Luxury brand Avatr eyes entry into the Australian auto market
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Chinese automotive giant Changan is preparing to launch its luxury Avatr brand in Australia, setting up another Chinese challenger to established premium marques as well as newer rivals from BYD and Geely.
Avatr Technology will form the premium arm of Changan’s expanding Australian operation, playing a similar role to Zeekr within the Geely empire and Denza within BYD.
In terms of established or legacy rivals, Avatr will likely target Volvo, Audi and Lexus.
Local recruitment by Changan now specifically references development of an “Avatr/Changan sales and service network”, providing the clearest indication yet that the previously confirmed Australian launch of Avatr is progressing.
The brand majors on electrified luxury vehicles and combines Changan vehicle engineering with CATL battery technology and intelligent vehicle systems supplied by Chinese technology giant Huawei.
Avatr’s Australian ambitions are not new, with China Changan Automobile Group general manager Zhao Fei confirming to carsales at the 2025 Munich motor show that the company planned to bring the brand here.
But the latest local recruitment activity indicates Changan is now putting the Australian infrastructure in place to sell both Avatr and Changan-badged vehicles.
See our separate report on Changan’s launch plans here.
Changan is currently advertising for an Australian network development manager whose role includes the planning, expansion, optimisation and management of the “Avatr/Changan sales and service network”.
It is also recruiting a senior marketing manager for a new premium automotive brand in Australia, which points to Avatr.
Avatr is headquartered in Chongqing and positioned by Changan as a premium intelligent electric-vehicle brand.
Changan Automobile is its largest shareholder with a 40.99 per cent stake, while battery giant CATL holds 14.1 per cent. Huawei is a strategic technology partner supplying systems including advanced driver-assistance and intelligent cockpit technology.
It remains to be seen whether the Huawei element will be challenge for the brand in Australia, given Huawei telecommunications infrastructure equipment is banned from critical national networks in Australia.
The relationship brings together Changan’s vehicle development and manufacturing capability, CATL’s battery expertise and Huawei’s electronics and software technology.
Avatr’s first production model, the 11 SUV, was launched in China in 2022, with the first customer deliveries beginning later that year. The line-up has since expanded substantially to include the 06/06T and 123 passenger cars, the 07/07L SUVs.
Both battery-electric and range-extender powertrains are offered across parts of the Avatr range.
The Avatr 07 is particularly relevant to Australia after a right-hand-drive example of the mid-size SUV was photographed testing in Melbourne in May 2026.
Australian models, specifications, prices and launch timing have not yet been announced.
The arrival of Avatr will add another contender to a rapidly expanding Chinese premium segment headed by brands including Zeekr and Denza.
Zeekr has experienced solid gains in Australia and the strategy is broadly similar: use the engineering, technology and manufacturing scale of a major Chinese automotive group to push into territory traditionally occupied by European and Japanese luxury brands.
Changan also already has a significant, if largely invisible, presence in Australian new-car showrooms through two other brands.
Deepal is owned by Changan and already sells the S07 and E07 in Australia through independent distributor Inchcape.
Changan also has a long-standing joint venture with Mazda that stretches back about 20 years, and the partnership has now produced two EVs for global markets – the Mazda6e liftback and CX-6e SUV. Both are launching in Australia.
Both are built in China by Changan Mazda.
Which Avatr model arrives first remains unconfirmed, but the 07 shapes as a logical candidate given its mid-size SUV format and the right-hand-drive prototype already spotted testing in Australia.
The bigger question will be price.
Avatr is positioned as a luxury brand rather than a mainstream Changan offering, but its Australian prospects will depend heavily on several factors.
These include whether it can offer enough of a price advantage over established premium marques while convincing buyers its technology, design and ownership experience justify the luxury positioning.
Watch this space.
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