Chang'An Automobile Case

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Chang'an Automobile Chang'an is an automobile enterprise, state-owned and the company was founded in 1862. Their headquarters is in Chongqing, China. Today Chang'an is the fourth largest Chinese car maker and this year it has been ranked 13th in the international carmakers ranking with their production and sales. Chang'an brand value is around 27 billion RMB. The range of cars they develop is more and more complete. There are passenger cars and more recently commercial vehicles. In mainland China, Chang'an has four main production bases in Hebei, Jiangsu, Jiangxi and Chongqing. The capacity of the company is around 2,5 million vehicles per year. Out of China, Chang'an use production sites in Asia, Africa, Europe and America It seems like the major concern of the company always has been the mini-car production even if they propose a full range of vehicles and services. They also focus on production efficiency (no waste), environment protection, quality control and innovation with many concept cars. Lately globalization concern has increased. For instance they have a couple of Research and Development (R&D) center based out of China; in Japan, Italy, Germany and more recently in Plymouth Township in USA. In 2007, thanks to the large increase of their exportation they decided to create their “overseas exploration” and created the Chang'an International Inc. Chang'an has also built partnership with foreign carmakers and eventually signed Joint Venture with Ford, Mazda, Volvo and Suzuki. On Chang'an website you can see an historic, some key facts and more important, their vision. This vision is “to build the world’s leading automobile enterprise.” Even if it is quite naive, as a vision, three points can support their visions. With more than 18 millions cars sold this year in China, it represent the biggest automobile market in the

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