Author: French Fries Fish
Many car companies tell emotional stories about their own products, but very few really define them carefully, such as placing the word “emotion” in the first place in their car model descriptions.
Last night, at a product launch event themed “A Moment We Meet,” Avita officially released their first emotional smart electric SUV-coupe – Avita 11.
With two versions of endurance, three configurations of car models, and a sale price ranging from 349,900 yuan to 409,900 yuan, Avita has launched an impressive lineup for this new car.
As the first axe of this lineup, the “Emotion” part that focuses on appearance and interior design has occupied a significant portion of the 30-minute launch event.
After just experiencing this new car, whether from the product itself or the promotional tone, we can clearly feel Avita’s desire to express the concept of “emotion.”
Seeing Through My Emotional Eyes
Do they place such great importance on design because the car’s basic quality is poor? Avita needs to make a sharp turn after sitting steadily.
To give a conclusion, Avita 11 is really solid in practical aspects.
Only after experiencing this car can we truly understand what Changan (C), Huawei (H), and CATL (N) – the three giants of domestic products – represent.
In terms of chassis quality, thanks to the brand new pure electric platform, Avita 11 is equipped with a combination of front aluminum double wishbones and rear five-link suspensions, which are paired with a lightweight underframe composed of aluminum, ultra-high-strength steel, and high-strength steel, guaranteeing the car’s lower limit of driving quality from the underlying mechanical structure.
In terms of power system, the dual-motor four-wheel drive system composed of the Huawei DriveONE three-in-one electric drive can output a peak power of 425 kW and a maximum torque of 650 Nm, and the powerful power successfully sent the Avita 11’s 0-100 km/h acceleration into the “3-second Club.”
In terms of electrical architecture, it is the first batch of models in China to adopt the 750V high-voltage platform. The direct benefit of high voltage is fast charging, and this car supports charging for 10 minutes with a range of 200 kilometers.
In terms of battery performance, CATL has produced the first high-voltage ternary system 2.2C battery in China to match the 750V high-voltage fast-charging. The starting point is 90-degree electricity configuration, which also enables the new car’s basic endurance to reach CLTC 555 km.
In terms of intelligent driving, 34 smart driving sensors with 400TOPS computing power platform, including 3 lidar sensors, 12 ultrasonic sensors, 13 HD cameras, and 6 mmWave radar, are available. The hardware of this system is absolutely in the first echelon and is standard for the Huawei ADS Intelligent Driving system.
Chassis, three electric systems, and intelligent driving… It’s difficult to find a hardware shortcoming of the Avita 11 in the price range of 350,000 yuan. After comparing with competitors at the same price, we have to admit that every piece of the wooden barrel of the Avita 11 is quite high. Even though it is marketed for design and luxury, it is still a very cost-effective product.
Three Monks Satisfied with Drinking Water
When I first heard that Avita was a collaboration between three companies, CATL, Huawei, and Changan, there were many negative comments online, including my own.
The reason is simple, “three monks have no water to drink,” and I think everyone understands.
Changan, a veteran automobile state-owned enterprise with military genes; Huawei, a national superhero that resists U.S. sanctions; CATL, the undisputed world power battery leader.
All three are absolute leaders in their respective fields and are very powerful. When the three big brothers work together, who leads whom? Who will listen to whom?
Surprisingly, the scene of the big brothers fighting and breaking up that I had imagined did not appear. On the contrary, the three big brothers seem to be working together very well.
This is the impression I got from a recent interview with the Avita leadership.First of all, as a very powerful supplier of power batteries, CATL showed extremely high degree of cooperation in this cooperation. Xiang Yanhuo, the President of the Passenger Vehicle Solution Division of CATL China, said that whether it is ternary lithium or iron lithium, CATL has corresponding technical platforms, and can choose according to the product positioning and market demand of the three-party team.
When it comes to collaborative teamwork, Avita Chairman and CEO Tan Benhong admitted that there are certainly challenges. But in the face of challenges, they also have their own methodologies to deal with them.
“I often tell the team not to think that if you encounter communication difficulties, you can do it yourself. Can you do it better than others? You do it very smoothly and he listens to me very well. However, he cannot achieve it. We must be very clear in this logic, because we have very good partners,” Tan Benhong describes his view of communication and cooperation.
At this time, Huawei’s Wang Jun appropriately added, “We also listen very well.”
Of course, the joke element is overwhelming, but we can also see from these jokes that the relationship between the three parties is not as tense as we imagine.
From the results, starting from the Avita 11 itself, we can also find that the effect of the collaboration between Changan, Huawei, and CATL is far better than the speculations of outsiders.
“Even from the perspective of the final product, I think the word ‘unity’ can be used to describe the cooperation among the three companies,” commented the article.
On the one hand, CHN has brought their own strengths to the collaborative product. Changan has put forward their understanding of luxury cars, Huawei has provided the strongest ICT solution at present, and CATL has also provided first-class batteries.
On the other hand, the Avita 11 is not a strange, abnormal, or biased product. On the contrary, every aspect of it can be described as “balanced.”
Finally, let’s talk about design.At the launch event last night, Tan Benhong said that the design team of Avita in Munich carried out the design of the 798 model.
First of all, we need to affirm that Avita 11 must be a product that has been carefully designed. This is not only reflected in their official statement, but can also be seen from the condition of the vehicle itself.
For example, Avita has harmoniously integrated 34 intelligent driving sensors into the body, which almost eliminates the awkward feeling caused by adding sensors. This undoubtedly requires countless adjustments between the design team and the engineering team.
Secondly, we must also acknowledge that for subjective feelings such as exterior design, investing a lot of effort and cost does not necessarily yield great results.
In fact, relatively personalized exterior designs like Avita 11 will inevitably create relatively polarized reactions among end consumers – those who like it will really like it, while those who don’t may not be able to accept it. This can also be felt in recent online public opinion.
Thirdly, from the perspective of media, we can also understand why Avita chose a special design style.
“A new brand, especially a high-end one, must present features that are different from its competitors, even surprising ones, to attract consumer attention. Otherwise, if it is just an ordinary product, consumers would not risk their money to buy something unstable. Putting oneself in their shoes, in that situation, I would also prefer to buy stable products that have already been tested in the market.”
However, returning to Avita 11 itself, I still believe that it is a product with no shortcomings in vehicle quality, excellent interior texture, leading three-electric technology, and advantageous smart cabin and intelligent driving.
As the first car of a brand born from a three-party cooperation, its real performance far exceeds our previous speculations.
But whether it can sell well or not, I’m afraid this can only be verified by time and the market.After all, as it emphasizes “emotion”, the most charming part of emotion is that there is no reason. If all loves are derived from rational analysis, who still expects the kind of heart-pounding that comes from love at first sight?
So is Aventador SVJ.
This article is a translation by ChatGPT of a Chinese report from 42HOW. If you have any questions about it, please email bd@42how.com.