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Confronted with the dual challenges of sluggish market sales and an incomplete Initial Public Offering (IPO), Avita is compelled to face the imperative of transformation. In September 2026, Avita and Seres jointly established the AD Synergistic Development Department to spearhead adjustments in system mechanisms. The launch of the T09 signifies concurrent modifications in Avita's product design and brand orientation. Amidst internal and external pressures, organizational restructuring and product strategy initiatives herald Avita's formal entry into a transformative new phase.

Published by | Heyan Yueche Studio

Written by | Cai Yan

Edited by | He Zi

Full text: 1,880 characters

Reading time: 3 minutes

On October 11, Avita unveiled the T09 globally in Paris. As the brand's flagship SUV and a pivotal element in its product line transformation, the T09 integrates Huawei's technology more profoundly than any previous Avita model. Its product design ethos has also transitioned from the erstwhile 'avant-garde pioneer' to a 'practical luxury' approach.

In terms of core competitiveness, the T09 does not excel in individual parameters. Boasting 1,000 horsepower, a 400KM plug-in hybrid electric range, rear-wheel steering, dual-chamber air suspension, and other features, these specifications are not unique in the 400,000-500,000 yuan market segment in 2026.

Consequently, the T09's product emphasis lies in the integration of Huawei's and Changan's technological system capabilities. Huawei's Qiankun ADS 5.0 manages perception and decision-making, Taihang Intelligent Control 3.0 oversees chassis hardware-software synergy, and Huawei's Qiankun XMC digital chassis enables multi-modal perception fusion and AI suspension control. The deep synergy of these three systems constitutes the T09's true differentiated capability.

Regarding design style, Avita has deviated from its consistent fastback design with the T09. Instead of following a trajectory akin to large fastback SUVs like the BMW X6, it reverts to a mainstream, square, and heavy luxury style. The upright emblem design, continuous center console, and two-tone body all lean towards a 'classic luxury style.' Responding to the design style adjustment, Avita's President Chen Zhuo stated that the T09 does not signify a compromise by Avita but rather embodies 'an avant-garde pioneer route + a grand luxury route,' with both product lines operating concurrently.

Regardless of whether the T09's exterior design is sufficiently striking, its paramount significance lies in the context of product layout. This represents a strategic enhancement in Avita's product lineup and a systematic rectification of its product logic. Operating both 'avant-garde + luxury' product lines in tandem enables the brand to reach a wider audience, breaking free from Avita's previous awkward positioning where young consumers admired the design but found it unaffordable, while core consumers appreciated the quality but found the appearance unacceptable.

Avita Cannot Sidestep the T09

Certainly, the T09's significance for Avita transcends merely 'showcasing strength + expanding the audience'; it also functions as a market 'fire rescue.'

In the first half of 2026, Avita's sales encountered pressure, declining by approximately 51.3% year-on-year. It wasn't until the 06T facelift and channel expansion that sales resumed an upward trajectory from July to September, with 8,183 units delivered in September, marking a 1.25% month-on-month increase. However, the absolute value remained lower than the same period in 2025, with a 25.8% year-on-year decline. More dishearteningly, 8,183 units in the high-end new energy market above 200,000 yuan is not a particularly impressive figure. Compared to Zeekr's average monthly sales exceeding 30,000 units, NIO's average monthly sales surpassing 30,000 units, and Li Auto, XPeng, Xiaomi, and even Voyah, Avita struggles to compete.

Amidst Avita's overall sales decline, the Avita 12 sold 667 units in April, surged to 1,489 units following the new model launch in May, and then declined to 424 units by September, a drop of approximately 71.5%. The Avita 07 also failed to arrest its sales decline as of September.

Therefore, from both a brand and sales perspective, Avita cannot afford to overlook a model capable of making a strong impression. With its luxurious appearance and flagship positioning, the T09 demonstrates to the market that Avita still retains its high-end appeal. In terms of sales, given Avita's current sales volume and listing pressure, it is likely to offer a surprisingly competitive price.

Furthermore, the T09 is also a product that can swiftly penetrate the market following Avita and Seres' official establishment of their Synergistic Development Department. It serves as a transitional model that deepens consumer brand memory and solidifies the equation 'Avita = High-End.'

After all, the establishment of the AD Department between Avita and Seres is indeed a positive development for Avita in the short term. The two brands can not only achieve deep integration of R&D platforms, supply chain procurement, and manufacturing capacity but also maintain independence in branding, channel management, and user operations. Zhu Huarong once stated, 'The shared resources between the two brands are expected to reduce costs by 20% to 30%.' Combined with Seres' delivery scale of 333,000 units in 2025, this can further dilute platform R&D costs. Deng Chenghao, General Manager of the AD Synergistic Development Department, made it clear that 'the purpose of integration is to concentrate more high-quality resources.'

However, from a long-term perspective on brand independence and growth, Avita, which has not yet established a clear label in the minds of mass consumers, now needs to share R&D platforms, supply chains, and even some technical teams with Seres, whose core price range is concentrated in the 150,000-200,000 yuan segment. How Avita will maintain the brand premium established through the endorsement of 'Changan + Huawei + CATL' becomes an unavoidable issue. Especially compounded by the pressure Avita faces in its IPO attempt, capital markets will inevitably reassess Avita's independent operating capabilities and profitability prospects.

Taking the Avita T09 as an example, now that Avita and Seres are part of the same 'technology and supply chain sharing' system, if the core technologies of Avita's future high-end models are simplified or renamed and then incorporated into Seres models, how long can Avita's high-end premium endure?

Looking outward, in recent years, as reforms in the automotive industry continue to advance, resource integration, cost reduction, consolidation under large groups, and the establishment of synergistic departments are no longer isolated industry cases. Lynk & Co and Zeekr under Geely, as well as Roewe and Feifan under SAIC, are typical examples. Operating under a model where the front end remains independent while the middle and back ends are highly shared, Lynk & Co and Zeekr have achieved a 1+1>2 effect by precisely differentiating product positioning, technological directions, and consumer demographics.

Review

Changan Automobile's AD is driving the integration of Avita and Seres, two major new energy brands. Compared to Lynk & Co and Zeekr under Geely, the brand and resource synergies between Avita and Seres present greater challenges. However, resource integration is a current trend, representing both a window of opportunity for Avita to shed its burdens and a strategic opportunity and challenge to improve its operations. Ultimately, Avita still lacks an entry point to tell a compelling brand story, and the T09 represents an attempt at brand transformation.

(This article is original to Heyan Yueche and may not be reproduced without authorization.)