AVATAR's top management has changed: the chairman and CEO are vacant, and the product has just taken off this year

High-end new forces

AVATAR, there has been a major adjustment at the top.

Tan Benhong, who was formerly the chairman and CEO, stepped down and will be the deputy secretary of the Party Committee of Changan Automobile in the future.

The position of chairman of AVATR is held by Zhu Huarong, chairman of Changan Automobile.

When AVATR was making great progress, the resignation of the top leader was somewhat unexpected.

AVATAR's top management has undergone major changes

Recently, AVATR Technology announced this personnel change.

Tan Benhong will no longer serve as the chairman and CEO of AVATAR, and Zhu Huarong, chairman of Changan Automobile, will become the chairman of AVATAR.

△Hiroshi Tanamoto

Although this personnel change is a bit sudden now, in fact, in October, an announcement issued by Changan Automobile has already hinted at personnel changes.

At that time, the deputy secretary of the Party Committee of Changan Automobile was adjusted, and Mr. Yuan Mingxue no longer held this position, and he was replaced by Tan Benhong.

According to the announcement, Tan Benhong's position in AVATR is only the position of CEO. This means that it is likely that Tan Benhong has stepped down as chairman of AVATR Technology earlier.

Now the CEO has also stepped down, officially indicating Tan Benhong's return to Changan Automobile.

Moreover, AVATR did not announce the successor of the CEO. In other words, the CEO of the company is still vacant.

In addition, AVATR also announced that Mr. Wang Xiaofei, Vice President of Changan Automobile, will assist Zhu Huarong in his future work at AVATAR, including the company's corporate operation, major project promotion, and key business operations.

Who are Zhu Huarong and Tan Benhong?

Overall, the two have similar work experiences, both have decades of experience in the traditional automotive industry, and have actively embraced the new energy revolution.

Zhu Huarong was born in 1965, graduated from the Department of Vehicle Engineering of Beijing Institute of Technology in 1986, and was assigned to work in Jiangling Machinery Factory after graduation, which is the predecessor of Changan Automobile.

He started as a technician, then as the director of the Development and Research Institute, and then as the deputy director, director, and dean...... He also studied for a master's degree in engineering at the School of Automotive Engineering of Chongqing University.

In December 2014, Zhu Huarong officially served as the president and party secretary of Changan Automobile, and later in June 2020, the position was added to the chairman of Changan Automobile.

Under his leadership, Changan Automobile continued to stand in the first echelon of its own brands, giving birth to many popular models such as CS75 and Yidong series.

And when the new energy wave arrived, Zhu Huarong also actively drove the company's early transformation, and released the "Shangri-La Plan" in 2017, under which AVATR and Deep Blue are both products.

As an elderly man who also works in Changan Automobile, Tan Benhong has been involved in the planning of the AVATR brand.

Tan Benhong, born in Chongqing in 1975, studied at the School of Vehicle Engineering of Chongqing University of Technology with a bachelor's degree, and obtained a postgraduate degree in industrial engineering from Chongqing University, and later obtained the title of senior engineer.

In 1998, he joined Changan Automobile and served as director and vice president of technical departments such as Automotive Engineering Research Institute and Technology Research and Planning Institute.

In addition to the technical department, Tan Benhong has held positions in the marketing department, public relations department, product planning department, modeling design institute, etc., and can be said to have a very good understanding of product planning, technology research and development, marketing, etc.

In 2017, Tan Benhong participated in the establishment of AVATR Technology (then Changan NIO), and in 2020, he became the chairman of the board, and in 2021, when AVATR was officially launched, Tan Benhong served as the chairman and CEO.

At present, AVATR has launched two products, AVATR 11 and AVATR 12, which are completing the growth from 0 to 1 and starting to grow from 1 to N.

At this juncture, Tan Benhong stepped down.

How do you feel about this personnel change?

In fact, at first glance, Tan Benhong's resignation is somewhat surprising.

Because AVATR has just launched AVATR 12, it has become another hit at the 300,000 level.

Although the starting price is more than 300,000 yuan, the orders exceeded 15,000 in the 6 days after it was listed, and the cumulative orders have exceeded 20,000 units, with an average price of more than 350,000 yuan.

At the same time, the delivery volume of AVATR 11, which was once questioned, also exceeded 4,000 units for the first time in November, reaching 4,080 units, and the cumulative delivery volume also exceeded 20,000 units.

Its two flagship products have been recognized by the market, AVATR has proven its strength and established the name of a high-end brand, and it is time to chase after the victory.

However, before stepping down, Tan Benhong had been promoted to deputy secretary of the Party Committee of Changan Automobile, indicating that AVATR had given him military merits and political achievements.

In addition, Zhu Huarong personally served as the chairman of AVATAR, which also shows Chang'an's recognition of AVATAR.

It is said that at the press conference of AVATR 12, Zhu Huarong once said to Yu Chengdong and Zeng Yuqun that now he is asking for money for AVATR and people for people. At the time of AVATAR's B round of financing, Chang'an had already increased its capital and given money, and now it has indeed given to people.

This may also mean that Chang'an will increase its weight again in the future, and the resources within Chang'an Group may be further coordinated and integrated.

Now, co-founded by Changan and CATL, AVATR has become the most successful brand under Huawei's HI route, and it is also one of the successful cases of traditional car companies.

The new leadership of AVATR still deserves more attention.

— END —

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