"Yu Dazui" brushed the screen again.
A video that looks like the end of last year was leaked and was quickly retweeted. In this video, Yu Chengdong (Huawei managing director, consumer BG CEO, Huawei intelligent car solution BU CEO) is full of "TMD", pointing out the country, oblivious, not only bluntly saying that Xiaomi mobile phones "salted fish turned over", but also shelling the automotive industry again -
"You look at China's car factories, those enterprises that choose our car BU, including state-owned enterprises and central enterprises, want brands without brands, channels without channels, retail without retail, product design, experience in all aspects are not good, there is no one to do, even the new strength of car manufacturing can not do, who can he do? If we don't enter the market and help car companies to do a good job in the design and experience of the car and sell it well, this business cannot close the loop at all. ”
I have always been in a very harmonious automotive industry that never easily evaluates competitors, although I have heard of the sword and light sword shadow between Internet companies, but I have never known that when Internet companies are fierce, even their own customers are caught out first.
I don't know how friends of car companies who cooperate with Huawei and have always been proud of it feel when they hear this passage. At the very least, as an auto industry practitioner, I feel deeply humiliated. I asked the heads of several car companies who have a good relationship and cooperate with Huawei, and their answers are also quite helpless: "Is he drunk too much?" "Yu Zong is not easy, the pressure is too great, it may also be a hurry..."
You see, this is the pattern of the Autobots, others have slapped your mouth, but also very rational for the sake of each other. Some people may think that this is "instigated", but in my opinion, regardless of personal/corporate capabilities, not saying bad things about customers and partners behind their backs is the most basic bottom line. Of course, before the dust settles on the crazy county case, talking about the bottom line is a bit extravagant.
More than half a year ago, Chen Hong, chairman of SAIC Motor, replied at a shareholders' meeting when asked whether SAIC would consider working with third parties such as Huawei in autonomous driving: "It's like having a company that provides us with a holistic solution, so that it becomes the soul and SAIC becomes the body." For such a result, SAIC is unacceptable and must take the soul into its own hands. ”
"Soul theory" can be said to be a rare sharp statement in the automotive industry in public, and it has also aroused widespread discussion and controversy. Until today, when Yu Chengdong says such arrogant, disrespectful, and contemptuous words to his partners, we will find out how painful the "soul theory" is.
You treat others as treasures, but others see you as a piece of. Should Yu Chengdong be ashamed of this, or should the Auto people collectively reflect?
Let's see one by one.
The most in-depth cooperation with Huawei is Xiaokang shares. As we all know, because Huawei has not yet decided to build its own car, Xiaokang has basically become Huawei's "foundry", and the newly launched AITO Q&A M5, from products to marketing, from sales to service, is all led by Huawei. Xiaokang, who is not strong in his own strength, is also willing to hug Huawei's "thigh", so he has nothing to say about being ridiculed and looked down upon.
During the Spring Festival, no one in the mall asked about the M5
Polar Fox is another brand that Huawei has deeply cooperated with. As a high-end new energy brand under BAIC, the products are not weak and the sales volume is average. However, baic motor is not the first company to open its arms and welcome Huawei to the automotive industry. As early as September 2017, BAIC and Huawei inaugurated the "1873 Davidson Innovation Lab" to jointly develop core technologies and build high-end intelligent electric vehicles.
As the saying goes: "The wife of the chaff cannot be abandoned", if Yu Chengdong complains about the extreme fox, it can only be said that the character is poor and not kind.
After the in-depth cooperation with Huawei, Changan and GAC, which have performed very strongly in the market in recent years. From the perspective of sales, in 2021, the sales volume of Changan Chinese brand cars exceeded 1.75 million units, an increase of 16.7% year-on-year, and the cumulative number of passenger cars exceeded 1.2 million units, an increase of 23.1% year-on-year. In January 2022, Changan's Chinese brand cars achieved a 226016, an increase of 12.6% year-on-year, continuing to lead the Chinese auto market. GAC's performance is equally eye-catching.
If Yu Chengdong is connotating these two state-owned enterprises, then it is not just a matter of character, but a complete lack of understanding and awe of cars.
Of course, since you come as a "subversive", it is not difficult to understand the lack of reverence.
At the Huawei winter new product launch conference at the end of last year, Yu Dazui spent more than an hour to promote the AITO Q&A M5, all the way to open and hang, killing all sides, from BBA, to Porsche, Tesla, one did not let go, known as the "Buddha blocking the killing of Buddha" model, hard to put a 250,000-320,000 yuan intermediate coupe, directly blown into a million luxury cars are difficult to match the level.
At that press conference, colleagues were on the scene, and I was watching the live broadcast in Beijing, 3,000 kilometers away, and I was so embarrassed that I used my toes to cut out three rooms and a hall on the spot. But Yu Dazui became happier and happier the more he talked, and he had the momentum and confidence of "I am not embarrassed, it is you who are embarrassed".
I have observed the popularity of this product in several Huawei stores in Beijing. In stark contrast to Yu Chengdong's blowing and awkward chat, not many people pay attention to this car. Several times passed by, I could only see the lonely figure of the salesman, although there were not many people coming and going in the mall.
In the Huawei store, there are many people looking at mobile phones, but there is not one who watches the car
My personal static experience of the M5 is that the appearance and interior can only be described as "its appearance is not proud", especially the interior workmanship, and there is still a big gap with the luxury brand. Hongmeng car machine is indeed very smooth, but the function is not innovative, it is still the application that many enterprises have played, and even in terms of partition voice control, there is a big gap with the same level of models as the Polar Fox.
To say that the increased range power is compared to the advantages of fuel vehicles and electric vehicles, then isn't it more fragrant for me to buy a PHEV? I judge that in the next few years, the PHEV of Chinese brands including Geely, Great Wall, Chang'an and so on will show explosive growth, which will also greatly weaken the attractiveness and competitiveness of the M5.
Whether it is the Hoshigoku L Thor Hybrid or the Mocha DHT-PHEV, in terms of product strength, it is not worse than the M5. But the price of the Star-Cross L Thor Hybrid is only more than half of the M5 of the Q&A. How to choose, at a glance.
Of course, in Yu Chengdong's view, Huawei's biggest advantage is the product, and the second is the channel advantage that is difficult for all car companies to match. He once said: "Sell cars in 1,000 stores, sell 30 cars a month (per store), and you can sell 300,000 cars a year." ”
This is also the reason why Huawei set a target of 300,000 vehicles this year. In the video that flowed out, Yu Chengdong once again said wildly, "I hope that we can overthrow Tesla in the first year, and we can far surpass them in the second year, with sales of more than 2 million units." In the future, we will produce higher configuration cars, surpass the German BBA between 300,000 and 500,000 yuan, and kill them all, that is to say, in the price range of 300,000 to 500,000 yuan, in the domestic automobile market, there is no place for Mercedes-Benz, BMW, and Audi to survive. ”
What arrogance. What ignorance.
What is the concept of 300,000 vehicles? What is the concept of 2 million vehicles? Wei Xiaoli only approached 100,000 vehicles last year, Tesla's sales in China last year (including Sales from China's exports to overseas markets) were more than 470,000, and Tesla has gone through a 19-year process from its establishment in 2003 to this year.
This is probably also the reason why Yu Chengdong looks down on these companies and is determined to "turn over Tesla in one year".
Perhaps in Yu Chengdong's eyes, there is no difference between a car and a mobile phone? Isn't it iteration, good race Rance SF5, no, don't want it. He didn't think about what to do with owners who bought the Cyris SF5. If sales can really rush to 300,000 vehicles, what kind of sales and after-sales service system needs to be built?
May everyone cherish the people in front of you
Zhang Ailing wrote in the novel: "Married to a red rose, over time, the red changed a touch of mosquito blood on the wall, the white is still 'bright moonlight in front of the bed'; married to a white rose, the white is a grain of rice sticky on the clothes, but the red is a 'cinnabar mole' on the heart." ”
Reading Zhang Ailing again, I can't help but be impressed by her calmness and sharpness in understanding the world. Perhaps, in Yu Chengdong's view, the partners are nothing more than "mosquito blood" and "rice sticks"; only by personally building a car can they embrace the "cinnabar mole" and "white moonlight". The pain of not being able to ask for it, the pain of not looking at it but still having to cooperate, the pain of cooperation can not bear the pain of not complaining, it is really difficult for Yu to mouth.
For the publicly despised auto companies, shame and courage. Although not all software and hardware must be in their own hands, the "soul" must not be sold, take their own path, let others have no way to go, is the best response.
As a friend in the circle said: "Yu Chengdong single-handedly offended all customers and forced Huawei to personally build a car." High, really high! ”