Before the UK trusted Changan, we made sure it trusted its team.
Executive pofiling programme
25+
Pieces of tier one interview coverage
est. 40m+
Cumulative audience reach
The brief
Changan was a name, but not a known quantity. In a market where consumers, dealers and fleet buyers all needed reasons to engage with an unfamiliar Chinese brand, we had to make Changan’s people as credible as its products.
The work
For Nic Thomas, Changan’s UK MD, we built a sustained media profile spanning national business, trade and consumer press (The Times, Independent, Financial Times, GB News, Bloomberg and Reuters), consumer auto (Auto Express, What Car?, AM Online) and fleet and dealer trades (Broker News, Car Dealer) – while positioning him as an authoritative voice during an SMMT Electrified fireside chat with Katie Derham and during FT’s Future of the Car 2026 event.
For Klaus Zyciora; 39 years at Volkswagen, lead designer of the ID.Buzz, now Changan’s Global Head of Design, we placed his vision in Autocar, Design Week, Automotive Interiors World and Car Design News, and supported his appearance as a judge during the CDN Awards 2025.
The impact
Two Changan executives with genuine, sustained UK media profiles. Nic Thomas is a quoted authority on the industry, not just a brand spokesperson. Klaus helped make Changan’s design ambitions credible in the rooms that shape purchase consideration. Increased trust in the brand and its team directly supported the expansion of Changan’s UK dealer network, helping to add another 20 new sites to its original 40 retail outlets.
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