Changan Design Chief Addressed Brand Identity
Design head Klaus Zyciora noted that the automaker currently lacks the heritage-inspired legacy seen in European brands.
Updated on Oct. 13, 2026 in Car Types
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Klaus Zyciora, global chief executive advisor for Changan Automobile, recently stated that the company lacks heritage-inspired design. While European automakers displayed retro-styled vehicles at the Paris motor show, Zyciora explained that Changan is still in the process of building its brand history.
Why it matters
The comments highlight a strategic divergence between established Western manufacturers leaning on nostalgia and Changan's focus on value and future-oriented design. This approach reflects the company's efforts to establish a unique identity in global markets as it scales its operations.
Changan currently maintains a workforce of 800 people across Europe, a footprint established over the last 25 years. The company intends to grow this European staffing level to 1,200 employees within the next three years.
The players
Klaus Zyciora
He serves as the global chief executive advisor and outgoing head of design for Changan Automobile after previously leading design at the Volkswagen Group.
Changan Automobile
This Chinese automotive manufacturer operates the Avatr, Deepal, and Nevo brands while maintaining design and R&D facilities across Europe.
Inchcape
This automotive distributor manages the operations for the Deepal brand in the Australian market.
The details
Changan operates through its Avatr, Deepal, and Nevo brands, with Deepal currently distributed in Australia via Inchcape. The company has maintained a presence in the region since opening a design centre in Turin in 2001 and an R&D centre in the UK in 2010.
Timeline
2001: Changan opened its first European design centre in Turin.
2010: Changan established an R&D centre in the UK.
October 2026: Klaus Zyciora spoke at the Paris motor show.
Next 3 years: Changan plans to expand its European workforce to 1,200.
2027: The Avatr brand is scheduled for an Australian launch.
Roadmap
Changan's strategic focus on building a new brand history marks a departure from the retro-inspired design trend observed among European competitors at the Paris motor show. This positioning suggests the automaker is prioritizing functional value and modern identity over the legacy-based aesthetics currently favored by heritage European rivals.
Consumers in Australia can anticipate the arrival of the Avatr brand in 2027 as part of the company's international expansion. Buyers in other markets should look for the manufacturer's continued emphasis on value-driven design rather than retro-styled vehicle aesthetics.
The takeaway
Changan is consciously prioritizing the creation of a new design language rather than imitating the historical styles of established brands. This shift suggests that international car buyers will see a focus on modern, utility-driven aesthetics rather than nostalgia in future Changan lineups.
What happens next
The Avatr brand is scheduled to officially launch in the Australian market in 2027.
Further reading
Learn more about evolving automotive aesthetics in our Car Types section.
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