Pushing the "Micro-based" strategy? In 2007, Chang'an sold 360,000 microcars

At the Changan Automobile 2008 Marketing Conference held in Xiamen on January 13, it was revealed that the development of Changan's micro-vehicle segment in 2007 marked a crucial step in accelerating the group’s overall strategy. The mini-vehicle division achieved an annual sales volume of 360,000 units, with December alone seeing sales reach 12,000 units. Additionally, the cumulative sales of the Changan Star brand surpassed one million units, showcasing strong market performance. Since Xu Liuping took the helm as chairman and president of Changan Group, he has prioritized establishing Changan Automobile as the leading brand in China’s mini-vehicle sector. In 2007, the "Three Actions and One Project" initiative included the "Swords Action," which focused on promoting Changan Micro-Vehicles comprehensively. According to Song Jia, general manager of Changan Auto Sales Co., the new generation of Changan Stars launched that year not only broke sales records for individual models but also set a new benchmark in the micro-vehicle industry. To further enhance customer experience, Changan introduced a standardized dealer service manual, developed a rating system for service providers, and streamlined core service processes. The company emphasized a service philosophy centered on "kinship, honesty, standardization, and quickness" under its "Changan Counselling Service" brand. With over 1,000 service outlets and dozens of spare parts distribution centers across the country, the company significantly improved its after-sales support. A third-party survey showed that the 2007 Changan Auto User Satisfaction Index increased by 2% compared to 2006, reflecting growing consumer trust and satisfaction. Looking ahead, Xu Liuping outlined ambitious goals for 2008, aiming for total vehicle sales to exceed one million units, with micro-vehicles accounting for 450,000 units. The introduction of several new micro-vehicle models would further solidify Changan’s “micro-based” strategy. During the 2008 marketing conference, top distributors and service providers from across the country were honored for their contributions. The finals of the 2007 National Distributor Marketing Service Skills Competition also concluded in Xiamen, highlighting the company’s commitment to excellence in both sales and service.

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