"The best SUV within 10 million yuan is here. ”
On December 26, the M9, which was described as "the strongest SUV on the surface" by Yu Chengdong, Executive Director of Huawei, CEO of Device BG, and Chairman of BU for Automotive Intelligent Solutions, was officially unveiled.
It is reported that the M9 has launched a total of 4 models with a price of 46980,000-56980,000 yuan, and the current reservation volume has exceeded 540,000 units. First deliveries are expected on January 26, 2024, with large-scale deliveries starting on February 26.
Grab the "cake" with BBA and compete with Xiaomi for the "limelight".
For Huawei, the M9 is not only a car, but also a concentrated display of intelligent technology.
The M9 is equipped with a number of "black technologies", including the Turing intelligent chassis, intelligent closed air suspension, Huawei Xpixel Huawei megapixel intelligent projection headlights, 32-inch vehicle-grade projection giant screen, etc., which is currently the most expensive model in the HarmonyOS Zhixing Ecological Alliance, and it is also the pinnacle product with the highest specification level of AITO so far.
With a length, width and height of 5230*1999*1800mm and a wheelbase of 3110mm, the M9 is positioned as a D-class new energy SUV. As of November, China's D-segment SUV sales this year were 160,000 units, a year-on-year increase of 9565%, of which 10 are new energy sales460,000 units, a year-on-year increase of 18842%, with a penetration rate of 6536%。
Judging from the current pricing, the M9 is expected to grab the cake of BBA. Among them, the low-end price is 470,000 yuan, and the competition is BMW X3, Audi Q5, Cadillac XT6, and Ideal 19;The mid-range price is 520,000 yuan, and the competition is Mercedes-Benz GLC, Lexus RX, and Range Rover SportThe high-end price is 570,000 yuan, and the competition is BMW X5, Audi Q7, Mercedes-Benz GLE, and Range Rover Lengthened.
In terms of sales, the number of reservations for the M9 has exceeded 54,000 units, and the cumulative number of new M7 has exceeded 120,000. Regarding the outside world's doubts about the delivery capacity, He Liyang, president of Celis Automobile, said at the press conference, "The new M7 currently has a monthly delivery capacity of 30,000 units. At the same time, the M9 plant can roll off the assembly line every 30 seconds. ”
It is reported that the overall production capacity of the third plant of Celis, which is responsible for the production of the M9, will be four times that of the current Celis Automobile Smart Factory.
As a model jointly developed by Huawei and Celis, the Wenjie series has a strong sales performance in 2023, with a total of 18,827 new vehicles and 15,242 new M7 vehicles delivered in November, with a cumulative total of more than 27,000 units delivered. Officials expect 23,000 new vehicles to be delivered in December, and the monthly delivery capacity is expected to reach 30,000 from 2024.
Based on the current strong performance of AITO Wenjie Automobile, it is rumored that the annual sales target of Cialis in 2024 is 600,000 units. Huawei did not respond to this, but Cialis responded, "The sales target is dynamically adjusted according to the internal and external environment, and the goal of our joint business with Huawei to achieve production and sales of one million vehicles in 2026 has not changed, and we hope to take a solid step next year." ”
In the face of Huawei's overwhelming propaganda company, the pressure is also on Xiaomi, which is also a major technology manufacturer. On December 26, Lei Jun said on Weibo that Xiaomi Su7 is in the trial production ramp-up stage, "Please believe that what we are doing is 'expensive for a reason', and the experience will definitely exceed everyone's expectations." ”
Xiaomi's automotive technology conference will be held on December 28 at 2 p.m. Lei Jun said that the press conference only talks about technology, not products, and is estimated to take about 3 hours.
Companies related to the industrial chain are expected to benefit
Guosheng** believes that in 2023, Cialis will continuously launch the new M7 and M9 models, and the order and delivery data will exceed market expectations, fully verifying that Huawei's smart selection model is a major empowerment for car companies.
Considering Huawei's industry-leading effect in autonomous driving, intelligent cockpit, and intelligent safety, Huawei's cooperation ecosystem is expected to improve its product strength in the environment of intensified competition among OEMs, and companies related to the industry chain are expected to rely on their ecological advantages to benefit from the development of domestic smart vehicles and form a first-mover card position.
Huatai ** suggested that paying attention to orders should bring revenue elasticity to the industrial chain. It is recommended to have a new car cycle for Dahua Automobile and its industrial chain, as well as companies that fully benefit from the upgrade of automotive intelligence and comfort, including Changan Automobile, Xiaopeng Motors, Xingyu Co., Ltd., Keboda, Jifeng Co., Ltd., Desay SV, Baolong Technology, etc.
Xingyu Co., Ltd. is one of the major manufacturers of automotive lighting assemblies and design solutions in China. According to Xingyu shares, the M9 "leading generation of intelligent lighting system" is designed and developed by Xingyu from the light controller as the brain to the front and rear lamps as actuators. The 84-pixel ADB system independently developed by Xingyu and the million-level DLP module jointly developed by Huawei are synchronized to achieve accurate shielding of the vehicle in front and greatly improve the user's safety experience.
According to the record sheet of investor relations activities, Baowu Magnesium's magnesium alloy die-casting products are currently saturated with orders in hand, and the company has given FAW ** sub-dashboard brackets, steering wheel frames, seat armrest brackets and other componentsFor Chang'an dark blue ** magnesium alloy dashboard bracket and other components;Provide magnesium alloy seat bracket products for ideals;It provides seat bracket beams for the rear seats of the M7 and M9** dashboard brackets and other components. The company has direct or indirect relationships with most car companies.
Mingke Jingji said that the company, as a qualified supplier of Cialis, has been steadily participating in the continuous supply of Cialis Wenjie series models. With the deepening of the cooperation between the company and Celis, the M9 model will be promoted as the key model of cooperation, and the proportion of M9 model-related business will increase significantly. The project has a long cycle and is greatly affected by the fluctuation of market terminal sales, and it takes a certain period of time for order conversion and capacity digestion, and the future uncertainty is greater.
Chaojie Fastening said that at present, the company indirectly supplies bolts, pipe clamps, push-in joints, intercooling pipes and other products through Tier1 customers, involving Wenjie M5, M7, M9 and other models. It is reported that the entry threshold and technical indicators in the field of automotive fasteners are at the upper level in the entire fastener field, and due to the qualification audit of automobile OEMs and tier1 customers, many small and medium-sized fastener manufacturers cannot pass the certification of qualified manufacturers, and only large fastener manufacturers can pass the audit of mainstream OEMs.