For the automotive market that has been developing for hundreds of years, Avita's name does not seem to be known to many people. At present, it is neither the creator of the hot model in the market nor the well-known car brand.
"High-end luxury, warm and considerate, futuristic". On the eve of the 2021 Guangzhou International Auto Show, Tan Benhong, chairman of Avita Technology, used three words to describe Avita in his eyes, and also answered the doubts in some people's hearts.
In the challenging domestic auto market, Avita seems to be a little too low-key, and it is this distinctive brand tone that has cast a veil of mystery on it.
On April 8th, with the official announcement of Avita Technology and the co-founder of fashion pioneer brand 1017ALYX9SM and the creative director of French fashion luxury brand Givenchy Matthim. Williams (hereinafter referred to as MMW), the brand's first co-brand limited edition model, Avita 011, ushered in a unique global debut, giving people the opportunity to get to know the new brand up close.
The heartfelt design interprets the brand texture
At present, the domestic automobile market has entered a new stage of high-quality development. In the face of the most fierce automobile market in history, how to meet the increasing demand for cars by consumers is a difficult problem facing all car companies.
Of course, the same is true for the Avita brand, which has a long-term development goal. In the eyes of many people, the competitive track of domestic automobile companies is crowded enough, and the new car brands that have lost their first-mover advantage seem to have only the fate of accompanying the run.
However, it turns out that the time when car companies enter the market is not absolutely related to their market performance. The same is a new energy vehicle, the same is an intelligent network technology, in the eyes of different car companies, has a completely different understanding.
Avita Technology, founded in 2018, is such a car company. Whether it can be recognized in the market, time will give the answer. Before that, let's see how its design philosophy differs.
How does a car meet the aesthetic requirements of modernity?
First of all, we must start from insight into the needs of consumer markets. Avita believes that the domestic auto consumer market is eager for change, is open to new things, and continues to move forward in its own way. That's why Avita inspires users with a boundless sense of possibility and freedom through innovative designs, leading users to the future.
To that end, Avita pays close attention to its users' daily lives – ensuring that the product evolves with them, which is a key basis for Avita to demonstrate its bold and confident brand core and maintain its trust and confidence. On top of this, unlike other car companies, Avita's design is full of tension, stirring user emotions, and the creation of vehicles is not afraid of breakthrough innovation and surprise.
Based on excellent quality, the digital torrent awakens the endogenous wisdom power of the product and brings warm and considerate emotional care to people. The empowerment of intelligent technology makes the design of vehicles broad and diverse. The original intention of building cars stemming from consumer demand has gradually made people realize that choosing the Avita brand is not only wise, but also a pioneering move to explore.
Take the Avita 011 disc wing front face as an example, the iconic "curvature LED light group", creating a sci-fi sense of avant-garde aura. If you look closely at the front of the car, the silhouette like a hovering flying saucer is clearly visible. The front bumper is framed by headlights on the left and right sides. Give users an avant-garde, futuristic design feel, as if transforming into a space rover in a parallel world with a vehicle. A large number of sensors, including lidar, millimeter wave radar, ultrasonic radar and cameras, are perfectly integrated with the bodywork, redefining the aesthetics of technology in a minimalist style.
The front face is like this, and Avita's designers pay more attention to the body design that consumers pay attention to. Sporty design has become a trend, and low-center of gravity body design has gradually become a trend. Avita 011 adopts the suspension of the car body, the full and pure appearance design highlights the perfect body proportions of the body, showing a rich and precious charm; the muscular fenders and wide wheels highlight the sporty posture of the vehicle; similarly, the sensors and electric door handles are perfectly integrated into the body design, hidden in the invisible.
In a sense, Avita expects consumers to have a good car experience in an equal and natural state.
On the contrary, some models on the market give people a sense of alienation in order to show the luxury of the brand, and make people feel the "cold" of the brand in the actual experience process. The meaning of the name "Avita" - technology and luxury products, when it communicates with people's hearts, it will "transform things inside", and the outside becomes the expression and externalization of the inside. Automotive products thus gain the dominance of the soul, while people gain psychological comfort.
As the opening of Avita's fashion crossover "0" series, Avita 011 was jointly created by Matthew M. Williams and Avita Chief Design Officer Nader Faghihzadeh, with a global limit of 500 units.
As the Chief Design Officer of Avita Technologies, Mr. Nader Faghihzadeh led a team of designers with international diverse backgrounds in Munich, Germany, responsible for the design concept of the Avita brand, the entire range of products and user experience design, and led the overall design of the first emotional intelligent electric vehicle, the Avita 11.
He introduced that the interior atmosphere light is the most unique part of the Avita brand. It interacts with us and changes as the occupants react. When the car recognizes you and can react to you, the emotions become somehow more lively. So for the user, the car is interesting, and this is the new expression of Avita 011 for fashion.
This not only coincides with the brand's pursuit of a "futuristic" development concept, but also provides more possibilities for entering the young consumer group.
The "Intelligence" combination sets the benchmark for intelligent electric vehicles
Which is more important, a car's high IQ or high emotional intelligence? For today's consumer market, both are indispensable. Usually, IQ determines the overall product performance, and emotional intelligence determines the level of intelligence.
In order to achieve the purpose of high understanding ability, the level of vehicle intelligence and hardware configuration have become the focus of vehicle development. Studies have shown that the consumer market is paying exponentially more attention to vehicles equipped with advanced technology intelligent networking functions. Therefore, the functional configuration of the vehicle is closely related to the intelligent level of the whole vehicle.
See the interior design of Avita 011, as if people have a dream to accompany the mood. The Vortex voice halo in the center of the cockpit symbolizes the nerve center of the vehicle, and the star-spin inductive cockpit combines forward-looking aesthetics with warm technology. In turn, it creates the perfect balance between casual luxury and futurism for the user. This simple and capable design language, hidden in the invisible, ensures a user experience that is both simple and pure and rich in layers.
The entire cockpit follows the principle of archstone, and uses atmospheric lighting to create a feeling of light and shadow as if the cosmic nebula rotates, forming a sense of embrace and warmth like a cocoon, so that users in it feel safe and comfortable.
The vortex of emotion is the focus of energy on all sides, and the black center separates the clearly defined dashboard area from the top of the center control. The sculptural pure central control touch screen is like a pure work of art, making the entire dashboard layered and smooth, undetermined by any buttons.
From the center touch screen to the door, the entire design lines are smooth. The luxurious and sporty interior makes the interior clean and warm, yet flexible, and the panoramic sunroof lines are clear, which contrasts with the warm and sophisticated interior.
Avita Technology aggregates the unique advantages of Changan Automobile, Huawei, and CATL in the field of vehicle research and development, intelligent vehicle solutions and smart energy ecology, and this industry cooperation model is groundbreaking in itself. All parties continue to empower Avita with their own technological advantages, which is different from the previous wave of Internet car manufacturing.
When the real computing power, basic core ICT companies enter, the prototype of the new track of electric vehicles has emerged, and Avita hopes to become the leader of the new track.
As a joint limited edition model of the Avita 11 series, the Avita 011 also has the hard power of emotional intelligence. Thanks to CHN, a new generation of intelligent electric vehicle technology platform jointly created by changan automobile, Huawei and CATL era, Avita 011 has excellent intelligence and performance advantages from the beginning.
Equipped with Huawei's new generation of dual motors, the maximum power is 425kW, and the front and rear counterweights are close to 50:50, which can achieve unique electric handling fun. At the same time, equipped with a new generation of CTP ternary lithium battery pack in the Ningde era, the longest range of Avita 011 is more than 700 kilometers, which completely solves the mileage anxiety for users. And the first application of 750 volt high voltage charging system, the maximum charging power up to 240 kilowatts of super fast charging, can further achieve efficient energy replenishment.
Avita 011 is also equipped with Huawei's HI full-stack intelligent vehicle solution, equipped with a supersensitive system and supercomputing platform, including 3 lidars, 6 millimeter wave radars, 12 ultrasonic radars, 13 cameras, with 400TOPS computing power, which can easily realize high-level intelligent driving under complex urban road conditions, and bring users a very "smart" driving experience covering the whole scene of high-speed road sections, urban road sections and parking links.
What did Avita do to prepare?
For Avita, every step taken since then is a step toward success. For a newly established car brand, the new model of the Avita brand will attract great attention from the consumer market.
At present, almost all car companies are emphasizing the proposition of "meeting the needs of users". At the same time, more and more design and functions in the name of user needs are being applied to automobile manufacturing. However, due to the difference in the market insight ability of car companies, many of them understand that the "user needs" are not accurate, and in the process of vehicle development and production, the model positioning or functional configuration is contrary to the actual needs of consumers.
Therefore, always paying attention to the demand for cars is an essential element of making a good car. Thanks to Changan Automobile's many years of experience in the domestic auto market, at the beginning of the design, Avita focused on creating a very spiritual product, which can be seamlessly integrated into the different life scenes of users, and highlights the unique personality and taste of users with rich choices with great tension and expressiveness. Through personalized and customized product experiences, users are given the freedom to grasp unlimited possibilities.
Avita Technologies and MMW have joined forces to create a distinctive Avita 011 model. Avita 011 shows a variety of perspectives, is an upgrade of Avita 11, and is also a perfect fusion of automotive design and fashion design. Avita's English name AVITR, meaning "avatar", this collaboration opens up a unique field, inspired by mmW fashion concept, Avita 011 has become more bold on the basis of Avita 11.
Avita models are extremely flexible, can be adjusted according to different scenarios of users' lives, and adapt to the various needs of different users. Personalization and customization are a key part of Avita's design philosophy, providing customers with dynamic, expressive and personalized options that reflect the taste and personality of the user.
Like Avita 11, Avita 011 follows a minimalist approach, focusing on fewer elements in its design concept to represent the mysterious black that highlights its bold, confident, stylish, and distinctive personality.
In order to distill the essence of Avita 11's design, Avita 011 uses an all-black kit to further highlight the beauty of pure simplicity. The "Avita Black" paint is deep and rich while having a smooth luster, giving it a unique charm. The Avita 011 Black Kit places extremely high demands on the quality of automotive interiors and exteriors in order to achieve the highest quality. Because of this, Avita 011 can be unique, showing a bold and confident fashion style.
summary
Avita 011 leads the fashion trend of smart electric vehicles with insight into the aesthetic design and human technology of the future. Avita 011 co-brand limited edition emotional intelligence electric coupe SUV will be officially released in the second quarter of this year, while booking will be opened, and will be officially delivered in the fourth quarter.
In the increasingly fierce market competition, Avita firmly believes that no matter how the market environment changes, high-quality automotive products that meet the needs of consumers are the foundation of the market, and only by advancing with the times, breaking through innovation and continuously improving product strength can we adapt to the continuous improvement of China's consumer demand.
And this will become the goal that Avita has been pursuing.