Thousands of calls to "drive" out, on the evening of August 8, Changan Automobile, Huawei, Ningde era three giants jointly created Avita 11 and Avita 011 officially listed, the market call.

Avita 11 positioning intelligent electric SUV, a total of ultra-long-range dual-motor luxury version, long-range dual-motor luxury version, long-range dual-motor version of three models, the official guiding price is 349900 yuan-409900 yuan.

Avita 011 is a joint limited edition, which is limited to 500 units worldwide and has a national suggested retail price of 600000 yuan.

The two models are aimed at the high-end pure electric SUV market, including Tesla, Inc. Model Y, NIO Inc. ES6, EC6, Mercedes-Benz and other models.

Not long ago, Avita Technology Co., Ltd. (referred to as "Avita") just completed the A round of financing, led by the National Green Fund, followed by many well-known institutions such as China Merchants Capital and China Investment Solidarity, while the existing shareholders Changan Automobile and Southern assets also made further additional investment. Changan Automobile's shareholding increased from 39.02% to 40.99%. Because Ningde did not participate in this round of financing. The shareholding ratio was diluted from 23.99% to 17.1%.

Public data show that after the completion of this round of financing, the total financing size of the company is nearly 5 billion yuan, and the market is expected to be valued at nearly 10 billion yuan after investment. Changan Automobile and Ningde era are still the first and second largest shareholders of Avita.

01

The Transformation of traditional Automobile Enterprises

For a long time, the high threshold of building cars has deterred countless enterprises, and it is nothing new to keep warm together and cooperate to build cars. However, rather than moderate cooperation with suppliers, Changan Automobile chooses to attract partners to form a closer interest community, so that they are more willing to do their best for their own products.

Avita 11 is based on the new generation of intelligent electric vehicle technology platform CHN to build the first model (Changan Automobile C, Huawei H, Ningde era N), with the advantage of giants to enable, with "new architecture, strong computing, high-voltage charging" three major features.

Changan Automobile, as a person who saved the bureau, can attract two bosses, its own strength is naturally good.

In the past, Chang'an Automobile was not actually called Chang'an, nor did it produce cars at the very beginning. Its predecessor was the Shanghai Foreign Artillery Bureau founded by Li Hongzhang in the late Qing Dynasty, and it was renamed Suzhou and Nanjing Foreign Artillery Bureau and Jinling Arms Factory many times.

During the turbulent period of 1937, Jinling arsenal moved from Nanjing to Chongqing and changed its name to 21 arsenal.

In the 1960s, the arsenal was divided into Changan Automobile and Jiangling Machinery Factory, and then China's first jeep was produced. Since then, it has made up for the gap in China's automobile industry, and it can be seen that Changan Automobile has deep skills in vehicle manufacturing.

From 2019 to 2021, Changan Automobile achieved revenue of 70.6 billion yuan, 84.57 billion yuan and 105.1 billion yuan, and the corresponding return net profit was-2.647 billion yuan, 3.324 billion yuan and 3.552 billion yuan. With the release of the company's 2021 annual report, the share price of Changan Automobile soared.

At present, however, Changan Automobile is still mainly fuel vehicle business, of its 2.3 million vehicle sales in 2021, the total sales of new energy passenger and commercial vehicles are only 114000. Under the background of the general trend of new energy vehicles, Changan Automobile does not have a decent electric model, and the pressure of transformation can be imagined.

In fact, as early as 2015 and 2017, Changan Automobile successively announced the "518" new energy model development strategy and the "Shangri-La Plan", but these grand plans failed without causing any splashes.

But Changan Automobile's shortcomings in new energy vehicles, it is not allowed to give up, and finally after several twists and turns, "Avita Technology" officially made its debut in 2021.

02

The combination of the three giants

Avita AVATR, taken from the English name "AVATAR" of Avatar, which means "incarnation", aims to create another self for each user in a parallel world of wisdom and become an "intellectual incarnation that understands you".

In addition to taking a little care in naming, Avita has a different approach to brand positioning.

Unlike other electric car brands such as luxury, sports and family routes, Avita plays the emotional card as soon as it comes up, emphasizing "emotional intelligence" and making technology more warm, such as warm and considerate ring-hugging cockpits, unique in-car cameras, etc., perhaps it knows very well that it will be difficult to get out without gimmicks in today's fiercely competitive new energy car market.

"War suit" design, Avita is not careless, invited once responsible for the design of BMW 7-series, 6-series master Nader personally operate, compared with most of the high-end luxury pure electric products, Avita 11 is a "minimalist light face" style, the front face to the rear without any extra embellishment, and because the new car positioning sedan car SUV, so the use of slip-back design, the overall line is more smooth than the traditional SUV The low-key design skillfully reveals the sense of the future.

On the other hand, the Avita 011, as a joint version, is jointly created with Mathew M. Williams (MMW), Creative Director of Givenchy, incorporating a super-avant-garde fashion concept on the basis of Avita 11, which is literally personalized "light and shadow" or makes you the focus of the highway every minute.

It is true that Avita has made a lot of efforts in terms of appearance, but novel models may not be able to get a bargain in the market. After all, aesthetic things vary according to different opinions, and if you don't have any real skills, I'm afraid you can't stand on your feet.

As the saying goes, the travelers are far away, the travelers are constant, and Chang'an, which falls far behind, may join hands with Huawei and Ningwang to achieve corner overtaking.

First of all, in terms of performance, the Drive ONE dual-motor four-wheel drive system equipped with Avita 11 is provided by Huawei, with a comprehensive power of 425kW, or 578hp, and a 100km acceleration of 3.98s, only a few seconds slower than Tesla, Inc. 's Model Y.

In addition, Huawei also provides HI full-stack smart car solution, computing power up to 400TOPS, with 360-degree full coverage of integrated perception, efficient computing power and anthropomorphic algorithms, more suitable for China's complex traffic conditions.

The second is battery life, Avita 11 is equipped with Ningde era ternary lithium-ion battery pack, is the first batch of high-power high-voltage charging models, in the maximum power of 240kW, fast rush 10 minutes can increase battery life 200km.

On the whole, with the dream linkage of "Changan Manufacturing + Huawei Intelligent Control + Ningde Battery", Avita has the posture of the chosen son, but putting aside the halo, its core competitiveness is not outstanding.

03

The penetration of the middle and high end market needs to be improved.

When it comes to the new power of car building, people's first reaction is usually in the first echelon of "Wei Xiaoli". However, from the point of view of delivery volume, it is not difficult to find that the whole industry is badly rolled up.

Data show that from January to July 2022, XPeng Inc. topped the list of new forces with 80507 deliveries, while Naga ranked second with 77168 cars.

In July alone, Naha led the list of new forces with 14037 deliveries, while Zero and XPeng Inc. ranked second and third with 12044 and 11524 respectively.

It is obvious that the industry is catching up with each other, and all car companies are threatened by a sense of crisis.

Nezha and Zero, which come from behind, mainly focus on medium-and low-end models with less than 100000 yuan. Compared with hundreds of thousands of high-end electric vehicles, the current market penetration of middle-and low-end electric vehicles is higher.

To some extent, consumers may not be willing to pay too much premium on electric cars, and they pay more attention to performance-to-price ratio rather than "high-end" or "luxury".thatThe fledgling Avita, inThere is obviously no advantage in price.。

In the pure electric SUV in the price range of 350000 yuan to 400000 yuan, in addition to NIO Inc. ES6, EC6, Tesla, Inc. Model Y, first-tier luxury car brands Mercedes-Benz, BMW, Audi are also eager to try, whether they are economies of scale or core technology have been relatively mature, Avita will face an all-round competition.

04

Conclusion

The new energy vehicle industry has shifted from policy-driven to market-driven at the beginning. Under the stimulation of the continuous release of downstream demand, the permeability still has more room to improve. With the entry of more players, the competition in the industry is more intense.

Avita relies on his eldest brother Chang'an and is pleased with the favor of Huawei and Ning Wang. the market has high expectations, but there are also many hurdles in front of it, such as technical strength, quality control, mass production delivery, and so on. I'm afraid I can't rest easy before it is recognized by the market.