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将配置与场景绑定，阿维塔12开启品牌“矩阵作战”
Jing Ji Guan Cha Bao·2025-05-09 03:37

Core Insights - Avita, supported by Changan, Huawei, and CATL, aims to penetrate the high-end market but has faced challenges with low sales and significant losses, totaling 7.103 billion yuan as of mid-2022 [2] - The company targets sales of 220,000 units by 2025 and aims for global sales of 400,000 units by 2027, with a revenue goal of 100 billion yuan [2] - The launch of the Avita 12 marks a strategic shift from a single product focus to a multi-product strategy, targeting the competitive 200,000 to 400,000 yuan price range [2][4] Sales and Market Strategy - Avita's sales for 2023 and 2024 are projected at 27,600 units and 73,600 units, respectively, indicating a need for rapid scale-up [2] - The 2025 Avita 12 is positioned as a flagship model with a price range of 259,900 to 419,900 yuan, featuring advanced technology and luxury configurations [4] - The 2024 market for electric vehicles priced between 200,000 to 400,000 yuan is expected to grow significantly, with increases of 55% and 40% for the respective price segments [2][3] Product Features and Innovations - The Avita 12 incorporates Huawei's advanced driving assistance system and luxury features, including a high-end audio system and unique seating configurations [6][8] - The vehicle offers both range-extended and pure electric versions, with the range-extended version achieving a fuel consumption of 5.8L/100km and a total range of 1,155 km [6][8] - The new model aims to differentiate itself from competitors by enhancing the quietness of the driving experience and improving engine efficiency [8] Competitive Landscape - The competition in the 300,000 yuan market is intensifying, with a focus on technology and luxury features appealing to middle-class families [3] - Avita's sales in April reached 11,681 units, a year-on-year increase of 122%, indicating a potential upward trend in brand recognition and market presence [8] - The company has expanded its sales channels to 708 locations across over 200 cities, enhancing its market reach [8]