Author | Qingwen
Edit | Tian Tian
Source 丨Owls Intelligence Bureau
This article is reproduced from the Owl Intelligence Service (ID:owl-news)
Although it has repeatedly stressed in public that "no car construction", Huawei's steps into the car-making circle have not stopped for a moment.
After the Xilis SF5, at the Launch of Huawei's winter flagship new products, Huawei once again released another new car with Xiaokang Group - AITO Q&I M5. The car is positioned as a luxury SUV, and the pre-price range after comprehensive subsidies is 250,000-320,000 yuan. Compared with the Xilis SF5, Huawei's participation in the development and production of new cars has gone a step further, not only providing Huawei's in-vehicle system, but also directly mastering key components such as motors and electric drives in its own hands.
"Now whether Huawei builds cars or not, it doesn't matter anymore." An industry insider told the Owl Intelligence Bureau that Huawei's actions have said everything compared to verbal promises. As Huawei's partner, Xiaokang has been reduced to a foundry.
The capital markets also started voting with money. On the day of Huawei's press conference, Xiaokang's stock price fell sharply by 7.82%, and then continued to fall for many days. As of now, the market value of Xiaokang has shrunk by more than 30%. At the same time, a number of Cyrus SF5 owners posted a complaint in a car community: the car was stopped shortly after buying. Among them, a Shenzhen Xilis SF5 owner declared on social media that 370 car owners have been found to defend their rights together.
AITO, Q&I M5, where does the so-called come from?
"From AUTO to AITO, there is only a letter difference, but the biggest difference is the intelligent and intelligent experience. Huawei's advanced ICT technology and smart car solutions will help AITO bring consumers the ultimate and intelligent travel experience. ”
For the AITO brand, Huawei Yu Chengdong habitually uses the Internet + technology to give it a new story. In terms of market positioning, the AITO brand focuses on high-end and smart cars. It is worth noting that as the first product of the AITO brand, the listing conference of the Q&I M5 was not set in the xiaokang factory, but at the new product launch of Huawei.
Yu Chengdong said at the press conference that he required the "Q&I M5" to be built in accordance with the standards of Million Luxury cars, and repeatedly emphasized the crushing of the same level, such as crushing electric vehicles on endurance, crushing fuel vehicles in performance, and comparable to Million Luxury cars in appearance, design and experience, but only selling 250,000 yuan in price.
Following the way of selling mobile phones, Yu Chengdong sold the car again. However, putting aside the marketing level, there are still huge challenges for M5 to take the market through product power.
The price range of Q&I M5 is 250,000-320,000 yuan. Pure electric models in this price range include BYD Tang EV, EAN AION LX, Tesla Model Y 4WD, NIO ES6, Xiaopeng P7, a series of mature competitors. The ideal ONE, which also adopts the range extender solution, has accumulated sales of more than 100,000 vehicles.
More importantly, the "car-home interconnection" that Yu Chengdong must mention is not so easy to achieve.
If you really want to achieve "car-home interconnection", users need to have Huawei's "family bucket" - including mobile phones, watches, home products and other hardware, in order to maximize its convenience and technology. If not, then the center control of the M5 is an ordinary, large screen, high resolution and smooth operation of the car machine. This is no different from the configuration of other new power models.
Abandoned car owners
AITO is the new story of Huawei and Xiaokang Group. Regardless of whether this story will succeed later, the previous story of the two has died de facto.
Shortly after Yu Chengdong's press conference, the owners of the Cyrus SF5 began to defend their rights.
"As the first owner of Huawei's Smart Choice Cyrus SF5, when I bought the car, I was based on Huawei's blessing and trust in national enterprises." A Cyrus owner said on the social platform, but 5 months after he picked up the car, the Cyrus SF5 was removed from the shelves, the launch of AITO, the promise when the car was originally purchased can not be fulfilled (such as upgrading the Hongmeng system, etc.).