On July 29, the 400,000th new car rolled off the assembly line, setting a new record for the fastest Chinese brand to achieve this achievement in 28 months.
The "novice protection period" of this wave of new car manufacturers has passed, and the market's evaluation criteria for them have been placed on the hard indicator of "sales". The scale of sales is becoming the "life and death line" of new power brands, and only those who can get their hands on sales are qualified to talk about things.
So in terms of sales, whether it is in the field of new cars or in the category of high-end electric vehicles, Wenjie has firmly ranked at the head of new energy vehicles.
Since 2021, Cialis and Huawei have been going both ways, cooperating across borders to build cars, and asking the world to develop three high-end smart electric vehicle products: M5, M7, and M9. Among them, the mid-to-large SUV category Wenjie M9 and Wenjie new M7 have attracted much attention this year, with the delivery volume of Wenjie M9 exceeding 70,000 units since its launch, and the new Wenjie M7 is set to exceed 180,000 units in 8 months after its launch.
The scale of delivery has become an important indicator to measure the business status of a new energy brand, and the next stage of competition among new car-making forces will turn into a "scale competition".
Quickly achieved the achievement of 400,000 vehicles, and asked the world to lead the scale war
When entering the car-making force has become a "new tradition", the tide of the aura of sound has receded, and the brand of "naked swimming" has quickly lost, and the sales ranking is the medal of strength of the ashore.
In June 2024, the company sold 43,146 units, up 664% year-on-year, and 181,197 units were sold from January to June this year. In the first half of the year, among the new car manufacturers, the Wenjie brand topped the sales list and showed a cliff-like lead; Among the luxury brands, the young Wenjie also ranks sixth, and it is particularly conspicuous among the century-old traditional car companies.
You must know that BBA's three traditional luxury brands have led the luxury market for many years, with annual sales in the Chinese market of about 600,000 units, and the monthly performance of the M9 has surpassed BBA and jumped to the first place.
At this point, the "scale war" focusing on sales has begun to emerge. Even if the concept of intelligent electric vehicles is swept upside down, the scale effect is still the constant truth of the automotive industry.
The automotive industry is a low-margin industry, and behind the scale of delivery is the scale of procurement, and the higher the sales volume, the stronger the bargaining power of manufacturers. After the sales scale increases, the R&D costs of automobile manufacturers in the early stage will be rapidly diluted, and the speed of technology on the car will be greatly accelerated, which will not only help improve the profit level of manufacturers, but also facilitate the rapid upgrading of technology and invest in the next round of R&D.
Nowadays, all major new brands have launched mature products, brand effect, technology upgrading, and corporate profits are strongly related to sales, and a healthy and sustainable sales scale is a necessary condition for enterprises to survive.
With quality and quantity, the high-value confidence of the world
This year, in the context of the price war, the sales volume and average price of Wenjie have achieved double growth against the trend, and on the basis of the average price of brand transactions rising to nearly 400,000, it will win the sales championship of new power brands in the first half of 2024. Among them, the new M7 continued to win the sales championship of new power models, with a cumulative delivery of more than 200,000, becoming a sales miracle; The M9 continues to set new luxury car sales records, with deliveries reaching 70,000 as of July 26, reshaping the luxury car market structure.
This is still achieved under the continuous price reduction of BBA and second-tier luxury, and the delivery scale of Wenjie has greatly surpassed the traditional second-tier luxury brands such as Volvo, Lexus, Cadillac, Land Rover, etc., and has basically established the mainstream position in the market.
Yu Chengdong, Executive Director of Huawei, Chairman of the Board of Directors of Huawei, Chairman of the Board of Directors of the Device BG, and Chairman of the Board of Directors of the Intelligent Vehicle Solution BU, said, "We are not good at ultra-low prices, but we are still good at delivering value, intelligence, luxury, comfort, and a safe, high-quality, excellent, and comfortable user experience." ”
As a result, the gears of fate began to turn, and the growth of high-quality sales promoted Wenjie to continuously upgrade its product strength.
According to the "Research on the Health of New Energy Vehicle Brands in the First Half of 2024 on Jielan Road", the Wenjie brand was rated as the runner-up in the net promoter score, and the Wenjie M9 and Wenjie M7 won the first and second place in the SUV net promoter score. It can be seen that users spontaneously set off a wave of "wild sales", and the snowball of word-of-mouth effect is getting bigger and bigger.
Behind the high satisfaction of users is the blessing of user management and their own advantages of both parties.
As early as 2012, Huawei established the Internet of Vehicles Laboratory and began to provide in-vehicle communication modules for car companies. Five years ago, Huawei established the Intelligent Vehicle Solution (BU) to gradually transform its technology accumulation into product capabilities, announcing that it had officially entered the automotive market as a supplier.
It is understood that Huawei's car BU invests tens of billions of yuan in R&D every year, and has established five solutions: intelligent driving, intelligent cockpit, intelligent vehicle control, intelligent vehicle cloud, and vehicle optics, all of which focus on the intelligence of automobiles.
At the same time, Cialis, which is in the basic market of car companies, provides reliable intelligent manufacturing capabilities for Wenjie. Sailis has the world's largest 9800T die-casting machine, with a maximum production efficiency of 30 seconds off the assembly line.
It can be said that the emergence of the Wenjie brand has provided new ideas for technology companies to promote the development of smart cars, and has also accelerated the process of qualitative change in the automobile industry.
Standing on the starting line of 400,000 vehicles, I asked what other moves the world had
From the perspective of the sales composition of Wenjie, the user support of high-end models is stronger, which is its advantage, and high-quality users will feed back the brand to grow faster.
In December 2023, with the release of the technology flagship SUV Wenjie M9, Wenjie also launched a new luxury D-class car manufacturing platform. It is reported that Wenjie will continue to build a strong luxury product matrix based on this platform.
Judging from the number of orders for the M9, this series of products will continue to bring a lot of shock to the luxury car market.
As the two sides of the cooperation, Sailis will continue to increase the investment in the resources of the Wenjie brand, and maintain the quantity and quality of AITO Wenjie brand models. Huawei will give full play to its experience and advantages in user experience and operation to help Wenjie take user operation capabilities to a higher level.
Huawei and Celis will give full play to their respective resources and endowments, and build Wenjie into a world-class leading brand of new luxury cars through more targeted brand marketing and brand building.