June 13, the 28th Chongqing International Automobile Exhibition kicked off. As the annual barometer of the automotive market in Central and Western China, beneath the bustling surface of this auto show lies a collective anxiety haunting the entire industry: price wars playing out in turn, the configurations arms race intensifying, yet consumers are becoming increasingly numb. While most brands are still fighting in the red ocean of "comparing low prices and competing on specs", Avatr unveiled its full range of products and the concept car VISION XPECTRA, using the three irreplaceable cards of design, technology, and brand to provide another growth path for the Chinese car market suffocatingly trapped in involution.

Five years since establishment, gaining over 260,000 global users, entering over 40 countries and regions and achieving overseas profitability, Avatr's logic for breaking the deadlock is exactly jumping out of the industry's inertia trap of involution.

While Others Pile Up Surface Configurations, Avatr Intensifies Underlying Safety

The current electric vehicle market has fallen into a distorted configuration race: screens becoming larger and more numerous, seat functions becoming more comprehensive, radar counts continuously increasing, brands are frantically adding features in "visible areas". However, the underlying technologies truly concerning driving and passenger safety, few brands settle down to cultivate deeply. In Avatr's view, safety is the bottom line of luxury, and the core proposition where cutting corners is absolutely forbidden.

Taihang Intelligent Control 2.0, released in March this year, is the concentrated implementation of this logic. Many only noticed the eye-catching performance of the 712 kW system maximum power and 2.71-second 0-100 km/h acceleration, but ignored the true core of this system—it deeply embedded safety capabilities into the chassis and e-drive system, rather than staying on paper parameters.

Unlike traditional four-wheel drive which can only implement front-rear power distribution, Taihang distributed e-drive can independently and precisely control the speed and torque of left and right wheels. Facing complex road conditions such as mountains, slippery, ice and snow, the system can identify slipping wheels at millisecond level and actively correct vehicle posture. Extreme scenario capabilities such as stable driving at 220 km/h with four-wheel blowouts, regenerative braking providing braking force after mechanical brake failure, anti-water slippage, have all become calibration standards for mass-produced models. More importantly, this is not concept technology for show platforms, but mass-produced functions already equipped on New Avatr 12 and Avatr 06T. The "Taihang Safety Series" special experience activity launched this month brings lab technology in front of users, conducting real-scenario tests in more than 10 cities across the country.

When the industry is all engaged in involution on visible configurations, Avatr chooses to cultivate deeply in the "invisible underlying". Beneath the decent surface, is a more solid safety foundation. This is the core that new luxury should have.

While Others Imitate and Follow Trends, Avatr Makes Originality a Global Passport

At this Chongqing Auto Show, Avatr's first concept car VISION XPECTRA's debut in the Mountain City was one of the highlights attracting the most attention in the whole venue. The panoramic prism cabin transparent like a glass greenhouse, "Emotional Vortex" as the core of intelligent interaction carries emotional connection, inflatable materials and 3D knitting processes give machines temperature and vitality. This car is not just an imagination of future travel, but also the design prototype for Avatr's second-generation mass-produced products.

Many people believe "design is metaphysics", but in the global automotive market, original design is exactly the hardest core brand moat. Body shapes can be imitated, configuration lists can be piled up, but a unique design language and aesthetic system can never be copied.

Avatr's confidence lies in, its original design has already got the ticket to the global market. Between 2024 and 2026, Avatr 11, 12, 07, 06 consecutively won Red Dot, iF, IDA and other multiple global top design awards, becoming one of the Chinese new luxury brands with the most international design awards. Behind this recognition, is the support of a complete global design system: Munich and Shanghai two major design centers, gathering over 200 design talents from 25 countries globally, defining the design philosophy of "Emotional New Luxury" from the source.

Original design is never a sentiment slogan, but a passport for brands to go global. In mature luxury markets such as Europe, consumers have extremely high requirements for brand aesthetics. Low prices and piling configurations make it hard to break through. Only unique design languages and brand temperament can grab a place in the home field where hundred-year luxury brands reside.

While Others Go Overseas for Low Price and High Volume, Avatr Exports High-End Brands

2026 is a big year for Chinese car companies going overseas, but the overseas logic of most brands has not jumped out of the existing framework: domestic market involution has peaked, then turn overseas to seek incremental growth, still walking the old road of low price and high volume. While Avatr's overseas route, from the start, chose a differentiated high-end path.

To date, Avatr has entered over 40 countries and regions globally, and has achieved profitability in multiple mature high-end markets first. In markets such as Thailand, UAE, Avatr firmly stays in the first tier of high-end pure electric with pricing higher than domestic, not relying on low prices to exchange for scale, but instead relying on product power and brand power to stand firm in the high-end market. This is not common among Chinese overseas brands.

By the end of this year, Avatr will officially land in Europe—this birthplace of global luxury cars, and also the ultimate arena for brand value. According to the plan, by 2030, Avatr's goal is 800,000 units global annual sales, overseas sales proportion exceeding 40%, business covering 110 countries and regions. More notably, Avatr's overseas strategy core is not "boosting sales", but "establishing brands". The patience of not pursuing short-term scale is exceptionally scarce in the impetuous industry—once the value of a high-end brand is diluted by low prices, it becomes extremely difficult to rebuild.

Meanwhile, Avatr's brand games are also breaking through the traditional boundaries of the automotive industry. Partnering with Mango TV to link "Sailing", "Singer" etc. nine top variety show IPs, becoming the Portuguese national team's global official partner. Not simple logo insertion, but truly resonating with users' life loves. When cars evolve from transport tools to emotional carriers, brands are no longer cold symbols, but cultural symbols bound with user lifestyle.

Conclusion: Looking back from the five-year establishment milestone, Avatr's core choices have always been clear: not being swept away by industry involution, persist in its own development rhythm. Others compete on terminal prices, it competes on underlying technology; others pile surface configurations, it does original design; others rush volume overseas at low prices, it operates high-end brands.

As Wang Hui, Chairman of Avatr Technology, said: "On the automotive race field, the Chinese team has already steadily stood in the center of the stage, competing on the same field with global hundred-year luxury brands, opening a true world-class competition." The core of this competition has never been price levels, but the barriers of core technology, uniqueness of design language, and brand value recognized by the global market.

In the second half of the year, the Smart & Elegant Big Five-Seat Luxury SUV Avatr 07L is about to be released. The flagship large six-seat SUV equipped with CATL Kunlun Condensed Battery for the first time will also appear within the year. In the next five years, can Avatr truly stand firm in the global market and confront hundred-year luxury brands head-on? The answer is slowly becoming clear in time.

For Avatr in 2026, the days aren't going well. The Hong Kong Stock Exchange IPO prospectus automatically expired after just 6 months, which already raised many doubts. The reality of poor Q1 sales and a sharp year-on-year drop in April alone further led many to believe whether the brand backed by the three giants Changan, Huawei, and CATL is already "done". So, can this high-end brand once considered limitless in potential still "turn the tide"?

Sales plummeted cliff-style, where is the problem?

Avatr, considered to be thriving next in 2025, has been "falling" since entering 2026. According to China Passenger Car Association data, Avatr cumulative deliveries in Q1 2026 were 11,392 units, a sharp 53.5% year-on-year drop, nearly double the industry average, monthly sales less than 40% of last year's peak. Compared with brands like Li Auto, Leapmotor, Xiaomi in the same period, the gap is even more visible.

They say sitting under a big tree is cool, and as a high-end brand backed by the three giants Changan, Huawei, CATL, why did Avatr fall behind so fast? In fact, looking at Avatr's current performance, the problem is not hard to find. Avatr initially had endorsement from the "Big Three", with three selling points "Changan strength + Huawei Smart Driving + CATL Battery" presented, it was still able to attract a large batch of consumers to buy.

But now, Huawei's technology has almost become the "public resource" of the whole industry, CATL's batteries are not unique to Avatr, Changan has other brands to balance, the original "Iron Triangle" exclusive halo gradually faded, Avatr naturally couldn't easily get consumer support.

Of course, Avatr could win over customers with its perfect product matrix and excellent service. Unfortunately, Avatr seems to not have this ability for now. On one hand, Avatr is stuck in a very competitive price segment, Tesla, BYD, Xiaomi, Zeekr and other brands each have their own territory, Avatr without clear tags wants to break in is really too hard.

And the "rapid iteration backstab" at the product end left users heartbroken. The "backstabbing event" happened last year, many still have an impression. Soon after Avatr 12 four-laser version launched, the brand launched new model equipped with 896-line dual-optical path LiDAR, AD performance greatly upgraded, old owners' vehicles instantly devalued, second-hand car depreciation rate up to 35% to 40%, triggering large-scale user complaints and reputation collapse. Plus 2026 Avatr new products haven't come for a long time, product rhythm "interrupted", consumer interest weak, Q1 sales hard to sustain.

Three chairmen changed in four years, how to fight this battle?

Sales decline is just surface problem, management continuous turbulence might be the "mine" buried long ago. Don't know if everyone noticed, from 2021 to now, Avatr has changed three chairmen. First Tan Benhong, then end of 2023 Zhu Huarong took over personally, to Sept 2025, "Post-80s" Wang Hui took over, equals three leaders change in four years.

During Tan Benhong period, Avatr took pure electric high-end route, result 2023 whole year only sold 27,600 units. Sales not very good, Avatr didn't give too many chances, directly changed Zhu Huarong to take over. Zhu Huarong's thinking was not same as previous, after taking office immediately turned, all series on extended range, and price dropped to 200,000 level, sales indeed pulled up, but also carried "downgrade" questioning. Arrived at Wang Hui, started talking "Anti-Involution", "Value Leap", promoting "Strategy 2.0".

Perhaps changing leaders' original intention was for brand to get better, but different senior management management concepts, decisions etc. will differ, so frequently changing senior management, brand's impact is also obvious. And the difference here also reflects Avatr's "Triangle Governance" problem, everyone knows Avatr backed by three big shots, but seems few people thought, three "big shots" with different interest demands, will it affect Avatr's normal "course" due to focus difference.

Behind each chairman stands different shareholder logic, Avatr fluctuated between "high and high" above 300,000, then pushed 219,900 Avatr 07 to probe market, after a while new model might price raise again. Whether this repeated wavering was influenced by different decision makers, we do not know. But a brand who themselves are wavering, to "fight" in high-end market, seems cannot make people produce too much confidence.

Making money overseas, but may not necessarily "save life"

Although domestic is a mess, but Avatr's overseas performance is quite good. Since Sep 2024 launch globalization, Avatr has entered more than 40 countries and regions, and in several markets has achieved stable profit. In Thailand, Avatr 11 starting price approx 447,000 RMB, long time dominating high-end pure electric sales rank first; In UAE, occupied local high-end EV 10% share; In Singapore, Avatr 11 sold to 1.56 million RMB, sales still rising. From its overseas results view, Avatr's tactic counts as successful.

But the problem is, overseas this amount, can turn Avatr next situation? Currently look, may not that optimistic. Avatr 2026 overseas target 55,000 units, hope to 2030 overseas ratio 40%, this idea sounds good, but Avatr truly walk out of loss mud, monthly sales need pull to 20,000 units above to have scale effect. Overseas this volume, put in bigger plate look, weight far from enough.

Look again at blood-making ability, Avatr 2024 loss 4.018 billion yuan, 2025 first half loss 1.585 billion yuan, 3.5 years cumulative loss over 11.3 billion yuan. Even if overseas year earn hundreds of millions, facing monthly loss several hundreds of millions domestic business, overseas that profit, might not even fill domestic loss fragment.

This is not saying Avatr overseas has no value, high-end positioning, brand premium, differentiation route, these directions are correct. But for a 2026 Q1 sales halved, IPO suspended, billion loss pressure brand, overseas current only bonus item, hard to use as lifeline straw. In other words, true turnaround battle, still need to fight in domestic. And this year passed good few months, Avatr next want "turnaround", probably also not that simple.

Conclusion

Avatr's foundation not thin, three industry giants endorsement, overseas market also developing, tech reserve not missing, foundation still very good. Only just, market competition also very fierce, give Avatr window period getting narrower. Back to start that question: Can Avatr turn around? This question's answer now cannot be certain. But can be foreseen is, Q1 sales halved, billion loss set there, IPO suspended, market competition day by day fierce, if its H2 cannot fight new hit, these "variables" will all press brand breathless.

Recently, the Hong Kong Stock Exchange prospectus submitted by Avatr on November 27, 2025, has entered an invalid status due to exceeding 6 months. According to Avatr representatives, this invalidation is a common technical procedure in the IPO process. The overall listing progress remains unaffected. The company is updating the prospectus according to requirements and will resubmit it as soon as possible.

According to HKEX rules, prospectuses will automatically become invalid if listing hearings and listing are not completed within 6 months of submission. Industry analysts point out that the current Hong Kong Stock Exchange IPO review cycles are generally longer; just in May, over 20 companies' prospectuses became invalid one after another. According to the rules, enterprises can resubmit within 3 months.

Avatr is positioned as an original, intelligent new luxury electric vehicle, committed to becoming a leading global new luxury intelligent electric vehicle brand. Avatr has gathered advantageous resources from three industry giants: Changan Automobile, Huawei, and CATL, creating a new paradigm for the integrated development of central SOE national teams and top tech enterprises. It is worth noting that Avatr also invested 11.5 billion yuan to acquire 10% equity in Huawei WantWant, building an interest community bound by capital.

Benefiting from a unique business model, Avatr has achieved high-speed, high-quality development. To date, Avatr has launched multiple models including Avatr 11, Avatr 12, Avatr 06/06T, Avatr 07, covering a price range of 200,000 to 700,000 yuan. Avatr has also entered over 40 countries and regions, preliminarily established a high-end brand image overseas, and achieved profitability. In Thailand, Avatr 11 has long maintained the top position in high-end EV sales; in the UAE market, Avatr has captured 10% of the high-end EV market share.

In the future, Avatr will further integrate advantageous resources and accelerate synergistic development. This year, Avatr will launch Avatr 07L, a large six-seater flagship SUV; by 2030, 17 models will be launched, comprehensively covering SUV, sedan, MPV, and other sub-segments. At the same time, accelerating the expansion of overseas markets, striving to cover over 110 countries and regions by 2030, with overseas sales share exceeding 40%.

On the occasion of the brand's fifth anniversary, Avatr Technology is entering a new stage where development momentum is fully unleashed. Currently, its cumulative sales have exceeded 250,000 units, establishing a solid position in the high-end intelligent electric vehicle market. With the continuous improvement of the product matrix, the accelerated implementation of core technologies, and the in-depth promotion of overseas layout, Avatr not only achieved overall profitability but also demonstrated strong growth resilience and brand vitality. As the largest external shareholder of Huawei Invision, Avatr will continue to benefit from the synergy dividends of the intelligent ecosystem, driving the brand toward higher-order development.

In the five years since establishment, Avatr has successively launched multiple models such as Avatr 11, 12, 06/06T, 07, covering a price range of 200,000 to 700,000 RMB. In the second half of this year, Avatr will also launch Avatr 07L and a brand new large six-seater flagship SUV. The latter will be the industry's first to equip CATL condensation state batteries, further raising the product ceiling and expanding market coverage. According to the plan, by 2030, Avatr will complete the layout of 17 products, comprehensively covering SUVs, sedans, MPVs, and other sub-segments. Overseas expansion has also progressed rapidly. Since going global in 2024, Avatr has entered more than 40 countries and regions worldwide. Not only did it firmly hold the top spot in Thailand's high-end electric vehicle sales, but it also secured a 10% share of the high-end market in the UAE, and the global layout has taken initial shape. This year, Avatr will officially enter the European market, further accelerating the penetration of the global high-end market, planning to cover more than 110 countries and regions by 2030, with overseas sales accounting for 40%.

Behind the brand's rapid growth is the continuous intensification of Changan Automobile's strategic empowerment to Avatr. As the core carrier of Changan Automobile's high-end strategy, Avatr carries the mission of breaking through upwards and building a global high-end brand. In April this year, Changan Automobile announced that Avatr and Deepal Automobile would launch strategic synergy, following the principle of "Front-end independence, Mid-end and Back-end synergy, Brand independent operation", further enhancing Avatr's strategic weight, with group-wide resources possibly continuing to tilt towards it. As the "flagship and benchmark" of the brand group, while the three major systems of brand operation, channel operation, and user service remain unchanged for Avatr, the high-end positioning is becoming increasingly solid. After the synergy implementation, efficiency and system capabilities are further amplified, providing a solid backing for the brand's long-term development.

In addition, Avatr's unique advantages backed by the "Big Three" of Changan, Huawei, and CATL are still deepening, building a unique technical and resource barrier. Based on Changan's century-old manufacturing heritage, Avatr has independently researched two core technologies: Kunlun Intelligent Range Extender and Taihang Smart Control Chassis. The iterated Taihang Smart Control Chassis 2.0 achieves dual advancement in safety and handling with industry-leading distributed electric drive technology. At the same time, as a "technical shareholder" of Huawei and CATL, Avatr not only enjoys priority access to the latest technologies but also partners with them to define every new technology from the source. Avatr, as the largest external shareholder of Huawei Invision, has formed an interest community bonded by capital and continues to enjoy development dividends. CATL, as Avatr's second largest shareholder, has always prioritized mounting front-line battery technologies such as Shenxing, Xiaoyao, and Condensation State on Avatr models, ensuring product strength remains at the forefront of the industry.

Standing at a new milestone of the fifth anniversary, Avatr — this young "New Luxury" brand — is steadily walking the path of sustainable growth of "Original, Intelligent, New Luxury" with clearer product strategy, deeper technical cooperation, and more firm global layout. As a core strategic asset of Changan Automobile, Avatr is constantly consolidating its core competitiveness facing the future and releasing long-term value.

Six-seater Flagship SUV is about to debut

Author | Rongxi

With the competition in new energy vehicles becoming increasingly fierce, shifting from competing on sales to competing on profits, from domestic markets to global markets, there are not many local brands that can achieve success in sales, reputation, and global expansion simultaneously.

Today, Avatr, which is surging forward, is becoming a ray of light in this bleak market.

With the product matrix continuously improving, the global footprint expanding, and profitability goals being achieved smoothly, Avatr's brand potential is being fully released. These development results also mark Avatr's formal entry into a new cycle of high-quality development where brand power, product power, and market competitiveness rise together, injecting a strong stimulant into the entire industry.

Actually, since its inception, Avatr has targeted the high-end smart electric vehicle track. From the first model Avatr 11 breaking through, to models like 12, 06/06T, 07 etc. gradually landing, within just a few years, products cover the mainstream high-end price range of 200,000 to 700,000 yuan, cumulative sales break 250,000 units, successfully establishing a foothold in the high-end market full of top players.

In the second half of this year, two major new cars will debut — Avatr 07L and the new large six-seater flagship SUV. Especially the latter, which will become the industry's first model equipped with CATL's condensed state battery, directly raising the ceiling of the brand's product power by a level.

According to the long-term plan, by 2030, Avatr will complete the layout of 17 products, comprehensively covering mainstream sub-segments such as SUVs, sedans, and MPVs. Whether it is family users, business professionals, or young groups pursuing individuality, they can find suitable models. This full-category layout is exactly the key confidence for high-end brands to stabilize the market.

In addition to deep cultivation domestically, Avatr's globalization pace is also steady and fast.

In the past two years, going global with domestic smart electric vehicles has become a trend, but there are few brands that can establish a foothold in overseas high-end markets and build a reputation. After Avatr launched its global expansion plan in 2024, it has entered more than 40 countries and regions, and the achievements are also very bright:

Stably ranking first in high-end electric vehicle sales in Thailand, capturing 10% of the high-end electric vehicle market share in the UAE.

This year, Avatr will also officially enter the European market, launching an attack on the core hinterland of global high-end electric vehicles. Looking towards 2030, Avatr plans to cover more than 110 countries and regions, with overseas sales accounting for 40%.

Avatr's ability to surge forward has relied heavily on Changan Automobile's full support behind the scenes.

As the core carrier for Changan Automobile to impact high-endization, Avatr has shouldered the important mission of building a global high-end brand since its inception. In April this year, Changan Automobile promoted strategic synergy between Avatr and Deepal Automobile, clarifying the principle of 'independent front-end, collaborative mid-and-back-end, independent brand operation'. This move not only further elevated Avatr's strategic position but also ensured that the group's global resources continued to tilt towards it.

Avatr retains the independence of the three major systems of brand operation, channel operation, and user service. The high-end positioning has become clearer. Group empowerment combined with its own efforts, development momentum continues to be maximized.

And Avatr's most core and hard-to-replicate advantage belongs to the deep binding of the 'three giants' of Changan, Huawei, and CATL. This golden combination builds a technical barrier that is hard to shake in the industry.

Relying on Changan Automobile's century-old car-making heritage, Avatr firmly holds the autonomy of core technologies, independently developing the Kunlun Smart Extended Range and Taihang Intelligent Control Chassis two major core technologies. Especially the iterative Taihang Intelligent Control Chassis 2.0, equipped with industry-leading distributed electric drive technology, balancing extreme safety and top-tier handling, bringing users a cross-level travel experience.

As a 'technical shareholder' of Huawei and CATL, Avatr holds the priority right to use technology and participates in the definition of new technologies from the source. It is worth mentioning that Avatr is now the largest external shareholder of Huawei Inwot, holding 10%. It can not only obtain stable investment income but also share resources with more than 20 cooperating car enterprises such as Seres and Audi.

CATL, as the second largest shareholder, prioritizes supplying Avatr with cutting-edge battery technologies such as Shenxing, Xiaoyao, and Condensed State, ensuring the model battery performance always leads the industry. The combined strength of the three strong forces allows Avatr to always be at the forefront on the technical level

Standing at the forefront of the industry, product power naturally remains firmly in the first tier.

As a core strategic asset created by Changan Automobile, Avatr will always adhere to the development positioning of 'Original, Intelligent, New Luxury', moving forward steadily along the path of sustainable growth.

Clear strategies, hard-core technologies, perfect products, and steady globalization allow Avatr to consolidate core competitiveness step by step.

It can be foreseen that in the new cycle of high-quality development, Avatr will surely ride the wind and break the waves. Not only becoming a benchmark for China's high-end electric vehicles, but also shining the brilliance of Chinese intelligent manufacturing on the global stage, allowing the world to see the hard power of China's high-end smart electric vehicles!

       Avatr Technology, on the important milestone of the brand's fifth anniversary, is witnessing a full burst of development momentum. With the product matrix continuously improving and overseas layout accelerating implementation, the globalization process enters a new stage. A series of solid achievements mark that Avatr has entered a new cycle of high-quality development with synergistic improvement in brand power, product power, and market competitiveness, injecting strong confidence into the market and users.

       In the five years since its establishment, Avatr has successively launched multiple models including 11, 12, 06/06T, 07, covering a price range of 200,000 to 700,000 Yuan, with cumulative sales exceeding 250,000 units, establishing a foothold in the high-end intelligent electric vehicle market. At the same time, the product matrix is still accelerating expansion - in the second half of this year, Avatr 07L and a new flagship large six-seater SUV will be launched successively. The latter will be the first in the industry to be equipped with CATL condensed-state batteries, further raising the product ceiling. According to the plan, by 2030, Avatr will complete the layout of 17 products, comprehensively covering sub-segments such as SUVs, sedans, MPVs, etc. Synchronized with the product line acceleration is the global layout. Since going overseas in 2024, Avatr has entered over 40 countries and regions, firmly holding the top spot in Thailand's high-end electric vehicle sales, and capturing 10% of the UAE high-end electric vehicle market share. The global layout is taking shape. This year, Avatr will officially enter the European market, further accelerating global high-end market penetration. It plans to cover over 110 countries and regions by 2030, with overseas sales accounting for 40%.

       Behind Avatr's rapid growth is the continuous increase in strategic empowerment by Changan Automobile. As the core carrier of Changan's high-end strategy, Avatr carries the mission to break through upwards and build a global high-end brand. In April this year, Changan Automobile announced that Avatr and Deepal Automobile have launched strategic synergy, following the principle of "front-end independence, middle-and-rear-end collaboration, brand-independent operation", further raising Avatr's strategic weight. As the "flagship and benchmark" of the brand group, Avatr has become increasingly stable in its high-end positioning and shows increasingly strong development momentum, while maintaining its three major systems of brand management, channel operation, and user service unchanged. After the synergy is implemented, the group's global resources will continue to tilt towards Avatr, efficiency and system capabilities will be further amplified, providing a solid backing for the brand's long-term development.

       It is worth noting that the unique advantage of Avatr relying on the "three giants" of Changan, Huawei, and CATL is still deepening, building a technical and resource barrier that is difficult to replicate. Based on Changan's century-old manufacturing heritage, Avatr has independently developed two core technologies: Kunlun Smart Range Extension and Taihang Intelligent Control Chassis. The iterated Taihang Intelligent Control Chassis 2.0 achieves dual advancement in safety and handling with industry-leading distributed electric drive technology. As "technical shareholders" of Huawei and CATL, Avatr not only enjoys priority adoption of the latest technologies but also works with partners to define every new technology from the source. Meanwhile, Avatr is Huawei's Xinwang's largest external shareholder, both parties form an interest community linked by capital and continuously share development dividends; CATL, as Avatr's second largest shareholder, has always prioritized mounting front-end battery technologies such as Shixing, Xiaoyao, Condensed State, etc., on Avatr models, ensuring product strength remains at the forefront of the industry.

       Relying on clearer strategic layout, accelerating implementation of core technologies, and firm global pace, Avatr continues to validate its long-termist development path. As a core strategic asset built by Changan Automobile, Avatr will continue to adhere to the sustainable growth path of "Original, Intelligent, New Luxury", continuously solidify core competitiveness, and release long-term value for the market.

Since April this year, nearly 20 products in the domestic automotive market have announced price increases. As the industry gradually steps out of low-price gaming and returns to the value competition of products themselves, Avatr's commitment to the high-end becomes even more eye-catching. The new Avatr 12 and Avatr 06T launched during the same period saw their prices further increased by 20,000 to 30,000 yuan compared to the older models. This confidence was not easy to come by in the fierce market competition. Why can Avatr continuously elevate brand premium, and why can its high-end positioning gain high market recognition?

Premium Shareholder Lineup Plus Huawei Technology Endorsement: Avatr Becomes Market Focus

Since its inception, the Avatr car brand has always been in the spotlight. First, Avatr boasts a 'Dream Team' luxury lineup for new energy vehicle manufacturing. Its largest and controlling shareholder is Changan Automobile, a direct subsidiary of a central state-owned enterprise. Relying on Changan's century-long manufacturing heritage, Avatr's resource reserves in production and R&D are difficult for the vast majority of new EV forces to reach. Just talking about the simplest product production quality issues, unknown how many new EV forces have suffered big losses in this regard. Avatr, from the start, aimed high-end markets with a high-profile launch, relying on the solid, top-tier manufacturing skills behind it.

Moreover, Changan also endowed Avatr with profound technical heritage. With the support of Changan Automobile, Avatr fully self-developed the Kunlun Smart Extended Range and Taihang Smart Control Chassis. In March, Avatr launched Taihang Smart Control Chassis 2.0, introducing distributed electric drive, ensuring safety underpins sports performance, receiving good market reviews.

The second largest shareholder is CATL, with a holding percentage exceeding any other vehicle company it invests in. This means Avatr enjoys shareholder-level priority in battery supply. From Shenxing and Xiaoyao to the latest condensed-matter battery, for every technical breakthrough by CATL, Avatr is among the first brands to equip it.

As Huawei's first brand with in-depth cooperation, based on the HI PLUS cooperation model, Avatr not only holds the priority pass for Huawei's latest technology but also partners with partners to define every new technology from the source. The two parties' teams jointly define, jointly develop, and jointly market, providing users with superior products and services. This open and flexible cooperation model has won Avatr greater market space and received widespread market recognition.

At the same time, Avatr is also the largest external shareholder of Huawei Harmony Intelligence, holding a 10% stake, which will bring substantial investment returns to Avatr. According to Huawei's 2025 annual report, Harmony Intelligence revenue reached 45.018 billion yuan, a year-on-year increase of 72.1%, growing more than 20 times in three years. It has over 20 cooperating vehicle companies, covering Seres, Changan, Chery, JAC, and international brands like Audi. Future market potential is huge. This investment income will provide sustainable funding support for Avatr's long-term development.

From a corporate level perspective, companies with strong backgrounds and outstanding technical strength like Avatr are strong contenders favored by both capital and markets; gaining user trust is naturally no surprise.

Product Reputation Solid, Revenue Growth Rapid

2026 marks the fifth anniversary since the founding of Avatr. Its cumulative sales have already exceeded 250,000 units, covering the price range of 200,000 to 700,000 yuan, and it has solidified its position in the high-end new energy market.

Relying on self-developed technology, Avatr continues to optimize user scenario experiences, forming a virtuous cycle where reputation drives brand and sales. In the past two years, Avatr has persisted in refining chassis capabilities. From Avatr 07, Avatr 06 to the new Avatr 12, chassis quality and handling performance gradually improved. The Taihang Smart Control Chassis 2.0 launched in March, relying on distributed electric drive technology, ensured safety underpins sports performance, bringing chassis capabilities to a new level. The recently launched Avatr 06T received full praise from users who experienced it.

The market also gave positive feedback. In 2025, Avatr achieved sales of over 10,000 units for 10 consecutive months, with annual cumulative sales exceeding 120,000 units. At the same time, the company's revenue scale doubled. Revenue in 2024 reached 15.195 billion yuan, a year-on-year increase of 169.16%; revenue in the first half of 2025 exceeded 12.208 billion yuan, a year-on-year increase of 98.52%. Such growth speed is rare even when new energy vehicles were just starting. Nowadays, in fierce competition, it highlights Avatr's extremely high growth potential.

At the same time, Avatr has entered over 40 countries and regions. High-end brand perception and luxury product value have been recognized in multiple mature markets. In Thailand, Avatr 11's starting price is 2,099,000 Thai Baht (approx. 447,000 yuan RMB), and it has long maintained the number one position in high-end EV sales; in the UAE, Avatr's main models are generally above 400,000 yuan, occupying 10% of the high-end EV market share; in Singapore, Avatr 11's starting price is 278,999 Singapore Dollars (approx. 1.56 million yuan RMB), and product sales continue to climb.

According to Avatr's plan, in the second half of the year, Avatr will launch Avatr 07L and the large six-seater flagship SUV. Based on adhering to original design, it will provide larger space and stronger functional experience, possessing strong sales potential. Among them, the large six-seater flagship SUV will be the industry's first to equip CATL's condensed-matter battery. With the launch of these two new cars, Avatr's product matrix fills the space demand, further covers the luxury family market, and will start a new growth cycle. Looking to the longer-term future, Avatr plans to cumulatively launch 17 car models by 2030, covering sedans, SUVs, MPVs and other sub-segments.

Overall, in just five years since establishment, Avatr has completed the leap from brand establishment to scale growth, solidified the high-end new energy market, and turned in a report card far exceeding industry expectations. Now standing at the five-year milestone, with the listing process steadily advancing, overseas markets gradually opening up, and multiple heavyweight products about to launch, Avatr has officially entered a new stage of brand development. Future growth potential is worth looking forward to.

On April 24, the 19th Beijing International Auto Show opened its grand curtain at the China International Exhibition Center. In this industry feast known as "fairy fighting", the Avatr booth became the center of all traffic by force with a concept car and two heavyweight new cars. The VISION XPECTRA concept car Asia premiere, the new Avatr 12 and Avatr 06T made a joint appearance. Standing at the node of the brand's fifth anniversary, Avatr is no longer satisfied with being "the excellent student of Huawei and CATL", but presents a posture of redefining global new luxury rules.

Vision XPECTRA Premiere: "Emotional New Luxury" is not a slogan, it is the next generation of mass-producible design

On the morning of the Auto Show media, when the curtain was lifted from VISION XPECTRA, the shutter sounds on site were dense like a rainstorm. This concept car is not just "good looking", it uses a highly recognizable way to make Avatr's "Emotional New Luxury" design philosophy concrete.

Executive Vice President and Chief Designer Nader Faghihzadeh traced inspiration back to "Qi" in Chinese culture, using "Energy" to build the emotional connection between people and cars. At first hearing it seems a bit metaphysical, but sitting in that transparent "Panoramic Prism Cockpit" like a glass greenhouse, everything starts to become concrete—the "Emotional Vortex" behind the central control screen is not only the visual main axis, but can also perceive and predict needs, making intuitive responses through light and shadow and rhythm; the large amount of inflatable materials and 3D knitting craft in the car completely say goodbye to the cold luxury logic of traditional leather + wood trim in touch and atmosphere, more like a breathing living room.

Nader has a very accurate summary for this: "New luxury is not only about form, but also about feeling, it is the atmosphere, it is the connection between each other." More worth attention is that Avatr explicitly stated that the new generation design language carried by VISION XPECTRA will land starting from the second generation product, the front face light features, the sculptural side lines, the "Emotional Vortex" in the cockpit will all enter production. Backed by Changan Automobile's century-old manufacturing foundation, the design concept being 100% restored is no longer an empty phrase. This perhaps means that the surprise we saw at the Beijing Auto Show today may be the real car running on the street in three years. This "Concept as Preview" practice is not common among luxury brands, Avatr's confidence in design is visible.

New Avatr 12 and Avatr 06T: Left Hand Qukun Smart Driving, Right Hand Taihang Chassis, Performance and Safety No Longer Single Choice

Concept cars are responsible for depicting the distance, mass production cars then demonstrate the current hard strength. The new Avatr 12 and Avatr 06T launched successively before the Auto Show can be called the model of Avatr "grabbing both hands".

The most eye-catching change on the new Avatr 12 is that the rear tail pasted the "Qukun" logo for the first time. Don't underestimate this small LOGO, it marks that Huawei Qukun will pack the global mass production highest specification 896 line LiDAR, ADS advanced smart driving, full-dimensional collision avoidance system without reservation into this car, both parties' cooperation has evolved from "hardware supply" to "one team, one strategy, one goal" deep integration. With the full series standard 35.4-inch 4K Panoramic Star Ring Screen, 25-speaker Meridian Audio and 9 Airbags, the new Avatr 12 is redefining the value benchmark line for luxury sedans within 500,000, that confidence of willing to stack materials, revealing a kind of "unreasonable" that only traditional luxury brands have.

Avatr 06T on the other side, precisely hit the pulse of young users. The official definition given to it is "young people's first performance car", but keywords far more than 2.78 seconds 0-100 acceleration. The on-board of Taihang Smart Control 2.0 technology is the biggest highlight, the introduction of distributed electric drive makes this car's limits not only "fast", more have "stable" and "safety net" confidence. Simply speaking, on the track day playing hard and in the rain day commute, this chassis can give full confidence. Plus the full-dimensional safety and large space expansion capability brought by Huawei Smart System, Avatr 06T attempts to prove: High performance and daily long-distance travel, shouldn't be a two-choice difficulty. In the 200,000-300,000 yuan range, use distributed electric drive to kill safety and sport combo, this tactic is enough smart, also enough lethal.

Five years grind into "New Central Enterprise" high-end sample, Avatr's future path: Big Six-Seater SUV and Condensed State Battery

Outside products, more worth deep reading is Avatr Chairman Wang Hui's goal thrown at the press conference: by 2030 global sales 800,000 units, overseas sales ratio over 40%, launch 17 new models, product matrix covers sedan, SUV, MPV. And just shortly after, a big six-seater flagship SUV will arrive, and will be equipped with CATL's Phoenix Condensed State Battery for the first batch.

The talk is big, but look at the face behind Avatr, this combo move is by no means empty talk. In the National Enterprise Technology Center evaluation, Changan R&D strength continuous 14 years industry first, this provides a base for Taihang Smart Control Chassis, Kunlun Smart Extended Range etc. fully stack self-research technology. Meanwhile, Avatr is Huawei Yinwang's largest external shareholder, and also CATL's second largest shareholder. This means not only enjoys two giants' latest technology's priority mounting rights, but also can participate in definition from source—Huawei Qukun ADS 5, Harmony Cockpit HarmonySpace 6 and CATL's Condensed State Battery, without exception will land on Avatr first. This "Deep Binding" brought technology generation advantage, is simple procurement cooperation cannot reach.

Globalization report card also becomes clearer. Currently Avatr has entered global over 40 countries and regions, in Thailand, Avatr 11 long term occupy high-end EV sales top; in UAE, it has already snatched high-end EV 10% market share. 2026 Sword Pointing Europe, by 2030 build over 700 overseas touchpoints plan, shows its ambition is to steal cake in traditional luxury belly of developed countries.

Avatr from five years ago first product test market water temperature, to now perfect design, smart, three-electric, chassis fully stack capability, Avatr's evolution path in new car creation camp is unique. It did not go stacking materials cost-performance old road, but relied on central enterprise tech foundation, Huawei Smart and CATL Battery, trying to carve out a kind of new luxury ism with Eastern temperature. VISION XPECTRA is aesthetic declaration, new Avatr 12 and 06T are scale grip, and upcoming big six-seater SUV and Condensed State Battery, are truly charge whistle charging towards global 800,000 goal. This Beijing Auto Show, Avatr indeed put out eye-catching "Emotional New Luxury" answer sheet.