Shulou(Shulou.com)11/24 Report--

On September 5, Avita officially unveiled its first medium-sized sedan, the Avita 12, at the Munich auto show, attracting widespread attention and a wave of hot searches.

Prior to this, Avita just announced the completion of round B financing, raising 3 billion yuan, with a post-investment valuation of nearly 20 billion yuan.

In addition, on September 1, its mid-and high-end pure electric SUV Avita 11 Hongmeng version was officially launched, which also attracted a lot of attention.

As we all know, the famous Avita, behind the three giants of Changan Automobile, Huawei and Ningde era, naturally has a flow physique.

But in the four years since its founding, has Avita translated traffic and attention into actual sales and brand strength? It's worth thinking about.

With a golden spoon, the peak of the appearance of Avita was born in 2018, when it was also called "Changan Weilai", a brand jointly built by Changan and Weilai. However, due to the unsmooth cooperation between the two, the brand encountered changes before the launch of the product.

So in November 2020, Changan Automobile turned to cooperate with Huawei and Ningde era to build a high-end intelligent electric vehicle brand.

In May 2021, Changan Lai changed its name to Avita Technology and announced that it would join hands with Ningde Times and Huawei to build an independent and controllable intelligent electric network connected vehicle platform (CHN), which is now known as "Avita".

With Changan responsible for vehicle manufacturing and system integration, Ningde era responsible for power battery related solutions, Huawei responsible for vehicle engine systems and intelligent driving technology, Avita's starting point is undoubtedly quite high.

With a strong background and resources, the capital market has also given Avita a green eye. In November 2021, Avita completed the first round of strategic financing totaling 2.42 billion yuan.

By August 2022, Avita completed round A financing with an additional capital increase of 2.547 billion yuan, when Avita was valued at nearly 10 billion yuan.

On the other hand, the era of Huawei and Ningde has been on the platform for Avita since its birth. For example, to build Avita at 11:00, Huawei has a smart driving team of more than 1000 people working with Avita in Chongqing, while Huawei has invested 3000-4000 people in the project.

Zeng Yuqun, chairman of Ningde Times, also said many times: "Avita is our own brand, and we must use the best and the most advanced."

All this has undoubtedly raised expectations for Avita.

However, the market performance of their first car, the Avita 11 series, has led to a gap in that expectation.

Sales are weak, "Fashion style" did not explode in November 2021, Avita 11 unveiled in the expectations and onlookers of the whole network, claiming to be the first emotional intelligent electric car SUV based on the CHN platform, equipped with HI Huawei full stack smart car solution and Ningde era ternary lithium battery, coupled with its unique appearance, it is really impressive at first sight.

On August 8, 2022, Avita 11 was officially launched. The following month, Changan announced at an analyst meeting that the number of orders for Avita 11 exceeded 20,000 vehicles. In November, Avita said: as of October 31, 2022, 24, the first batch of lock orders of Avita 11 has exceeded 5000 in 10 days. The average price of the lock (including optional) is more than 400000 yuan. At that time, only Tesla and Weilai could achieve this level. Avita shows a sense of "debut is the pinnacle".

But the number of orders and locks can not represent the final sales, but also depends on the actual delivery. At the end of December 2022, Avita began official batch delivery, and by February 5, 2023, cumulative deliveries exceeded 2000, according to official data.

Compared with the hot pre-sale attention, this achievement can only be said to be in order among the new forces.

For example, the first month delivery volume of M5, which is similar to the price, is more than 3000. In the first half of 2022, Weilai ES6, which has similar positioning, has sold 5000 vehicles three times in a single month, and the monthly delivery volume of the ideal L8 in December of the same year has exceeded 10,000, and there is even the performance of L7 delivering more than 10,000 in the first month.

By contrast, there is even less data on Avita deliveries: in the month of delivery in December 2022, Avita delivered only nine vehicles, compared with 1415 in January 2023.

With the passage of time, the Avita 11 began to increase gradually, and in March this year, a new Avita 11 single motor version with lower entry barriers was introduced.

As of April 5 this year, Avita has delivered more than 6000 units.

Then, in June, Avita said that from January to May this year, the number of Avita 11 vehicles was 6303, ranking third in the list of electric SUV with more than 300000 yuan, and No. 1 in the list of independent brand electric SUV with more than 300000 yuan.

In addition, the Avita 11 delivered 1753 units in June, 1786 in July and 1975 in August.

It is true that sales are growing, but there is still a gap between them and popular styles. You know, Polar Krypton 001, a sedan model with a price similar to the Avita 11, achieved cumulative delivery of more than 10,000 in just 110 days, and more than 10,000 in a single month in October last year.

Another factor that has to be taken into account is that in the first half of this year, the ES6, the main selling model at the same price, was in a period of replacement between the old and the new. Its first-generation product ended in 2022, with cumulative sales of 42000, or an average of 3500 vehicles per month.

In addition, polar krypton does not have more than 300000 yuan of SUV, Zhiji LS7 just listed in the first half of the year, that is to say, Avita 11 real opponents are basically M7, Lanto FREE. If you look closely, you don't seem to have much to boast about.

What's more, at present, the only model on sale in Avita is the Avita 11, and the previous analysis of the delivery volume is only based on a single model.

You know, competitors such as Ulay, ideal, Xiaopeng and other competitors can have more than one model layout at different prices. if calculated according to the total monthly delivery volume of the brand, for example, in the past August, Ulai delivered 19329 vehicles and ideal delivered 34919 vehicles. Xiaopeng delivered 13690 vehicles, which delivered 12103 vehicles. Avita is indeed a long way from these competitors.

Avita has to overcome these hurdles. Apart from sales, Avita has other problems to solve.

For example, first of all, there is the issue of consumer trust in Avita brand and positioning. Avita 11 was unexpectedly unsubscribed after it was released in August last year. According to media reports, the reasons for the general feedback from users at that time included low overall configuration of the product, lack of sincerity in the rights and interests of the first car owners, low mileage, late delivery, and so on.

In the product configuration, the Avita 11 does not have a high-definition multi-screen, no head-up display screen, no brand audio, small space in the trunk, no CDC damping system, and so on, all of which make users do not understand, especially without a new generation of Kirin battery in Ningde era (the first launch was given to polar krypton), which made consumers cry out their surprise.

In terms of the rights and interests of the "Avita" App and the first car owners, Avita did not provide the first car users with a lifetime warranty for the "three electricity" system when the product was released, disappointing many users. Fortunately, Avita made timely compensation in September last year, adding the first car owner lifetime warranty, the first owner lifetime three electrical warranty, urban NCA / ICA navigation cruise assistance + AVP valet parking and other functions, which restored the trust of some users.

Since the official Weibo of Avita, but in February 2023, two months after the delivery of the new Avita 11 car, Avita has received a wave of rights to buy cars during the warm spring time limit, with a comprehensive discount of tens of thousands of yuan, which has caused the dissatisfaction of some old car owners.

Since the "Avita" App and then in August this year, Avita launched the Avita 11 Hongmeng version at the Chengdu Auto Show, the price is 30-390000 yuan, and the price of the entry model is reduced by nearly 20,000 yuan, including the preferential expansion fee, the comprehensive price reduction is more than 30,000, reaching the range of 200000 +. Although Avita also offered some compensation and benefits to old car owners, it still angered many regular users.

From the "Avita" App and, regardless of the feelings of consumers, for a new brand aimed at high-end, the successive price cuts after the launch of the first model also seems to be disadvantageous to the building of the brand image.

Moreover, in order to continue to build a high-end new energy brand, Avita still has a lot of things to do. for example, in terms of energy replenishment, Avita does not have a large number of exclusive charging stations and does not support power change. it is an impact on the convenient experience of car owners to replenish energy. The official plan for charging stations was to cover more than 100 standardized high-voltage fast charging stations in 19 cities by the end of 2023, taking into account the progress of competitors' charging and energy replenishment systems. For example, Xilaiguang has added 738 charging stations so far this year. Avita still needs to work hard.

In addition, in terms of product positioning, the 300000 + market targeted by Avita 11 is actually quite competitive, including Tesla Model Y, which ranks first in sales for a long time, and BYD Tang DM, as well as competitors such as ideal, Weilai, Mengjie, Zhiji, Lantu and so on.

Moreover, brands such as ideal and Ulai also have a more detailed division of the target population in this market and corresponding products. Avita 11 appears thin, and at the same time, there are ambiguities in product positioning, if it is aimed at business people, the appearance appears to be alternative, if aimed at home users, the back space and trunk are crowded.

Avita 11 focuses on emotional intelligence and self-pleasing, that is, for people who "pay close attention to their feelings and are not defined by the secular world", the concept is indeed high-end, but what kind of actual needs does "self-pleasing" specifically correspond to? It is believed that it is very difficult for most consumers to get quickly at first.

The lack of clear product positioning and target audience analysis may also be one of the factors contributing to Avita's slow sales climb.

At the beginning of this year, Avita CEO Tan Benhong set the ambitious goal of "strive to exceed 100000 vehicles in 2023" at the annual meeting, but it seems very difficult to achieve this goal by combining the performance since the launch of Avita 11 and the delivery of the Avita 12 series until the fourth quarter of this year.

However, for a fledgling brand of new energy vehicles, difficulties are inevitable at some level, and they still have time to further improve the layout and grow gradually. However, under the background of the major brands in the industry rolling out of the sky, the time window for Rong Avita to grow may not be very long.

For Avita, the first thing to do now is to customize the needs of the product and do a good job in the user experience. At the product level, we should find the common pain points and needs of Chinese consumers, and at the same time, we should do a good job of user experience in all links such as sales service, after-sales service, charging and user operation.

At the same time, Avita also needs to strengthen its own advantages as much as possible, making good use of the unique resource advantages of Changan, Ningde and Huawei, especially Huawei. After the listing of Avita 11, the greatest affirmation of the media and users for this car is in the intelligent driving experience, including urban intelligent driving navigation assistance (City NCA), AVP valet parking assistance and other functions, which are the ceilings of the current intelligent driving field. Avita needs to continue to deepen on this strong point, while further drawing on Huawei's channel advantages and expanding consumer reach.

Finally, Avita should form its own differentiated brand image as soon as possible, find its target audience more accurately and occupy the minds of users as soon as possible. After all, the giants' ability can not be guaranteed for a long time, and we can't just rely on the "rich content" to encircle the fans.

In fact, when we look back at Avita's road of development, although we seem to have a sense of high opening and low going at the beginning, and did not produce a popular style as expected, after all, Avita has spent two years speeding through the hurdle that new car-building forces took four or five years to break through in the past, and this process is already quite efficient.

Perhaps, despite the popularity of the industry, outsiders and consumers also need to have the patience to wait for a brand to grow naturally.

According to Avita, in addition to the just-released Avita 12 series, two other new products will also be available next year. I hope that with the enrichment of the product line and the adjustment of business strategy, the popular style of Avita will not be far away.

Avita, we need to redouble our efforts.

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