Huawei's hard -working car, who can win the cross -border battle under the anxiety of explosive models?

Source | Tech Planet

Wen | Qiao Xue

The night before the M7 press conference, Huawei's smart car solution Bu CEO Yu Chengdong went to a Shenzhen ideal car experience store. In front of the camera, he talked with the ideal car shop staff and experienced the ideal new car L9 at the scene.

"Stealing a teacher" or "scripture" has made the outside world imagine. Because the "Ask Realm M7" created by Huawei Union Selisian means that the two finally stood together in the camp of the mid -to -high -end extended SUV model. In this relatively niche market segment, Huawei and and and and and and and. The ideal car meets the narrow road.

Coincidentally, in April 2021, the ideal car CEO Li Xiangfa said that the ideal self -developed autonomous driving system can be fully compared with Huawei and Tesla next year.

One year has arrived.

Huawei died ideal car, and "daddy car"

At the new car bureau in July, various OEMs have launched new products to stimulate the market. At the end of June, the ideal of L9 was released. At the beginning of July, the data of this new car was written into the PPT of the M7 conference of the M7 for comparison.

And the many details of the new car in the world, the M7 of the question world is regarding the ideal ONE as a real competitor. Huawei United Selis officially entered the hinterland of the ideal car.

In the model, the two are quite similar, both of which belong to the medium and large SUVs; in terms of positioning, the target audience of the ideal car is very clear. The seat layout of "2+2+2" is set.

In addition, the M7 of the question world places the focus in the second row. The core target group mainly focuses on home users and business car considerations. Business travel will pay more attention The "ambition" of the M7 seems to be even greater, hoping to be able to eat both ends of the home and commercial market.

Behind the positioning of the position, the two also officially stood on a ring.

Although the appearance is questioned and the low -end vehicle Dongfeng well -off IX7 is high, Huawei's "Lizi" still has some advantages. The "Minutes of Huawei and the Internal Expert Meeting of the Inspection World" obtained by the TECH Planet show that the M7 launched this time has 5 major product advantages: the handling is greatly improved compared to the ideal ONE; the smart cockpit uses zero -sense seat comfort; Meet the needs of commercial and home users; Huawei Hongmeng's cockpit intelligent ecology and audio system; interior design and fitting the needs of Chinese consumers.

In terms of user portraits, this question sets up the age range of Bitsla and the ideal car consumers, and she also wants to transform consumers with conservative personality such as fuel vehicles.

Finally, the return to the price, the minimum price of the M7 is currently starting from the minimum price of 319,800 yuan, which is lower than the unified price of the ideal ONE 349,800 yuan. Therefore, from the perspective of the price and positioning, after the M7 is listed, the explosive ideal ONE will undoubtedly usher in the biggest competitors.

On the sales side, the ideal car that realizes the importance of the store has begun to accelerate the opening of the store. As of May 31, 2022, the ideal car has 233 retail centers across the country, covering 108 cities. As a comparison, Selis, which has been listed in just one year, has a Huawei store with more than 600 Huawei stores to provide products and test drives. According to relevant insiders, it is expected to increase to 1,000 this year.

At the same time, the question world is still preparing for the order of blowouts. The new Phoenix Factory is about to put into operation. Together with the Liangjiang Smart Factory, the annual output will reach 300,000 units.

Today, the opponent encountered by the ideal car is not just a new forces that suddenly rose, but also a manufacturer that once defeated Apple in the mobile phone field. Huawei not only insights the potential of the daddy car market, and can quickly cut the market. At the same time, it has the ability to innovate themselves in a short time and quickly iterate the product. Ask the M5 after 5 months of launching the M5 The ability of the car, this is the hard battle that I had never fought before.

According to insiders, the orders accumulated in the world will be released at a time around September, surpassing the threshold of 20,000. If this prediction is true, who is the most "smart" daddy car in six, Huawei will definitely make the ideal car feel pressure.

The same direction of fork: product to the left, ecology to the right

Huawei and ideal cars actually represent two different bifurcations in the new forces of car building.

If you understand the smart car as a mobile phone with four wheels, it seems easier to understand the business logic of the two.

From the perspective of the founder, Li thought about becoming Jobs, and repeatedly expressed his worship of Apple's culture and spirit, and said that "look at your ability after ten years, hoping to be an Apple company." Therefore, in creating a company and strategic strategy, Also, I am also aligning to Apple step by step. In May this year, at the ideal car Q1 financial report, Li Xiangxiang explained more straightforwardly, "To create explosive products like the iPhone series."

Looking at the logic of Li wanting to build a car, it is also reflected in his product thinking.

In the early days of the development of new vehicles, extension technology was not favored by the industry and counterparts. In the past, models such as BMW i3, Buick Velite 5, which have been used to the same technology, have proven that the extension is difficult to gain a foothold in the market.

The failure of the first car in the early stage made Li want to quickly find the way to survive. At that time, some investors suggested that "you can invest in you, but the premise is to switch to pure electricity." This did not make Li Xiang not shaken. As the number one product manager of the ideal car, Li wants to observe that the inconvenience and endurance mileage anxiety of family cars to charging can make the ideal car clear the main processing technology. Later facts proved that Li wanted to bet. Therefore, in the product, Li wants to be paranoid. His "pixel eyes" can find that the picture has a pixel to the left, and only sit up to find that the sponge pad of the seat is 5mm. The interior parts can be broken on the spot. He spends 3 million yuan to re -open the mold at the expense, and pointed at the nose of the design team and asked, "Which fool designed?"

Regarding the unique insights of the product, the ideal ONE has been achieved, so that it has stood on the same level of the "sales" throne at the same level for nine consecutive months, and raised the cumulative sales to a level of 150,000+.

Jobs advocates minimalist, and the research and development of products is a restrained aesthetic. The ideal is also following this route. I have achieved explosive models in the ideal ONE, but the ideal does not quickly invest in the research and development of other cars, nor does it do cross -banking business or go to sea. The model is also the latest entry into the game at the beginning of autonomous driving (Weilai, Xiaopeng, ideal).

In terms of car building, Huawei Yu Chengdong is obviously different from Li Xiang. The experience accumulated in the field of mobile phones and terminals allows Huawei to aim the focus of car building at the beginning.

If smart cars are regarded as a large terminal, the vehicle system is undoubtedly the soul, and the smart cockpit is an operating tool. As new energy vehicles move from electrification to the second half of the intelligence, compared to the vehicle itself, the differences of each family will gradually narrow the differences in the vehicle itself. And the ecology constructed by each OEM, the operating logic, intelligence, and fluency of the system may be the final showdown to compete for users and the market.

Like Android and Apple, the interactive logic of the vehicle system of different brands is different. When the user purchases a certain car, it will re -enter the learning cost. If the user will change the brand in the future Essence At this time, the advantages of the ecology are reflected. When changing the brand, users will be limited to operational habits and continue to choose products of the same brand. Even if they can be more advantageous with other electronic products in their own electronic products.

A set of Hongmeng system has consumed Huawei's 7 years of energy. The car naturally became the most powerful export. AITO asked the launch of M5 and M7, which was called "Hongmeng Automobile" in the industry. Building a more complete and largest ecosystem, this is an ideal car, and even many new and old car forces cannot be compared.

At a more apparent level, a store experience expert told Tech the planet, "We are a new brand. Now the 3.0 Internet cars pay more attention to system software and intelligence. As for the hardware, who has created this car does not really do not really do not really do not really do n’t really do n’t really do n’t. Then there is the main focus. "In fact, from this perspective, it is not important to talk about Huawei without making a car. Huawei has made the soul well. It is not important to install the M5, M7, and M100.

And the ideal car is paranoid to the product development model, it is still building a car at the product level, the ideal ONE, the new ideal L9, more upgraded on the basis of the original, or it is based on the Apple's product combination boxing. The difference between iPhone13 Pro, although the lens, screen, and memory are upgraded, but the soul of consumers has not changed. Moreover, the premise is that it is apple, and the ideal car is obviously not so soul.

Other opponents in the second half of the new car

As the most familiar stranger, the last opponent of the ideal car and Huawei is not only each other.

When the market cake of smart cars is getting bigger and bigger, the ideal, Huawei Selis will inevitably meet on a larger platform, but also face more different technical routes and business -style competitors.

In the early period, ALL in "Daddy's Car" and technically in the extension, Li Xiang won the gambling. However, behind the gambling, the hidden crisis is now quietly appearing, just as the "risk factors" listed in the prospectus of the ideal car go to the Hong Kong stock market, "single, extended process technology advantages, component supply interruptions, etc. All make the prospects of the ideal car blur. "

Gambling is the two sides of risks and income.

It is precisely because of the self -confidence of your own products and also make the ideal too blunt. In the short term, the two cars can help the ideal stand in the first echelon and consider from the perspective of long -termism. The product has insufficient anti -risk capacity, and the fault tolerance rate is too low.

Looking around the players and competitors of other new cars, BYD and Tesla have started the battle for the "sales of 500,000 vehicles", and in the price range of 200,000 yuan, models have been constantly being new; "Weilai in the same camp began to visit the low -end line from the high -end route. At present, there are already 5 cars. Weilai CEO Li Bin also said that Weilai has done 500,000 annual capacity for the 200,000 yuan models. Preparation; Xiaopeng Automobile, who takes the next place by price -performance ratio, is no longer at cost performance. P7 has ranked 300,000 yuan coupe. The G3 and P5 continue to consolidate the user base. Essence Although Huawei and Selis are more "just will", they start late, and the first SF5 response is mediocre, but in the fast trial and error, Huawei personally ended, boldly scoring the ideal explosion style of the bold standard, chasing the chasing, chasing Market in the mainstream range of 300,000 yuan.

It can be seen that Huawei has studied the laws of a part of the market in the early stage. Choose the best family SUV market. The successful description of the ideal ONE does not have pain points. As a model 3 years ago, although the upgrade iterative iteration, it is still not enough to have enough to have enough. Fresh sense. The layer of M7's ingredients highlight their own differentiation, and 20,000 vehicles are scheduled for 4 hours, which is enough to show that Huawei has indeed captured the target customer base and became a catfish that stirred the market.

In the past ten years, the theme of the automotive industry's change is electrification. In the current and not far -reaching future, the theme of the reform of the automotive industry will be based on the intelligence of electrification. New Energy Trams are not only the life of leather fuel vehicles, but also to lead the car to intelligent. Practicing internal skills and complementing shortcomings in intelligence will be the focus of market competition in the next stage.

According to 36 氪 reports, the ideal car CTO Wang Kai has recently left the employment. Pick up the question mark.

However, the ideal is also accelerating the re -classes. Since the fourth quarter of last year, the ideal R & D investment has begun to be higher than the sales investment, becoming the largest expenditure. According to the financial report data, the ideal research and development cost of the first quarter of this year was 1.37 billion yuan, a year -on -year increase of 167%, accounting for the overall total, accounting The 14.3%of the revenue is mainly caused by the increasing number of R & D personnel and the development of new products.

On the other hand, according to the ideal plan, a pure tram model will be launched next year. At present, the ideal has established a charging pile construction team. The construction of the basic charging facilities will promote the operating costs. This will also bring the ideal car in the first quarter of this year. Among the losses, the loss was 0.11 billion yuan. The ideal must not only solve the autonomous driving, pure electricity research and development, but also continue to consolidate the advantages of the increase in process, and the efficiency of funds is also a big challenge.

And Weilai ’s comprehensive self -developed NAD (Nio Autonomous Driving, autonomous driving technology) will gradually realize the full coverage of high -speed, urban areas, parking and power supply scenarios, Xiaopeng's NGP (Navigation Guided Pilot, smart navigation assistant driving). Continue to evolve, this year will get on the city's NGP; Huawei has accumulated more than 10 years of autonomous driving capabilities, and has more abundant and funded strength to try and error. The technical barriers of its research and development are ideally unable to surpass in the short term.

In the second half of the new energy vehicle competition, there are many ideals opponents. The ideal target of 2025 is the first smart electric vehicle company in China, accounting for 20%of the market share. At present, the realization of this "ideal" is undoubtedly full of challenges and unknown.

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