Have you paid attention to the change of coach of AVATR in the past two days?
AVATR Technology announced two days ago that Zhu Huarong will serve as the chairman of AVATR Technology, and Tan Benhong will no longer serve as the chairman and CEO of AVATR Technology, and will serve as the deputy secretary of the Party Committee of Changan Automobile.
It is very interesting that Zhu Huarong and Tan Benhong's functional positions were reversed, Zhu Huarong became the leader of AVATAR, and Tan Benhong was transferred back to Chang'an. The official explanation given by AVATR is that Zhu Huarong currently serves as the secretary of the Party Committee and chairman of Changan Automobile, has nearly 40 years of management experience in the automotive industry, and initiated the third entrepreneurship-innovation and entrepreneurship plan, and has achieved remarkable results on the road to transformation. This time he is also the chairman of AVATR Technology, which is a step forward for the Chinese brand to improve and build a world-class brand.
So the implication is that Tan Benhong did not bring practical significance to AVATR during his tenure, so after AVATR 12 was successfully listed, they decided to change the coach?
Tan Benhong, as a veteran employee of Chang'an, made him the chairman and CEO of AVATR Technology brand, in the long run, so that young people can have more opportunities, and of course, Chang'an, a long-established independent brand, can have more fresh bloodAfter reading Tan Benhong's resume, in fact, it can be seen that he has also done a lot of projects for the integration of independent and new forces before, and in 2017, Tan Benhong began to participate in the preparation for the establishment of Chang'an Weilai.
On May 20, 2021, Changan NIO officially changed its name to AVATR Technology, which is fully market-oriented, independent operation and independent development. Subsequently, Tan Benhong served as the chairman and CEO of AVATR Technology.
Is Tan Benhong not doing well enough?Or is it that the current sales of AVATR are not meeting expectations?In short, Tan Benhong's sudden transfer will definitely have a lot of suspicion in the market.
And Zhu Huarong is personally at the helm, which is enough to see how much Chang'an attaches importance to AVATAR. This seems to be in line with Zhu Huarong's own tonality, I remember that at the AVATR 12 launch conference, Zhu Huarong once said similarly, "Changan Automobile will do its best to help the AVATR brand rise, and we will give him what he wants."
The AVATR brand itself is a very forward-looking test project, with Chang'an, CATL, and Huawei, which has attracted much attention from the beginning of its birthIt seems that AVATR is not allowed to fail.
What's more, there are still many long-term projects behind Chang'an, waiting for them to realize. We still remember Chang'an's Shangri-La plan many years ago, as well as the international export plan that embraces all rivers, as well as the Beidou Tianshu, from these big projects, we can see that Chang'an is undergoing a lasting transformation. In this transformation road, the AVATR brand is currently the brand with the greatest hope, with Zhu Huarong himself at the helm, not only attention, but also peace of mind.
At present, Changan Automobile's transformation is in a critical period, and Changan Automobile's third venture is an important crossroads for Zhu Huarong's own success and fame, as well as for how Changan Automobile will move towards the future.
Of course, some netizens ridiculed that Tan Benhong went to AVATR to gild, and under his leadership, AVATR gradually got on the right track, and after inviting Mr. Tony Leung as the global spokesperson of AVATAR, the brand is also on a higher level;Based on such achievements, will Tan Benhong be transferred back to Changan Automobile, will there be a possibility, Tan Benhong is about to accept a more severe challenge, under the planning of Changan Automobile, what is the current progress of the Hai Na Baichuan Plan and the Shangri-La Plan?Isn't it time to speed up?Will all this be handled by Tan Benhong himself?
Therefore, this time AVATAR's change of coach is of great significance, and Chang'an cannot afford to lose.
Of course, a more important point comes from the sales itself, everyone knows that the AVATR brand has always taken the high-end luxury route, whether it is the intelligent cockpit, appearance, or materials, he wants to use the best, and it is difficult to match ordinary users if he wants the best cost.
The high-end price point is what many users are eager for, so the sales of the AVATR brand did not meet his expectations, and from January to September, the cumulative sales of AVATR were 14,744 units. AVATAR's order target for 2023 is 100,000 units, and as of the first three quarters of this year, its sales target has been achieved by less than 15%.
is also because of sales, when AVATR 12 was launched, the price he gave was actually a well-thought-out price reduction, but in any case, there are too many models that can be played in the range of independent brands, and the more choices you have, the smaller the advantage of AVATR will be;Take a look at SAIC's Zhiji car next door, everyone must know that the listing price of Zhiji LS6 is also unexpected for everyone, and slowly began to make cost-effective cars, lowering the **, such a model has gained more users at once, no way, this is the truth.
Zhiji Auto has to accept such a reality, I think AVATR is the same, it's useless to talk about anything if the sales are not good, you can't even enter the most basic threshold, how to overcome the distant Shangri-La plan?
Therefore, Zhu Huarong wants to take command of AVATR in person and go down to win this battle in person.
And at present, Changan has a lot of new energy vehicle brand deployment, such as the well-known Deep Blue Automobile, AVATR Automobile, and Kaiyuan, which has just been launched. At present, it seems that there are three major sub-brands. But in fact, I have seen many netizens tell me that the Kaizen brand is a work of oil to electricity, and the soup is not changed.
Overall, the current reputation and sales of Deep Blue Automobile are relatively stable, followed by AVATAR. If you look at it this way, there are not many "bullets" available in Chang'an's hands at present, and Zhu Huarong must be anxious.
No matter what the reason for this change of leadership is, but the result is so, Chang'an needs a long-term goal, and on the road to transformation is often burdened a lot, those joint venture brands with poor sales are largely the burden of Chang'an, and those new brands that have just gotten up and are not stable are also Chang'an's worries, how to take the next step, how to make their own brands their pride, indeed, there are too many burdens and pressures on the shoulders of Zhu Huarong.