We Get Up Close To The Avatr 11 And 12 EVs From China Aiming To Shake Up The Luxury Market

A Chinese brand with promising credentials has a Euro-based design team and benefits from the expertise of Changan, CATL, and Huawei

New Chinese brands face a significant challenge when aiming to compete with well-established players in the premium segment. Avatr appears to understand this and is demonstrating its expertise and talent accordingly. Last weekend, we had the opportunity to meet with the Munich-based design team of this Chinese automaker at a beautiful location in Lake Como, Italy, and to examine their two-model lineup from up close.

Avatr Who?

Don’t feel bad if you have never heard of Avatr before; it’s not a household name yet. The brand, headquartered in Chongqing, has its roots in the Changan-Nio joint venture established in 2018, with the goal of manufacturing high-end vehicles. After Nio’s departure, Changan quickly regrouped, partnering with CATL, the world’s largest lithium-ion battery manufacturer for EVs, and the technology giant Huawei, in addition to attracting multiple investors.

In 2021, the company underwent a name change, becoming Avatr Technologies, and concurrently launched its inaugural model, the Avatr 11 midsize SUV, which hit the Chinese market in 2022. The flagship Avatr 12 gran coupe was unveiled in July 2023 and made its global premiere this month at the IAA Mobility Show in Munich, where the brand’s design studio is based. If a two-model lineup doesn’t seem impressive for such a young company, rest assured that two more offerings are already in the works.

Avatr’s Chief Design Officer is Nader Faghihzadeh, who joined the company after an extensive 17-year tenure at BMW. His multidisciplinary team comprises designers with years of experience at premium brands such as Audi, BMW, and Mercedes. In addition to Changan’s technical expertise in R&D and production, CATL’s proficiency in battery packs, and Huawei’s contributions to electric motors, infotainment, and cutting-edge autonomous technology, Avatr has assembled a wealth of creative talent. This collective effort aims to create products that shine in the crowded automotive market.

The Chinese brand wants its cars to become an “emotional intelligence companion”, which is another way of putting emphasis on the user experience. Avatr for Changan is the equivalent of Lexus for Toyota, or Genesis for Hyundai, targeting premium brands, although they prefer to use the term “high-end” for their products. Their ultimate goal in global markets is to challenge the stereotype of the cheaply made Chinese car by offering high levels of perceived quality and a certain level of uniqueness in the design.

Our initial introduction to Avatr’s two-model lineup occurred at Riva’s Private Deck on Lake Como. The familial resemblance between the Avatr 11 SUV and the sleek Avatr 12 is readily apparent thanks to a number of shared design elements including the lighting signature. Additionally, the stylish LED panel at the base of the windshield can display messages and graphics to other road users when the vehicle is stationary, in accordance with current Chinese legislation. The sweeping greenhouse and distinctive tail designs are among the other design elements they share.

The Avatr 11 boasts a sculpted rear end characterized by a small rear glass, buttresses, and a flat rear deck. This design sets it apart from the multitude of coupe-SUVs, featuring subtle Jaguar-like curves on the rear shoulders. Taking this unique design aspect further, the Avatr 12 completely omits the rear windscreen, a move similar to the Polestar 4, resulting in a solid and distinctive shape, as described by the design chief himself. This decision to remove the rear windshield goes beyond aesthetics; it also contributes to sound insulation, provides a larger cargo space, and offers aerodynamic advantages.
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