Highlights:
1. Huawei's first cooperative model, Huawei Smart SF5, was recently caught in the storm of suspension of production and suspension of sales. There are three points that make car owners angry: one is that the quality is not good; the second is to stop production and "cut leeks"; the third is that the two "kick the ball" regardless of consumers.
2. The new car Q&C M5 has been given high hopes by Huawei, but its intention to "de-Celis" is obvious. The reason behind this is that Cyrus is too lowly recognized, and the quality and quality control are questioned.
3, the M5 is also facing some product and marketing controversies, its follow-up real sales, to put a question mark.
"Huawei Cyrus can cut leeks better than Tesla?!"
In the hearts of more people, accurate quality control and good after-sales service have always been important labels for Huawei products. But in the case of cooperative car building, this layer of label seems to have "disappeared".
The incident was simple, Huawei announced 8 months ago that the joint Cyrus was selling cars. For a time, Huawei's offline stores appeared to queue up to see the car.
However, recently, the first model of the two cooperation, "Huawei Smart SF5", has fallen into the storm of "suspension of production and suspension of sale". The first batch of "Huawei car owners" have begun to shell, pointing out that the two "cut leeks", and many people have opened the road to rights protection.
Under pressure, Cyrus was forced to speak out, saying that SF5 would continue to accept user orders. But this did not calm everyone's anger, on the one hand, they questioned the failure of many of the functions previously advertised by SF5; on the other hand, they were also worried about the subsequent service guarantee of SF5 after the birth of the new brand AITO.
Cut leeks?
SF5 owners questioned false publicity
In May 2021, at the beginning of Huawei's joint sale of cars with Xilis, Sina Technology visited Huawei's flagship stores in many places and witnessed the grand situation of Huawei's car sales and the shock it brought to the automotive circle.
At that time, Sina Technology observed in Huawei's global flagship store on Nanjing East Road in Shanghai for half an hour, and 20 car owners came to inquire and test drive Huawei's Smart SF5. In the shopping mall where the Huawei flagship store in Shenzhen is located, compared with the nearby Tesla store, Huawei's store traffic is far more than the latter, and there is even a situation where salespeople jump between the two brand stores.
Some Huawei store clerks bluntly said that they have met many users who have wanted to buy Tesla, but because of Tesla's continuous negative news, they have switched to Huawei's name.
Under the hot booking of Huawei's Smart Choice SF5, a Huawei store clerk told Sina Technology that due to too many orders, The factory of Xilix is stepping up production, and the reservation will be queued for up to 3 months to deliver.
However, car owners who purchased Huawei's Smart Choice SF5 found that the car with Huawei brand and channel blessing was not as perfect as expected, and even suspended test drives and bookings in December 2021.
One owner posted on the car forum that he picked up the car in November 2021 and found a bunch of problems after driving for two months. For example, just bought it and stopped selling, as the first wave of leeks; in terms of endurance, full oil and full battery endurance did not have the 1000km advertised at the press conference, which is about 500-600km. The fuel consumption is high, about 10L; in addition, there are problems such as the stuttering of the car and the frequent failure of key induction.
In fact, there are not a few car owners who question the false propaganda of Huawei's smart SF5.
Another owner also pointed out: "The car machine is super bad, and it is biased by navigation to doubt life; the original on-board hotspot was canceled, which is completely inconsistent with the original sales." ”
After huawei and Xilix channels suspended the test drive and booking of SF5, car owners were deeply nervous, believing that cars purchased for less than a year would be stopped and sold, and subsequent after-sales services would not be guaranteed. Some car owners even plan to go to the Chongqing headquarters of Xilix and huawei's Headquarters in Shenzhen to defend their rights.
"The co-produced car is still immature, there are problems will blame each other, the propaganda of the things without you call Huawei, Huawei kicked you to Cyrus, Cyrus said I did not publicize this thing, who publicized you to find whom, and kicked us back to Huawei." As a fan of Huawei, I feel very hurt, I bought this car in the Huawei store, they actually do not care about the demands of consumption, kicking and kicking. ”
Under the turmoil of public opinion, Xilis finally released a "letter to Cyrus SF5 users" recently, saying that it will continue to accept user orders and arrange special personnel to follow up and assist in delivery in time; for the first owner of the whole series of Cyrus SF5, in addition to enjoying the 8-year / 160,000 km warranty of the three-electric system, it will also be upgraded to enjoy the lifetime warranty of the whole vehicle and the range extender; the first owner can get a discount of 10,000 yuan for other models of vehicles under the company within four years.
However, this announcement did not fully satisfy the owners.
Some car owners continue to put forward relevant demands, such as the lifetime warranty does not include three electricity equals the empty promise; replacement of four years of validity, several owners change the car within four years, even if the replacement because of the discontinued old car has long been depreciated a mess, 10,000 yuan of concessions are useless; for the owners of the feedback of the car machine Caton, lack of battery life and other issues did not respond positively.
Why is Huawei eager to push new cars?
In fact, SF5 car owners' concerns about "suspension of production and suspension of sale" are not empty.
In December 2021, Xilix announced that it will jointly launch aito (Chinese name: Aotu) with Huawei. AiTO's first model is a mid-to-high-end SUV, named The Inquisitive M5, which will be equipped with Huawei's Hongmeng intelligent cockpit.
In the same month that the AITO Q&I M5 was officially released, SF5 suspended test drives and sales on both Huawei and Xilix channels. Sina Technology also saw in a Huawei offline store that the previous SF5 promotional poster has been removed to replace the poster of the Q&I M5.
In fact, in September 2021, the Ministry of Industry and Information Technology released a set of declaration maps for the M5, and a clearly visible "AITO" logo appeared. But at that time, whether it was Huawei or Cyris, they still called this car the Cyrus M5.
Many people did not expect that it was also on this car that Huawei and Xilis made a more thorough cut.
Back in April 2021, during the Shanghai Auto Show, Yu Chengdong, current CEO of Huawei's consumer business and CEO of Smart Car Solutions BU, released the Huawei Smart Select SF5 at the Huawei flagship store on Nanjing Road in Shanghai, and shouted out the goal of 5 million vehicles per year.
But the reality is bitter. According to the association, as of the end of November 2021, the cumulative sales of the SF5 of Xilix are only 6997 units, which is less than half of the monthly delivery of the ideal car.
This time the complete cut may begin before the Huawei developer conference in October 2021. Although Yu Chengdong still insisted at this conference, "the next generation of luxury medium-sized SUV released by Xilis, a subsidiary of Xiaokang, will be equipped with a smart cockpit based on Hongmeng OS." Before this conference, the marketing team of Xilix had hoped to use the heat of Hongmeng OS to publicize the M5, but in the end this plan was not implemented, and many details showed that the original cooperation model between Huawei and Jinkang Cyrus had completely changed.
This is also confirmed by the fact that many of Beijing's AITO car sales have also been confirmed. "The M5 is Huawei's, and Cyrus is just a foundry. The M5 is equivalent to the SF5 major overhaul, a major upgrade of the product, the chassis and power of the two cars are the same, but the M5 has the blessing of Huawei's functional cockpit. The Cyrus SF5 cannot be bought now, discontinued, leaving only show cars and test drives on sale as used cars. The two salespeople told Sina Technology.
According to one of the sales staff, the M5 is still using two after-sales service centers of Xilix in Beijing, and within this year, the AITO brand will also build four new after-sales service centers in Beijing, and these four after-sales service centers belong to Huawei.
Sina Technology also found that on the official website of Xilis, there is no figure of the M5 of the World of Inquiry. In the official website of Huawei's smart selection, only the Q&I M5 is on sale, and there is no Cyrus SF5. In the sales page of The Q&I M5 of Huawei's Smart Selection, it is clearly marked that "the Q&I M5 is provided by Jinkang Cyris after-sales service." AiTO's user center has achieved coverage of more than 100 cities across the country. ”
Compared with the previous SF5, Huawei's involvement in the M5 is deeper. The Q&I M5 is equipped with many Huawei solutions such as HarmonyOS smart cockpit, HUAWEI DriveONE pure electric drive range extender platform, AND HUAWEI SOUND sound system, and has also been crowned as the first Hongmeng car.
When the AITO Q&I M5 was released, Yu Chengdong revealed that Huawei's industrial design team and software team participated in the development of the car. It is worth noting that this car was launched at Huawei's winter new product conference, and Yu Chengdong did not mention the Xilis brand throughout the whole process, which made many netizens mistakenly think that the car was launched by Huawei's own products.
There may be many complex factors behind this.
First, the brand recognition of Xilis is too low. Before working with Huawei, Xilis has always been an unknown role; even after cooperating with Huawei to sell cars, there are many car owners who are not familiar with Xilis, but because they have the aura of huawei brand to buy. A very embarrassing phenomenon is that many car owners can not even write the name of Cyris correctly when defending their rights, some written as "Cyris" and some written as "Cyris".
When yu chengdong explains the AITO brand, he defines it as Adding Intelligence to Auto, that is, "bringing intelligence into the car and making the car smarter." In contrast, the brand connotation of Race Rex is indeed much richer.
Second, the quality of Huawei's smart selection SF5 has been criticized by users. A person who claimed to be a supplier of M5 accessories to Xilis and AITO posted that when Xilis and Huawei cooperated, Huawei still fully trusted Dongfeng Xiaokang and also spelled out its own channels. As a result, after the finished product came out, the quality control completely failed to meet Huawei's requirements, and Huawei sent a team of nearly 300 people to Xilis in a rage to intervene in total quality control. Then Cyrus may be because the innate foundation is not good, produced a super upgraded version of SF5, which is now the Q&A M5, and directly stopped the old version of Cyrus.
However, this statement has not been confirmed by Huawei and Xilix.
epilogue
Inside Huawei, there was a debate over whether to build a car, and finally it was adjusted by an internal document by Ren Zhengfei that "whoever talks about building a car again can be transferred from the post".
But Yu Chengdong is a strong advocate of the role of car building, under the iron law of not building cars, he used a roundabout strategy to prove Huawei's ability to build cars to a certain extent, and under the positioning of helping car companies "build good cars", he added the mission of "selling good cars".
But building a car doesn't happen overnight. Even on Huawei's colorful Q&A M5, it has suffered some doubts from people in the car circle. For example, Yu Chengdong declared at the press conference that the M5 is comparable to the Million Luxury Car, but it does not carry Huawei's automatic driving solution, but only L2 level assisted driving; in some marketing words, there is also controversy. For example, the resolution of the central control screen 1920 *1080 is called "2K screen".
Recently, according to media reports, Huawei store sales staff revealed that after a few days of AITO Q&A M5, the number of predetermined units has reached more than 6,500 units. However, under the storm of SF5, it is still unknown whether the real sales of the M5 will be as high as SF5.
Huawei, which has suffered huge losses in the mobile phone business, does need the auto business to fill the gap. However, car manufacturing is different from making mobile phones, and it is more necessary to work slowly, and Huawei's smart car business in the rush will still face many tests on the way forward.
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