Avatr wants to position itself above Zeekr in Australia, as the incoming Chinese brand prepares to enter the premium market with its first local models.

Speaking with CarSauce, Changan Group Australia Head of Brand and Marketing Andrew Haurissa described Avatr’s approach as an “emotive luxury proposition”.

Asked whether that would place the brand above Zeekr, Haurissa said: “I would like to think so. Again, the public will decide.”

During the same discussion about German competitors, a journalist suggested Volkswagen as a reference point.

“A little bit higher,” Haurissa replied.

The comments provide a clearer indication of Avatr’s Australian ambitions following the September announcement of its local launch with the 07L electric SUV and recently announced 7GT competitor, the 06T electric wagon.

Australian pricing remains unannounced, however, and Haurissa did not identify specific German models as direct competitors.

Asked whether Avatr’s local range would generally sit above or below $100,000, he declined to nominate a price bracket.

“I think there’ll be ranges, right?” he said.

Haurissa suggested the growing acceptance of more expensive Chinese vehicles had helped create an opportunity for another premium entrant.

When asked why buyers would choose Avatr over Zeekr, he pointed to the opportunity for greater competition and growing dealer interest in the segment.

“I think the dealers are excited about the future prospect of vehicles that are offering more,” he said.

“So, hence why we’re in the market right now to allow for that competition to happen.”

Avatr intends to distinguish itself through personalisation, design and the integration of technology into the driving experience.

That positioning builds on the Australian launch announcement, in which Changan Group Australia General Manager Bryan Guan said local customers expected “design, technology, performance and experience to come together without compromise”.

Haurissa also acknowledged that brands can get technology wrong, highlighting advanced driver assistance systems as an example.

“We’ve got learnings from the past, so it’s putting us in a better position to get it right from the get-go,” he said.

Equipment levels will also influence the selection of Australian variants, with Haurissa expressing reluctance to remove features central to the brand’s offering.

“We are not big on omitting any of our key inclusions because it will not be a good representation of the brand,” he said.

The 07L was previously the only Avatr confirmed for Australia, with pre-orders scheduled to open before the end of 2026 and first deliveries targeted for the first half of 2027.

During the interview, Haurissa also confirmed the 06T wagon for the second half of 2027, while the T09 is earmarked for the brand’s expansion in 2028.

Avatr expects four or five Australian models in total by the end of 2028, subject to further right-hand-drive product decisions.

A retail network of approximately 10 Avatr locations is envisaged, with Haurissa indicating representation in all major Australian cities.

“You look at a premium offering.
It requires premium operators,” he said.

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