Author |Chai Xuchen.
After the new M7 exploded, Huawei asked the world to unveil another blockbuster model M9, this year's unrivaled Yu Chengdong, is leading Huawei's automobile corps on the road to millions of sales.
The best SUV with more than 10 million yuan and the most powerful SUV on land is here today." On December 26, the SUV "Car Emperor" Wenjie M9, which had been warmed up for more than half a year, was released in Shenzhen, and Yu Chengdong, chairman of Huawei Auto BU, once again began his crazy "show off skills".
As he said, the M9 is the culmination of the "black technology" at the bottom of the pressure box of Huawei automobiles, flagship models: projection headlights, "intelligent light carpet inch rear projection system, 75-inch headset system, zero-gravity seats, Hongmeng cockpit equipped with ten screens and AI Xiaoyi", "sound shield sound insulation", etc., not to mention the ace ADS20 intelligent driving system.
With the blessing of a series of hard-core technologies, M9 has become the strongest "model room" of Huawei's cars, and the starting price has also come to 46980,000 yuan, which is 10,000 more expensive than the most expensive flagship L9 Max version of the ideal;The highest M9 pure electric Ultra version** is as high as 56980,000 yuan, comparable to the ideal mega.
Different from the previous series, the M9 has broken away from the circle of 300,000 yuan and joined the competition for the high-end luxury market at the end of the year.
This time, Yu Chengdong, who did not launch the ** war, won the bet, and the number of bookings for M9 exceeded 5 as of that day40,000 units;Two hours after the press conference, Wenjie announced that the number of lock orders for M9 Dading exceeded 10,000.
You must know that among the new energy models currently priced at 400,000+, the best-selling ideal L9 has a sales volume of only 1 in November20,000 units;When the price came to more than 500,000 yuan, the sales volume of the No. 1 NIO ES8 was less than 2,000 units.
In other words, the M9 is likely to greatly stir up the solidified luxury segment. Previously, even Mercedes-Benz EQS SUV and BMW IX failed to solve the problem that luxury electric cars could not be sold at a premium, so they could only reduce prices significantly**.
Yu Chengdong is fully prepared for the M9. In April this year, when he warmed up for the M9 before the Shanghai Auto Show, he predicted that the refrigerator color TV sofa was just a "well-off level", not a real luxury. Now that the mystery has been revealed, the large space and the "whole house intelligence" have given M9 the potential to become popular.
However, the product is not the whole story of the "traffic password".
Some industry insiders pointed out to Wall Street that a core factor in the rise of M7 and M9 this year is the influence of the Huawei brand. "The brand potential energy difference between other new forces and Huawei is difficult to make up, and the worship of Huawei by middle-aged people is faith-level."
This year, with the rapid popularity of Huawei's meta60 flagship mobile phone, it has brought Huawei a huge amount of voice, word of mouth and cash flow. Behind the "5G breakthrough" is not only the return of Huawei's high-end mobile phones, but also further boosts the sense of recognition of Chinese people with Huawei's advanced technology, and users' trust in its advanced technologies such as smart seats and smart driving is also rising.
The brand effect is superimposed on technology and product upgrades, and the new M7 that stepped on the right node has made the intelligence of Huawei's trump card come back to life, and has won 120,000 orders in just 3 months on the market, and its monthly sales have surpassed the ideal "sales champion" L7. With the continuation of this potential energy, the M9, which has taken nearly 3 years of research and development and is full of Huawei's hard-core technology, has once again made consumers flock to it.
For Yu Chengdong, he won another bet on M9, and there is not much pressure on sales. But the M9 is just getting started for Huawei's automotive business.
As Huawei's most important and resource-rich model, this flagship undertakes the important task of enhancing the height of the Wenjie brand, establishing hard-core technology and strong self-developed personality, and amplifying the attractiveness of Huawei's smart cars.
This is also the only way for Yu Chengdong to dream of getting the seat of a new energy vehicle giant.
According to the cooperation agreement signed between Celis and Huawei in February this year, the company aims to achieve 1 million NEV production and sales by 2026. According to a person close to Huawei, the sales volume of the smart car will reach 40,000 units in January next year, and the annual target will fall on around 600,000.
In addition to the world, with the addition of Chery, JAC, and BAIC, the gradual realization of the products of various allied forces, and the reform of channel stores, Yu Chengdong is now using "Hongmeng Zhixing" to connect various cooperative car companies and quickly release his influence in the market. Recently, Huawei has begun to prepare independent stores for HarmonyOS Zhixing. A person close to Huawei revealed to Wall Street that the smart car business department will cooperate with dealers to create a new model of "quasi-direct sales", and the investment promotion work has already started.
Huawei's car-making corps is growing from a little starlight in the world to a million-level automotive ecological galaxy. Yu Chengdong once said that it will be difficult for the annual output of the head car companies to reach more than 5 million or 10 million units in the future, and the Huawei army naturally wants to become one of the giant players.
And from 100,000 units to 300,000 units and one million units, it will be a difficult class leap.
The ultimate sales target of thousands and millions of units, Huawei's "pollen" is not enough to support, M9 and subsequent models need to find more scenarios and obtain stable users**, in order to continue to develop, avoid falling from heights, and repeat the mistakes of the past.
Competitors should not be underestimated.
According to a recent training data of Ideal internal sales personnel obtained by Wall Street, Ideal has begun to "encircle and block" the M9, intending to promote the conversion of 88% of the M9 users of the Ideal L9 through various words and strategies. In addition, there is information that Ideal is planning to accelerate the launch of the facelifted L9 iteration product to meet the M9. Ideal did not comment.
It is foreseeable that next year, these two new energy car manufacturing stars, as well as the upcoming Xiaomi car, will usher in a fierce showdown. They are running wild together on the road to becoming giants.
The most enjoyable years in the automotive industry have begun.