Huawei's fourth "world" of car manufacturing is set!

Dark Horse Commune

2024-07-18 16:44Posted on the official account of Sichuan Black Horse Commune

Last night, the dark horses were ready to sleep, who knew that Huawei suddenly exploded into a big melon.

Yu Chengdong, Chairman of Huawei Device BG and Chairman of Intelligent Vehicle Solution BU, revealed in Dong Yuhui's live broadcast room that at present, Huawei's four brands of smart cars: Wenjie, Zhijie, Xiangjie, and Zunjie have all been transferred to manufacturers.

……

Wait a minute, what's the name of the fourth realm?

If Dark Horse remembers correctly, in March this year, Yu Chengdong revealed that when Huawei's fourth world was cooperating with JAC, it seemed to be called "proud world".

At that time, Dazui also revealed that the models cooperating with JAC would look at the million-level level, so everyone speculated that the benchmark was most likely to be ultra-luxury brands such as Maybach and Rolls-Royce, and there were also rumors that it would focus on the high-end MPV market.

And this wave is equivalent to determining that the four major brands of Huawei Hongmeng Zhixing are: Wenjie, Zhijie, Xiangjie, and Zunjie, and Zunjie should be the official name of the previous "Proud World".

Huawei's Four Realms, the sword points to the Quartet

If, according to what Yu Chengdong said before, "Huawei currently only cooperates with 4 smart car brands", then these four "X world" should be Huawei's current layout in the field of car manufacturing.

However, although they all came out from under a "father", the development of the four babies can be described as very different.

Born in 2021, "AITO Wenjie" is the eldest son of the Four Realms, and it is also the most well-known Huawei smart car brand at present:

The monthly delivery of all AITO products exceeded 40,000 in June, a record high. Among them, AITO Wenjie M9 delivered 17,241 vehicles in June, with a total of more than 100,000 units; AITO delivered 18,493 units of the new M7 in June, and the cumulative sales in the first half of the year exceeded 110,000.

The "Zhijie", which came one step late, because of some reasons that Chery understands and understands, has not yet been supported, and the Zhijie S7, which just entered the palace for the second time in April, only delivered 2995 vehicles in June.

As for the enjoyment of the world, the world is still in line, and the enjoyment of the world S9 should be launched next month, and the world is estimated to have no action in the near future.

is similar to the situation of Xiaomi next door, everyone belongs to the starting gun, but the overall business layout is still "on the way".

However, it is gratifying that at present, Huawei's battle line has been opened, and the four worlds are pointing in all directions.

If you look at the product benchmarking of the four realms:

The M5/M7, which is positioned as a mid-size SUV, has a starting price of 250,000 yuan, which is basically close to the ideal L6/L7/L8 and Tesla Model Y, covering the SUV market of 250,000-300,000 yuan.

The luxury business SUV Wenjie M9, which is sold at 470,000 yuan, is benchmarked against Maybach GLS and Ideal L9, and as a luxury car of more than 500,000 yuan, it exploded BBA with 15,875 deliveries in May.

The Zhijie S7, a pure electric sedan with a minimum sales of 250,000 yuan, includes Model 3 and BBA 34C; The soon-to-be-released Zhijie R7 is the first coupe SUV of Hongmeng Zhixing, with a high probability of being between 30-400,000 yuan, and it is said that Chery's internal benchmark is Model Y.

The Xiangjie S9, which has not yet been listed, has also been opened for pre-sale, with a pre-sale price of 45-550,000 yuan, positioning an executive-class sedan. (Dark Horse: I have nothing to do with it again) Big Mouth said that the benchmark is BBA 78S, but the experience is said to be closer to 56E, probably BBA mid-range sedan.

In addition, the Zunjie is said to be the benchmark million-level MPV.

The division of labor in the four realms is clear: Wenjie focuses on SUVs, Zhijie currently focuses on mid-range sedans, Xiangjie plays high-end, and Zunjie points to the luxury market.

In other words, Hongmeng Zhixing has basically covered various models from 200,000 to 1 million levels.

However, although it seems to be quite harmonious at present, it is a common strategy to deliberately play differentiation and avoid internal friction in the initial stage.

But it's a bit early to talk about that.

Hongmeng Zhixing, ambition is not small

Xiaomi has made a car for 3 years and has a SU7 to detonate the car circle, and Huawei's smart car is not far behind, and the question world has been born as early as 21 years.

Yu Chengdong said in the live broadcast room yesterday that all the trademarks of the four realms have been transferred to the manufacturer. (That is, Cialis, Chery, BAIC, JAC)

The reason is that "based on national regulations, the car brand must be owned by the manufacturer, so all the car logos are transferred to the manufacturer".

But as the big mouth said later: Huawei's investment in Wenjie is very large, and the Wenjie brand is worth at least 10 billion, (2.5 billion to win the trademark) "The car factory has made a lot of money." ”

In fact, given the importance that Huawei has invested in the car-making business, the transfer of the trademark may not affect Huawei's control of the business in the four realms.

First of all, in terms of technology, Huawei is stuck in the neck of the partner.

At the beginning of 2012, Huawei had more than 8,000 R&D personnel, and the R&D expenditure on mobile phones reached 900 million yuan that year.

When making mobile phones, Huawei is the third manufacturer in the world other than Samsung and Apple to develop its own high-end mobile phone SoC; Apple's self-developed baseband chip has not been successful so far (using Qualcomm baseband chips), and Kirin has been put into commercial use.

Years of technology accumulation have helped Huawei quickly launch products after it started to build cars.

The cockpit chip of Wenjie comes from Kirin, the AI Ascend series used by the intelligent driving chip, and the painless transplantation of the HarmonyOS system to the car machine, and the intelligent driving training is also based on its own computing power network.

In terms of electric power, Huawei has developed a motor controller and electric drive system based on the same principle based on photovoltaic inverters. The accumulation of ICT and energy services has also provided a lot of help in terminal communication of Internet of Vehicles services, optical chips for LiDAR, and BMS systems.

Image source: Visual China

Huawei's investment in the car manufacturing business should not be underestimated, with a total investment of tens of billions of yuan and more than 7,000 people, including nearly 5,000 intelligent driving teams.

In 2022, Huawei's automotive BU invested 10.5 billion yuan in R&D, which is more than twice that of Li and Xpeng, and also exceeds the R&D investment of GAC and Changan as a whole.

It can be said that the cooperative brand of Hongmeng Zhixing relies to a large extent on Huawei's technology empowerment and brand influence, which really responds to the sentence "follow Huawei to eat meat".

However, Yu Chengdong himself admitted that Huawei's core competitiveness lies in technology empowerment, and when it comes to supply chain integration capabilities and manufacturing, not to mention BYD, the ideal of layout for many years is also on it.

However, in the cooperation of smart cars, even if the production link is in the hands of the partner, Huawei still firmly occupies a dominant position.

This can be seen from Huawei's choice of partner car companies:

After the big sales of the scenery series SUV, Cialis began to lose a lot in the new energy business, the brand recognition was insufficient, there was no effective sales channel, SF5 could not be sold, and the plant built with huge investment could not wait for the order to return to production.

Chery has been sitting firmly in the position of "independent brother" for many years with cheap cars, but the incubation of complex sub-brands within the country has blurred the brand positioning and increased internal friction.

Although BAIC New Energy is the big brother, under the glamorous and beautiful shell, in addition to the revenue of Beijing Benz last year of 174.2 billion yuan, contributing 88% of BAIC's revenue, other brands have been born backwards, and the revenue of fuel vehicles accounted for 92.3% of the total revenue.

The last time JAC entered the public eye should be when it was OEM for NIO, although it is a decades-old factory, but the business has not been able to get up, the passenger car market sales are poor, the new energy transformation is also difficult, and it is heavily dependent on government subsidies.

It can be said that Huawei's selected partners are all car companies that are mired in the quagmire and eager to get out of trouble, and they have a very high degree of cooperation with the improvement of their core competitiveness brought by Huawei's technology empowerment.

Even like Cialis, I can't wait to change my surname to Hua immediately, and the entire management team, only the chairman is still the original (Zhang Zhengping, the son of the founder), and the rest of the Huawei team.

Chery, who has his own selfishness and secretly tinkers with the Star Era, because of the lack of "cooperation", the Zhijie S7 once fell into the hell of production capacity, and contracted the joke of the car rim for a whole year.

It is precisely for this reason that in the eyes of Dark Horse, even if the trademark is no longer in hand, Huawei's control over the Four Realms will not be weakened.

Write at the end

Huawei always says that it doesn't make cars, and all its trademarks are now transferred, but whether it is from the current layout of the four realms or the leading power of cooperation, Huawei's ambition in making cars is not as it says: it just wants to be an "assistant".

In the eyes of the dark horse, Huawei has to build a car:

At present, Huawei's mobile phone business has not yet returned to its peak, the ceiling of 3C products is visible to the naked eye, and the demand for "people, cars, and homes" terminals in the IOT business has forced Huawei to find a new way out.

Huawei is destined to plunge into the car war more ferociously.

At present, the road to building a car is not a smooth road, but after decades of entrepreneurship, Huawei does not seem to have gone through a smooth road, "chasing the heart, forging ahead" should not be just a slogan, the dark horse looks forward to the day when Huawei's car-making business will fully blossom.

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