Brand Identity & Experience Transformation: Deepal's Journey in China's Competitive EV Market

Challenge

There is no other market as competitive and fast growing as China’s EV market. In the past 5 years, the leaders of ”new track” has started to surface, while more and more new players are joining the game – all with their own brand experience connected with consumers. How to stand out and form product ladders in consumer’s minds from the brand level has become a great challenge.

Solution

For Deepal, a new racer in the track , we see an exciting opportunity in front of us – creating a signature brand experience to expediate the success. In close collaboration with the ChangAn brand team, we were invited to build a complete Deepal brand experience blueprint across, driving progress and enabling transformations through 1 unique brand experience model, 2 sensorial identity system and 4 signature touchpoints.​

Covering both online and offline channels, the new Deepal brand experience offers a comprehensive and three-dimensional empowerment platform. Each signature experience touchpoint is an opportunity to empower consumers and enhance consumer participation, stickiness and growth.

Results

Overall, the brand identity and experience transformation for Deepal  guides ChangAn to realize its belief and bring out its uniqueness to achieve long-term goals​ and escalates the strategic value of the new subbrand ​in ChangAn’s portfolio landscape to lead corporate brand modernization​.