"My first feeling as avita is to enjoy!" Tan benhong, CEO of avita technology, confidently said, "although there are many difficulties and problems, I enjoy the process of solving them, which makes me feel that I have taken a step further than others. Through comparative analysis with friends, we have found a better way or found a better result. This will give me a feeling of joy and enjoyment."

Tan benhong, CEO of avita Technology (picture provided by enterprise)

On August 25, the day before the opening of this year's Chengdu auto show, Tan benhong received an exclusive interview with China economic network and other media, responded to avita's current development situation and future prospects, and shared his thoughts and opinions on the whole auto industry.

"How good is the three-party cooperation of CHN? First, look at the pattern, and you won't give it up. Second, look at the ability and leadership."

Tan benhong said bluntly, "as a case of Chinese industry and Chinese brand, avita's development is worth interpreting in many aspects. Where does avita come from, what is it doing now, and where is it going in the future?"

As a brand jointly built by Chang'an, Huawei and Ningde, "avita is an independent market entity. Our management team has very large discretion in market-oriented development", Tan benhong said bluntly, "The team's operation efficiency is very high. For example, it has raised funds twice in 10 months. There are still two products behind avita 11. The second avita 12 has been finalized. It has just passed the design node on August 24, and will be delivered soon. The third product will also be released. Avita previously announced four products by 2025, and so far three have basically taken shape.".

"Such a speed and efficiency benefit from the innovative CHN cooperation mode and the new generation of intelligent electric vehicle technology platform CHN jointly built by the three parties," Tan benhong stressed. "CHN itself is a mode of 'creating win-win results and advancing and retreating together'. Can the three parties cooperate successfully? Can they cooperate well? First, you should look at the pattern. Second, you should look at the ability and leadership."

For example, Tan benhong said, "the price of avita 11 high configuration version is 409000 yuan, which shows the control of the three parties on the cost. The price is determined by the supply, and also by the ability, trust and understanding of both parties".

In June this year, avita technology signed a comprehensive strategic cooperation agreement with Huawei. In the future, avita technology will adhere to the principle of sharing risks and benefits. This means that the two sides have reached further comprehensive strategic cooperation. "From the perspective of cooperation between the two sides, Huawei and avita technology are not just a simple supply relationship. For the smart cockpit, Huawei provides the underlying software, and avita technology completes the product definition and top-level design," Tan benhong revealed, "We are talking about the way of channel cooperation with Huawei. Huawei will help us when the number and scale of our channels have not fully reached, but it is not a substitute. According to the plan, avita technology will have three channel modes, namely avita experience center, avita center and avita B & P authorization center.".

"80% of Tesla users don't approve of its interior, which is an opportunity for us."

In Tan benhong's view, "the consumption of electric vehicles and smart cars has entered the second stage, and the consumer population has also changed. Users with deeper comprehensive considerations have begun to participate in the consumption of smart electric vehicles, which is called mature consumption. In contrast, the first stage is to taste the new, and the products, users, technology and market environment are not mature.".

"At different stages of development, there should be different market strategies. In terms of new brands and new capabilities, I think Chinese brands have opportunities; in the smart electric vehicle track, the CHN model has advantages," Tan benhong said frankly. "According to research data, 80% of Tesla users do not recognize its interior, but suffer from a lack of choice, coupled with the effect of conformity, so they choose Tesla. This is an opportunity for us.".

"More than 20 years of experience in the automotive industry tells me that cars are durable consumer goods, and the most essential thing is the product itself. Specifically, it is whether the product has advantages in performance, positioning, quality and price." Tan benhong frankly said, "to make a good product, we must not over promise, and we must not be afraid of losing something in front of us to promise others, including the delivery time.".

In addition to products, "the diversified management team has made avita break through many traditional automobile thinking", Tan benhong said, "The price of avita 011 is 600000 yuan. If I think about it myself, I don't think about it. But from the perspective of cross-border integration, many people think that the value of this product far exceeds its price. The interior material of the new car is the same as that of Mercedes Benz S-class. In addition, its configuration, German design, battery, automatic driving, performance and other aspects can be 600000 yuan. In addition, in terms of brand operation Some people have given us new ideas. It is understood that avita currently employs about 800 people in the brand and marketing sector, of which no more than 5 have backgrounds in Chang'an group.

Photo by Tan benhong (left) and Wang Yueyue

"86% of Dading users choose medium and high-end models, which proves that the middle and high-end sev track has great potential."

In fact, the diversified operation team and excellent product quality have made avita which has not yet been delivered have a good market response.

Since May, the cumulative order of avita 11, the first mass-produced model, has exceeded 20000. Among the large order car owners, more than 86% of the users chose the long-range dual motor luxury version starting from 369900 yuan and the ultra long-range dual motor luxury version starting from 409900 yuan; Personalized option rate exceeds 90%; The average price of a single car (including options) ordered by a large number of users exceeded 400000 yuan.

"This also confirms from one side that the middle and high-end sev track has great potential," Tan benhong pointed out through analysis, "The real biggest development of Chinese brands is in several periods: first, the period when cars entered the family. At that time, joint-venture brands could not achieve a market of less than 100000 yuan. We fought it down. The price of Chery, Geely and Chang'an Benz cars was less than 100000 yuan, or even less than 50000 yuan. The second development of Chinese brands was the period when the SUV market broke out. The monthly sales of great wall, Chang'an and Geely were tens of thousands. The SUVs of joint-venture brands were relatively expensive and never run Chinese brand. This round is electrification. The price of electric vehicles has increased from 50000 yuan to 150000 yuan, and then to 250000-300000 yuan now. This is also a development process and also related to capacity. Our ability is slowly accumulating and we want to do more meaningful things. Now let's make a brand and product worth 50000 yuan. I'm sure we won't do it anymore. It's meaningless. For the first time, our CHN model has mastered the core technical capabilities of the sev industry in the hands of the Chinese people. We need to make better products and brands ".

However, "avita will still keep a low profile and be cautious in marketing, and will not hype up the booking data for the sake of a temporary marketing effect, nor make excessive commitments. The electric vehicle track is like a marathon. Avita hopes to do a good job in brand, product and service in a down-to-earth manner," said Tan benhong.