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Chongqing Changan Auto

Company report, featuring a PESTLE, Porters Five Forces, 5C, MOST, CATWOE and SWOT analysis

HomeSWOT AnalysisAutomotiveChongqing Changan Auto


This study on Chongqing Changan Auto is part of our coverage of the world’s top 10,000 companies and is regularly updated to provide the latest information.

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Company Description

Chongqing Changan Auto is a Chinese automotive manufacturing company headquartered in Chongqing, China. Founded in 1862, the company is one of China's oldest automakers. Its main products and services include the production of passenger cars, buses, and microvans, as well as providing assembly, spare parts and after-sales services. The company serves markets in China, as well as international markets in Europe, the Middle East and Africa.

Industry Overview

The primary industry of Chongqing Changan Auto is automotive manufacturing, which is a large and rapidly growing industry with an estimated global market size of over $1.5 trillion. Approximately 6.5 million people are employed worldwide in the automotive industry, with the majority of them based in countries like China, the United States, Germany, India, and Japan. Chongqing Changan Auto is one of the largest automotive manufacturing companies in the world and employs more than 60,000 people in its operations.

Industry Classification

In terms of formal classification, Platform Executive has tagged Chongqing Changan Auto as a business operating within the Automotive Manufacturers industry.

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Intellectual Property

Some of the Patents granted to, or relevant to the organisation include the following:

Patent Title: Method for detecting and determining the position of a piezoelectric transducer
Patent ID: CN109908179A
Date: 2019-08-20

Patent Title: A kind of battery capacity monitoring method and device
Patent ID: CN109908176A
Date: 2019-08-20

Patent Title: A kind of airbag pretensioner and its activated control method
Patent ID: CN109895582A
Date: 2019-08-14

Patent Title: A kind of driver seat belt pre-tensioner and its activated control method
Patent ID: CN109895584A
Date: 2019-08-14

Patent Title: An automotive vehicle radiator fan motor structure
Patent ID: CN109895581A
Date: 2019-08-14

Patent Title: A kind of airbag pretensioner and its activated control method
Patent ID: CN109895451A
Date: 2019-08-14

Patent Title: A kind of driver seat belt pre-tensioner and its activated control method
Patent ID: CN109895452A
Date: 2019-08-14

Patent Title: Automotive vehicle engine valve structure
Patent ID: CN109895450A
Date: 2019-08-14

Patent Title: A kind of two-way engine valve structure
Patent ID: CN109895449A
Date: 2019-08-14

Patent Title: Automotive vehicle differential assembly
Patent ID: CN109895448A
Date: 2019-08-

Major Products & Services

The main products and/or services commercialised by this business include the following:

  • Passenger cars
  • Buses
  • SUVs
  • Electric vehicles
  • Pickup trucks
  • Mini-vans
  • Special vehicles
  • Automobile Components
  • Financial services

Key Competitors

We have identified the following organisations as being key competitors:

  • Geely Automobile
  • Dongfeng Motor
  • FAW Group
  • Jianghuai Automobile
  • Great Wall Motors
  • BAIC Group
  • SAIC Motor
  • Brilliance Auto
  • Haima Automobile
  • Zotye Auto
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Key Stakeholders

Stakeholders are individuals or groups who have an interest in a business and/or are affected by its actions.

These stakeholders can have different requirements and expectations from the business, which must be taken into account when making decisions.

By understanding their stakeholders’ requirements, a business can make informed decisions that benefit all involved.

Below is the list of internal and external stakeholders we have identified for this business:

1. Customers: The customers of Chongqing Changan Auto are the key stakeholders in its business model. They are the ones who buy the company's products, including cars, spare parts, accessories, and services.

2. Employees: The employees of Chongqing Changan Auto are also an important stakeholder group. They are responsible for the company's day-to-day operations, including production, sales, and customer service.

3. Suppliers: The suppliers of Chongqing Changan Auto are an integral part of the business model. These companies provide the company with the necessary parts, materials, and components to build the cars.

4. Government & Regulatory Bodies: The government and regulatory bodies are an important stakeholder group for Chongqing Changan Auto. These organisations set the rules and regulations that the company must abide by in order to remain in business.

5. Financial Institutions: The financial institutions are another key

Value Proposition

A value proposition explains the unique value and/or benefits that an organisation provides to its customers, partners, stakeholders and the overall market. It outlines what makes a company like Chongqing Changan Auto different from its competitors, along with what it can offer that key competitors cannot.

A corporate value proposition can be used with the competitive advantages section of this report in order to better understand Chongqing Changan Auto and its position within the marketplace.

The Chongqing Changan Auto brand is positioned as a premium car brand in China. The company offers a range of high-quality cars, including luxury models, that are made in China. The brand offers a variety of features, including luxurious interiors and advanced safety technology.

Competitive Advantages

Competitive advantages are unique attributes, strategies, resources, or capabilities that allow an organisation to outperform its competitors and achieve superior market position and profitability.

Competitive advantages for the business include the following:

Technology: Chongqing Changan Auto is a leader in innovative new technologies, boasting a wide range of advanced features including automated parking, advanced driver assistance systems, and improved fuel economy.

Manufacturing Capabilities: With its large production facilities and a highly skilled workforce, Chongqing Changan Auto can produce vehicles quickly and efficiently.

Quality: Chongqing Changan Auto is committed to producing quality vehicles that customers can rely on for years to come.

Brand Recognition: Chongqing Changan Auto has earned a reputation for producing reliable and affordable vehicles, making it a popular choice among consumers.

Cost Effectiveness: Chongqing Changan Auto offers competitively priced vehicles that offer excellent value for money.

Customers & Cohorts

As part of this competitive intelligence study, we have identified the main customers of the organisation.

These include the following cohorts:

  • Private consumers
  • Fleet customers
  • Government/municipal customers
  • Commercial customers
  • International customers
  • Non-profit organisations

Market Trends

Market trends can impact an organisation by influencing consumer behavior, altering supply and demand dynamics, and affecting the organisation's ability to remain competitive in the market.

As part of this study, we have identified a number of potential short-term to medium-term trends that could impact the organisation. These include the following:

Key Market Trends
Growing Demand for Electric Vehicles Chongqing Changan Auto is already taking steps to develop electric vehicles that match the customer’s needs. The demand for these vehicles is expected to grow in the coming years due to government regulations, increasing cost of fuel, and environmental concerns. It is important for Chongqing Changan Auto to stay ahead of the curve by developing electric vehicles that are reliable and cost-effective.

Autonomous Driving The development of autonomous vehicles is expected to significantly impact the automotive industry. Autonomous vehicles have the potential to reduce the number of accidents, increase efficiency and save money. Chongqing Changan Auto should focus their research and development efforts on developing autonomous technologies that can be integrated into their vehicles.

Connected Cars The increasing popularity of connected cars is expected to have a big impact on the automotive industry. Connected cars will allow drivers to access more information, entertainment, and communication options. Chongqing Changan Auto should focus on developing cars that integrate seamlessly with smart devices and offer a wide range of features.

Cybersecurity The increasing number of connected cars has made cybersecurity a top priority for automotive companies. Chongqing Changan Auto needs to ensure that their vehicles are secure and protected against cyber attacks. They should invest in the latest technologies and employ dedicated teams to develop a comprehensive cybersecurity strategy.

Key Performance Indicators

Key Performance Indicators

Below is a list of KPI's that we have identified as being strategically relevant to this organisation:

Financials (BETA)

The key financials for Chongqing Changan Auto include income statements, which can be found in their annual reports. These financial statements provide information on the organisation's financial performance and health, including revenue, expenses, and profits. This information, along with other indicators are used by investors, analysts and other stakeholders to evaluate the company's performance and future prospects.

Where a financial does not match, we have included those of the parent company (if a listed entity). If the financials are missing please contact us and we will prioritise the update.

Key Financials

Key Personnel

Income Statement


Top-level corporate stats and financial highlights for the listed entity, include:

Share Performance

Below is the current (EOD) share performance for the company, or its listed parent:

Potential Products/Services

As part of this study we have attempted to prognosticate potential products and/or services this organisation could develop in the short to medium-term.

After-sales service and support: Chongqing Changan Auto could offer customers a wide range of after-sales services, such as maintenance and repair services, vehicle customization and modification, and extended warranties.

Online car sales platform: Chongqing Changan Auto could develop an online platform where customers can purchase new and used vehicles. This platform could include a variety of features, such as interactive product presentations, payment options, and financing options.

Vehicle leasing services: Chongqing Changan Auto could offer customers leasing options for both new and used vehicles. This would provide customers with more flexibility in terms of budgeting and allow them to upgrade their vehicles more frequently.

Vehicle financing: Chongqing Changan Auto could offer customers a variety of financing options for their vehicles. This could include traditional options such as loans or more modern options such as peer-to-peer financing.

Used vehicle trade-in services: Chongqing Changan Auto could offer customers a convenient way to trade-in their used vehicles. This could help customers save money and time when upgrading their vehicles.

Potential Synergies

Using our product and portfolio-matching algorithm, we have determined that the following organisations have potential synergies with the company:

1. Dongfeng Motor Co.
2. GAC Group
3. Chery Automobile Co.
4. Great Wall Motor Co.
5. Beiqi Foton Motor Co.
6. JAC Motors
7. BAIC Group
8. SAIC Motor Co.
9. Haima Automobile Co.
10. BYD Auto Co.

Porter's Five Forces

Created by Harvard Business School Professor Michael Porter in 1979, Porter's Five Forces model is designed to help analyse the particular attractiveness of an industry; evaluate investment options; and better assess the competitive environment.

The five forces are as follows:

  • Competitive rivalry
  • Supplier power
  • Buyer power
  • Threat of substitution
  • Threat of new entries
Porter's 5 forces for Chongqing Changan Auto:

1. Threat of new entrants: LOW

2. Bargaining power of suppliers: MEDIUM

3. Bargaining power of buyers: MEDIUM

4. Threat of substitute products: HIGH

5. Intensity of competitive rivalry: MEDIUM

Chongqing Changan Auto scores relatively WELL in relation to Porter's 5 forces.

The company has a LOW threat of new entrants, due to the HIGH barriers to entry in the automotive industry. The company has a MEDIUM bargaining power of suppliers, due to the competitive nature of the automotive industry. The company has a MEDIUM bargaining power of buyers, due to the fact that there are many competing automotive companies. The company has a HIGH threat of substitute products, due to the fact that there are many other transportation options available. The company has a MEDIUM intensity of competitive rivalry, due to the fact that there are many other automotive companies.

PESTLE Analysis

This PESTLE analysis is a strategic planning tool that assesses key external factors affecting the organisation, including the following:

  • Political
  • Economic
  • Social
  • Technological
  • Legal
  • Environmental

Each of these factors is analysed to determine their impact on the organisations strategy, objectives, and operations.

By utilising a PESTLE analysis, the organisation can make better decisions and develop strategies to address potential risks and opportunities.

PESTLE Analysis

CATWOE Analysis


The CATWOE analysis is used to investigate each stakeholders perspectives in order to enable the business to make informed decisions.

The CATWOE analysis is a problem-solving tool consisting of six elements:

  • Customers
  • Actors
  • Transformation process
  • World view
  • Owners
  • Environmental constraints

We view the CATWOE as being most useful when used in conjunction with other problem-solving tools such as a SWOT analysis.

Customers: Chongqing Changan Auto customers are individuals, businesses and government entities looking for vehicles, parts and services. Their customers are based in China and Asia Pacific region, and are looking for quality and reliable vehicles. Actors: Chongqing Changan Auto has a wide range of actors such as the management team, investors, employees, suppliers and distributors. Each of these actors has a role to play in the successful operation of the company. Transformation process: The transformation process of Chongqing Changan Auto involves the design and development of vehicles, parts and services. It involves a range of processes such as production, marketing, sales, distribution and after-sales service. World view: Chongqing Changan Auto has a customer-centric world view. They focus on providing quality products and services to their customers at competitive prices. They believe in innovation and are constantly looking for ways to improve their offerings. Owners: Chongqing Changan Auto is owned by the Changan Automobile Co. Ltd. The company is publicly traded and is listed on the Shanghai Stock Exchange. Environmental constraints: The environment constraints faced by Chongqing Changan Auto include government regulations, competition and technological advancements. The company must adhere to government regulations and comply with environmental standards. They must also stay ahead of their competitors and use the latest technologies to remain competitive.

SWOT Analysis

This SWOT analysis is a strategic planning tool used to assess the strengths, weaknesses, opportunities and threats of the Chongqing Changan Auto business.

When creating this SWOT the team at Platform Executive have taken into consideration the corporate strategy; brand; key financials; the competitive landscape; along with the products and/or services offered.

To offer increased context for future innovation and product development we also consider the historical context for the business and industry; and perceived direction of travel.

Upon researching the company, we have uncovered a number of strategic and operational strengths, weaknesses, opportunities and threats.

SWOT Analysis


Below is a list of the strengths we have identified for the business:

1. A strong focus on research and development: In 2018, Chongqing Changan Auto Co. invested a total of 5.3 billion yuan (US$774 million) in research and development, representing 5.6% of its revenue.

2. A wide product range: Chongqing Changan Auto Co. offers more than 60 different models of passenger vehicles and commercial vehicles.

3. A strong sales and distribution network: Chongqing Changan Auto Co. has a sales and distribution network spanning over 80 countries and regions.

4. A strong financial position: As of December 31, 2018, Chongqing Changan Auto Co. had a total of 22.8 billion yuan (US$3.3 billion) in cash and equivalents, and a debt-to-equity ratio of 0.37.


Below is a list of opportunities we have identified for the business:

1. Increase production capacity: In order to meet the growing demand for vehicles, Chongqing Changan Auto should invest in additional production facilities and increase the number of vehicles produced from 5.3 million in 2018 to 7 million in 2020.

2. Enhance product innovation: Chongqing Changan Auto should focus on developing new and innovative products to stay competitive in the Chinese automotive market. This could include introducing electric vehicles, autonomous driving technology, and high-end luxury models.

3. Improve customer service: Chongqing Changan Auto should focus on increasing customer satisfaction by providing better customer service. This could involve providing online customer support, after-sales service, and more efficient delivery services.

4. Expand overseas markets: Chongqing Changan Auto should explore opportunities to expand into overseas markets, such as Europe and North America. This could involve setting up distribution channels, establishing partnerships with local dealers, and providing localized products and services.


Below is a list of the weaknesses we have identified for the business:

1. Lack of brand recognition – Chongqing Changan Auto is a relatively unknown brand in the global automotive market.

2. Limited production capacity – Chongqing Changan Auto has a limited production capacity, which limits its ability to scale up its operations.

3. Lack of research and development (R&D) capability – Chongqing Changan Auto has limited R&D capabilities, which limits its ability to develop new and innovative products.

4. Dependence on the Chinese market – Chongqing Changan Auto is heavily dependent on the Chinese market, which makes it susceptible to economic and political risks in China.


Below is a list of the threats we have identified for the business:

1. Increasing competition from major international automakers: Chongqing Changan Auto is facing increased competition from large automakers from Japan, the U.S., and Europe. These companies are able to leverage their scale and resources to produce high-quality vehicles at a lower cost than Chongqing Changan Auto.

2. Saturated domestic market: The Chinese auto market has become saturated, forcing companies like Chongqing Changan Auto to focus on international markets to maintain growth. This requires the company to compete with more established international brands and face the additional costs associated with entering new markets.

3. Rising production costs: Rising labour and material prices in China have put additional strain on Chongqing Changan Auto’s budget. The company has had to increase prices to cover the additional expenses, making it more difficult to compete with foreign automakers.

4. Slow adaptation to new technologies: Chongqing Changan Auto has been slow to adopt new technologies such as electric vehicles and autonomous driving. This has put it at a competitive disadvantage as other automakers have been able to gain a foothold in these emerging markets.

5C Analysis

The 5C Analysis is a marketing framework that can be used to provide insight into the key drivers of success, as well as the risk exposure to various environmental factors.
This (concise) 5C analysis examines the external and internal environment for Chongqing Changan Auto. It includes analysing the company's customers, competitors, collaborators, context, and capabilities. We have produced this short analysis to identify potential opportunities and threats to Chongqing Changan Auto, as well as areas where the company needs to improve its operations or strategy.
Company: Chongqing Changan Auto is a Chinese automotive manufacturer, which was founded in 1862. It is headquartered in Chongqing, China and is a part of the Changan Group. The company specializes in the production of passenger cars, commercial vehicles, and auto parts.

Collaborators: Chongqing Changan Auto has strategic collaborations with various automotive companies including Ford, Suzuki, and PSA Peugeot Citroen. It also has strategic alliances with a range of suppliers and research and development resources.

Customers: The company’s primary customers are consumers in the domestic market, as well as customers in the international markets.

Competitors: The company’s major competitors include Chinese auto manufacturers like Geely, BYD, and BAIC, as well as international automotive companies such as Toyota, Honda, and Volkswagen.

Content: Chongqing Changan Auto focuses on innovation and technology in order to provide quality products to customers. Its product portfolio includes passenger cars, commercial vehicles, and auto parts. The company also has a wide range of after-sales services to ensure customer satisfaction.
5C Analysis

MOST Analysis

MOST Analysis

The MOST analysis framework is commonly used to identify an organisation's strategic goals, assess its strengths and weaknesses, and develop a plan to achieve its objectives. This analysis helps organisations to focus on what they want to achieve and how to achieve it, while also identifying potential roadblocks or obstacles that may arise along the way.

  • Mission
  • Objectives
  • Strategy
  • Tactics

We have created this analysis from a 3rd person perspective.

Innovation Scorecard

As part of our research and analysis activity, the team at Platform Executive assesses and then benchmarks businesses and the industry verticals in which they operate using a proprietary scoring mechanism.

First, we allocate a score of A-E for the industry vertical, gauged on the key organisations operating within the space; and then score the individual business using a 1-5 score.

A score of D-E within an industry means that it is potentially ripe to be disrupted by a new entrant into the marketplace; and/or vulnerable to technological change.

Likewise, a high score of 4-5 for the company in question indicates that in the view of the analysis team it lags behind notable businesses in terms of innovation and product pipeline.

Innovation Scorecard

Below is a guide to each score:

Industry score:

A The industry is amongst the most innovative; with the leading players all driving the sector forward.
Example industry: PaaS
B The industry and its leading players have a good track record of innovation; and can quickly react to change.
Example industry: Pharmaceutical
C Companies operating within the sector have adequate levels of innovation; and engage in R&D activities when appropriate.
Example industry: FMCG
DBusinesses operating in the industry do not invest enough time and resource into innovation. The sector is stagnant and a good candidate for disruption.
Example industry: Retail Banking
E The major players in the sector seem to lack suitable product development roadmaps; and as a result the sector is highly vulnerable to industry change.
Example industry: Publishing


Company score:

1 The business is amongst the leading players in terms innovation and product pipeline. This will fulfil and reinforce the operations of the business in the medium to long-term.
2 The business has a good track record of innovation, in terms of its products and/or its business model. It is therefore more likely to be able to react and adapt to any changes to the industry.
3 The business is deemed to have an adequate innovation plan, build on research and development and sustainability where appropriate. The business has a product development strategy.
4The business needs to invest more resource and/or intellectual capital in product development, pipelines and/or its business model. The business is at risk of stagnation.
5 The business seems to lack a suitable product development roadmap; and as a result is vulnerable to any notable industry change and/or new entrants in the marketplace.
The team at Platform Executive has judged Chongqing Changan Auto as having an innovation score of B2.


The appendices section of this report contains supplementary information that the team at Platform Executive deems helpful in providing a more comprehensive understanding of the report's contents.

This information is not considered an essential part of the study but serves as a useful supplement to the main text.


This study on Chongqing Changan Auto forms part of our series of competitive intelligence reports, which focuses on 10,000 of the largest corporates.

The information and data included are updated on a timely schedule to ensure that our Premium members receive the most up to date information .

The report is based on information and learning from the following sources:

  • Corporate websites
  • Proprietary research databases
  • SEC Filings
  • Corporate press releases
  • News articles
  • Financial data API's
  • Product-matching algorithm

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The changelog for this report can be found below, complete with the next scheduled update:

v1.1: Initial load of report
Date: 1st March 2023

Key Financials added (BETA)
Date: 17th March 2023

Next scheduled update: 13th June 2023

Industry Keywords

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