State-owned Chinese automaker Changan is entering the European market and has selected Mediaplus International to serve as its media agency in the region. 

Exact spending wasn’t divulged but the firm has earmarked a double-digit million-euro budget for the initial foray which covers Germany, Italy, Poland, Spain and the UK. 

By 2028, the carmaker says it plans to expand its footprint across all key European markets. 

The remit covers brand and performance activities across all traditional and digital channels. 

Kristin Harder, marketing director at Changan Europe said Mediaplus’s  “combination of centralized governance and strong local market expertise provides the optimal structure for our media strategy.”