One person and one sentence cheer for the graduate school entrance examination BBA has no A, and there will be no A in the future
Huawei's olive branch has finally been thrown to the world.
After Wenjie, Zhijie, and the brand name of the cooperation with JAC Motors have not yet been announced, Huawei's wishful thinking is aimed at Mercedes-Benz and Audi, which are exhausted by the electrification market.
It is rumored that Huawei is actively contacting them, hoping to let them see the power of the intelligent cockpit through its current excellent report card.
But at present, Mercedes-Benz and Audi have not made it clear whether they are willing to form a relationship with Huawei, after all, they also believe that "the soul is in their own hands".
At present, the biggest news from German car companies is that Volkswagen has completed an investment of more than 5 billion yuan in Xpeng Motors, and Mercedes-Benz and BMW will jointly establish a joint venture to establish a supercharging business in China.
But the current market is not exciting.
The three high-end brand carriages, which used to be known as BBA, are gradually pulling away, and Audi, as a subsidiary of the Volkswagen Group, seems to be slowly losing its advantage in the fierce competition of electrification.
In China, Audi's electrification brand is also transparent, and he cannot use his brand power to transform more market expectations, which Audi is a little powerless.
At the Guangzhou Motor Show, the Audi Q6 e-tron prototype was unveiled for Audi in the domestic market.
This kind of overture is not limited to Audi. BMW once showed the touching sign of "Home in China", but an ice cream incident from the auto show completely shattered the good popularity he had just accumulated.
China is no longer the market that used to be a market for foreign products, and we want to be honest, and if they don't, then we can only be sorry.
So far, we haven't seen too much real feelings from Audi, and in the Chinese market in 2022, Audi's cumulative sales in 2022 will be 635588 units, down 9 percent year-on-year2%。Although Mercedes-Benz and BMW are also declining in the same period, Audi is the one with the most serious decline.
Audi, which remains in the head camp, should feel the infinite pressure from the local Chinese market, and netizens joke that it is still the same, "BBA has no A, and there will be no A in the future".
Although it was just a joke, the crisis of Audi in the Chinese market began to accelerate.
Entering 2023, Audi has internal pains, and Audi Global CEO Duesmann has been ousted, and Gernot Dorner will replace Audi CEO subsequently.
The ouster is also very realistic, "Audi's product line lags behind its competitors, especially when it comes to electric vehicles. ”
If you can't leave", the cool plot happened to Audi, but the market didn't have too many expectations for it.
In the experience of the elephant's turn, we, as spectators, witnessed too many bloody plots from the Volkswagen Group, from internal entanglements and entanglements, to external to hesitation, and then to the product and market expectations do not meet all kinds, and finally Volkswagen still surrendered to reality, and the cooperation with Xpeng Motors is regarded as an unprecedented development.
You either give up on the Chinese market, if the answer is no;Then please follow our rules.
This hard gas is given by the current domestic sales of new energy vehicles.
And what about Audi?
The launch of the Audi Q6 e-tron at the Guangzhou Auto Show is seen as "the next key milestone in Audi's electrification transformation in China".
The Audi Q6 e-tron, the first production model based on the PPE luxury electric platform and a new electronic architecture, will be the leader of Audi's new generation of high-end intelligent connected electric vehicles.
All the good words have been given to the Audi Q6 e-tron at this moment, but whether this model can impress Chinese users in the end, it depends on the real strength, in the face of many high-end independent brands, the charm of Audi electrification is worth **, I am afraid it is difficult to think of it for a while.
Based on the current reality that Mercedes-Benz's electrified EQ series sales are poor, Mercedes-Benz's high-end electrification transformation road is also quite difficult.
But how can any car company always have a smooth sailing, and the ups and downs may be the excitement of the business field.
Even the network side has also broken out that Mercedes-Benz will stop production at the Shunyi factory in Beijing, and coincidentally, the Shunyi factory is the production of Mercedes-Benz EVA2 electric platform electric models, EQA, EQB, EQC, EQE are all off the assembly line.
But the sales are not good, and the failure of Mercedes-Benz's electrification has also made Mercedes-Benz think about cost and efficiency again, and the network even broke out, "Mercedes-Benz will abandon the EQ series and re-enable a new electric product series."
The proud German car companies have encountered varying degrees of obstacles in China's electrification era, which only proves that their methods are not suitable for China.
How can 2 people who are not matched get along?
Did you go around a long time before you found out, and finally returned to the original intention, fuel vehicles, like new energy vehicles, need to start over.
Under the olive branch thrown by Huawei, Mercedes-Benz's willingness to accept is not clear, of course, under the baptism of the EQ series, we believe that Mercedes-Benz has more thinking, if it really wants to "re-enable a new electric product series", the probability of Mercedes-Benz's independent research and development is very large.
On the Audi side, there was news leaking earlier, and it is communicating with SAIC, due to the delay in the development of the SSP platform, Audi may plan to buy a pure electric platform from Chinese car companies to launch its own new pure electric models.
In the latest news, Audi's new-generation A6 Sportback model is scheduled to be officially launched in 2024, and the all-new A6L model produced in China will also be jointly built with SAIC Zhiji Automobile.
At present, it seems that the cooperation between Audi and SAIC Zhiji is self-evident.
Indeed, for the current Audi, instead of wasting more time to find its own self-developed technical route, it is better to find a suitable partner. SAIC Zhiji and Audi have the same tonality.
At present, Zhiji Auto has a high-end electric platform - Nebula's pure electric exclusive system platform. The platform can support the four major brands of Zhiji, Feifan, Roewe and MG, and covers the mass production, personalization and luxury series markets.
For Audi, such electrification may also have the right to PK.
From 2019 to 2021. Audi's ups and downs in the Chinese market are more exciting than movie scripts.
In 2020, Audi achieved annual sales of more than 700,000 units in China for the first time, and former Chinese president An Shihao boasted that Audi aims to achieve annual sales of 1 million units in the Chinese market by 2023.
It's a pity that the Chinese market in 2023 has almost become the world of independent brands, and the 1 million units that Audi made a vow to do so have already dispersed in the cruel reality.
While not many people care about the excitement that lies beneath those mouths, Audi's glory is truly gone.
The competitiveness of traditional luxury brands in the domestic market is setting, how to save the market, or how to survive in the face of the strong siege of independent brands, this has almost become a topic.
I also have to say that "Toyota is a mainstream car company in the Chinese market" made by the senior executive vice president of Toyota China on the Internet, which caused quite a stir for a while, and the ridicule and ridicule on the Internet appealed to this person on the stage that Toyota occupies a high position in the Chinese market, so we are the CEO of a mainstream car company, and he is criticized for his incompleteness.
At that moment, patriotic thoughts, the rise of independent brands and some inexplicable emotions were mixed together.
We must admit that fuel vehicles are still the mainstream in the current market, but the number of new energy vehicles is enough to make these joint venture brands rethink their lives.
Whether it is Toyota, the world's No. 1 seller, or Mercedes-Benz, which is lying down to make money, they should think about the uniqueness of the Chinese market at the moment.
If you want to continue, please respect the rules of the game.
Some netizens on the Internet asked, if BBA follows the rules of China's new energy vehicles, and they create electric vehicles that Chinese users like to see, what will happen to the outcome?
Up to now, among the joint venture brands, there is hardly a transformation model that can become a template.
GAC Toyota does not, Honda does not, SAIC Volkswagen does not, BMW and Mercedes-Benz do not;If it's a Volkswagen IDThe current cumulative sales of 200,000 units of the series is a breakthrough, so do you still remember the Volkswagen IDKeep cutting prices in order to exchange prices for the market?
If it weren't for the irreversible bottleneck, why would Volkswagen pull Xpeng Motors as an ally.
Everything is traceable.
From Huawei's point of view, after testing the waters of Wenjie, Zhijie and AVATAR, Huawei has a lot of experience in the in-depth use of the smart car model, and it is normal to want to conquer luxury brands and add another resume to the integration of its cockpit system.
However, whether it is the international situation or national factors, Huawei's desire to "go global" may not be achieved in the short term.
In fact, it can be perceived from the official announcement of Mercedes-Benz and BMW's cooperation in supercharging stations that these large German manufacturers still hope that "good brothers are together", and we are always outsiders.
It doesn't matter whether we are outsiders or not, their success or failure in the Chinese market still needs the help of us outsiders.
As a market with a unique market pattern in the world, it is loved and hated, and I am afraid that it is nothing more than that.
Sister Xiaohua.
Figure Network.