Playing the long game: Deepal aims for the top of the market
29 Apr 2025|243 views
One expects a newcomer to any scene to tread with tentativeness. Take small steps, then wait and watch, before scaling up after.
But greatness is not born out of humble ambitions. China's latest electric player in Singapore, Deepal, seems to know that - which is probably why it's aiming high from the jump: To place among the Top 3 names within the local passenger electric vehicle (EV) space in the short term, Mr Shen Xing Hua, Managing Director for Changan Auto, Southeast Asia, tells us at the official launch of the Deepal brand.
Mr Shen Xing Hua, MD for Changan Auto, Southeast Asia (left), is hoping for Deepal to establish itself among the Top 3 names in Singapore's passenger EV space
New name backed by a established machine
Such visions of grandeur may initially read as overconfidence to the average Singaporean buyer, especially considering that the EV landscape feels like it's starting to near a point of saturation. That is until one remembers Deepal's parent, Chongqing-based Changan Automobile, is no newcomer to car-making at all.
Most of the names that have helped push the needle on what consumers can expect for Chinese EVs in Singapore, including BYD, XPENG and the Geely Group (parent of Zeekr, guardian of Volvo and Polestar) are private companies. Changan Automobile, however, is state-owned. Already, its direct government-backed status should hint at the depth of its car-making might, but there's also its history to look to. Within its six-decades of building cars are joint ventures with global carmakers including Ford and Mazda.
In other words, the Deepal name might be relatively new (it was officially birthed in 2023), but the machine behind it is far from a fresh face. That might explain why it has clearly-outlined expansion strategies tacked on with grand names, and why you'll hear the same statements and goals repeated by its representatives with quiet resilience.
The Vast Ocean Plan, unveiled in 2023, has seen Changan Automobile intensify its expansion into global markets, including Singapore's this year
The 'Vast Ocean Plan' is a good example of both.
Unveiled in November 2023, the strategy marked the start of Changan Automobile's intensifying push into global markets, and will see the carmaker building towards an annual sales volume of five million cars by 2030. Out of these, a good 1.2 million - or 24% - will comprise overseas markets. To understand where things stand currently, Changan reportedly delivered 2.684 million vehicles globally in 2024.
Shen is quick to outline the Changan family tree before further explaining why Deepal was chosen as the group's trailblazer for Singapore.
Deepal is flanked by Changan and AVATR (both pictured) within Changan's house of brands, and is meant to embody an attitude of "light affluence"
On the lower end of the spectrum resides the Changan brand itself, which is "more mass-market". It's "[what] the common users would need," Shen notes. On the other end, however, lies AVATR, which is crafted "more for the sophisticated or the more luxurious, high-end consumers."
Already, that makes Deepal's middle-ground positioning somewhat intriguing. As Shen describes it, it's not luxury in excess - at least not in the all-out manner AVATR is built for.
"Deepal focuses more on the design and technology that would appeal more to a younger audience. The kind of attitude that we want to develop is a kind of 'light affluence', if you might call it that," Shen explains. Its status as the special child chosen to spread its wings first out of China first is also no coincidence, since the brand is meant to embody "the sort of youthful vibrancy that could appeal to the global market, and suit consumers in the worldwide region".
Introducing: The Deepal S07
To capture that sort of wide audience, the first international model from Deepal plays it quite safe on paper.
The S07 is an electric midsize SUV with a modest level of performance (215bhp from a single rear-axle mounted electric motor for our market), as well as a modest amount of range (a rated 475km from a 79.97kWh battery pack) - at least by modern EV standards. DC charging with a 92kW outlet sends said battery from 30 to 80% in 35 minutes. Nothing too eye-popping then.
But the car's charming idiosyncrasies should become more apparent when you look past the broader strokes.
The Deepal S07 might not sound that unique on paper, but peer closer and its charming idiosyncrasies will start to emerge
Shen, who drives the S07 quite regularly himself, singles out the car's broad sweep of autonomous features as one of his personal highlights, telling us, "I can activate some commands without using my hands - just by my voice." If you did want to use your hands, an in-car camera supports an interesting range of gesture controls too: Putting your finger to your lips mutes the audio; a raised horizontal fist hits pause on whatever song you’ve put on. There's even a selfie mode, which can be activated with a peace sign.
"In the past, the traditional car was more mechanical in nature," Shen ponders. "In the future, the car will be more intelligent… more of a smart partner, you could say."
That promise of technology flows into other finer parts that subtly subvert your expectations of what a car should be like too - such as the fact that there's no conventional driver's display. In its place instead is an expansive, augmented reality head-up display that can integrate driving directions. That 15.6-inch infotainment screen lodged at the centre of the dashboard can tilt towards either the front passenger or driver too. No wonder it's been given a 'Sunflower' label.
And all this is wrapped in an incontrovertibly stylish package that scores high on practicality points. Appeal, after all, often starts with the surface-level. "I particularly like the car because it's very pretty," Shen states quite plainly. "It's quite well-liked by all who have set eyes on it." A 2,900mm wheelbase also gives the S07 a spacious rear bench, but its interior - bathed largely in quilted faux-leather - will likely stand out even more so than the amount of space on offer.
While the recency of the car's launch in Singapore makes it difficult to gauge how consumers are biting, he points to Thailand as a marker of warm reception within the Southeast Asian region.
Within 10 days of the S07's unveiling at the 2024 Bangkok International Motor Show, at least 3,000 orders had been racked up within the country. Shen tells us that the S07 also superseded rivals including the Tesla Model Y, the XPENG G6 and the Zeekr X in Thailand in terms of market share for 2024.
Changan's carmaking expertise comprises not just decades-spanning history in China, but also joint ventures with Mazda and Ford
Steady growth rooted in clearly-defined development principles
Interestingly, the company doesn't appear to have legacy carmakers in its crosshairs.
Singling out XPENG and the "higher-end models from BYD", Shen explains that the company is looking "at the pure electric market" - and not so much traditional brands such as Audi, BMW or Mercedes-Benz - as its competitors. "Those who want to have pure electric cars will find this (the S07) more appealing," he proffers.
The Singapore market, in tandem, presents itself as fruit ripe for picking over the next decade. Praising the beauty of Singapore's garden-like cityscape, Shen raises the Singapore Green Plan 2030 as evidence that the nation's car market is warming towards EVs.
Mr Shen believes that Singapore's car market is on the right track for increased EV adoption, especially since the government has already given its soft mandate with the Singapore Green Plan 2030
"I think since the government has already given its mandate with this sort of policy, we will see more consumers moving from traditional or combustion-based vehicles to electric vehicles," he posits. The assertion is not misplaced; per a report by The Straits Times, more than 40% of new cars registered in Singapore for the first quarter of 2025 were EVs, already up from the 33.6% for the full year of 2024.
For an international audience, the Vast Ocean Plan also crystallised four "development principles" that guide how the company will proceed from hereon: 'Long-termism', a focus on green and low-carbon development, an emphasis on local operations, and the pursuit of 'mutual growth'.
According to Mr Shen, 'long-termism' will continue to underpin Deepal's efforts to achieve widespread recognition
The former is what consistently re-emerges throughout our discussions of Deepal's efforts to gain recognition as a brand in Singapore.
Shen doesn't bristle when asked about BYD's undisputed dominance of the electric space currently, both locally and abroad. "We respect the BYD brand," he replies with genuine admiration, and without any hint of hesitation, before continuing: "They are price competitive." Still, Changan's - and in turn, Deepal's anchor remains in its development principles.
Fighting purely based on price could indeed accelerate sales, he concedes, but there are other focuses for the brand. "We use good materials, good processes… I would welcome our media friends to make a comparison by looking at the materials and how the cars are made," he coolly states, while promising price stability for buyers.
The right partners will also be an integral part of Deepal's efforts to expand its customer base locally. Pictured: Mr Hadi Widjaja Tanaga, President of Premium Automobiles Group (left) and Mr Shen on stage with one of the first owners of the S07 in Singapore
Striking the right balance, while holding on to the same anchors
On this note, toeing the line between Deepal's ostensibly opposing ambitions - of establishing its name in the premium sector (or its image of light affluence), yet also luring new buyers in with attractive pricing - also remains a delicate balancing act for the company. Conversing through a translator for most of our conversation, Shen switches briefly to English when we ask how the company will do this. "Good question," he remarks with a chuckle.
Apart from pointing to Changan's partnership with Premium Automobiles, he draws our attention back to the concept of long-termism. "Customers will still want good service, and a good product," he states. "That's what we want to do in the long term."
The E07 (left/above) and S05 (right/below) will further strengthen Changan's product portfolio in Singapore when they arrive later in 2025
Aiming high, after all, is only one part of the equation. Long recognised in China already, Changan also knows that patience is key, as is a good product portfolio. Two more models, including the E07 and the S05, are already slated for arrival in 2025.
Greatness is not born out of humble ambitions, but neither is it brought to bear overnight. The longer-term goal for Deepal in the EV space is even more ambitious. "[In] say 5 to 10 years' time, we hope to be either the top or second brand," Shen states. In the meantime, Changan will continue to play the long game. "At the end of the day, word of mouth will go out. And that's key to me."
Here are a few other articles worth checking out!
Poised for success: XPENG and its AI-powered vision
Zeekr is finally in Singapore. What's next?
Should we be paying closer attention to Chinese EVs?
One expects a newcomer to any scene to tread with tentativeness. Take small steps, then wait and watch, before scaling up after.
But greatness is not born out of humble ambitions. China's latest electric player in Singapore, Deepal, seems to know that - which is probably why it's aiming high from the jump: To place among the Top 3 names within the local passenger electric vehicle (EV) space in the short term, Mr Shen Xing Hua, Managing Director for Changan Auto, Southeast Asia, tells us at the official launch of the Deepal brand.
Mr Shen Xing Hua, MD for Changan Auto, Southeast Asia (left), is hoping for Deepal to establish itself among the Top 3 names in Singapore's passenger EV space
New name backed by a established machine
Such visions of grandeur may initially read as overconfidence to the average Singaporean buyer, especially considering that the EV landscape feels like it's starting to near a point of saturation. That is until one remembers Deepal's parent, Chongqing-based Changan Automobile, is no newcomer to car-making at all.
Most of the names that have helped push the needle on what consumers can expect for Chinese EVs in Singapore, including BYD, XPENG and the Geely Group (parent of Zeekr, guardian of Volvo and Polestar) are private companies. Changan Automobile, however, is state-owned. Already, its direct government-backed status should hint at the depth of its car-making might, but there's also its history to look to. Within its six-decades of building cars are joint ventures with global carmakers including Ford and Mazda.
In other words, the Deepal name might be relatively new (it was officially birthed in 2023), but the machine behind it is far from a fresh face. That might explain why it has clearly-outlined expansion strategies tacked on with grand names, and why you'll hear the same statements and goals repeated by its representatives with quiet resilience.
The Vast Ocean Plan, unveiled in 2023, has seen Changan Automobile intensify its expansion into global markets, including Singapore's this year
The 'Vast Ocean Plan' is a good example of both.
Unveiled in November 2023, the strategy marked the start of Changan Automobile's intensifying push into global markets, and will see the carmaker building towards an annual sales volume of five million cars by 2030. Out of these, a good 1.2 million - or 24% - will comprise overseas markets. To understand where things stand currently, Changan reportedly delivered 2.684 million vehicles globally in 2024.
Shen is quick to outline the Changan family tree before further explaining why Deepal was chosen as the group's trailblazer for Singapore.
Deepal is flanked by Changan and AVATR (both pictured) within Changan's house of brands, and is meant to embody an attitude of "light affluence"
On the lower end of the spectrum resides the Changan brand itself, which is "more mass-market". It's "[what] the common users would need," Shen notes. On the other end, however, lies AVATR, which is crafted "more for the sophisticated or the more luxurious, high-end consumers."
Already, that makes Deepal's middle-ground positioning somewhat intriguing. As Shen describes it, it's not luxury in excess - at least not in the all-out manner AVATR is built for.
"Deepal focuses more on the design and technology that would appeal more to a younger audience. The kind of attitude that we want to develop is a kind of 'light affluence', if you might call it that," Shen explains. Its status as the special child chosen to spread its wings first out of China first is also no coincidence, since the brand is meant to embody "the sort of youthful vibrancy that could appeal to the global market, and suit consumers in the worldwide region".
Introducing: The Deepal S07
To capture that sort of wide audience, the first international model from Deepal plays it quite safe on paper.
The S07 is an electric midsize SUV with a modest level of performance (215bhp from a single rear-axle mounted electric motor for our market), as well as a modest amount of range (a rated 475km from a 79.97kWh battery pack) - at least by modern EV standards. DC charging with a 92kW outlet sends said battery from 30 to 80% in 35 minutes. Nothing too eye-popping then.
But the car's charming idiosyncrasies should become more apparent when you look past the broader strokes.
The Deepal S07 might not sound that unique on paper, but peer closer and its charming idiosyncrasies will start to emerge
Shen, who drives the S07 quite regularly himself, singles out the car's broad sweep of autonomous features as one of his personal highlights, telling us, "I can activate some commands without using my hands - just by my voice." If you did want to use your hands, an in-car camera supports an interesting range of gesture controls too: Putting your finger to your lips mutes the audio; a raised horizontal fist hits pause on whatever song you’ve put on. There's even a selfie mode, which can be activated with a peace sign.
"In the past, the traditional car was more mechanical in nature," Shen ponders. "In the future, the car will be more intelligent… more of a smart partner, you could say."
That promise of technology flows into other finer parts that subtly subvert your expectations of what a car should be like too - such as the fact that there's no conventional driver's display. In its place instead is an expansive, augmented reality head-up display that can integrate driving directions. That 15.6-inch infotainment screen lodged at the centre of the dashboard can tilt towards either the front passenger or driver too. No wonder it's been given a 'Sunflower' label.
And all this is wrapped in an incontrovertibly stylish package that scores high on practicality points. Appeal, after all, often starts with the surface-level. "I particularly like the car because it's very pretty," Shen states quite plainly. "It's quite well-liked by all who have set eyes on it." A 2,900mm wheelbase also gives the S07 a spacious rear bench, but its interior - bathed largely in quilted faux-leather - will likely stand out even more so than the amount of space on offer.
While the recency of the car's launch in Singapore makes it difficult to gauge how consumers are biting, he points to Thailand as a marker of warm reception within the Southeast Asian region.
Within 10 days of the S07's unveiling at the 2024 Bangkok International Motor Show, at least 3,000 orders had been racked up within the country. Shen tells us that the S07 also superseded rivals including the Tesla Model Y, the XPENG G6 and the Zeekr X in Thailand in terms of market share for 2024.
Changan's carmaking expertise comprises not just decades-spanning history in China, but also joint ventures with Mazda and Ford
Steady growth rooted in clearly-defined development principles
Interestingly, the company doesn't appear to have legacy carmakers in its crosshairs.
Singling out XPENG and the "higher-end models from BYD", Shen explains that the company is looking "at the pure electric market" - and not so much traditional brands such as Audi, BMW or Mercedes-Benz - as its competitors. "Those who want to have pure electric cars will find this (the S07) more appealing," he proffers.
The Singapore market, in tandem, presents itself as fruit ripe for picking over the next decade. Praising the beauty of Singapore's garden-like cityscape, Shen raises the Singapore Green Plan 2030 as evidence that the nation's car market is warming towards EVs.
Mr Shen believes that Singapore's car market is on the right track for increased EV adoption, especially since the government has already given its soft mandate with the Singapore Green Plan 2030
"I think since the government has already given its mandate with this sort of policy, we will see more consumers moving from traditional or combustion-based vehicles to electric vehicles," he posits. The assertion is not misplaced; per a report by The Straits Times, more than 40% of new cars registered in Singapore for the first quarter of 2025 were EVs, already up from the 33.6% for the full year of 2024.
For an international audience, the Vast Ocean Plan also crystallised four "development principles" that guide how the company will proceed from hereon: 'Long-termism', a focus on green and low-carbon development, an emphasis on local operations, and the pursuit of 'mutual growth'.
According to Mr Shen, 'long-termism' will continue to underpin Deepal's efforts to achieve widespread recognition
The former is what consistently re-emerges throughout our discussions of Deepal's efforts to gain recognition as a brand in Singapore.
Shen doesn't bristle when asked about BYD's undisputed dominance of the electric space currently, both locally and abroad. "We respect the BYD brand," he replies with genuine admiration, and without any hint of hesitation, before continuing: "They are price competitive." Still, Changan's - and in turn, Deepal's anchor remains in its development principles.
Fighting purely based on price could indeed accelerate sales, he concedes, but there are other focuses for the brand. "We use good materials, good processes… I would welcome our media friends to make a comparison by looking at the materials and how the cars are made," he coolly states, while promising price stability for buyers.
The right partners will also be an integral part of Deepal's efforts to expand its customer base locally. Pictured: Mr Hadi Widjaja Tanaga, President of Premium Automobiles Group (left) and Mr Shen on stage with one of the first owners of the S07 in Singapore
Striking the right balance, while holding on to the same anchors
On this note, toeing the line between Deepal's ostensibly opposing ambitions - of establishing its name in the premium sector (or its image of light affluence), yet also luring new buyers in with attractive pricing - also remains a delicate balancing act for the company. Conversing through a translator for most of our conversation, Shen switches briefly to English when we ask how the company will do this. "Good question," he remarks with a chuckle.
Apart from pointing to Changan's partnership with Premium Automobiles, he draws our attention back to the concept of long-termism. "Customers will still want good service, and a good product," he states. "That's what we want to do in the long term."
The E07 (left/above) and S05 (right/below) will further strengthen Changan's product portfolio in Singapore when they arrive later in 2025
Aiming high, after all, is only one part of the equation. Long recognised in China already, Changan also knows that patience is key, as is a good product portfolio. Two more models, including the E07 and the S05, are already slated for arrival in 2025.
Greatness is not born out of humble ambitions, but neither is it brought to bear overnight. The longer-term goal for Deepal in the EV space is even more ambitious. "[In] say 5 to 10 years' time, we hope to be either the top or second brand," Shen states. In the meantime, Changan will continue to play the long game. "At the end of the day, word of mouth will go out. And that's key to me."
Here are a few other articles worth checking out!
Poised for success: XPENG and its AI-powered vision
Zeekr is finally in Singapore. What's next?
Should we be paying closer attention to Chinese EVs?
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