Introduction: The past "profit cow" of the joint venture plate Changan Ford has been self-sufficient in recent years, and the high-end electric intelligent track is destined to be an extremely "money-burning" project. Where does the money come from? It is very risky to do it alone, it is better to pull a few strong partners to build together!
"I have always had a judgment and belief that within ten years, a world-class Chinese brand will be born, which is also my expectation of Avita."
In the hands of the former leader and old partner Zhang Baolin, it has been a year and a half since he took over the Shuai seal, and Zhu Huarong, chairman of Changan Automobile, has begun to shift gears and speed up the transformation of Changan's "new four modernizations"!
Born with a golden spoon, Avita is a world-class brand
Not long ago, Avita's brand launch.
Although it was Tan Benhong who appeared on the stage in person, as the boss of Lao Tan and the head of Changan Automobile, the largest shareholder behind Avita, Lao Zhu could not hide his inner excitement and publicly expressed his expectations for Avita in the form of video blessings.
Zhu Huarong, chairman of Changan Automobile
Yes, you heard it right, the world-class Chinese brand, the old Zhu who has always had a straight personality, did not hide it.
This is like, for their own children's academic message, "study well every day upwards, Tsinghua Peking University you can", a truth.
Heart to heart, Lao Zhu put forward requirements and expectations like this, there is nothing wrong with it, who does not want their own "baby" to get ahead and have a great future!
Moreover, Avita, the "newborn", was indeed born with a golden spoon, backed by Many rich and capable "parents and uncles" such as Chang'an + Huawei + Ningde Era.
Standing on the shoulders of giants, the starting point is not high, why not rush out of Asia to the world?!
In fact, Zhu Huarong is extremely determined to cultivate a world-class Chinese new energy electric vehicle brand with the help of the "New Four Modernizations" era of industrial change that has not occurred in a hundred years.
A few years ago, when he was the president of Changan Automobile, he publicly made similar judgments more than once.
Avita Technology Chairman and CEO Tan Benhong
Only in the past few years, Changan's actions in the field of new energy have given the impression to the outside world, more like "planning the layout and dormancy under the stage", such as Avita and other new high-end positioning brands, has always been holding the pipa half-covered surface has not surfaced.
Nowadays, a few twists and turns are good things and many grinds, from Chang'an + Weilai, to Chang'an + Huawei + Ningde era, Avita, which has been preparing for a long time, has finally unveiled the mystery.
Lao Zhu's excitement and high requirements and expectations are not difficult to understand, nor can they be blamed.
Under great controversy, Avita's prospects are geometric
It's just that there is always a gap between ideals and reality.
Even if everything seems to have "great potential", Avita, since the debut of the first model Avita 11 last month, there has been a lot of discussion inside and outside the industry, and the polarization is obviously mixed.
Letu Automobile noted that these "points of controversy" around Avita are generally nothing more than the following major aspects:
First, the dimension of the brand and the product itself;
For example, the name Avita, whether it is Chinese name or the English name Avatar, is more jerky and difficult to remember, and even too close to the name of the American blockbuster "Avatar".
In recent years, the "new national tide" has become popular, and many car brands have begun to take the "Chinese name", and the more grounded they are, the more spirited!
Then the Avita 11 car, there are said that the styling design is not good, even "ugly"...
In this regard, the author's attitude is "nothing to tangle", first of all, the name is a name, listen to more listening to the habit of good.
Moreover, the three words of Avita, whether looking or listening, seem to be OK, not to mention how tall it is, at least it is not difficult to hear.
As for the styling design of the Avita 11 car, the shape is indeed somewhat "different" at present, the overall sense of futurism, from front to back the line is relatively "rounded", more dynamic and elegant, but lack of a little sharp.
Personally, I think that compared with the "car of tomorrow" design style represented by Changan's CS75PLUS, the consumer group that Avita 11 can cater to will be much narrower.
Of course, after all, it is a high-end positioning, and whether ordinary consumers can appreciate it seems to be less important. Taking a step back, if you really want to look too "with the flow" and lack your own personality, I will feel that it is a lack.
We have to clearly realize that although Avita is still more in Changan 'an operation (especially at the traditional R&D and manufacturing level of the whole vehicle), Avita ≠ Chang'an after all. It shouldn't be equal, or it would be less interesting.
For Chang'an, Avita itself is under and outside the existing system, to carry out a new bold attempt and exploration, so the most intuitive and shallow modeling design style, naturally also with Changan's products to make enough differentiation.
You look at the salon car mecha dragon next door, that design style, and the existing brands and products of the Great Wall, it is simply different, but also "flashing blind".
Therefore, the styling design of Avita 11 is not good-looking, there is no need to say more, I personally think it is still very own brand tone and personality.
As for other things such as 700 km endurance, 4 seconds of power, fast charging of more than 200 kilowatts, and 400 tops computing power, it cannot be said to be absolutely "top-notch", but the combination is definitely "able to play".
After all, Avita's brand positioning is the main "light luxury intelligent emotion" brand, blindly engaging in technology and equipment stacking "arms race", is not its pursuit.
Second, the dimension of trilateral collaboration between Changan + Huawei + Ningde era;
Honestly speaking, compared with the above brand and the dimension of the product itself, individuals are not very interested, the products have not yet been listed and delivered, the price does not know, how the brand power is comprehensive "product-price ratio", it is currently impossible to make a conclusion.
In contrast, the multi-party "joint car" model and idea embodied in Avita, whether it is feasible and how feasible it is in actual combat, is very "rare" and worthy of deep consideration inside and outside the industry.
As some people in the industry have questioned, the so-called three companies working together to do a big job, will it eventually be virtual more than real or real is greater than virtual?
As the old saying goes, one monk carries water to eat, two monks carry water to eat, three monks have no water to eat...
Nominally, it is 1+1+1 with a high probability of >3, but looking closely at the cooperation project of CHN, in addition to Chang'an, which is currently relatively dedicated and invested, Huawei and Ningde era are appropriate "Sea King" type teammates.
Previously, at the Selix SF5 platform under Huawei's high-profile xiaokang shares, Leju Automobile had expressed similar concerns, "Huawei is a basket, and Xilis can be installed when they come."
In fact, in recent years, Huawei, which has said that it "does not build cars", has successively joined hands with many OEMs such as BAIC, GAC, Xiaokang, Changan, etc., and has infiltrated into the research and development, design, manufacturing, and sales of new energy intelligent vehicles to varying degrees.
Huawei's "chips" and operating systems have been suppressed, and the sales of mobile phones and computers have been under great downward pressure in the past two years, and the eagerness to enter the field of intelligent electric vehicles is well known in the industry.
Huawei's high-profile "marriage" to Xiaokang Xilis and other moves, posture and "selling appearance" are even more refreshing everyone's cognition.
Corresponding to Huawei's "hunger and hunger", the image of "Sea King" in the Ningde era has become more deeply rooted in the hearts of the people, and whoever buys their battery can be "good" with him.
Up to now, the main engine factories that have established in-depth cooperative relations with the Ningde era have established a basket from domestic to foreign countries, and many have also established power battery joint ventures and factories with "Ningwang".
So perhaps nominally, the joint venture cooperation project between Huawei and CATL in Chang'an seems to be the most serious and dedicated, but in fact, it is not necessarily true.
Avita's core executive group
Shopping malls, more often than not, are not a "profit" word first.
The words are not rough, Chang'an is difficult to have the confidence and confidence to convince everyone, "Huawei and Ningde, the two sea kings and me are the most iron, the depth and breadth of our cooperation is unmatched"...
Le Tease Observation:
Frankly speaking, in the article "Avita is late to come, Changan enters the high-end electric vehicle track steadily", we have clearly expressed the following views:
"The window has not been closed, but time is life, and the first-mover advantage of being one step ahead of others should not be underestimated;
Changan, which is strategically hesitant and seeks stability to choose the joint car-making model, is indeed half a beat slower in the preparatory race of the high-end electric intelligent track. ”
Avita was formerly known as the Chang'an Weilai Cooperation Project
In the final analysis, including Leju Automobile, there are many industry peers and melon-eating masses, compared to the multi-party joint efforts to "jointly build cars" to create this Avita, we are actually more curious and look forward to, when will Changan's own new energy high-end brand appear?!
You know, as an independent strong enterprise, and even once served as an "independent brother", In recent years, whether it is brand momentum and sales, it is placed in a number of independent brands (whether it is state-owned enterprises or private enterprises), which is also considered to be top-notch.
So many friends who are equally strong, and even whose comprehensive strength is not as good as Changan, have successively started their own new high-end brands, Geely, the Great Wall and even successively made a number of new brands of fuel high-end and electric high-end, Changan will not ah!
Of course, from the perspective of understanding Changan and Chairman Zhu Huarong.
Although Chang'an is a large-scale state-owned car enterprise group under the central enterprise military uniform group, it looks very powerful and strong, but if you look closely at the composition and performance of its various sections, it is indeed not as rich and powerful as the outside world imagines.
Changan Ford, which has long acted as a "profit cow" in the past, has fallen from 2017 to the present, and its volume has shrunk from nearly one million vehicles to the level of 200,000 vehicles.
Chang'an Mazda has always been niche, and the days can only be said to be tepid.
Changan's past "profit cow" Changan Ford has been water retrograde in recent years
As for the independent sector, which has gained momentum in recent years, although sales have risen all the way, the combination is more of a "small profit but a quick sale".
In a word, the profit contribution of Chang'an's joint venture plate is getting worse and worse, and the landlord's family does not have too much "surplus grain".
Most people who pay attention to Chang'an know that the "Shangri-La Plan" plan, the "Beidou Tianshu" plan, and the construction of the "10,000-person R&D Team" that Zhang Baolin carried out in the Zhang Baolin era a few years ago have cost a lot of money...
The high-end electric intelligent track is destined to be an extremely "money-burning" project, where does the money come from?
These practical factors are superimposed, more or less binding the hands and feet of Zhu Huarong.
It's easy to fantasize, and it's not easy to invest and throw money at it.
The risk is very large, and the final result may not be able to break out of the siege "worth the fare", or pull a few more powerful teammates, and everyone "builds" it together.
As Tan Benhong, Chairman and CEO of Avita Technologies, said:
"The automotive industry is destined to be a marathon with no end in sight. On this track, Avita will play a long-termist, curious, exploring the unknown, and embracing change. ”
The road ahead is long, and Avita, who has joined forces to "jointly build a car", can it be achieved, and we will wait and see and bless it together.