Chinese tech giant Huawei has reportedly deepened its partnership with Changan Automobile’s electric vehicle (EV) subsidiary Avatr Technology, with the two companies collaborating on product definition, user insights, and marketing strategies. The agreement was signed in December last year, marking a significant step towards closer cooperation between the two entities.
According to local media reports, Huawei has deployed a team of nearly 300 employees to Avatr’s headquarters in Chongqing, where they are working closely with the Avatr team on various aspects of the business. This includes refining product definitions, gaining insights into user preferences, and devising effective marketing strategies for the next generation of products.
One notable development is the completion of the Chinese trademark registration for Tajie (塔界) by Avatr, which could potentially become the sixth brand under Huawei’s HIMA (Harmony Intelligent Mobility Alliance) business. However, conflicting reports suggest that the registration of Tajie may not be directly linked to the HIMA initiative.
Avatr, originally founded as a joint venture between Changan and Nio in 2018, has seen several rounds of funding and is no longer a part of Nio’s shareholder list. The collaboration between Avatr and Huawei dates back to 2022, with the launch of models like Avatr 11, Avatr 12, and Avatr 07 under the Huawei Inside (HI) approach.
In December last year, Avatr and Huawei formalized their strategic cooperation with a new agreement signed at Huawei’s headquarters in Shenzhen. The partnership aims to bolster product development, marketing efforts, and ecological services to support Avatr in creating its next-generation lineup of vehicles.
The partnership between Avatr and Huawei represents an evolution of the HI approach, known as HI Plus, as reported by local media outlets. Unlike Huawei’s HIMA approach, which involves selling vehicles through Huawei’s channels, the new collaboration focuses on joint efforts in product development and marketing strategies.
Huawei’s foray into the automotive industry includes partnerships with various car companies, with the most recent collaboration announced with SAIC Motor to develop a new automotive brand tentatively named Shangjie (å°šç•Œ) in Chinese. This underscores Huawei’s commitment to expanding its presence in the electric vehicle market through strategic alliances with industry players.
Overall, the deepening partnership between Huawei and Avatr signals a new chapter in their collaboration, with a focus on innovation, user-centric design, and market expansion in the rapidly evolving electric vehicle landscape. As the automotive industry continues to embrace digital transformation and sustainable mobility solutions, the joint efforts of these two tech giants are poised to drive progress and redefine the future of electric mobility.
