The Avatr brand is not just a typical car manufacturer but a "giant-versus-giant" collaboration that brings together technology leaders from three major Chinese industries under the business model called CHN (Changan - Huawei - Ningde Times/CATL). The origin and founder of this luxury brand began as a joint venture between Changan and NIO in 2018 but underwent a major restructuring in 2021, renaming to Avatr Technology. The main shareholders (the three power centers) are:Changan Automobile (41%): Responsible for manufacturing, body engineering, and over 100 years of automotive experience.CATL (14%): The world's number one battery giant (known in Chinese as Ningde Times), providing energy and charging technology support; and Huawei, although not a direct shareholder, is a strategic partner overseeing the "heart" of the vehicle—the autonomous driving system (ADS) and the intelligent operating system (HarmonyOS).
The brand's leadership is currently headed by CEO Chen Zhuo and Chairman Wang Hui, both with the vision to make the car an "Emotional Intelligent Companion"—a companion with emotional intelligence. Avatr's R&D team is globally distributed to meet high standards. The Global Design Center, led by Nader Faghihzadeh, is located in Munich, Germany, focusing on advanced European-style design. Engineering and software centers are in Shanghai and Chongqing, China, emphasizing AI integration with the CHN platform. The vehicle's core is developed by a propulsion team combining Changan's mechanical engineers and CATL's electrical engineers, developing an 800V high-voltage platform that supports 5C fast charging, considered state-of-the-art technology today.
Confidence and marketing in Thailand
In reality, Thailand is positioned as the main strategic hub for the brand's global market expansion by the Chinese government. Changan's production base has invested over 10 billion baht to build a factory in Rayong, which will produce right-hand drive (RHD) vehicles, including Avatr models, for export to Southeast Asia and Australia.
Acceptance
Avatr positions itself as a premium high-end electric vehicle, receiving very positive feedback in Thailand from users seeking Huawei technology and confidence in CATL batteries.
After-sales service
In 2026, Avatr in Thailand is elevating service standards through a strong network. Flagship showrooms like the Rama 3 branch (operated by Infinite Automobile) serve as large, comprehensive service centers over 9,000 sq.m., supporting general repairs, European-standard paintwork, and bodywork. The dealer network collaborates with partners such as asap (Evante) and other groups to expand showrooms to over 60 nationwide by the end of 2026.
Service standards
First-time-right repairs: Emphasizing completing repairs correctly on the first attempt by technicians trained directly by the factory.
Mobile Service & Roadside Assistance: Mobile service units available 24 hours for customer support.
Parts Security: Having a factory in Thailand ensures spare parts availability without long waits as experienced with imported vehicles in the past.
With the combined strengths of Changan (manufacturing), Huawei (intelligence), and CATL (durability), the Avatr 06T is not just a beautiful car but one with one of the strongest engineering foundations currently in the market. The union of these three famous brands gives the Avatr 11 unique selling points but also places it in fierce competition in China's electric SUV market, which has seen many local brands launch new models recently, including NIO's ES7, Li Auto's L9, AITO's M7, and XPeng's G9.
Chinese brands like Avatr directly compete with global luxury cars such as the BMW X3, Mercedes-Benz GLS, and even the Rolls-Royce Cullinan. At the launch of the Li L9, the CEO stated, "We are not afraid of Rolls-Royce at all." XPeng's CEO compared the G9 to the Porsche Cayenne. With a price around 2 million baht, the Avatr 11 challenges German cars with a century-long history such as the BMW iX3 and Mercedes-Benz EQC, which are similarly priced.
The reason for such confidence among Chinese brands is the rapid growth of the EV market and the novelty of the technology to all, leveling the starting point for everyone. This confidence is not empty boast, as the intelligent driving assistance systems in new Chinese models are considered more advanced than those in foreign cars like the Audi e-tron.
Avatr focuses not on brand heritage but on cutting-edge driving technology (such as that provided by Huawei) and vehicle and battery performance (such as from CATL). Chinese brands are rising as formidable competitors, potentially surpassing the traditional luxury standards long dominated by foreign brands.