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Today, Avita Technologies announced a personnel transfer.

The chairman of Avita Technology will be Zhu Huarong, chairman of Changan Automobile. Tan Benhong, who previously served as chairman of Avita Technology, is now transferred to Deputy Secretary of the Party Committee of Changan Automobile. At the same time, Wang Xiaofei, vice president of Changan Automobile, will assist Zhu Huarong in the company's business operation, major project promotion and key business operations. Officials say that in the future, under the leadership of the new management team, Avita Technology will speed up the high-end pace of the brand and make every effort to build a world-class Chinese smart electric vehicle brand.

Data show that Zhu Huarong graduated from Beijing Institute of Technology vehicle Engineering Department and has rich experience in the automotive industry. He once served as the director of the development and research office of the former Jiangling Machinery Factory, the master of engineering and doctoral supervisor in the School of Automotive Engineering of Chongqing University. In February 2014, he was appointed president and party committee secretary of Changan Automobile Co., Ltd. He served as chairman of Chongqing Changan Automobile Co., Ltd from 2020 to 2023. According to the official introduction of Avita Technology, Zhu Huarong, who has nearly 40 years of management experience in the automotive industry, is also chairman of Avita Technology, making further progress in the upward development of Chinese brands and building world-class brands.

Tan Benhong, who previously served as chairman of Avita Technology, also has rich experience in the automotive industry, and has served as deputy general manager of Changan Automobile, president of the General Research Institute, and secretary of the party committee. Modeling and design institute president, party branch secretary and company spokesman and other positions. Tan Benhong became chairman of Changan Ulay in June 2020 and chairman and CEO of Avita Technology Company in July 2021, when Avita was just in its infancy.

It is understood that Avita is a new high-end car brand jointly built by Changan Automobile, Ningde Times and Huawei in August 2021. Its predecessor, Changan Lailai New Energy Automobile Technology Co., Ltd. was established in July 2018 and renamed Avita Technology in May 2021.

The first model, the Avita 11, went on sale in August last year. The new car is positioned as a pure electric medium-sized SUV, launching a total of three models with a price range of 34.99-409900 yuan. The biggest selling point of this car is that Huawei participates in building the model, which is equipped with Huawei HI (Huawei Inside) full-stack smart car solution, intelligent cockpit developed by Huawei HarmonyOS and Huawei AOS intelligent driving operating system. The power four-wheel drive model is equipped with Huawei DriveONE three-in-one electric drive unit, maximum power 425kW, maximum torque 650N ·m, and two versions of 555km and 680km under CLTC conditions.

However, after the listing of Avita 11, the market performance was mediocre. The data show that the Avita 11 sold 4080 vehicles in November and 21649 in 2023, lower than the first month of car building. Or to reverse the sluggish sales, a second model, the Avita 12, was launched on November 10th, and delivery of the new car began on December 10th. The new car is located in pure electric medium-sized sedan cars, with a total of three models, with a price range of 30.08-400800 yuan. Official news, after the launch of the model has been more than 20000 orders.

Officials also attach great importance to the arrival of Avita 12. At the scene of the launch of the new car, Changan Automobile Chairman Zhu Huarong, Huawei Yu Chengdong and Ningde Times Chairman Zeng Yuqun were all present personally for the Avita platform 12, and the star Liang Chaowei was also invited to serve as the Avita brand ambassador. Changan Chairman Zhu Huarong said at the scene: "as long as Avita needs, Changan Automobile will give full support, money, people, technology to technology!" In addition, Mr. Yu Chengdong of Huawei also called Avita 12 as "far away! far away! far ahead!"

It is not hard to see that Avita 12 is seen by officials as the key to reversing sluggish sales. In the context of increasing competition in the new energy vehicle market this year, it is also the most critical year for Avita. Earlier, officials had set an all-out target to challenge the annual sales of 100000 vehicles this year, which is difficult to achieve according to the current sales figures. With Zhu Huarong taking over, whether it can drive the Avita brand to rise step by step, this remains to be verified in the follow-up time.

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