Since Huawei joined the automotive industry, the number of “boundaries” in the automotive market has soared, first there is the “boundary” car built by Huawei and Celis, and then there is the intelligent world built by Huawei and Chery Automobile, and now there is the enjoy world of Huawei and BAIC cooperation, and the future of Huawei and JAC cooperation. Although the “child” is much more, but from the current market performance, the real can only ask the boundary.
On the one hand, Q was born the earliest, when the competition of new energy vehicles was not so fierce, it successfully launched its name with Huawei’s strong brand influence, followed by Huawei’s continuous innovation and optimization in the field of intelligent vehicles, its sales at the end of 2023 ushered in a qualitative leap, which is officially on the right track; On the other hand, the company is selling
At present, Ask the world with three cars can reach a monthly sales of 3w+, better times its brand monthly sales can even break through 4w, in the domestic car manufacturing new force sales ranking second only to the ideal car.
On the other hand, the intellectual world and the enjoy world are not so lucky. Wisdom in April this year to update the listing of the medium and large pure electric vehicle wisdom S7, just started in April, May its sales can be stable at 5,000, and in recent months sales are more and more pull the hip, to August only sold 425, basically can be declared a failure, the following wisdom will also be listed in the positioning of the medium pure electric SUV wisdom R7, At present, the pre-sale price has been announced for 268,000 yuan to 348,000 yuan, and it can be predicted that the outcome should be similar to the wisdom S7 from the price and positioning.
And enjoy the first model of Enjoy S9 before the market, the outside world had widely speculated that the car may repeat the success of the M9, becoming the first pure electric model to completely open the luxury C-class car market in China, but the reality is very cruel, enjoy the S9 listed 24 hours, only broke through 2,500 units, 72 hours only 4,800 units. And ask the world M9 listed on the day of the big will break ten thousand, the next day broke twenty thousand, the fifth day broke forty thousand, it shows that the heat of share S9 and ask the world M9 heat is not an order of magnitude, the new car did not become explosive as everyone guessed.
As for the Zun, let alone say, the brand plans to launch three large models, covering cars, SUVs and MPV three categories, but to be listed may have to wait until next year, it is worth mentioning that the Zun will mark Maybach, Rolls-Royce and other ultra-luxury models, if so, it is not a volume of models, its sales will not be high to where.
In short, in addition to the question sector, the intellectual sector, the enjoy sector and the respect sector are not optimistic about by the market from the current point of view. First, because the same name is like a nesting doll, consumers have long been aesthetic fatigue, and even some people have a psychological resistance to these “circles”; Second, the general positioning of “luxury” and “high-end”, the convergence of product power and price, leaving consumers with a flashy impression, and many consumers feel that things bound to Huawei will be higher than the normal market price, only suitable for the middle class;
Third, today’s industry is hot, already has a large number of users to lay a foundation, consumers even if they go to Huawei intelligent driving, will give priority to ask the world of cars, and the intelligence industry, enjoy the world and respect the world is really lack of reasons for consumers to buy them; In the past four years, the industry’s main sales are actually extended range vehicles, and the intelligence sector, enjoy the sector and respect the sector are based on pure electricity, itself will shrink the sales market, it is difficult to achieve sales breakthrough.
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