In the future, will there be such a thing as a brand premium?
On December 26, AITO's flagship model M9 was officially launched, with a ** of 46980,000-56980,000 yuan, more than 30,000 yuan lower than the pre-sale price of 500,000-600,000 yuan.
In this way, the M9 will confront the ideal L9 head-on and go straight to the BBA hinterland.
For the M9, Yu Chengdong was quite restrained at the press conference, and I didn't hear slogans such as "far ahead" and "the best SUV within 10 million" at the scene, which is really a pity.
Although the verbal is much more low-key, the strength of the M9 is deafening. I believe that with the launch of the M9,The auto market may only be judged by its technical prowess
"Force", I think is the key word of the M9, which is not derogatory, but a tribute to Huawei technology.
AITO Wenjie's first model M5 has been on the market for more than a year, and the brand's market performance has been mediocre, until the arrival of the new M7 this year, it has finally created a popular model, but this is relying on the core factor of price reduction, Huawei seems to be a little aggrieved to win.
When it came to the M9, Huawei riveted its strength and vowed to speak with technology, so the model is equipped with Huawei's full-stack technology solution for smart cars.
In short, Huawei has arranged all the best smart car black technologies for the M9, and has made great efforts in the places that can be seen and cannot be seen.
For example, the M9 is equipped with the Tuling intelligent chassis, with the front double wishbone rear multi-link independent suspension, the intelligent closed air suspension and CDC variable damping shock absorbers that are standard in all series, which directly stretches the comfort to the fullest.
In addition, many cutting-edge technologies such as the Huawei IDVP intelligent car digital platform, multi-modal fusion perception system, HUAWEI DATS dynamic adaptive torque system, and HUAWEI XMOTION intelligent body collaborative control system are on the car, and the M9 has nothing to be picky about in terms of handling.
Another example is the on-board screen,WenjieM9The industry's first vehicle-grade projection system is used on the car,The retractable projection screen is even more up to 32 inches,Completely abuse all today's in-car "big color TV",Even BMW5Series31Inch LCD screen,Can only bow to the wind。
In terms of audio, it is equipped with the new Huawei Sound excellent series for the first time, equipped with 25 speakers, and the power amplifier output is as high as 2080W, which is very exaggerated in the same class of cars.
The car also supports privacy functions, and the rear row can shield the front row when speaking, so as to achieve the effect of smart sound field and privacy sound shield.
In addition, the Huawei ARHUD system can provide a 75-inch display screen, which can view reversing images and park the car to watch moviesThe HUAWEI Xpixel megapixel smart projection headlamp can edit interactive information such as text, and can also realize 100-inch giant screen projection. Of course, the Huawei ADS 20 and HarmonyOS 4The 0 cockpit is also essential.
The black technology of the M9 cannot be finished even if it is used in tens of thousands of words, which also means that it pushes the standard of new energy luxury cars to a new height:Technical stockpiling。I think these technologies will become the "moat" of the M9, which will inevitably cause great changes in the market structure, and it will be difficult for other car companies to break through in a short period of time.
Among them, the first car companies to face the threat are ideal, and L9 is the first to bear the brunt.
The ideal L9 and the Wenjie M9 are both large SUVs, and the starting price difference of the extended-range power model is only 40,000 yuan, so it is difficult for users not to compare the two together.
Compared with the ideal L9, the M9 is one step ahead in terms of body size, drag coefficient, turning radius, comprehensive endurance, etc., coupled with the all-aluminum alloy chassis and Huawei's family bucket technology, the winning surface is obviously greater.
In addition, the M9 also has high-level intelligent driving capabilities. Yu Chengdong said at the press conference that at the end of December this year, Huawei ADS 20 urban NCA will".It can be opened all over the country, and it can be opened if there is a road”。In contrast, the ideal will only achieve the coverage of the national highway and the urban ring road NOA by the end of this year.
In addition, the market size of the M9, which implements range extension and pure electric two-legged walking, is bound to be greater than that of the ideal L9.
Finally, Huawei's own brand influence buff is also a factor that cannot be ignored, I believe that there will be many people who choose to ask the world because of the extremely high "Chinese content". Because in the eyes of ordinary people, the M9 is a Huawei car, and the sales of the new M7 in November exceeded the ideal L7, which is the best example.
The Ideal L9 is already a previous generation product, and we can't deny that the gap between the two may lie in the time factor.
Recently, the news of the Ideal L9 facelift has come from time to time, so will it consider launching a pure electric version, and will it bring more surprising technology to meet the challenges?I'm looking forward to it.
Not only L9, but also Ideal MEGA is under heavy pressure.
As we mentioned earlier, Huawei is working very the M9In addition to showing off technical strength, perhaps it is more important to achieve technical redundancy and predict competitors in advance, including the ideal mega.
The listing price of the M9 pure electric version is close to the pre-sale price of the ideal MEGA (600,000 yuan), and the final pricing of the latter may be compromised, but more than 500,000 yuan has not run. From this, we can reasonably speculate that consumers who buy the ideal MEGA will inevitably compare it with the M9.
Don't say that the ideal MEGA is an MPV, and the M9 is a large MPV, the two can't be compared, because the M9 basically has the quality of an MPV in addition to its appearance.
If it is used as a commercial car, the M9 is completely qualified, and its co-pilot adopts Huawei's original patented technology of seat and rest separation, which can change the folding state with one key, at this time, the boss position in the second row can achieve nearly 2 meters of legroom, far exceeding the MPV such as Toyota Alpha, and ventilation, heating, electric leg rest, armrest, 14-way electric adjustment, 10-point full back press and other functions are readily available.
If you buy it for everyday use, the third row also has a flat floor, and is as tall as the first two rows, similar to MPV models, and the seats also support electric front and rear adjustment, and the front and rear seating space is also close to 1 meter.
Even if the ideal is proud of"Big color TV",WenjieM9It has also achieved10Full load of screens,There is not much room left for the ideal MEGA to lead,Maybe it can only make a little effort in the screen size,But too big may be too much。
If you only compete with the ideal, the market is still too small, and the M9 wants more than that.
In the past, when it came to buying a large-size SUV, BBA was the only answer. But even if you have about 600,000 yuan, you can only buy medium and large SUVs such as BMW X5 and Mercedes-Benz GLE, and if you want to buy large SUVs such as BMW X7 and Mercedes-Benz GLS, you must have at least one million in your pocket, and four or five hundred thousand can't buy it at all.
400,000-500,000 yuan" + large six-seater + large SUV, such a model did not exist before the ideal L9 came out. Ideal L9 bravely entered the "no man's land", and the average monthly sales of 10,000 units have proved that this positioning is feasible, and has gained many old users of BBA.
Sometimes we have to admit that it's better to come early than to come at a good time.
The launch of the M9 is just in time, firstly, independent brands have established the perception of high-end cars in the minds of consumers, and secondly, Huawei is currently in the ascending posture of "light boat has crossed ten thousand mountains". There are many black technologies on the car M9 can obviously go further and seize the target customers of traditional million-level models.
The best SUV within 10 million", Yu Chengdong had previously boasted about Haikou. However, from another point of view, what he means may be: if you have 10 million assets, you can buy M9.
The M9 also shows new technologies that traditional million-dollar luxury cars do not have, such as one-piece die-casting process and million-pixel projection headlights.
Large space, handling, comfort, the qualities that a traditional million-dollar luxury car should have and have not, the M9 has it. I believe that in the face of absolute strength, BBA's brand premium ability is not worth mentioning.
If we have to talk about the gap between the M9 and the BBA large SUV, it may be because of the unavoidable brand accumulation problem of time. Maybe in another three or five years, these will no longer be a problem.
According to the latest news, Dading exceeded 10,000 units 2 hours after the launch of the M9, which can be seen in the market recognition.
Good products deserve to be seen, and may we all pay for technology, instead of being cut leeks by the so-called luxury brand premium.