On April 8, there were rumors on the Internet that Avita and Gaohe Automobile had reached a cooperation agreement, and Gaohe Automobile planned to resume production this month. In response, Avita's public relations department responded to reporters saying that the information was untrue. Gaohe Automobile's public relations department also said it had "no comment."
Since October 2023, negative news surrounding Gaohe Automobile has begun to spread. Some netizens broke the news on the recruitment platform that Gaohe Automobile has started large-scale layoffs, and some departments have even laid off 50% of their employees. In this regard, Gaohe Automobile stated that the rumors were untrue and it was a normal personnel flow.
On January 2, 2024, some netizens posted on social platforms asking "What happened to Gaohe Automobile?" and said that many groups had gone viral with a screenshot showing that "all work at Gaohe Automobile has been suspended, including stopping shipments and stopping new projects." Development. Be prepared for prosecution." That night, Gaohe Automobile officially responded via Weibo, stating that the company's operations were normal and all work including R&D, production, marketing, and delivery were progressing normally. The original platform also deleted relevant posts and issued warnings to members who posted them.
A month later, there was news that Gaohe Automobile held an employee representative meeting on February 7, announcing that January wages could not be paid on time, and at the same time canceling the 2023 year-end bonus, suggesting that employees find their own way out. In response to the news, Gaohe Automobile said that the company is taking adjustment measures such as proactive salary cuts for senior executives and delayed salary payments to face internal and external challenges.
On February 18, the first day of resumption of work during the Spring Festival in the Year of the Dragon, some media reported that Gaohe Automobile held an internal meeting and announced that it would suspend production for six months from now on. Wages before February 18 will be paid as usual, and wages before March 15 will be paid. Employees who stay at Gaohe Automobile will only be paid basic wages. After March 15, employees will only be paid Shanghai basic wages. Since
was founded in 2019, Gaohe Automobile has launched a total of three cars, namely the " Gaohe hiphi x" priced at 570,000-800,000 yuan, and the flagship model priced at 510,000-630,000 yuan. " high-end hiphi z" and hiphi y priced at 339,000-459,000 yuan are priced at a relatively high level in the industry, and their appearance is also quite eye-catching and highly recognizable.
However, official data shows that in the past year, Gaohe Automobile sold a total of 4,265 vehicles, ranking 95th among all brands, of which 3,735 Gaohe hiphi y were sold, and Gaohe hiphi z and x sold 329 and 201 vehicles respectively. This achievement appears to be in jeopardy against the backdrop of many new forces that frequently sell over 10,000 yuan a month.
Rumors about who can become Gaohe's "white horse knight" have been fermenting in the industry. On February 27 this year, when Gaohe Automobile CEO Ding Lei went to Changan Automobile for talks with Zhu Huarong, there were rumors that "Changan Automobile was considering purchasing 51% of Gaohe Automobile's equity." This rumor was later refuted.
Avita, another protagonist of this rumor, also has a close relationship with Changan. It is the product of a three-party cooperation: Huawei provides intelligent driving capabilities, the battery comes from CATL, and Changan provides it with vehicle manufacturing capabilities. Avita's highly technological and recognizable styling and excellent intelligent driving capabilities are also recognized by car enthusiasts.
However, in the past two years, Avita's sales have not been satisfactory. The latest data shows that a total of 2,457 Avita units were delivered in February 2024, and a total of 9,516 units were delivered from January to February. In February, the delivery volume of Avita 11 fell by 48.13% month-on-month, the delivery volume of Avita 12 fell by 72.11% year-on-year, and the overall delivery volume fell by 65.19%.
At the end of December 2023, Changan Automobile announced major adjustments to Avita's management: Zhu Huarong, chairman of Changan Automobile, also served as chairman of Avita Technology, and Chen Zhuo was promoted to president of Avita Technology. In March 2024, Avita stated that the parts shortage problem affecting delivery volume has been alleviated, and large-volume deliveries have begun.
After dual optimization of personnel and supply chain, it remains to be seen whether Avita's future performance will improve. It may be too early to talk about cooperation with Gaohe Automobile, the "brothers in need". It is urgent to find their own development paths.
On the second day after Xiaomi su7 was launched, Avita held a low-key launch conference for 24 models via live broadcast.The price of the medium-to-large pure electric sedan Avita 12, which was launched in November last year, has dropped from 290,800 to 390,800 yuan at the time of release to 265,800 to 378,800 yuan, showing great momentum to compete.
Written by: Nandu·Wancaishe reporter Hu Wenwen Chen Jing'an Liang Luozhe
