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A high-end new energy brand is said to have laid off 95% of its staff! Official response

2024-07-14 Update From: AutoBeta NAV: AutoBeta > News >


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Recently, a netizen who claimed to be an after-sales employee of Avita said in a post on the pulse platform: as a result of the restructuring of the company, Avita is carrying out a "layoff" extensive plan, and 95% of the after-sales staff across the country have been laid off.

As soon as the news came out, it immediately attracted a lot of hot discussion from netizens. Netizens who are certified as Avita technology employees commented that they were also laid off. Another netizen commented: it is normal for enterprises to lay off staff.

In response to the news, the head of the Avita technology brand responded: the news is false. At the same time, it said that with the rapid development of sales and business, it will continue to innovate the business model. The reason for the transfer adjustment of some personnel is that in order to quickly improve the response speed of users and the operational efficiency of stores, the company returns the store-end after-sales service business to partners, who provide users with more timely and effective services under the requirements of Avita's unified standards and service system.

It is also pointed out that at present, all normal operations of Avita have not been affected in any way. Under the requirements of the company's unified standard management system, partners will recruit a sufficient number of front-line employees as soon as possible to fill 100% of the vacant positions by the end of January, so as to provide warm and intimate after-sales service for all Avita users.

It is worth noting that although officials refuted the rumors of the news. But in recent years, the presence of Avita models in the market is not strong. Relevant data show that Avita was established in July 2018 by Changan Lai New Energy Automotive Technology Co., Ltd., and changed its name to Avita Technology in May 2021. It is a new high-end automobile brand jointly created by Changan Automobile, Ningde Times and Huawei. Avita's first model, Avita 11, went on sale in August 2022. The new car is positioned as a pure electric medium-sized SUV, with a total of three models with a price range of 34.99-409900 yuan.

The biggest highlight of this model is the model built in cooperation with Huawei, which is equipped with Huawei HI (Huawei Inside) full-stack smart car solution, intelligent cockpit developed by Huawei HarmonyOS and Huawei AOS intelligent driving operating system. The power four-wheel drive model is equipped with Huawei DriveONE three-in-one electric drive unit, maximum power 425kW, maximum torque 650N ·m, and two versions of 555km and 680km under CLTC conditions. Unfortunately, even with the blessing of Huawei technology, the market performance after the listing of Avita 11 is insignificant. According to the data, the cumulative sales of the Avita 11 in 2023 was 21665, with an average monthly sales of only thousands.

In order to boost sales, Avita launched a second model, Avita 12, on November 10 last year. The new car is located in a pure electric medium-sized sedan, launching a total of three models with a price range of 30.08-400800 yuan. Officials attached great importance to the listing of Avita 12 and invited superstar Tony Leung Chaowei to endorse it. At the same time, at the scene of the new car launch conference, Changan Automobile Chairman Zhu Huarong, Huawei Yu Chengdong and Ningde Times Chairman Zeng Yuqun were all present for the Avita platform 12. Zhu Huarong, chairman of Changan, even said at the scene: "as long as Avita needs it, Changan Automobile will certainly give its full support, asking for money, giving people, and technology!" Official news, Avita 12 after the launch of the big order has exceeded 20000 vehicles.

In fact, in order to boost sales, Avita made personnel changes last year in addition to launching new models. In December, it was officially announced that Zhu Huarong, chairman of Changan Automobile, was chairman of Avita Technology. According to the plan, Avita will launch four new models by 2025, with sales exceeding 30 to 400000 vehicles. Judging from the sales volume of the two models currently launched, there is still a big gap from the official challenge of 100000 vehicles set last year, how to break through 30-400000 vehicles. With Zhu Huarong taking over, it remains to be seen whether the follow-up sales of the Avita brand can be improved.

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