Torino, where European sensibilities were fused with Changan’s technological strengths.
Pleasingly, the clay process is still respected and actively invested in by Changan. “We have just expanded our [clay modelling] facilities in Torino massively and also added a lot of clay stations to enable us to process projects quickly,” Zyciora noted. “We invested in two massive milling machines that can push out models very fast. So, for us the sensitivity of surfacing needs to be reviewed, honed and tuned in clay and we will continue to cultivate that.”
Tech that talks back
Inside, Changan has ensured that the S07 is as smart as it is stylish. The vehicle is powered by a Qualcomm Snapdragon 8155 chip, which provides a seamless infotainment experience.
The focal point of the interior is a 15.6-inch touchscreen that can pivot towards either the driver or the front passenger – a rare and thoughtful touch that emphasises usability. Apple CarPlay and Android Auto are, of course, present and accounted for.
Perhaps the most sci-fi feature, though, is the advanced AR-HUD (Augmented Reality Head-Up Display), which projects vital information like navigation and safety alerts directly into the driver’s field of vision. “The user experience, the UI design, the digital assets – the way you talk to the machine – all of these elements shape a brand,” Zyciora explained. And in the S07, they do so with a level of refinement that’s hard to ignore.
Comfort fit for a yacht
Stepping inside the S07, you’re immediately aware of its yacht-like ambience. Customisable, breathable and electronically-adjustable seats offer high levels of comfort, whether you’re cruising through city streets or tackling a cross-country road trip.
Rear passengers are treated to their own multifunctional touchscreen, from which they can control the dual-zone air conditioning and even operate the electric sun blinds. And if that’s not enough to make the cabin feel airy, the 1.9-square-meter panoramic sunroof should do the trick.
Storage is also generous, with 28 thoughtfully-placed compartments ensuring your everyday carry has a dedicated space. The boot, meanwhile, provides ample room for luggage, shopping or whatever else life throws your way.
Changan’s grand European entrance
Changan’s arrival in Europe isn’t just about the Deepal S07 – it’s about establishing a serious presence. The company has already made waves in China, where it operates under various brand names, including Deepal and Avatr, alongside joint ventures with Ford, Mazda, and JMC.
As of April 2024, Changan’s Chinese brands had collectively sold over 26.3 million units worldwide – a number that is only set to grow with its European expansion. We are told that UK customers should keep an eye out for Avatr as the brand will be making its way to the UK soon. If the Deepal S07 represents Changan’s elegant and tech-savvy side, Avatr brings a more premium, performance-oriented edge to the table.
The challenge of standing out
Launching a new brand in Europe isn’t an easy task. The market is saturated, and Chinese automakers, in particular, have to fight against outdated perceptions. But Changan seems prepared. “In China, you have to come up to speed fast. The competition is brutal – over a hundred brands fighting for customer attention. If you don’t deliver something remarkable, you’re done,” Zyciora noted. “But we believe in our approach: blending Western creativity with China’s technological strengths.”
That approach includes an emphasis on customer co-creation, a strategy that Changan has successfully implemented in China and intends to replicate in Europe. “For us, it’s very important that customers really admire and like what we do. That matters. And I’m fully convinced that will give us an advantage,” Zyciora summarised.
A flashy beginning
As the event wrapped up, journalists and industry insiders crowded around the Deepal S07, taking in its details under the stage lights. And yes, taking yet another round of photos, because in the age of social media, the camera eats first.
Changan’s European journey has officially begun, and if the Deepal S07 is anything to go by, the company has ambitions not just to take part – but to take charge.
Whether European consumers will take to Changan’s blend of sharp design, cutting-edge tech and yacht-like interiors remains to be seen, but one thing is clear: the competition has just gotten a little bit tougher.