CHANGAN Automobile, a leader in new energy vehicle (NEV) technology, marked its third year in Thailand with "CHANGAN DAY 2026: GO FURTHER TOGETHER," reaffirming its commitment to establish Thailand as its Southeast Asia headquarters and its largest overseas manufacturing and export base. Over the past three years, CHANGAN has sold more than 35,000 vehicles in Thailand, with annual sales rising from approximately 5,000 units in 2024 to 14,000 units in 2025, and a target of 30,000 units in 2026, representing an average annual growth rate of over 100%. Its CHANGAN Automobile Rayong Factory, the company's first NEV production base outside China, now manufactures models including the DEEPAL S05 and NEVO Q05, with exports of 6,000 units from Thailand expected to serve 18 countries and regions in 2026.
Mr. Ricky Wu (Wu Xiaokang), Vice President and Customer Officer, CHANGAN Auto Southeast Asia, said:
"Over the past three years, we have moved forward step by step, building a strong foundation for the future. In our first year, we introduced our brands to Thailand. Thai consumers got to know CHANGAN, DEEPAL, and AVATR. This was the first step in keeping our promise to build a long-term presence in Thailand. In our second year, our overseas new-energy vehicle plant began operations. New models rolled off the production line and entered the Thai market. We kept our promise to invest in local manufacturing. In our third year, we continued to turn our promises into action. Our brands and products have gained more recognition and trust from Thai consumers. Throughout this journey, we have stayed focused on steady and responsible growth. We believe in doing things well, step by step, and building a strong foundation for the future. Looking back on our three years in Thailand, I would sum up our journey in one sentence: time will tell."
"On behalf of CHANGAN, I would like to thank the Royal Thai Government, the Thailand Board of Investment (BOI), the Customs Department, the Excise Department, the Office of Industrial Economics, the Thailand Automotive Institute, the Automotive Human Resource Development Academy, our customers, business partners, the media and every employee who has been part of our success over the past three years."
3 Years, 9 Models: Meeting Thai Consumers' Needs
Over the past three years, CHANGAN has launched nine new-energy vehicle models in Thailand under two brands: CHANGAN, whose product series include DEEPAL, NEVO and LUMIN, and the luxury brand AVATR. The lineup ranges from practical, value-focused EVs to premium and luxury models, and several have won Car of the Year and design awards from leading Thai media. CHANGAN develops tailor-made products designed specifically for Thai road conditions, climate and driving habits. This momentum is reflected in the Thai-built DEEPAL S05, which has ranked first in monthly electric SUV registrations. The NEVO Q05, launched in mid-2026, also received 2,200 bookings in its first week.
Made in Thailand, Sold Worldwide
The CHANGAN Rayong plant was built in 18 months with a total investment over THB 10 billion, which includes product development, and officially launched in May 2025. It covers all key production processes, from body welding and painting to final assembly and battery-pack production, allowing more key EV components to be made locally. Over the past three years, CHANGAN has grown its network of Thai parts suppliers from more than 300 to 413, bringing more technology, skills and production capabilities to Thailand, from product testing and development to key components and vehicle manufacturing.
Thailand also serves as CHANGAN's strategic production base for exporting EVs to right-hand-drive markets worldwide. The first batch of Thai-built DEEPAL S05 was shipped to Europe in 2025, and CHANGAN expects exports from Thailand to reach 6,000 vehicles in 2026, serving 18 countries and regions. This role is driven by CHANGAN Automobile's Vast Ocean Plan 2.0, which aims to evolve CHANGAN from a Chinese car exporter into a global automotive brand with fully integrated business, manufacturing and operations in overseas markets, targeting overseas sales of 1.5 million units by 2030.
Better Service and Greater Responsibility
CHANGAN has developed a comprehensive after-sales system covering its call center, technical center and parts center, achieving a first-time fix rate of 97.3%. Its after-sales technical center in Thailand also supports 17 countries and regions across Southeast Asia, reinforcing Thailand's role as a regional service hub. Together with NING SERVICE by CATL, CHANGAN has invested more than THB 30 million in the CHANGAN Battery and E-Drive Service Center, which can service more than 40 vehicles per month across batteries, electric motors and electronic control systems, helping extend battery life and reduce the cost of full battery replacement, while transferring technical skills from China to Thai technicians.
CHANGAN currently employs 2,143 people in Thailand, more than 90% of whom are Thai, with more Thai colleagues taking on middle and senior management roles. Across its value chain, the company has helped create more than 30,000 jobs.
The Next Three Years: Going Further Together with Thailand
The first three years mark only the beginning of CHANGAN's journey in Thailand. Over the next three years, the company aims to grow its business to more than three times its current level and to become one of Thailand's leading and most responsible automotive brands. Its key priorities include:
- More choices for customers: introducing 12 major new models designed for local needs, so that customers with different needs and budgets can find a CHANGAN vehicle that suits them.
- Stronger local manufacturing and Thai talent: bringing more high-value and key components into local production at Rayong under CHANGAN's global standards, employing more than 3,000 people in Thailand by 2030, increasing the number of Thai managers and training more than 300 local technical professionals.
- Made in Thailand, for the world: CHANGAN's first overseas NEV plant began operations in Rayong in May 2025. It now produces the DEEPAL S05 and NEVO Q05 and makes Thailand a production base for export markets worldwide.
- Closer service and care: expanding the service network to more than 150 locations nationwide, with regional BP service centers, more certified body and paint centers and L3 technical repair centers, building battery-cell-level repair capability for faster, more professional service.
- Growing together with partners and society: providing stronger support for dealers and service partners, and advancing ESG initiatives, including tree planting with King Mongkut's Institute of Technology, free NEV training materials for the Ministry of Labour and partner schools, special rainy-season service support, and EV battery fire emergency drills with local fire departments.
Putting Customers at the Heart of Everything
From its Rayong plant and local supply chain to its service network and Thai workforce, every investment CHANGAN makes in Thailand serves one purpose: giving Thai customers the confidence to choose CHANGAN. Looking ahead to the next ten years and beyond, the company is committed to delivering a consistent ownership experience for every customer, across both brands and all product series, through its nationwide network of CHANGAN and AVATR showrooms and service centers.
He added: "Our success over the past three years comes from the trust of Thai consumers. We believe the automotive market is not about competing on price, but about the long-term value a company delivers to its customers. Vehicles should offer a wide range of choices to meet different needs, be designed for Thai roads and climate, and fit Thai lifestyles. We want CHANGAN EVs to be more than vehicles: we want them to be travel companions that make life easier and provide peace of mind, allowing every customer to feel confident throughout their CHANGAN ownership journey."
Thailand is where CHANGAN's global journey truly began, and it will remain a key base for the company's future growth, bringing the innovation and quality of Made in Thailand to more markets around the world.
Mr. Ricky Wu added: "Thailand's 30@2030 is a national policy designed to drive and promote the electric vehicle (EV) industry in Thailand. CHANGAN's business direction aligns with the Thailand policy and the company is ready to help drive the continued growth of the Thai automotive industry. Three years ago, we committed to investing in Thailand. Today, we are taking the next step by walking hand in hand with Thai society and partners to build a shared future. CHANGAN does not see Thailand merely as a market for selling cars, but as a key partner in developing the automotive industry, creating economic opportunities and raising the potential of Thai people together."