"This year, Huawei will challenge the sales target of 300,000 vehicles and strive to make the annual sales of cooperative car companies reach 100 billion yuan." Recently, when asked about the sales expectations of AITO Q&I M5 and another medium-sized SUV to be released within the year, Yu Chengdong, managing director of Huawei, revealed a figure: 300,000. He said that Huawei's goal is to build a partner with Huawei into the most profitable car company in China.
AITO is a new high-end automobile brand jointly created by Huawei and Xilix, a subsidiary of Xiaokang, and AITO Q&I M5 is one of the results of cooperation. It is understood that the pre-planning, product design and other aspects of the car are almost all led by Huawei, and the car is also equipped with harmonyOS smart cockpit. It can be said that in addition to the car does not have the word "Huawei" in the name, almost all other components have Huawei's shadow. As early as April 2021, the two have already cooperated to launch the Cyrus SF5 model.
The same as the "Huawei car", but two kinds of treatment?
However, the same child born and raised by a "parent", the treatment of AITO M5 and Xilix SF5 is completely different. According to media reports, in order to promote the sales of AITO models, Huawei stores will show that the Cyrus SF5 for more than half a year will be withdrawn and will no longer accept reservations; the Cyrus 4S stores will continue to be upgraded to AITO brand stores.
This seems to mean that the Xilis SF5, which has been on the market for less than 8 months, has been discontinued. In this regard, many owners who bought the car can not sit still, according to media reports, nearly 300 car owners have previously formed a rights protection group, planning to ask Huawei and Xilis for explanations. "Disguised suspension of sales and production, stores, brands, models, and logos disappear overnight, but they do not tell consumers!"
Nanfang + reporter found that at present, the model can not be ordered on Huawei's official website, users need to test drive, you can first apply online, and then go to the offline AITO user center or authorized user center.
Along with the complaints of the "discontinuation" of the model, there are more and more car owners questioning the quality of the SF5 vehicle.
"Some details are not handled well: the innermost black cover of the engine is not easy to open, it is easy to hurt the hand, the card is easy to fold, it is broken on the first day of pick-up, and the fingers are also squeezed." "Listening to music, you will find that the bass will make you extremely disappointed, the sound is loud (18 or more), then the car door jumps cheerfully, and it buzzes non-stop, which can completely mask all the music." I tried the balance adjustment of the software and the adjustment that came with the car, but it was completely useless. ”......
On the black cat complaint website, "SF5" is used as a keyword search, and dozens of related consumer complaints are also found, most of which are related to "the promised vehicle OTA air upgrade has not been realized", "the car machine system is stuck", "the car hotspot, the car and the home interconnection and other functions are difficult to use", "the endurance virtual standard", "the actual fuel consumption is higher than the publicity" and other issues.
In this regard, Xilis recently issued an open letter, saying that the rumors of "suspension of production" are not true. "The SF5 will continue to accept user orders. For users who have already been delivered, we promise that the first owners of the full SF5 series of Cyrus will, in addition to the 8-year/ 160,000 km warranty of the triple electric system, additionally upgrade the lifetime warranty of the existing vehicle and range extender. ”
However, regarding the demands of rights protection car owners such as "synchronously upgrading the Hongmeng on-board system", "not stopping production at will", and "commonly used accessories cannot be lacking for 15 years", Xilis has not responded for the time being.
With the lessons of the past, the industry is not optimistic about THE "hot sale" of AITO?
Although Cyrus officials personally debunked the "discontinuation" of the SF5 model, its unsatisfactory sales are indeed a fact. Despite Huawei's brand awareness, SF5 is still "applauded". Since its launch in April last year, the car's monthly sales have not broken through, with the highest monthly sales of only 1,926 units; as of December last year, more than 7,000 units have been sold.
In contrast, the new AITO M5 created by Huawei and Xilisi has more than 6500 vehicles in just four days, which is 6 times that of the SF5 of Xilis, which is a proper "debut is the peak".
However, the initial market expectations are high, and the subsequent vehicle sales are stable and continue to grow. According to Yu Chengdong's plan, the total sales target of the three vehicles of the AITO M5 series and subsequent AITO new SUVs in 2022 is 300,000 units. But to achieve this goal, it will not be easy for Xiaokang shares, which are responsible for vehicle research and development, manufacturing, production and delivery.
The first is insufficient capacity. Jinkang New Energy Chongqing Liangjiang Plant, which is based on the SF5 and Q&I M5, has a monthly output of 15,000 units according to the "Huawei standard", and the planned annual production capacity is only 180,000 vehicles, which is still far from the sales expectation of 300,000 units. In this regard, Zhang Xinghai, founder of Xiaokang Co., Ltd., said in an internal letter to the company a few days ago, "At the beginning of 2022, our top priority is to use the strength of the whole Xilis and the strength of the whole group to ensure the high-quality mass delivery of the M5."
In addition, in the context of the overall "lack of cores" in the automotive industry, a large number of SF5 models of vehicles have been delayed. Even in 2022, this dilemma is difficult to solve, and it is expected that the M5 will still face the problem of delivery delays.
In addition, there is no shortage of emerging brands in the new energy market, from ideal, Xiaopeng, Weilai to AITO, everyone wants to do high-end new energy vehicles, but who can laugh at the end no one knows. As a nascent brand, AITO, despite the halo of Huawei, but to achieve the goal of annual sales of 300,000 vehicles, within five years among the top three new energy brands, it seems that it is still a long way to go.
[Reporter] Xu Jun
【Author】 Xu Jun
【Source】 Southern Press Media Group South + client