Wen Leopard becomes Zhan Fangge.Core TipsEdit |Xing Yun.
AVATR who chooses the HI mode has no obvious increase in sales, is Changan more anxious, or Huawei more anxious?
I hope that our partners should have basic values and a socially responsible spirit, not to mislead our consumers, to be ahead of the curve, but to be a little bit more appropriate. ”
Why is this industry so bad, hundreds of thousands of cars have to say tens of millions, which is not in line with the spirit of Chang'an. ”
On January 16, at Changan's Global Partner Conference, Zhu Huarong, chairman of Changan Automobile, said that the new joint venture between Changan and Huawei will be tentatively named "newcool", and at the same time, Zhu Huarong, his partner, is full of firepower.
Far ahead, it is the mantra of Yu Chengdong, executive director of Huawei, and netizens ridiculed that Zhu Huarong's words will be reported Yu Chengdong's ID number.
In the eyes of the outside world, Changan and Huawei have a deep relationship of cooperation, jointly build AVATAR, in November last year, Huawei plans to split the car BU to open external financing, Changan and Huawei signed a "Memorandum of Investment Cooperation", plans to become a shareholder.
And Zhu Huarong's remarks this time have also been interpreted by many people as dissatisfaction with Yu Chengdong and Huawei.
In the eyes of the outside world, it is Huawei that is saving Chang'an, and Chang'an, as the payer, belongs to the high-ranking party. A person close to Huawei's car BU business told "Leopard Change" that since the contact in August 2023, the cooperation details between Huawei and Changan Automobile have been tug-of-war for more than two months, and Changan wants a lot of things and puts forward many constraints on Huawei. So far, the two sides have not been able to negotiate the desired conditions.
At the partner conference in Chang'an, Zhu Huarong quoted the allusion that "two monks carry water to drink, and three monks have no water to drink", making it clear that other manufacturers are not welcome to join the new company. Four days later, Huawei's official account issued a document saying, "Words are less and things are bigger, see you on Monday" and @VOYAH Auto's official account, and soon after, the two sides officially announced that they had reached a cooperation.
Obviously, Huawei and Chang'an want to cooperate, but they are not fully compatible, and the tug-of-war continues.
For Chang'an, being dissatisfied with Yu Chengdong and dissatisfied with Huawei is one thing, but it is not the same thing.
is dissatisfied with Yu Chengdong, because the Huawei smart car model he leads is currently booming. The cooperation between Changan and Huawei belongs to the HI model. Zhu Huarong's ridicule is actually directed at Yu Chengdong, and the purpose of stepping on the smart car mode is to support the HI mode.
Zhu Huarong said that Huawei's smart selection model does not clarify the attribution of responsibility, which will lead to confusion of many roles, which will lead to many potential problems and harm the interests of the majority of users.
However, the day after the speech, that is, on the evening of January 17, more than 80 4S stores operated by Guangzhou Yongao thundered, and a total of 31 users of the Cialis 4S stores involved could not pick up the car. Huawei and Cialis immediately set up a special working group to rush to the scene, take the initiative to communicate with the bank, redeem the vehicle certificates that have been mortgaged to the bank, and arrange for 31 users to complete the delivery at another Wenjie user center.
Huawei's action not only reflects its responsible attitude towards the smart car brand, but also eliminates the worries of other automakers choosing to cooperate with the smart car model.
People familiar with the matter told "Leopard Change" that this is also Huawei's powerful counterattack to Zhu Huarong's remarks. Zhu Huarong's remarks have already annoyed some of Huawei's top executives, and the cooperation between the two sides has not yet been fully advanced, and some details have not been agreed. ”
The dissatisfaction with Huawei is that in cooperation with Huawei, Changan does not want to lose its dominant position.
The fundamental problem that plagues both sides at the moment is that Changan's trust in Huawei cannot be achieved, especially when Huawei walks on multiple legs such as HI mode and smart car mode, and the flag of "not making cars" is always blurred.
According to the above-mentioned people familiar with the matter, Changan is still restricting Huawei on whether Huawei should build its own cars, the future development of smart cars, and how many car companies it will introduce. But Chang'an's conditions have run counter to Huawei's original intentions.
On the same day as the Chang'an press conference, Huawei registered the company "InnoIntelligence" and packaged the Intelligent Vehicle Business Unit (hereinafter referred to as "Chebu") into Inwang Intelligence, which is 100% owned by Huawei, and all the senior executives are Huawei's internal management.
The above-mentioned people familiar with the matter told "Leopard Change" that Yinwang is an independent corporate entity specially established for car bu, and Huawei first installed the car BU assets into Yinwang company, and Yinwang is a joint venture with Changan, not Huawei.
Newcool will be another new company to be established with Changan, but Changan and Huawei have not fully negotiated for the time being.
It can be seen from the business scope of Yinwang Intelligence that it is not only committed to intelligent on-board equipment, but also covers the entire automotive industry chain, such as intelligent driving systems, electric component output, etc. In other words, in addition to vehicle manufacturing, the new company established by Huawei involves almost all the core components of the automotive industry chain.
In the cooperation between Huawei and Changan to promote the new company, Changan repeatedly pulled and said that "Huawei can't make cars", and put forward constraints on the development of the smart car business, which reflects Changan's great sense of insecurity.
In the widely circulated version, Huawei's six top executives voted on whether to build a car, five people opposed, and only Yu Chengdong advocated building a car. After the vote took effect, Yu Chengdong left a message in Huawei's Voice community, "In a few years, everyone will understand." ”
Yu Chengdong pushed hard to build the car, and then repeatedly shouted for the question world and the platform of the smart car model, which finally caused Zhu Huarong's dissatisfaction.
Chang'an's anxious insiders said that the biggest difference between Huawei and Chang'an is that Huawei hopes to introduce more car manufacturers to join Yinwang Intelligence, but Chang'an's shareholding will restrict other car manufacturers from coming in, and the two sides have been tugging at this point for a long time.
It can be seen that when Changan announced at the end of November that the two sides signed the "Memorandum of Investment Cooperation" and intended to cooperate to establish a new platform, the specific statement was that it would gradually open up its equity to investors such as existing strategic partner car companies and car companies with strategic value and become a company with diversified equity.
Now Chang'an's attitude has changed. Zhu Huarong bluntly said that he did not want other car factories to get involved.
This transformation is partly related to the unsmooth road of Chang'an's new energy transformation.
Under the fierce competition in the industry, Changan Automobile will sell 225 in 202330,000 units, nearly 550,000 units short of the target of 2.8 million units at the beginning of the year. As part of Changan's new energy transformation strategy, AVATAR's performance in the past year has been mediocre.
The monthly sales of the main sales model AVATR 11 have hovered around 2,000 units for a long time, with a total of more than 20,000 units throughout the year. Since the release of AVATR 12 in November 2023, although the order in December has made a big breakthrough, reaching 6,106 units, it is still far from the annual sales target.
At the same time, AVATAR's losses are gradually expanding. The losses in 2021 and 2022 were 2., respectively100 million yuan and 201.6 billion yuan, with a loss of 17 in the first half of 20235.6 billion yuan, if calculated according to the 10,755 new cars sold in the first half of 2023, every AVATR sold means a loss of 1630,000 yuan.
Nowadays, the inventory of AVATR 11 is difficult to digest, and it has also become a headache for Chang'an. Changan even made it clear to grassroots sales that the main model AVATR 11 would otherwise affect the sales commission.
As a new energy vehicle brand jointly created by Changan Automobile, CATL and Huawei, AVATR was born with a golden spoon, but it failed to carry the heavy responsibility of Changan's transformation.
At the Global Partner Conference, Zhu Huarong also hinted that Huawei's support for him was not in place.
AVATR insiders revealed to "Leopard Change" that Changan Automobile not only completed the comprehensive takeover of AVATAR, but also made drastic personnel adjustments to AVATAR, from the internal senior management to the grassroots managers of the 4S store. In the future, AVATAR, as a sub-brand of Changan Automobile, will also enter Changan Automobile's dealer channels for sales, and some unprofitable AVATR directly operated stores will also be adjusted.
According to public information, the top management of AVATR Technology has recently changed guards intensively. Tan Benhong no longer served as the chairman and CEO of AVATR Technology, but became the deputy secretary of the Party Committee of Changan Automobile, and Zhu Huarong served as the chairman of AVATR Technology.
The outside world has always regarded AVATR as Huawei's "godson", and compared it with Huawei's "pro-son" Wenjie. Before there are more "godsons" to form a competition, Chang'an still hopes that he can seize the initiative.
Trapped HuaweiOf course, Huawei also needs Chang'an.
There are three modes of cooperation between Huawei and car companies: parts mode, HI mode, and smart car mode, and the degree of cooperation varies from shallow to deep.
For a powerful vehicle manufacturer like Chang'an, the dominant power of the smart car model lies with Huawei, and choosing the smart mode is equivalent to handing over its soul, and Changan will never allow itself to eventually become Huawei's "foundry".
As a large state-owned enterprise, Chang'an has technology, resources, R&D strength, and is not short of money. Compared with the new forces, the gap in Chang'an is only intelligence, so the core demand is to buy people, technology, and capabilities. For Chang'an, it seems that the HI model is the optimal solution to purchase Huawei's advanced technology, make up for the intelligent link, and then improve the comprehensive competitiveness of products.
Judging from the results, the HI model did not bring the desired feedback to Chang'an. Zhu Huarong believes that Huawei's insufficient resources for the HI model are one of the main reasons why AVATR has not sold well.
As the second only mobile phone business under Huawei terminal BG, the smart car business is the son of Yu Chengdong, who attaches great importance to it, and the internal resources are more inclined to the smart car model, and the HI model of car Bu's external cooperation has not been favored by Yu Chengdong, so the car manufacturers that cooperate with the HI model do not get too much resource tilt.
In fact, whether it is the smart car mode or the HI mode, the technology comes from the same department. According to insiders, Huawei's integrated R&D personnel are all in the car, whether it is the smart car mode or the HI mode, all of which use the same set of technologies. The slight difference is that the HI model, which is subordinate to the car BU business, has its own technology developed and self-used, while the smart mode in the terminal BG needs to be purchased from the car BU.
In other words, Huawei's influence in terminal channels and consumers' sense of identity play a key role in sales. It's not a technical difference.
For example, in the smart car mode, Celis not only receives technical support from Huawei, but also occupies a leading position in publicity conferences and marketing channels. In the smart car mode, Huawei also has more room for benefits.
With the increasing volume of smart cars, the HI model also urgently needs to prove that it can run through in order to be more influential, and it can also share the cost of research and development. According to the data, Huawei's car BU business has suffered serious losses, with a cumulative investment of more than 20 billion yuan since its establishment, but it has not yet achieved profitability.
However, before VOYAH entered the game, AVATR once became the only car company that chose the HI model among the established manufacturers that Huawei cooperated. The previous cooperation of BAIC Jihu Automobile has also changed from the cooperation of the HI model to the intelligent mode.
Although the internal weight of the HI model is not as good as that of the smart mode, the missions carried by the two sides are different, and there is still a need to exist.
When Huawei launched the HI model, it aimed at the huge basic market behind the car-making market. Ren Zhengfei shouted the slogan "Huawei does not make cars", in order to dispel the scruples of car companies about Huawei, and stated that Huawei wants to be the Bosch of the automotive industry chain, and the purpose is to achieve mutual success with car companies, rather than competition.
AVATR that chooses the HI mode has no obvious increase in sales, and the cooperation between Chang'an and Huawei is in a dilemma, and the trapped Huawei is also Chang'an.