The refreshed launch of the 2024 edition of Avatar 12, closely following the official release of Xiaomi SU7, not only marks the increasingly firm step of China’s new energy vehicles entering a new era, but also highlights the unique personality and status of the Avatar brand.
Currently, China’s new energy vehicle market is entering the intense second half of competition, with mobile phone manufacturers such as Xiaomi, Huawei, and Meizu entering the fray, as well as the emergence of “new emerging forces” formed by the deep integration of traditional automakers and digital manufacturers.
Against this backdrop, Avatar, as a brand that integrates Chang’an’s profound automotive manufacturing experience, Huawei’s cutting-edge technological wisdom, and CATL’s top-tier battery technology, naturally becomes an industry benchmark and representative. The launch of the 2024 edition of Avatar 12 further demonstrates Avatar’s spirit of constantly pursuing innovation and breaking through itself.
Different paths lead to the same goal in the second half.
Compared with Xiaomi SU7, although the two have completely different market positions, design concepts, and product morphologies, they both profoundly reflect the main trend of thinking and evolution of current Chinese new energy brands. Unlike Xiaomi’s bias towards traditional automobiles, Avatar has always been committed to creating more novel and original vehicle shapes and attitudes. Since Avatar 11, design has been the soul of the Avatar brand. It is this perseverance and pursuit of design that allows Avatar to capture the attention of every consumer who pursues aesthetics at first sight.
The refreshed launch of Avatar 12 not only injects new vitality into China’s new energy vehicle market but also showcases the infinite possibilities for the future development of Chinese new energy brands. We look forward to Avatar continuing to lead the trend in the future and contributing more strength to the prosperous development of China’s new energy vehicle market.
As the first sedan model under the Avatar brand, Avatar 12 showcases extraordinary aesthetic charm with its unique body proportion design. It boasts a 0.61 axle-to-length ratio, presenting a sleek and fluid side profile. The 1.38 width-to-height ratio endows the body with a strong visual impact, while the nearly perfect 0.514 wheel-to-height ratio highlights the vehicle’s low and stable stance, ready to unleash powerful energy at any moment. These body proportion designs not only meet engineering requirements but also achieve ultimate harmony and beauty visually.
The full LED Star Travel curved light cluster of Avatar 12 is truly unforgettable, giving the vehicle a unique aesthetic quality that reflects a purist aesthetic philosophy. The bold adoption of a fully enclosed and luxurious rear hatchback design without rear quarter windows further explores new boundaries of the “Future Elegance” design concept, leading the trend of automotive design.
The 2024 edition of Avatar 12 introduces an astonishing “Golden Legend” – the brand-new Hui Jin color scheme. This paint color was carefully developed by the Avatar team over a year, with repeated reviews lasting six months before finalizing the decision. Avatar employs a rare chameleon effect pigment that allows the body color to exhibit a gradual change from floating light to golden hue as the light changes, adding even more mystery and charm to the vehicle.
On the other side of the overall aesthetic style, the interior design also highlights Avatar’s unique thinking. Under the concept of panoramic digital embrace design, the 35.4-inch 4K integrated remote screen spans the entire width of the car, with no black border gaps between the driver and passenger’s view. It not only serves as a backdrop for the light and shadow reflections behind the central control screen but also creates numerous intelligent scene experiences functionally.
As one of the earliest automotive companies to adopt Huawei’s HI model and with Huawei as one of its three major partners, Avatar naturally possesses superior basic conditions in terms of intelligence, thus incorporating the higher pursuit of “emotional intelligence” into its brand proposition.
Unlike several recent entrants from the smartphone industry, Avatar, although also considered as one of the latest “new emerging forces,” is already a mature automotive company with two models. Coupled with the backing of Chang’an, a venerable and deeply rooted veteran automotive company, Avatar’s intelligence can stand at the forefront of the times without fear of straying into excessive innovation.
The industry has been greatly surprised by the fact that the 2024 Avatar 12 now comes with a standard high-specification intelligent driving hardware, including three lidar radars. In terms of intelligence, especially in the historical development direction of intelligent driving, Avatar has taken the lead in achieving a one-step solution at the same level, not only safeguarding existing functions but also leaving ample room for subsequent function iterations.
After upgrading to the latest version via OTA, the Avatar 12 will be equipped with NCA navigation assistance that does not rely on high-precision maps, joining the ranks of the earliest vehicles capable of “driving anywhere in the country.” As a compensation for the price reduction and enhanced configuration of the 2024 Avatar 12, Avatar has also offered full refunds for the intelligent driving package to existing owners and free gifts to those who have not selected the package, fully demonstrating its empathy and care for the car owner community.
From quantity to quality of competition
In the early days, the key test for new forces in the new energy sector was their ability to “get ahead of the curve.” Whoever could build factories, deliver vehicles, introduce new features, and iterate through OTA updates sooner would attract more public attention and leverage that popularity to gain an advantage in sales.
However, as the incremental market gradually transitions into a stock market and the new energy sector enters its second half, the focus is now on who can truly grasp the core demands of consumers, integrate resource advantages to create optimal product forms, and provide the most efficient and relevant real-world experiences.
In the domestic mid-to-high-end new energy market, everyone talks about luxury, but true luxury is never simply achieved through filled with materials. While the Avatr 12 can indeed be seen with lavish materials, it is also filled with overall planning and original thinking that goes beyond mere material stacking.
Space is undoubtedly the cornerstone of a luxurious experience, and the “Double One-Meter Space Mastery” brings a leading rear-seat experience to the Avatr 12. However, Avatr didn’t stop there. Jointly developed with CATL, the battery pack introduces an innovative “energy well” ultra-thin design.
This design frees up a precious 25mm of vertical space, not only ridding the Avatr 12 of the stereotype of electric vehicles having a high floor but also enabling users to move in and out of the car with a more elegant and smooth posture. While this may not be immediately apparent like paper parameters or configuration sheets, it subtly affects the true user experience in the long term.
Similarly, in terms of intelligence, the Avatr 12 doesn’t simply pile up lidar sensors on the exterior of the car like many other models, eagerly displaying their existence without considering the harmony of the overall design. Instead, based on the Gentle tech minimalist design concept, Avatr hides the three lidar sensors on the surface of the car body. This not only eliminates blind spots and avoids affecting wind resistance with a low-mounted layout but also achieves a perfect coexistence of intelligence and design.
The 2024 Avatr 12 also introduces a new electronic exterior mirror, which offers a wider field of view twice that of traditional mirrors, eliminating blind spots and significantly enhancing driving safety. With vehicle-grade electronic stability, night vision enhancement technology, and a 70℃ instant heat evaporation function, it achieves all-weather, zero-delay high reliability.
Since the Avatr 12 creatively adopts a liftback design without a rear quarter window, the interior mirror is already electronic, making it more suitable for the exterior mirrors to also be electronic to provide a consistent visual experience. This also embodies the technological concept of overall design and integrated thinking.
Technology never exists independently on a PPT; it must empower the real user experience. As the Chinese new energy market shifts from focusing solely on sales volume to emphasizing comprehensive quality, the evaluation criteria for luxury and intelligence will also favor automakers like Avatr that possess comprehensive thinking and overall innovation capabilities.
