During our recent trip to Italy with Avatr, where we had the opportunity to inspect their current two-model lineup firsthand, we also engaged in discussions with the company’s designers and executives regarding the brand’s future strategy.
What we learned is that the high-end automaker, under Changan’s ownership and backed by tech-giant Huawei and the world’s largest battery maker CATL, has ambitious plans to extend its reach to diverse markets beyond China, including Europe. Furthermore, Avatr is actively developing additional models to complement its existing lineup, which includes the Avatr 11 SUV and the 12 gran coupe flagship.
Two new models under development
Starting with the new models, there was a lot of excitement within the design team who are quite busy at the moment working on the “next generation of Avatr vehicles”. Our discussions with the designers revealed that Avatr has not one, but two additional models in the pipeline, following the recent introduction of the Avatr 12. While they skillfully navigated around disclosing specific details regarding the body styles of these upcoming EVs, which will likely bear the Avatr 13 and 14 monikers, they did provide some hints about their design directions.
More: We Check Out The Avatr 11 And 12 EVs From China That Aim To Shake Up The Luxury Market
These forthcoming models are anticipated to embrace the design elements that define the current Avatr lineup, incorporating hallmark features such as the unique lighting signature, seamlessly integrated sensors, and bold rear-end aesthetics. This approach will enable the brand to establish a recognizable and cohesive visual identity across its expanding model portfolio.
In contrast, the interior designs are expected to diverge, reflecting the brand’s youthful nature and its ongoing experimentation with novel styles. Nevertheless, the expansive full-width screen located at the base of the Avatr 12’s windshield is likely to become a recurring feature in more models in the near future, as the design team put considerable effort into its production realization.
Additionally, during the presentation, we were treated to glimpses of the interior trim and color combinations of the upcoming models, suggesting that at least one of them might feature the unique reclining and ventilated wooden wireless charging pad currently found on the center console of the Avatr 12.
Without any specific information about the target segment of their next new model, we can only speculate what’s in store for Avatr. Our best guess would be a smaller low-slung offering similar in size to the likes of the Tesla Model 3, Nio ET5, Polestar 2, and BMW i4. This notion is supported by leaked patent drawings showing a new model that looked like the gran coupe / sedan equivalent of the Avatr 11. Nevertheless, during our discussions with Bruno Ciccarini, Avatr’s PR Manager in Europe, he expressed an open-minded approach to future offerings, even suggesting the possibility of a microcar designed for the “difficult” Indian market.
An image on Avatr’s official website highlights the modularity of the underpinnings showing silhouettes of four different models, including a sedan, a gran coupe (Avatr 12), an SUV (Avatr 11), and a minivan. However, it is not clear if those are teasers for the upcoming models or just illustrations of vehicles with different bodystyles.
From China To The Rest Of The World
At present, Avatr focuses its sales exclusively within China. However, the company has underscored its forthcoming internationalization strategy, which is set to commence in 2024. The plan has yet to be finalized, but the first step will be to enter Southeast Asian markets like Thailand, followed by the United Arab Emirates (UAE) before making the big jump to Europe. The PR manager told us that the first vehicles will reach the Old Continent in 2026-2027 once the homologation process is complete. During the event, we also learned that EU-spec Avatr models will be manufactured in Germany instead of China, helping the brand avoid any tariffs that may be imposed in the future.
In addition, Avatr has provided official confirmation that they are actively developing a right-hand drive model. This development suggests that markets like the UK and other RHD regions could be on the horizon for the brand. When we asked the company’s officials about North America, we received a cautiously optimistic “maybe”. While it may be premature to discuss, it’s evident that Avatr faces similar challenges as other Chinese automakers seeking entry into the highly competitive US market.
More: All-Electric 2024 Avatr 12 Celebrates Global Debut In Munich
In any case, the Avatr team emphasized that China will remain the brand’s primary focus. This decision is well-founded as China boasts the world’s largest automotive market with substantial potential in the premium segments. Furthermore, Chinese customers are more open to change being free from any brand loyalty constraints often observed in other parts of the world.
