European Market Entry: Changan Awards First Europe Media Mandate to Mediaplus
09.03.2026
The Chinese automotive manufacturer Changan has appointed Mediaplus International as its first European media agency for their regional market entry, following a multi-stage pitch process. The full-funnel mandate combines centralized strategic steering with local expertise across five markets. A key component of the partnership is the Mediaplus proprietary AI tool, Predict.AI
Munich, March 5, 2026 — With more than 30 million vehicles produced globally, Changan ranks among China’s largest automotive manufacturers. The company is now strategically focusing on Europe and, for the first time in its history, partnering with a media agency to drive brand development in the region. After several weeks of competitive pitching, Changan selected Mediaplus International as its media partner.
The double-digit million-euro mandate covers brand and performance activities across all traditional and digital channels. The initial rollout includes Germany, Italy, Poland, Spain and the UK. By 2028, Changan plans to expand its footprint across all key European markets, aiming to secure a strong position in the highly competitive automotive landscape.
“Changan brings more than 40 years of manufacturing expertise to the table. Our brand stands for reliability and innovation – values we clearly recognized in Mediaplus throughout the pitch process,” said Kristin Harder, Marketing Director Europe at Changan Europe. “The combination of centralized governance and strong local market expertise provides the optimal structure for our media strategy. Together, we are now accelerating brand awareness for Changan Europe.”
Barbara Evans, Managing Partner at Mediaplus International, added: “Our ambition is to position Changan as one of the leading e-mobility brands in Europe. We convinced Kristin’s team with our automotive expertise and strong capabilities in media strategy and planning. The focus now is on activating the European market with data-driven, precisely targeted campaigns that deliver measurable impact.”
For Changan, Mediaplus will deploy its proprietary AI solution Predict.AI – embedded in the Serviceplan Group’s integrated “House of AI” ecosystem – to ensure transparent marketing investments, data-driven optimization, and more intelligent forecasting. The platform is built on AI-powered marketing mix modeling, identifying which channels truly generate incremental revenue and where additional impact can be unlocked. By analyzing campaign performance, simulating real-time scenarios, and optimizing cross-channel budget allocation, Predict.AI delivers a holistic performance view across the entire brand funnel.
About Changan
Changan is one of China’s largest automotive groups, with more than 40 years of experience in vehicle manufacturing and headquarters in Chongqing. Chongqing Changan Automobile Co., Ltd. (Shenzhen Stock Exchange: SZSE 000625) operates 14 production bases and 39 plants worldwide, as well as 79 subsidiaries and branches. The company maintains sales and service networks in 117 countries and regions, supported by more than 14,000 retail outlets globally. Changan employs over 80,000 people and supports more than one million jobs across its entire value chain. Its portfolio includes proprietary brands such as Changan and Avatr, as well as joint ventures including Changan Ford and Changan Mazda. Since 2001, Changan has strengthened its presence in Europe with a design center in Turin and a research and development center in Birmingham. In December 2025, the company surpassed the cumulative production milestone of 30 million vehicles. With the launch of its vehicles in Europe, Changan opened a new chapter in its international expansion in 2025.
About Changan
Changan è uno dei più grandi gruppi automobilistici cinesi, con oltre 40 anni di esperienza nello sviluppo e nella produzione di veicoli e sede centrale a Chongqing. Chongqing Changan Automobile Co., Ltd. (Shenzhen Stock Exchange: SZSE 000625) opera 14 basi produttive e 39 stabilimenti nel mondo, oltre a 79 filiali e sedi secondarie. L’azienda è presente in 117 Paesi e regioni, supportata da oltre 14.000 punti vendita globali. Changan impiega più di 80.000 persone e sostiene oltre un milione di posti di lavoro lungo l’intera filiera. Il suo portafoglio comprende brand proprietari come Changan e Avatr, oltre alle joint venture Changan Ford e Changan Mazda. Dal 2001, Changan ha rafforzato la propria presenza in Europa con un centro design a Torino e un centro R&D a Birmingham. Nel dicembre 2025, ha superato il traguardo di 30 milioni di veicoli prodotti. Con il lancio dei suoi veicoli in Europa, Changan ha aperto un nuovo capitolo della sua espansione internazionale nel 2025.
