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preface:
Huawei's previous positioning in the automotive field was to be a supplier of incremental components for intelligent and connected vehicles. But now Huawei has come to the C position on the stage.
Recently, Huawei announced the unveiling of the first intelligent car AITO Q&A M5 with its Hongmeng intelligent cockpit. It seems that in addition to manufacturing, Huawei covers almost all aspects of this car, including sales channels.
The author | Fang Wen
Image source | network
AITO's Huawei brand
On December 23, 2021, at Huawei's winter flagship new product launch conference, the new car brand AITO officially released the AITO Q&A M5.
Positioned as a medium-sized luxury SUV, the new car pursues the ultimate intelligence and luxury, equipped with HUAWEI DriveONE pure electric drive range extender platform and HarmonyOS intelligent cockpit, and brings Huawei's terminal cloud service soft and hardware collaboration of the vehicle application ecology.
In addition to carrying the Hongmeng intelligent cockpit, the AITO Q&I M5 also adopts Huawei's self-developed three-electric technology, 4.0 smart factory and chip-level privacy and security protection, and also relies on Huawei's marketing service system in terms of after-sales.
In other words, the cooperation between Huawei and Xilix is a deep cooperation in the whole chain from research and development to sales and service.
In addition, Yu Chengdong also said in his speech on the same day that this time Huawei will build the mobile phone design team and software team together with the car company, and require the team to build the car according to the built-in, design, performance and experience of the Million Luxury car.
HarmonyOS smart cockpit of the mobile phone thinking
Most of the traditional car manufacturers take control and map as the main design source, and the central control of the AITO Q&I M5 seems to be using the idea of making mobile phones to create a central control experience.
The HarmonyOS Smart Cockpit has a large area of visual interaction area, and there is a resident personalized shortcut bar SmartDock service card under the desktop, which can also be adjusted according to personal preferences, so that most of the settings and information can be directly connected in one step, achieving zero-level operation.
In addition, the HarmonyOS smart cockpit has built a wealth of window display forms such as full-screen, split-screen, and floating windows to meet the interaction needs of different scenarios.
To a certain extent, the car that Huawei is deeply involved in building is the interpretation of Huawei's understanding of smart cars, which is more like an electronic product, a smart terminal equipped with HarmonyOS, and the integration and iteration of many existing technologies on new terminals.
Huawei's new ideas and dual models for car manufacturing
The logic of Huawei's car sales is that after the mobile phone business is blocked, Huawei needs cars to make up for the revenue hole. Yu Chengdong hopes to sell cars to preserve Huawei's channel resources.
In the third quarter of this year, Huawei abolished the position of president of the car BU, and the former president Wang Jun was replaced by the chief operating officer (COO), who also served as the president of the intelligent driving product line; Bian Honglin began to lead the new R&D management department.
In this organizational system, Yu Chengdong is a first-level leader, and Wang Jun and Bian Honglin are in charge of operation and research and development.
Below this is the specific product line, each of which has its own product and sales staff.
At present, Huawei's automotive business can be simply summarized as "helping car companies build good cars" and "helping car companies sell good cars".
The former aims to provide intelligent components for car companies, and the business is mainly carried by Huawei's car BU, while a part of the chip business is supported by Huawei's chip division HiSilicon, and the three-electric system business is supported by Huawei Digital Energy Corporation.
Based on this strategic plan, the cooperation between Huawei and car companies is mainly divided into two modes: [shallow cooperation] and [deep cooperation].
Among them, the shallow cooperation model is as a supplier of software, hardware and intelligent overall solutions, providing comprehensive cooperation on software and hardware including electric drive systems, motor controllers, HiCars and so on.
Based on the HUAWEI Inside full-stack solution launched in November 2020, Huawei provides car companies with a full range of HI solutions, including Hongmeng car machines and self-developed in-vehicle computing chips, and authorizes the use of HI Logos on the body.
Burdened with the dual pressure of goals and industry
Behind the emergence of automobiles as the highlight of Huawei's consumer business, the number of Huawei devices equipped with HarmonyOS has exceeded 220 million units, and harmonyOS Connect has shipped more than 100 million new ecological devices in 2021.
However, the mobile phone business that originally carried the impulse task of Hongmeng system suffered setbacks due to chip limitations. The development of the automotive business sector seems to be high and low, and the sales volume is average.
Huawei's channel is a resource valued by many car companies, especially in the context of the urgent need to upgrade and break through the private sales model of the car, the cost of investing in the display store experience store is too high, and it is the best choice to cooperate with partners with huawei's sound channels.
However, for the head car companies with their own traffic, they do not need to worry about brand channel construction, and there are no technical shortcomings, and it is not in the core interest to choose to deeply couple with Huawei and bind their ICT solutions.
Under the expectation that every core component of Huawei is done, the head car company is worried that it will become a foundry that does not make money and is unwilling to cooperate with Huawei in depth.
Car companies are worried that using the overall solution provided by Huawei, Huawei will become the soul, and SAIC will only be the flesh.
For traditional car companies, this is equivalent to losing the right to speak in core technologies, and it is likely to eventually become a foundry.
Out of this concern, when car companies that have the ability to match Huawei are seeking independent and controllable core technology development, the implementation of Huawei's intelligent car solutions will encounter obstacles.
At the same time, in the face of apple, millet, Wei Xiaoli step by step, the outside strong and high profit margin of AITO asked the world M5, there is a bit of a sense of who buys who is deceived.
end:
However, the problem huawei faces is the ability of partial hardware and offline services in the design and development of the vehicle, as well as production and delivery.
For Huawei, sales are not the only factor to measure the pros and cons of cooperation, and if you want to win the so-called smart car solution provider in the future, you must be more deeply involved in the car line at present.
Part of the information reference: Finance eleven people: "Huawei Automobile 2021: joint venture doubt cloud, three times to change the array", tasting: "the first Hongmeng automobile, Huawei's battle of the right name", observer network: "Huawei's "first Hongmeng car" behind the embarrassment: small factory "belt" does not move, the big factory does not let "belt"" "",Photon Planet: "Huawei Hongmeng "ask the boundary", Xilis deeply hides the name of merit", China Business Daily: "The first Hongmeng car is coming, why doesn't Huawei build its own car"
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