Changan, the Chinese automaker, is laying out an ambitious plan to expand its footprint in Russia by launching a dedicated sub-brand called Uni in 2024. The company’s strategic move comes as industry observers, including Avtostat, outline a path to broaden its presence in the Russian market through localized branding and a targeted product lineup. The shift signals a deliberate effort to differentiate the models offered in Russia from the rest of the world, leveraging a distinct identity to appeal to local buyers who value value, practicality, and brand credibility.
Under the Uni banner, several Changan models will be marketed in Russia as part of a coordinated branding strategy. At present, Russian customers can already purchase the Changan Uni-T and Uni-K crossovers, along with the Uni-V liftback. These vehicles are positioned to showcase the Uni brand’s design language, technology features, and aftersales support, aligned with Russian consumer expectations and import regulations. The configuration and pricing of these models reflect a balance between affordability and modern features that appeal to urban and suburban drivers alike. Avtostat’s presentation underscores the strategic role of Uni as a bridge between Changan’s global engineering ethos and the needs of the Russian market.
Changan’s projected growth for 2024 envisions a significant uplift in sales across the country. The company aims to double its overall vehicle sales in Russia, targeting around 180,000 units for the year. A substantial portion of this growth is expected to come from vehicles sold under the Uni brand, with roughly 90,000 units anticipated to bear the Uni badge. This split highlights the brand’s focus on consolidating a strong, recognizable lineup while leveraging the broader Changan portfolio to meet diverse buyer preferences across Russia’s regions.
The current Changan lineup available in Russia spans a broad range of models, totaling 16 distinct vehicles. The offering includes options that cover a wide spectrum of budgets and needs, from the Alsvin sedan with a starting price around 1.7 million rubles to the CS95 crossover priced near 4 million rubles. This breadth demonstrates Changan’s intent to provide accessible choices for first-time buyers as well as more premium, feature-rich options for growing families and value-seeking professionals. The Uni sub-brand is expected to complement this mix by emphasizing the design and technology priorities that resonate with contemporary Russian buyers while maintaining the overall price positioning that keeps the brand competitive in the market.
Earlier in the Russian market, a premium electric and hybrid-oriented approach appeared with the Voyah Dream First minivan, introduced at around 17 million rubles. The Voyah line showcased Changan’s broader interest in innovative mobility solutions, positioning the company as a multi-brand player capable of targeting different consumer segments from cost-conscious urban commuters to luxury-oriented early adopters. The Uni strategy, therefore, sits within a wider portfolio plan that aims to diversify the brand’s penetration in Russia while building a cohesive ecosystem of vehicles that share a common chassis, engineering standards, and aftersales support framework. This approach is designed to ensure consistent quality across all Uni and non-Uni models, reinforcing buyer trust as the brand expands its retail network and service capabilities throughout the country.