Two days ago, Yu Chengdong told the media that Huawei's new AITO car brand will challenge the sales target of 300,000 new cars in 2021, and three new cars will be available this year.
One is the M5 extended range version, one is the M5 pure electric version, and the other is a new medium and large SUV.
Yu Chengdong's abacus is very loud, he said, this year's assumption is that our store can sell 30 cars a month, first use 1,000 stores to sell cars, then we have 30,000 units a month, a year to challenge 300,000 sales is no problem.
I showed Yu Chengdong's algorithm to a friend of my dealer investors, who didn't speak and smiled.
On December 28 this year, Huawei sales staff said that in the past five days, the number of orders for the M5 extended range version of new cars has exceeded 6,000, which is not a bad result.
These new cars have a wave line, that is, the initial listed order volume is very good, but it is very difficult to want more orders in the future, the last SF5 sold in the Huawei store, this new car in the pre-sale 48 hours to harvest more than 3,000 orders, the official even worried about the future production capacity can not keep up with the problem.
In the past December, there were only more than 1,000 new car sales, which is also at the bottom in the field of new energy.
300,000 orders of magnitude, this is the first echelon of Players in China's new energy market to complete the results, 2021 Tesla sales of 320,000 new cars, Huawei Q&I M5 in pricing and Tesla is not much gap, then want to complete 300,000 orders of magnitude of new car sales, basically that is, must reach Tesla's market heat.
But now, it is very difficult, and the idea that Yu Chengdong's 1,000 stores sell 30 cars a month is a bit naïve.
On the one hand, in the case that the market does not recognize Huawei's product strength, even if the number of franchise stores is expanded to 10,000, then the group that recognizes Huawei is still those, so what to do in the future is definitely not a matter of how many stores to open, to know that Tesla's global sales network, simply can not reach the order of 1,000.
On the other hand, the fact that equipping the engine dooms Huawei to expand the market in first-tier cities is very difficult, and the range increase cannot be supported by new energy number plates in Beijing and later Shanghai, and these areas are precisely important areas for the development of the new energy market, which means that the market capacity of the range increase is smaller than that of EV pure electric vehicles.
Huawei's first new car needs to go a long way to complete the upgrade of brand recognition in a real sense.
300,000 sales is a very difficult task to complete, especially for the M5, which is priced at more than 200,000 models, there are very few companies in the domestic market that can achieve 300,000 sales with a few models.
Selling 300,000 units out of 3 models is equivalent to letting Mercedes-Benz sell 300,000 units of C-class, GLC and E-class, and it is not easy.
We do not deny Huawei's achievements in the field of mobile phones, but in the automotive field, everyone is strong. Huawei faces the market with a new product. There are indeed too many opportunities, but Huawei is still a company after all, and enterprises sell products. Users need to be supported by practical actions, and behind this support, enterprises need to take the time to establish long-term relationships with users.
Is it reasonable to set a target of 300,000 a year for a new brand?