dialogue｜avita yongjun: cooperation with huawei is not just about intelligence
2024-09-03
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during the chengdu auto show, avita technology released a new model, avita 07, which is the first model of avita equipped with extended-range technology. yong jun, vice president of avita technology, said in an interview with the beijing news shell finance reporter that avita has been cooperating with huawei for 5 years, and huawei has also had a close relationship with avita since it entered the automotive industry from ict. in the future, the two sides will have more cooperation. currently, huawei has a marketing team of 450 people empowering avita.
yong jun, vice president of avita technology. photo by bai haotian
avita was once the "guide" of huawei's car circle
beijing news shell finance:you have become the first company to invest in huawei's subsidiary yinwang, and new companies are preparing to enter in the future. how can your cooperation with huawei achieve differentiation in the "homogeneity"?
yong jun:the cooperation between avita and huawei started five years ago. because we recently spent 11.5 billion yuan to acquire a stake in yinwang, this topic has been brought up again.
our initial cooperation was the first real in-depth empowerment of huawei after entering the automotive industry. we jointly created a platform and built a brand. this is a brand dedicated to rooting chinese automotive intelligence in china and taking it global.
let me share a story. avita was originally planned to be called anwei, which included changan, huawei and catl. but later we wanted to go global, and anwei was not easy to pronounce in many overseas markets, and it might be a bit difficult to pronounce in china, so we positioned it as the embodiment of wisdom and named it avita.
over the years, we have been deeply connected with huawei. they empower us, and we also empower huawei. in a sense, we acted as a "guide" and led huawei into the automotive industry.
this is the first stage of our cooperation. for us, the future growth path of avita and huawei is still unlimited. through capital cooperation, huawei and avita will be more closely related, which means that huawei will have more resources entering avita in the future, including product planning, product definition, product technology application, integrated market, integrated marketing, future sales, etc. there will be more scenarios that will tie huawei and avita together.
beijing news shell finance:what kind of cooperation does avita have with huawei in the fields of sales and marketing?
yong jun:i think huawei's strongest sales capability is not just in its stores, but in its integrated marketing and brand building capabilities. now the avita 07 team and huawei's team are integrating marketing and trying to make a big breakthrough. currently, huawei has a team of 450 people supporting avita in market planning and marketing, and there will be a larger team in the future.
beijing news shell finance:what do you think about car companies competing for traffic?
yong jun:the essence of business is the competition for traffic. if we want to lay out channels, we must build them in downtown areas rather than in remote rural areas, because downtown areas can have traffic. now, the new marketing model allows traffic to move from offline to online, so the competition for traffic online is very fierce. at this time, we need to ensure that we have good enough products to participate in the competition. in fact, commercial competition in the short term depends on who has more traffic, but in the longer term, if there is no good product, then this traffic is unsustainable.
we have seen too many industries, too many categories, and too many products "build tall buildings and then collapse". avita's first priority is to make good products, and secondly, it will try every possible way to learn the traffic operation capabilities of companies including huawei and xiaomi, and then empower traffic and products.
avita 07 will become a "volume model"
beijing news shell finance:what is the strategic positioning of the avita 07 released this time?
yong jun:generally, automobile r&d needs to be started three years in advance, and even longer for technology r&d. when we were developing 07, we did not see so many ups and downs in the market. at that time, we were thinking about what form the third product 07 should take after the first and second products were planned and implemented, and what market height we should move towards.
the avita 11 and 12 are our products for brand image positioning, and the overall appearance design is very futuristic. after the smart and high-end image of avita was established, we needed a higher-volume product to popularize our technology, and the avita 07 came into being. this car will have a very suitable price range, and the appearance and interior will take into account the aesthetic tastes of most users. coupled with leading technology, we expect this car to push the avita brand from its current sales volume to 100,000, 200,000 or even 300,000 units.
beijing news shell finance:some people think that your design concept is quite advanced. how do you think your design can cater to user preferences?
yong jun:i think we don’t need to cater to others in design, just like henry ford said in the past: “if you ask users what kind of transportation they want, when they don’t know about cars, they will definitely say, i want a faster horse. but when i give them a car and tell them it is faster than a horse, they will quickly accept it.” we hope to lead the progress of the entire automotive industry.
beijing news shell finance:what is the current situation at sea?
yong jun:avita has made an ambitious plan to expand overseas, but we are still investing a lot of resources in the domestic market, so the pace is not too fast. avita 07 will be deployed in the five major markets in the world. in addition to north america, we have already planned action plans in western europe, central asia, the middle east, north africa, south america and other markets. as we achieve commercial success in the chinese market, we will promote the chinese model to the world and lead the global automotive industry.
beijing news shell financial reporter bai haotian
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