AutoBeta(AutoBeta.net)02/15 Report--

On February 14th, Avita Technology announced that Chen Zhuo officially joined Avita Technology as the company's senior executive vice president, reporting to the company's chairman and CEO, Tan Benhong, to assist and cooperate with Tan Benhong in the company's major project promotion and key business operations.

Before joining Avita Technology, Chen Zhuo worked in Changan Automobile, where he served as General Manager of Changan Automobile Brand Public Relations Department, head of Marketing Department of its joint venture brand and head of Marketing Department of international companies. He has rich working experience in brand public relations, marketing, strategic planning and so on.

Avita Technology also made personnel changes earlier this month. On February 2nd, Li Pengcheng, former CEO assistant of Xiaopeng Motor, became CMO, vice president and chief marketing officer of Avita Technology, and also served as deputy general manager of user Development Center, taking charge of brand planning and strategy, product communication, public relations, user experience and operation department under user Development Center, reporting to Tan Benhong, chairman and CEO of the company and general manager of user Development Center. Prior to this, Li Pengcheng has worked in FAW-Volkswagen and Xiaopeng Automobile and has more than 20 years of working experience in the automotive industry.

Personnel changes often mean the arrival of "big action", so the automobile industry is also very concerned about it. This year is a year of intensified competition for electric cars and a critical year for Avita, which will try its best to challenge the annual sales target of 100000 vehicles. It is understood that Avita Technology Co., Ltd., formerly known as Changan Lailai New Energy Automobile Technology Co., Ltd., was established on July 10, 2018, and changed its name to Avita Technology on May 20, 2021, becoming a brand under Changan Automobile. It is jointly built by Changan Automobile, Huawei and Ningde Times.

On August 24, 2021, Changan Automobile officially launched the Avita brand, positioning the high-end car brand. The first model, "Avita 11", was launched on August 8, 2022 and began delivery in December. The new car positioning pure electric medium-sized SUV, a total of three models, the price range is 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.

According to the latest data from the Federation of passengers, the Avita 11 sold 1415 vehicles in January 2023. Avita is scheduled to launch the Avita 11 single motor version this year and launch a second product, a brand new medium and large sedan, with the internal code name E12, which is expected to be unveiled in the second half of the year.

Judging from the January delivery volume, the Avita 11 market is doing well, but it is also difficult to meet the annual sales target of 100000 vehicles. In terms of the speed of new product promotion, compared with most of the new car-building forces in China, the pace of Avita's product launch is not fast, but it says it will accelerate. Avita originally planned to launch four new models in 2025, after Avita revealed that it would speed up the product launch, and planned to release two new models in 2024, accomplishing the strategy and planning goal of "four years and four cars" in 2025 ahead of schedule.

Of course, as a high-end car brand of Changan Automobile, Avita shoulders not only the mission of building cars, but also the most important thing is the transformation of new energy in Changan, which also means that there is still a long way to go in the future. As for the joint endorsement of Changan, Ningde era and Huawei, whether Avita can carry the banner of Changan new energy development, there may be more time to verify.

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