Avita crazy hits Huawei, Changan Automobile understands the marketing clearly

Who doesn't want to cut a cake of high -end new energy vehicles?

On August 8th, Changan Automobile united in Ningde Times and Huawei Avita 11 was officially launched.

Avita 11 focuses on "Emotional Intelligent Electric Course SUV" and launched a total of three models, priced at 349,900 yuan to 409,900 yuan. The A -share "Ning King" and "National Brand" Huawei's joint blessing made this new car not start in the industry.

1. Hold tight Huawei thighs

Whenever there is a car company and Huawei cooperating to build a car, the "soul theory" of the chairman of SAIC Group Chen Hong will be carried out as ridicule.

When talking about car companies cooperating with Huawei to build a car, Chen Hong proposed: "SAIC is unacceptable to cooperate with third -party companies like Huawei. This is like a company with a overall solution for us. When it comes, it becomes the soul, and SAIC becomes a body. For this result, SAIC is unacceptable. You must master the soul in your own hands. "

But in fact, there are more and more "car companies" of the soul, and Changan even.

Huawei cooperates with car companies with a total of three types. First, sell soft and hard parts to automotive companies; second, HUAWEI Inside (Hi) model, that is, cooperative development and customized complete full stack solutions such as autonomous driving and smart cockpit. The third is the most deepest, and it is also the cooperation model adopted by Huawei and Xiaokang. "Huawei Zhi Choosing Car Model". Huawei deeply participated in product definition, vehicle design, and channel sales. At present, only Xiaokang shares that have been renamed Selis have taken the cooperation of "Huawei Zhi Choosing Model".

The HUAWEI Inside (Hi) mode selected by Avita 11, equipped with Huawei smart cockpit, Huawei Driveone dual motor four -wheel drive system and Huawei ADS high -end intelligent driving assistance system, almost equipped with Huawei's current mass production of all technologies.

In terms of intelligence, Changan Automobile directly abandoned the "soul" and said that it was an exaggeration to say that it was a "Huawei Automobile".

Moreover, the car logo of car companies is generally placed at the tail of the car, but Avita 11 is not. Instead, choose a eye -catching red "Hi" mark on the side of the body -this is the sign of "Huawei Inside", which symbolizes the blessing of Huawei Hi full -stack smart car solution.

The choice of Changan Automobile caters to the hearts of many consumers. After all, Taobao has recently sold the Huawei car logo, and many people asking the owners of the world have replaced the label of the car at the rear of the car with the Huawei car logo. The owner who bought the "HUAWEI" car logo showed the buyer show and wrote "Inject the soul, there is no sense of disagreement!"

At the Chongqing Auto Show last year, Zhu Huarong, chairman of Changan Automobile, said, "When the product does not work, it depends on marketing tactics." This year, Changan Automobile's "three -party joint model" was born immediately.

Changan Automobile really understands marketing.

2. Favorite "joint" car companies

The joint model refers to a new product created by different designers or different brands. The two parties are responsible for the relevant process of new product creation in a common name, and the general joint model price will be high.

Changan Automobile knows this.

As early as 2018, Changan Automobile had already played a "joint name", but that time the cooperation was finally folded.

At that time, Changan Automobile raised the new energy vehicle business to a height and continuously launched a number of new energy vehicles. However, only micro -electric vehicles have been performing, and new energy models such as Yidong and Lumin have no big waves. Even CS55, which is more popular in the fuel vehicle market, the pure electric version launched by consumers has not been recognized by consumers.

On July 10, 2018, the new forces of Changan Automobile and the construction of the car jointly established the brand Changan Weilai, which jointly deployed the intelligent and electrification of automobiles. However, in the early days of entrepreneurship, Weilai itself still faced the problem of delivery difficulties. None of the cooperation between the two always had a mass production car to land.

During the stagnation of Changan Weilai, GAC Ean, BAIC Ji Fox, Geely pole, Dongfeng Lantu, SAIC Zhi, BYD Tengshi and other independent brands such as rain sprung up, but Changan's high -end new energy brands have not moved.

Until June 2020, Changan Automobile acquired Changan Weilai, an increase of 95.38%. The founder of Weilai Li Bin stepped down as Chairman of Changan Weilai. At this point, Changan Weilai announced the end.

In 2021, the sales volume of Changan New Energy vehicles exceeded 100,000 vehicles, but 70%of them came from Benben E-Star. In the minds of consumers, Changan New Energy began to be associated with "low-end". Always improve.

It has been working in the new energy field for several years, but the image has become more and more moved closer to "low -end". This is not what Changan Automobile wants.

After "breaking up" with Weilai, Changan Automobile, who is good at all outside, no longer chooses to cooperate with car companies, but aims at the supplier. Moreover, Changan Automobile, who is well versed in marketing, realized that if you want to enhance the brand's influence, the brand of cooperation must be "hard".

As a result, Changan Automobile introduced new partners, Huawei and Ningde. On May 20, 2021, Changan Weilai officially renamed Avita.

A year later, he finally had the first high -end smart electric vehicle, Avita 11.In this cooperation, the characteristics of the "joint model" are exerted vividly. There are two big guys in the field of intelligence and electrification at the same time. The price of Avita directly comes to the range of more than 300,000.Opening the gap, the dual purpose of price increase and enhancement of brand influence.Now, the "gimmick" has been filled, and only consumers pay for it.

At present, with the release of Avita 11, the first ten city experience centers and experience space are officially opened.The ultra -long battery life luxury version is expected to start delivery of users in the first quarter of next year.

It takes 4 months to pick up the car just after listing. Avita 11 learned the "essence" of high -end new energy vehicles.

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