At the Guangzhou Auto Show just past, there was a manufacturer that did not set up a booth, but the legend about it resounded in many corners.
It is Huawei.
At the end of October last year, Huawei released huawei-based solution brand HI (Huawei Inside), which aims to conduct in-depth cooperation with car companies with full-stack smart car solutions.
At the same time, it announced that it will work with three partners of GAC, BAIC and Changan to build sub-brands in the automotive field.
The Polar Fox Alpha S Huawei HI version, created by Huawei and BAIC, has been unveiled a few months ago, and at the Guangzhou Auto Show, you can experience its mass production version.
Huawei's Avita 11, which was created in cooperation with Changan and NINGDE Times, was also released before the auto show, although it did not appear at the auto show, but this did not prevent it from becoming a media talk.
The cooperation between Huawei and GAC is still in progress, and the brand name is still unknown.
In addition to huawei inside mode, Huawei also has a smart selection mode for car companies to choose. This mode is mainly the blessing of intelligent functions, and the depth of cooperation is relatively shallow.
A typical representative is the Xilis Huawei Smart Choice SF5, which is currently sold in Huawei's offline experience store, priced at 216,800 yuan.
Compared with other ordinary models, Huawei Smart Edition adds Huawei DriveONE three-in-one electric drive system, HUAWEI HiCar interconnection system, and HUAWEI SOUND sound system.
It is not difficult to see that whether it is Xilisi, a subsidiary of Baiqi, or Avita under Changan, it is a brand that has just been established and has poor recognition and sales in the market.
According to the statistics of the Association, before cooperating with Huawei, the sales of the SF5 in 2020 were only 732 vehicles, and the sales volume was 150 vehicles from January to March 2021; the last product of BAIC Jihu, the Jihu αT, had a cumulative sales of 709 vehicles last year.
They urgently need the endorsement of a big brand like Huawei and open up sales channels.
However, can Huawei really save these second- and third-tier car companies?
Second- and third-tier car companies that can't afford to support
In the early years, the shipment volume of the Honor brand in China was ahead of the Huawei brand.
In the first two quarters of 2018, the domestic mobile phone market share of the Honor brand was 14.2% and 16.7%, respectively, which were 11.9% and 12.7% ahead of the Huawei brand.
Source: China Commercial Industry Research Institute
However, since the United States intensively targeted Huawei, especially after the "Meng Wanzhou Incident" in December 2018, Huawei brand mobile phone shipments began to soar, but the Glory brand has not changed much.
Third-party market research CINNO Research, released the 2020 Chinese market smartphone sales rankings, Huawei brand mobile phone shipments are far ahead of the glory brand.
Although they are produced by the same company, a shared R&D team, or even the same factory, Honor models tend to be more cost-effective.
But many people recognize the label "HUAWEI" and replace it with "honor" and they don't recognize it. Even glory this "pro-son" is not recognized, extreme fox, Avita, Cyris such "dry son", the recognition will only be lower.
I randomly asked a few friends around me who used Huawei mobile phones, and they didn't know much about the above brands, and they weren't interested after I explained.
Obviously, in the minds of most ordinary consumers, cars equipped with Huawei HI ≠ Huawei cars.
In addition, the price of Huawei's HI version of the model is also a key factor affecting consumer purchases.
The price of the ordinary version of the BEIQI Polar Fox Alpha S is 251,900-344,900 yuan, which is in the same price range as Tesla Model 3, Xiaopeng P7 and BYD Han.
However, the pre-sale price of Huawei HI reached 388,900-42.99 million yuan, and the biggest difference between the car and the ordinary version of the model is that it is equipped with a complete set of vehicles and driving assistance systems provided by Huawei.
In the 4th quarter of 2020 Tesla earnings call, Musk broke the full self-driving service (FSD) priced at 64,000 yuan, and only less than 2% of Chinese owners will choose to install it.
Spend tens of thousands of dollars more to buy a set of Huawei's car machine and driver assistance system, how many car owners will be willing? Not to mention, spend 400,000 yuan to buy a car made by Taipei Automobile.
The price of the Cyrus Huawei Smart SF5 is much lower, but it has two or three things that really come from Huawei, and the perception is not strong.
It is worth noting that the Huawei offline experience store will sell Cyrus Huawei Smart SF5, but it is not responsible for maintenance, and the owner needs after-sales service to go to the experience center of Cyrus.
At present, there is only one Xilis experience center in Beijing, and many second- and third-tier cities do not have it at all, if your car has any major failure, you may have to ask the trailer to repair it across the province.
A friend of mine opened a Peugeot 4008, and now there is no Peugeot 4S store in his city, and when there is a need, he can only drive a few hundred kilometers to the 4S store in nanchang, the provincial capital, and a day has passed.
He has repeatedly indignantly said that he will never buy these third- and fourth-line brands of cars in the future.
However, Xilis is full of confidence in its own future, and recently announced that it will become the world's top 3 brand of new energy vehicles within 5 years.
The ideal is full, the reality is cruel.
At the beginning of the listing, Xilis Huawei Smart Select SF5 entered Huawei's massive offline experience store sales, and got Yu Chengdong's "endorsement, so it was fired for a period of time, known as "two-day orders broke 3,000" and "weekly orders broke 6,000".
But when people's early adopter psychology is over, the follow-up data is "beaten back to the original form".
According to the data of the Association, from April to October, the sales of the SF5 of Xilix were 129, 204, 1097, 507, 715, 1117 and 1926, respectively, totaling less than 6000 vehicles.
In contrast, the Xiaopeng P7, which ranked 15th in the new energy sales list in October alone, sold 6044 vehicles; compared with the ideal ONE of the same extended range new energy vehicle, it is also a day and a place.
The Baiqi Polar Fox faces a similar dilemma. From January to September this year, the cumulative wholesale volume of the two models on sale of BAIC Jihu was less than 3,300 units.
Such sales, although the Polar Fox Alpha S Huawei HI version needs to be delivered at the end of the year, but the outside world has generated a lot of doubts.
After all, the new model equipped with Huawei HI, the lowest price is more than 100,000 yuan more expensive than the original car, will consumers pay for this added value?
BAIC Jihu itself does not seem to have much confidence, and Huawei's HI version has a delivery target of only 1,000 units in the fourth quarter of this year.
One drum blows, then declines, three exhausts. The first drum is fading, how to play later?
Soul problems, the big factory will not use
At the SAIC shareholders' meeting at the end of June this year, Chen Hong, chairman of SAIC Motor, faced with the torture of investors, clearly stated:
"Working with third-party companies like Huawei on autonomous driving is unacceptable to SAIC.
It's like another company providing us with a holistic solution, so that it becomes the soul and SAIC becomes the body. For such a result, SAIC is unacceptable and must take the soul into its own hands. ”
As soon as these words came out, they caused an uproar. Some netizens complained that SAIC's soul had long been sold to Volkswagen GM; many netizens also expressed understanding of his words.
At present, car profits have transitioned from hardware to software.
New energy vehicles and self-driving cars are no longer a hammer deal. Including Tesla, Weilai, Xiaopeng, the auxiliary driving function can only be used for monthly payment, harvesting user timeline lengthening.
In a report released in 2020, McKinsey pointed out that automotive software currently accounts for 10% of the total vehicle value of large passenger cars, and is expected to grow at an annual rate of 11% in the future.
By 2030, automotive software will account for 30% of the total vehicle content, and the overall market size will reach more than 400 billion US dollars.
In Huawei HI's full-stack smart car solution, the products provided to OEMs are probably:
"A new computing and communication architecture and 5 intelligent systems, including intelligent driving, intelligent cockpit, intelligent electric, intelligent network and intelligent vehicle cloud, as well as a full set of intelligent components such as lidar and AR-HUD."
At the same time, HI also has three major operating systems, AOS (Intelligent Driving Operating System), HOS (Intelligent Cockpit Operating System) and VOS (Intelligent Vehicle Control Operating System). ”
That is to say, Huawei's general package plan is not only the soul, but also the heart, brain and other valuable parts of you are all packaged, and the parts left out not to do are basically the body and chassis (non-electronic part).
To put it more bluntly, in the cooperation with Huawei HI, car companies have tended to be close to "foundry", but all OEMs that have some ideas will not consider.
There are only some second- and third-line car companies, anyway, horizontal and vertical can not see the future, it is better to choose "OEM".
Hon Hai Precision (Foxconn's parent company) has become one of the world's top 500 companies by relying on OEM, and ranked 26th in 2020.
However, when there are too few partners and cannot grow up, it has formed a big obstacle to Huawei's intelligent driving system that relies on data for iteration in the future.
A large factory autonomous driving practitioner revealed that now driverless driving can basically solve 90% of the scene, but the remaining 10% need to rely on the car to run on the road to collect a large amount of data, the more data shop the system is more intelligent.
If the road to being an automotive solution provider is too difficult, will Huawei, like Baidu, personally build a car?
The outside world speculates that this is almost an inevitable choice for Huawei.
Huawei does not build cars and is valid for 3 years
Although Huawei has more than once said that it is resolute not to build cars, it has even said internally: "Whoever mentions building a car again will be fired".
But a similar situation was played out as early as 2002. At that time, Zhang Lihua had called on Huawei to set up a 3G mobile phone as soon as possible, but Ren Zhengfei retorted after listening: "Huawei does not do mobile phones, it has long been decided, who is talking nonsense!" Whoever talks nonsense anymore, who lays off. ”
Less than a year later, Ren Zhengfei took the lead in self-criticism and vowed to take out 1 billion yuan as a mobile phone.
For Huawei, it may be only one step away from launching a self-developed new car, which is only one car's appearance and interior design.
In terms of brand, in the list of the 2020 Global Brand Value Top 100 Companies released by Forbes, Huawei is the only Chinese brand on the list. The value at home may be multiplied several times.
In terms of technology, Huawei's FULL-stack smart car solution for HI will only be more convenient to use.
In terms of channels, Huawei has more than 5,000 high-end experience stores nationwide, and more than 60,000 retail and service outlets.
It should be known that tesla by the end of 2020, there are only about 180 experience stores and service centers opened in China; traditional car companies such as BBA, the average domestic 4S store is only about 600.
In addition, although Huawei does not build complete vehicles now, it will also accumulate complete vehicle technical experience in these in-depth cooperation projects.
After 3 or even 5 years, if Huawei replicates the path of smartphones of that year and cuts into the vehicle market, it is a smooth business path.
Recently, Huawei bid 188 million yuan for 260,000 square meters of industrial land in Songshan Lake, Dongguan, with the type of industry being smart car parts manufacturing.
Going back further, less than two months ago, Huawei just won an industrial land in Fucheng Street, Longhua District, Shenzhen at a base price of 298 million yuan, which is related to the new energy industry.
In addition, when you review the end of Huawei's statement on not building cars released by Huawei on the Heart Forum, you will find that it reads: "This article is effective from the date of issuance, and is valid for 3 years."
In two years, we'll be able to see the difference!
END
Source | Technology is pushed daily
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