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On February 2nd, Avita Technology announced that Li Pengcheng officially became CMO, vice president and chief marketing officer of the company, and also served as deputy general manager of the user Development Center, fully responsible for the company's brand marketing related work, specifically in charge of brand planning and strategy, product communication, public relations, user experience and operation departments under the user development center, reporting to the company's chairman and CEO, and Tan Benhong, general manager of the user development center.

Li Pengcheng has more than 20 years of working experience in the automotive industry. Before joining Avita Technology, Li Pengcheng worked in FAW-Volkswagen and Xiaopeng Automobile. In February 2019, Li Pengcheng joined Xiaopeng Automobile as the general manager of brand public relations, responsible for the communication and public relations of Xiaopeng automobile brand, and reported directly to he Xiaopeng, chairman and CEO of Xiaopeng Automobile. In November 2022, Xiaopeng Automobile completed the adjustment of its internal organizational structure, and the position of Li Pengcheng changed from vice president and general manager of brand public relations to assistant CEO of Xiaopeng Automobile. In early December 2022, Li Pengcheng resigned from Xiaopeng Motor. With regard to Li Pengcheng's departure, Xiaopeng Automobile responded at that time: "Li Pengcheng left for personal health reasons, and I am very grateful for his contribution during the Xiaopeng period." Li Pengcheng himself also said: "resign for medical reasons and take a period of rest." However, sources revealed that Li Pengcheng was transferred from the general manager of brand public relations to the position of CEO assistant. The reason is that the poor market performance of Xiaopeng G9 after its listing has triggered internal dissatisfaction with the head of the brand.

Prior to this, Li Pengcheng worked at FAW-Volkswagen for 15 years and had rich experience in the field of brand public relations and marketing. He has experienced the classic "Suiteng broken shaft patch incident" and "Bora trunk burning incident" in the automobile industry.

Li Pengcheng, former public relations director of FAW-Volkswagen

Li Pengcheng graduated from Dalian Foreign Studies University in 2002 and then began his 15-year career at FAW-Volkswagen. After joining FAW-Volkswagen, Li Pengcheng worked in the Foreign Affairs Coordination Section, Human Resources Department, General Manager's Office, sales Company and other departments. In 2010, Li Pengcheng was promoted to press spokesman of FAW-Volkswagen. In 2015, Li Pengcheng succeeded Gong Xingbo as FAW-Volkswagen public relations director and Volkswagen brand information spokesman. In 2017, Li Pengcheng left FAW-Volkswagen and joined the auto self-media "after having a car" as co-founder, senior vice president and general manager of the Beijing company. he was fully responsible for the management of the marketing center and the Beijing company. Two years later, Li Pengcheng joined Xiaopeng Automobile as General Manager of Public Relations of Xiaopeng Automobile Brand and once served as Vice President of Xiaopeng Automobile.

Avita is a brand of Changan Automobile. On August 24, 2021, Changan Automobile officially launched the Avita brand, positioning the high-end car brand, jointly built by Changan Automobile, Huawei and Ningde Times. Avita Technology Co., Ltd., formerly known as Changan Xilai New Energy vehicle Technology Co., Ltd., was established on July 10, 2018 and officially changed its name to Avita Technology on May 20, 2021.

On August 8, 2022, Avita 11, the first model of the Avita brand, was officially launched. The new car positioning pure electric medium-sized SUV launched a total of three models with a price range of 34.99-409900 yuan. As a model that Huawei participated in building, the new car is equipped with Huawei HI (Huawei Inside) full-stack smart car solution, intelligent cockpit based on Huawei HarmonyOS and Huawei AOS intelligent driving operating system, four-wheel drive model with Huawei DriveONE three-in-one electric drive unit, maximum power 425kW, maximum torque 650N ·m, battery supplier from shareholder Ningde era.

The performance of the parameters of the first model is good, but judging from the progress of car construction, the launch of Avita brand products is not fast. According to the plan, by 2025, the Avita brand will launch four new models, of which the first model, the Avita 11, began delivery in December 2022. Official sales figures for January have not yet been released, but insurance data show that the Avita sold only 297 vehicles in January.

On January 13, 2023, Avita Technology Chairman and CEO Tan Benhong announced the launch of the rear-drive version of the first model Avita 11 this year and the release of the second product, the internal code name is E12, positioning a brand new medium and large sedan, which is expected to be unveiled in the second half of the year. With the help of "two cars in parallel", Avita will try its best to challenge the annual sales target of 100000 vehicles in 2023. In addition, Avita also revealed that it would speed up the product launch and plan to release two new models in 2024, accomplishing the strategy and planning goal of "four cars in four years" in 2025 ahead of schedule. As for the tripartite joint building of Changan, Ningde era and Huawei, it remains to be seen whether Avita can play another scene at that time.

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