It was remodeled after 8 months on the market, and the M7 sold well and was in a hurry?

智行驾道

2024-06-01 19:18Posted in Guangdong automotive creators

In April this year, a car accident sent Huawei and Wenjie M7 to the hot search.

On May 31, just over 8 months after the launch of the previous generation Wenjie M7, Huawei released its facelifted model Wenjie new M7 Ultra non-stop, with a price of 289,800 yuan to 329,800 yuan.

Since its launch in September last year, the large number has reached 180,000 units, with an average of more than 20,000 units per month, and it is the sales champion of new energy models of more than 300,000 yuan. Now it has been remodeled in less than 8 months, even in the ever-changing new energy vehicle market, it can be called rapid. And this reflects Huawei's eagerness from the side - selling well, but also anxious.

As an important model that brings the Wenjie brand back to life and Huawei's car BU to achieve profitability, the Wenjie M7 cannot afford to lose.

加量不加价，问界All in智驾

It is worth mentioning that in the earlier teaser, the name of this facelifted model is the new version of the "new M7 Max", and the suffix was changed to "Ultra" when it was officially launched. In the previous generation of the M7, the "Max" represents the intelligent driving version of the model.

It was remodeled after 8 months on the market, and the M7 sold well and was in a hurry?

At the press conference, Yu Chengdong, Executive Director of Huawei, Chairman of the Device BG, and Chairman of the Intelligent Vehicle Solution BU, responded to the car accident that attracted much attention: "The new M7 Plus uses the intelligent driving solution of Bosch and Foretek, and it is also an active solution, which works up to 85km/h, which is not Huawei's AEB solution, and can reach 120kmh with Huawei's high-end intelligent driving AEB model, as long as it does not exceed 150km/h."

He also changed his past efforts to promote Huawei's intelligent driving capabilities, emphasizing the risks, "AEB cannot 100% guarantee to avoid accidents, it takes a certain distance to brake, try to avoid traffic accidents, but the extreme scene gods can't do it." You can't buy a version that isn't Huawei's smart driving, no matter what the scene is, and then hack us. ”

Perhaps considering that the model in the crash is "not a version of Huawei's intelligent driving", the new M7 Ultra has canceled the three Plus versions of the old model, and the four new M7 Ultra are all equipped with Huawei's ADS 2.0 high-end intelligent driving system.

Coincidentally, the new M5 launched in April this year has also canceled the regular version, and all three configurations are equipped with Huawei ADS 2.0. The cancellation of the normal version of two new cars that does not support high-end intelligent driving means that Huawei is fully turning to intelligent driving.

Previously, Jin Yuzhi, CEO of Huawei's intelligent vehicle solution BU, said that 70% of users in the world chose high-end intelligent driving packages.

In addition to the changes in the smart driving model, the new M7 Ultra also increases the volume and does not increase the price in several other configurations.

The first is the appearance, the front face of the M7 has been using a distributed grille, and the new M7 Ultra has become a closed front face + single grille that is closer to a pure electric car, Yu Chengdong joked, "This is" big mouth "to change from" small mouth ". ”

The most important component of high-end intelligent driving, the lidar, has also been upgraded, and the new M7 Ultra uses the same 192-line lidar as the M9. Yu Chengdong said that this is the industry's highest mass-produced automotive-grade lidar, the perception accuracy is more than 50% higher than the industry level, and the perception range reaches 250 meters.

As a comparison, the previous generation of Wenjie M7 Max is equipped with Suteng Juchuang's 126-line lidar, with a maximum detection distance of 150 meters.

The chassis of the new M7 Ultra has also been upgraded from the previous generation FSD variable damping shock absorber to CDC continuous variable damping shock absorber.

In addition, the new M7 Ultra is also equipped with the same star ring diffuser (Schroder acoustic scattering tweeter) and the same material seat as the M9.

In terms of price, the new M7 Ultra has four models: the price of the large five-seat rear-wheel drive intelligent driving version is 289,800 yuan, the price of the large five-seat four-wheel drive intelligent driving version is 309,800 yuan, the price of the six-seat rear-wheel drive intelligent driving version is 309,800 yuan, and the price of the six-seat four-wheel drive intelligent driving version is 329,800 yuan.

These four versions are exactly the same as the price of the last four versions of the M7, but the five-seat rear-wheel drive version and the six-seat rear-wheel drive version of the previous generation do not support intelligent driving.

Yu Chengdong said that large-scale deliveries of the new model began on June 2, and the delivery volume is expected to reach 20,000 units in June.

What is Huawei anxious about?

The previous generation of Wenjie M7 has an average monthly sales of more than 20,000 units, and now it has been remodeled after only 8 months on the market, what is Huawei anxious about?

In fact, since entering 2024, the sales of the M7 have been on a downward trend. According to official data, from January to April this year, the delivery volume of the M7 was 29,000, 21,000, 18,000 and 9,000 respectively.

From the peak sales of nearly 30,000 units, to less than 10,000 units, it took only 4 months for the M7 to be found. The total sales of the Wenjie brand (M5/M7/M9) were also surpassed by Li Auto in April.

Huawei's Zhijie brand, which has partnered with Chery, is also facing growth challenges. On April 11 this year, Huawei re-released the Zhijie S7 that was launched in November last year, which also focused on "increasing volume without increasing price".

However, after the launch of the Zhijie S7, it did not replicate the glory of the new M7 last year. According to the data of the automotive information platform, the weekly sales of the Zhijie S7 remained at about 1,000 units after the second release, of which the weekly sales from April 29 to May 5 fell to 576 units, and the weekly sales from May 6 to May 12 were 700 units. If there is no big breakthrough, the sales of the Zhijie S7 in May may be less than 3,000 units.

At the 2024 Future Vehicle Pioneer Conference held on June 1, Yu Chengdong revealed that as of May 19 this year, the total sales volume of Hongmeng Zhixing (including the Wenjie and Zhijie brands) was 134,000 units. Regarding the decline in sales, he said that May is a period of product adjustment, and the replacement of main sales products has led to a decline in sales in the short term, and it is expected that sales will return to rapid growth in June.

In addition to several models that have been launched, at the launch of the new M7 Ultra, Yu Chengdong also announced the latest progress of other models of Hongmeng Zhixing: the new M5 exceeded 20,000 units in one month after its launch; The Xiangjie S9, which cooperates with BAIC, will debut Huawei ADS 3.0 for the first time, with a pre-sale price of 450,000-550,000 yuan, and is expected to be launched in early August this year; The first model of Huawei's smart car brand in cooperation with JAC will be launched in the spring of next year.

New car facelifts are getting faster and faster, and so the party is hard to win

Whether it is the M7 facelift within 8 months of listing, or the second release of the Zhijie S7 within five months, it reflects the fierce competition in China's new energy vehicle market from the side.

In fact, since the price war swept the auto market in 2023, everyone has not only fought for bayonets in price, but also in terms of new car facelifts.

For example, ZEEKR 001 has undergone two major facelifts in three years: in July 2022, the facelifted ZEEKR 001 cockpit chip was upgraded to Qualcomm 8155, but the price remains unchanged. In February this year, ZEEKR 001 was remodeled again, and the whole system was upgraded to an 800V high-voltage architecture. An Conghui, CEO of ZEEKR Automobile, said that there are about more than 2,000 assembly-level components for an electric vehicle, and the optimization ratio of vehicle assembly components for replacement models in the industry generally does not exceed 30%, but the new 001 optimization and upgrading assembly has as many as 1,118 components, and the optimization ratio exceeds 50%.

Lin Jinwen, vice president of ZEEKR Intelligent Technology, said that the hardware cost of the new ZEEKR 001 has increased by 50,000 yuan, "There is almost no profit at the current price." ”

If you don't make money, you have to sell cars, not just a Krypton family. In April this year, Yu Chengdong said on Weibo that "Huawei's high-end intelligent driving with a price of less than 300,000 yuan is actually sold at a loss."

According to statistics from Zhixing Driving Road (ID: carviews), the price of the new M5 is less than 300,000 yuan, the price of five models of the Zhijie S7 is less than 300,000 yuan, and the just-released new M7 Ultra also has a price of less than 300,000 yuan. If what Yu Chengdong said is true, then it is almost certain that he will lose money and make money.

Of course, no car company is willing to sell cars at a loss, and the rationality of "losing money and making money" at the moment lies in the fact that in the fiercely competitive new energy vehicle market, car companies must survive first and survive the industry reshuffle period before it is possible to harvest the market in the future.

The latest example is BYD, not long ago BYD released the fifth-generation DM hybrid technology, its first model Qin L DM-i and Seal 06 DM-i The starting price is set at 99,800 yuan, in the case of a significant upgrade in configuration, and the same price as the Qin PLUS DM-i that killed all sides last year. As the No. 1 new energy vehicle company in China and the world, this is still the case, and other car companies can be imagined.

Although the positioning of BYD's two models does not coincide with Huawei's Hongmeng Zhixing, Yu Chengdong obviously feels the pressure. At the 2024 Future Automobile Pioneer Conference, Yu Chengdong said that among the current intelligent electric networked vehicles, the world's "number one (first) volume king should be BYD, "because BYD has ultra-low cost".

Faster and faster facelifts, lower and lower prices, and higher and higher configurations have plunged the waiting party into a fog with no end in sight - when is it appropriate to buy a car? I'm afraid no one will be able to answer this question anytime soon.

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