The criterion for quantifying the success of a car is the sales volume, and whether the company can make a profit through the car. And there are many ways to get sales, the core is a point, positioning.
To put it simply, if the positioning of the product is facing more consumer groups, then the sales base will be very good, and if the positioning is relatively high, then it should find a position that cannot be replaced.
For example, the ideal ONE, although the positioning is high, but found a reason that can not be replaced: 350,000 budget to buy new energy, with large, intelligent, luxurious, performance, endurance, new energy, design and other labels of the car, only the ideal ONE.
After talking about these things, let's talk about Huawei's first new car, the M5.
This is a positioning of 300,000-level extended range, medium-sized, electric, SUV products, compared with the current new forces of several models, strictly speaking, M5 products do not have strong highlights.
I can easily list a few completely different, but similarly positioned products,
The 250,000 Model 3, Xiaopeng P7, 300,000 Model Y, NIO ET5, and the upcoming Xiaopeng G9, 330,000 ideal ONE, these models are direct competitors to Huawei M5.
In a new field to open the market, relying solely on Huawei's brand power is not enough, the reason is very simple, in the matter of car building, Huawei is a layman, is a technology company that does not even have its own factory, it only provides driving solutions, provides motors, operating systems and so on.
But in a strict sense, these are only part of the process of car building, in contrast, how to find a clear positioning, how to let users recognize the brand value, how to do a good job in after-sales service system, how to do a good job in product quality, and how to defeat competitors, are all involved in Huawei's previous mobile phones.
What huawei's previous opponents were Xiaomi, OV, Samsung, and Apple. What are the opponents of the automotive circle, Tesla, BBA, Toyota, Volkswagen and so on.
Huawei's advantage is a long history of the IT circle and technical precipitation, so in the face of Millet, OV and Samsung, it still has enough confidence, but as a newcomer, in the face of Tesla, GM, Volkswagen, Toyota, and even ideal, Xiaopeng these enterprises, Huawei still has historical background and technical precipitation?
To put it simply, today is just the beginning of Huawei's announcement of its entry into the automotive industry, and there is still a lot of homework to be done.
From the current product strength, Huawei M5 can be easily replaced, which is the biggest problem in sales, its positioning of 300,000-level medium-sized electric SUV, but there are several product forces that have not been clearly defined.
For example, the 4.7-meter body size positioning medium-sizeD SUV uses the traditional fuel vehicle positioning method, which means that the internal space performance, to be honest, is only general, perhaps, has not yet reached the capacity of the Model Y, then at the daily household level, the core attraction will not be too strong.
For example, the design of the M5, to be honest, can only be said to be very general, or thrown on the road to run past, no one will look at it more, but some cars will, such as ET5, ideal ONE, this kind of car, in the design is successful.
Of course, there are also highlights, 1.5T four-cylinder extended range power architecture, technically no problem, a tank of oil runs more than 1,000 kilometers, can also be on the new energy number plate, there is endurance and performance, this is a highlight.
But this bright spot cannot solve the pain points of consumption.
For example, consumers with EV needs can go up to the Xiaopeng G9 with a size of 5 meters in the same period, and they can also go to the ideal ONE with a larger size, a sense of technology and a bigger design.
Entry-level consumer groups can also choose ET5, Xiaopeng P7 and Model3 that can rent batteries.
Rational analysis, if immersed in the product level, M5 is a technically not backward model, but if from the perspective of the industry, 25-30 million M5, in fact, the opponents are very strong, even one is not weaker than it, the key is that the positioning of these models is very clear, the sense of design is enough, while the configuration, materials, sense of technology, one is not more than Huawei.
So the question is, Huawei's car-making road, is it just beginning, in the new field, it has to put a Huawei shelf. In the face of Tesla, Toyota, GM and other strong enterprises, Huawei's logo, is it easy to use?