It has been two months in a row that dare not announce the delivery volume, why is Avita not selling?

In 2023, Avita targets sales of 100,000 vehicles, seeing that 42% of this year has passed, Avita's only model on sale, Avita 11, the actual total delivery volume or less than 10,000 units, is very likely to fail to achieve the target.

Why guess that the actual delivery of Avita 11 is less than 10,000 units? Avita has announced that as of April 5, Avita 11 has delivered a total of 6,000 vehicles, while neither May nor early June announced the delivery volume of the previous month, only mentioning that the large order volume in April and May was 2,151 and 2,366 vehicles. Only the order quantity is announced, and the delivery quantity is not announced, indicating that the delivery volume is significantly lower than the order quantity. So, it's hard to get 10,000 vehicles.

Why doesn't Avita 11 sell well? You know, Avita 11 was beautiful when it first debuted. Changan does the whole vehicle technology endorsement (more reassuring consumers than Wei Xiaoli's initial foundry), CATL provides advanced batteries (long battery life), and Huawei provides HI mode. In terms of shares, Chang'an accounted for 39.01%, CATL accounted for 23.99%, and Chongqing Cheng'an (Chongqing local state-owned capital) accounted for 19.01%. It can be said that he has strong financial resources, and he was born with a golden key like Extreme Krypton. At the same time, the Avita 11 has an extremely beautiful and avant-garde exterior design. Viewers who don't plan to buy it generally believe that when Avita 11 goes on sale, it will definitely kill crazy.

However, deliveries began in December 2022, and this is what it is today. Why?

High-priced electric cars are not easy to sell at first

First of all, for external reasons, high-priced electric vehicles of more than 300,000 yuan are not easy to sell at first. Deliveries of NIO's first model, the ES8, began in July 2018, with 1,331, 1,296, 2,079, 2,060, 3,349, and 2,692 units delivered from July to December. Xpeng's first model G9, which is more than 300,000 yuan, will be delivered in September 2022, and the delivery volume in the next 6 months will be 184, 623, 1546, 4020, 2249, and 960 units, you know, Xpeng already has a relatively large user base at this time; Deliveries of the currently best-selling Zeekr 001 began in November 2021, followed by 2012, 3796, 3530, 2916, 1795, and 2137 units in the next six months.

It can be seen that high-priced electric vehicles of more than 300,000 yuan are not easy to sell at first. Avita 11's sales in recent months, although not ideal, are also reasonable to some extent. Why is this the case?

Because consumers who want to place orders for real money, when facing a new model, generally have to wait and see whether it will expose big problems and whether the quality is stable.

The value for money of Avita 11 is really not very good

It is said that NIO's pricing is inflated and cost-effective, in fact, the cost performance of Avita 11 is not as good as NIO ES6.

Comparing the Avita 11 2022 long-range dual-motor version priced at 349,900 and the NIO ES6 2023 75kWh version priced at 368,000, it can be found that the configuration level difference between the two is very large on the basis of only 18,100 differences. The technology configuration, comfort configuration and intelligent driving hardware level of Avita 11 are all far behind NIO ES6.

You know, NIO's current sales are not ideal, because consumers think it is too expensive, Avita 11's cost performance is worse than NIO, sales are naturally not good. Moreover, NIO has a power exchange function, which largely solves the problem of endurance anxiety, and there are 4 free power swaps per month, based on the NIO ES6 2023 75kWh version pure electric range of 490km (CLTC working conditions), 4 power changes per month, can use the car for nearly 2000km for free.

Avita 11 does not have a power exchange function, does not give away charging quotas, and even does not build exclusive charging stations in a large area, naturally even NIO cannot sell it.

There is no courage, and the action to adapt to the market is too weak

As mentioned above, the 2022 Avita 11 is not cost-effective, and after 7 months, the 2023 Avita 11 launched in March 2023 has not significantly improved the cost performance.

Comparing the Avita 11 2022 long-range dual-motor version priced at 349,900 and the Avita 11 2023 ultra-long-range single-motor version priced at 349,900, it can be found that the 2023 model is nothing more than an increase in endurance, but the dual motor is replaced by a single motor, and other configurations have hardly changed. In other words, the 2023 model just gives consumers more options, not refreshes the price-performance ratio. This operation made Avita appear to be insincere.

As expected, after the launch of the 2023 model, the order volume did not improve significantly. In this context, in April, the Avita 11 dual-motor version updated the car purchase rights, including the first owner's lifetime three-electric warranty, lifetime vehicle warranty, 9,000 yuan optional fund, 6,000 yuan insurance subsidy, 1-year intelligent driving package, and gift home charging pile. In general, the rights and interests of this update are still relatively small.

Why small? We can understand by comparing Lantu, which also does not sell well.

Lantu Chase, priced at 32.29-385,900 yuan, adjusted its rights in mid-May and gave away an optional package worth 72,000 yuan. Optional packages include a luxury package worth 30,000 yuan, a comfort package worth 12,000 yuan, an AI air projection worth 5,000 yuan, an intelligent driving assistance package worth 25,000 yuan, etc., allowing users to enjoy the configuration of the same level of top equipment when they buy low configuration. The benefits are enormous.

It's all backed by big factories, why doesn't Avita have the courage of Lantu? Or because Lantu is almost a wholly-owned subsidiary of Dongfeng Group (Dongfeng shares account for 78.88%), Dongfeng attaches more importance to it, while Avita has three major shareholders, and it may be difficult to unify opinions in an environment of serious involvement.

Write at the end

The cost performance is not high, and the courage to reduce prices to impact the market is not enough, which is the most obvious reason why Avita is not selling well at present.

The shares account for 39.01%, Avita is a "pawn" of Changan Automobile in the new energy market, not a "son", at least not the "only son", and Deep Blue Auto is currently Changan's closest closest.

The share ratio is 0, and Huawei only provides the HI model for Avita, and does not participate in the operation of Avita at all. In Huawei's eyes, Avita and Extreme Fox have no obvious difference, just one of the customers, far less close than AITO.

The shares accounted for 23.99%, but CATL gave the "fist" product Kirin battery to Extreme Krypton first, and turned its elbow out. Obviously, it also believes that the effort and gain of Avita (and the expected future harvest) are not proportional, and it is in the leading position of batteries, and it is easier to make a lot of money by focusing on operating batteries.

So on the whole, Avita is not selling well at present, and it will be very difficult in the future.