In April 2022, Changan Automobile launched its new all-electric vehicle brand “Deepal”, with plans to expand its electric vehicle (EV) lineup within this year, targeting the mainstream market.
Over the past five years, the competition between new and established EV brands in the China market has become fiercer than ever. As a new player in the market, Changan Deepal found it necessary to put in place a signature, highly differentiated brand experience to impress younger EV buyers who have an appetite for elevated experience and consumption upgrade, and to stand out in China's EV market.
MADJOR is honored to join hands with Changan Automobile to answer the call. We identified that the consumer experience today is no longer a linear journey but a 360-degree multi-layered brand experience with diverse touchpoints and information sources.
To create an immersive brand experience for Changan Deepal, we have set out to formulate Deepal's brand experience brochure and optimize the brand’s visual identity system, in addition to developing a sonic brand identity that synthesizes Changan Deepal’s brand DNA of “Exploration, Life, Technology, and Future”.
Meanwhile, we tap into the potential of empowering Deepal with an IoT-led brand experience, backed by prospective studies and benchmarking of IoT practices.
Through the all-dimensional brand experience refresh, MADJOR expects to optimize Changan Deepal's customer experience and amplify its brand presence in the highly competitive EV landscape.