Why does the news that the M9 has exceeded 100,000 in six months on the market bring throbbing to the automobile circle?
In 2023, the BMW X5, the sales champion of more than 500,000 units in the Chinese market, will sell 93,000 units for the whole year with a faulty lead, and the second-place Mercedes-Benz GLE will sell less than 36,000 units.
It is reasonable that the unexpected bridge is more exciting. The cumulative orders for the M9 exceeded 100,000 units within just six months of its launch, which not only set a new sales record for luxury brand models in the Chinese market, but also ranked first in the luxury car market with a sales volume of more than 500,000 yuan.
For the explanation of sales, Hongmeng has no other, only high-value product power.
Under the price war, either there is the ultra-low-cost control ability of the whole industry chain, or the hard-core technology that some people have has brought the ultimate experience beyond the demand. The former is not afraid of volumes, and the latter has pricing power.
The price of the volume can only "roll to death" itself, and the value of the volume can suddenly rise
For the high-end car market defined by BBA, it is about to be broken by the ambition of Hongmeng Zhixing.
Under the offensive of independent high-end brands, luxury brands that stick to market share cannot play the innovative technology card, so they have to continue to reduce prices. For example, in the past 618 promotion, the traditional high-end brands such as the old king Mercedes-Benz GLB, GLC and C200L have reduced their prices by nearly 40%, and the prices of new energy models EQB and EQE have been cut in half; The terminal prices of many BMW models have dropped by 30,000 or 40,000 yuan; After the price of Audi terminals has been reduced year after year, the average price has withdrawn from the 300,000 circle; The maximum denomination of Porsche coupons reached 100,000 yuan, and Macan reached the boundary of 400,000 yuan.
In response to the current price war in the automotive industry, Yu Chengdong, Executive Director of Huawei, Chairman of the Device BG, and Chairman of the Intelligent Vehicle Solution BU, believes that auto brands should go to "volume value", not just "volume price". "In fact, now in the intelligent electric networked car, the world's volume king should be BYD, because it has ultra-low-cost capabilities. But we are not good at rolling ultra-low prices, we are good at rolling value, rolling intelligence, luxury, comfort and safety. ”
At present, the cumulative autonomous driving mileage of Hongmeng Zhixing has reached 220 million kilometers, and it is rapidly increasing at a rate of more than 20 million kilometers per month, with an average takeover mileage of 270 kilometers.
In addition, in terms of intelligent cockpit, intelligent electronic control, intelligent vehicle control, and intelligent networking, Yu Chengdong said, "We focus on the research and development of core technologies, mainly in chips, algorithms, and software."
Huawei leverages its more than 30 years of experience in the ICT field, as well as the experience in quality control, sales and service, and brand marketing accumulated in Huawei's consumer business over the past 10 years, to improve its core competitiveness in the second half of the new energy competition led by innovative technologies such as automotive intelligence and AI large models. Do not roll the price and volume value, and grasp the pricing power with hard-core technology.
The field is expanding, and the comfort zone of "rolling" out is constantly expanding
It is not very smart to have no lower limit in the volume, and it is rare to find a balance that maximizes the value in the volume. Yu Chengdong believes that Hongmeng Zhixing will bring greater value to the industry through volume value and achieve a win-win situation with partners.
At present, Huawei Zhixing has cooperated with Celis, Chery Automobile, BAIC New Energy, and JAC Automobile to launch models such as the Wenjie M7/M9, Zhijie S7/R7, and Xiangjie S9. Hongmeng Zhixing will deliver a total of 194207 vehicles in 2024, topping the sales champion of China's new power brands in the first half of the year. Consumers vote with their feet, and Hongmeng Zhixing has become a correct answer that has been verified at this stage. In the future, Hongmeng Zhixing will fully cover the luxury model market of more than 300,000 yuan.
It is understood that the average price of Hongmeng Zhixing has reached about 400,000 yuan. In the past, this market was the comfort zone of traditional luxury car brands such as BBA, but now it has been swept out of the crisis by new cars led by Huawei Zhixing.
Even more far-reaching numbers are financial. In May this year, Yu Chengdong revealed that Huawei's smart car brand has turned losses into profits in the first quarter of this year, which means that Huawei has begun to reap substantial results in the field of smart cars. This is also a key signal that the Hongmeng Zhixing model is basically working and can continue to develop.
According to Cui Dongshu, secretary general of the passenger association, although new energy vehicle companies are generally difficult at present, technological progress and market maturity have brought bright prospects for the high-end market. Those car companies that can make their own blood in the competition will lead the new energy vehicle industry to a more brilliant future.
Appropriate "involution", but don't internal friction
Yu Chengdong explained why he launched the ecological partner of HarmonyOS Zhixing, saying, "We have made the core technology, but we have to have users to use our technology, which can be used on a large scale to achieve commercial monetization, so we and four car companies together to form the ecological alliance of HarmonyOS Zhixing." Huawei's device team is here to check and empower car manufacturers with the capabilities we have accumulated over the past ten years to create products with the best experience. ”
Huawei Hongmeng Zhixing has found another shortcut on the curve of intelligent electric effective overtaking.
Who said that the relationship between suppliers and OEMs can only be Party A and Party B, each performing its own duties? Can such a position still create high efficiency in today's market?
The results of Hongmeng Zhixing in the first half of the year have shaken the practical significance of the once classical rules.
The market rules of the automotive industry have never changed, and this has always been a battle for "scale". What Hongmeng Zhixing does is to reshape an order within the existing rules.
The voice that Hongmeng Zhixing brings to the automobile market is not only a reshuffled sales ranking, but also a phased victory of a new problem-solving idea. This is the same inspiration for China's auto industry.