Yu Chengdong, we Dongge followed the M5 listing meeting, and then crossed the car circle fire, last night exposed one of his internal speeches, declaring that Huawei cars to 1 year to overturn Tesla, 2 years a soaring skyrocketing, sales of more than 2 million, the future will also be Mercedes-Benz, BMW, Audi are all killed. Early in the morning, a friend asked me:
"Is there such a possibility?"
I have to state two points first, first, although I am a full-time automotive media person, I am also a digital veteran for decades, and my attention and love for digital 3C are not lower than those of cars;
Second, I personally not only have no prejudice against Huawei, but also have always been the kind of hardcore fans, how iron, in recent years, my whole family, including my 70-year-old parents, all use Huawei mobile phones. So, back to the topic. If Huawei says that it will turn over Samsung in 1 year and destroy Apple in the future, I believe it; but back to the topic of cars, Dongge's bold words, to be honest, I can't believe it.
First of all, of course, based on the current product, the Q&I M5, or the shell version of the Xilis SF5, whether from the product and technical level, or pricing and market prospects, I really can't see that it can destroy who does who, and the king of sales of more than 2 million. Of course, some people say, you can focus on the future, focus on the future products of Huawei cars?
In fact, this involves the difference in product concepts and corporate thinking in the two industries of digital and automotive.
First, the digital industry is a typical fast-selling product rhythm, once a year to change the generation, a bunch of new machines are very normal, the public is so patient with mobile phones; but the car is not, the traditional car from research and development to the formal mass production cycle, not less than 5 years, is the product stereotype, you from the prototype car to the mass production of the line between the various extremely cold extremely hot high altitude and safety tests, no 1 year time can not come down at all;
Even in this era of change in the transformation of new energy vehicles, this time cannot be excessively compressed, so we see many new forces that will not stop jumping tickets, and they will not be able to hand over the car and be scolded. Therefore, Dongge this time a mouth on 1 year, 2 years as a target cycle, let's not say 10 years to grind a sword, if Huawei really uses 1 year, 2 years to develop and build a new car, do you dare to buy? Do you dare to drive?
Second, the concept of products in the digital world and the automotive world is very different. From the perspective of popular mobile phones, they are typical of light hardware, heavy software and heavy packaging. The hardware configuration of mainstream mobile phones is basically the same, the camera head, CPU, GPU, including screen, are purchased from the same few manufacturers; then what is the competition? One is that the appearance should be designed beautifully, and the other is that its own software ecology and system optimization are well done; so in the eyes of mobile phone manufacturers, the appearance is different, the software system has changed, and it is a new product. The core competition among peers is not hardware, but software ecology;
However, the car is obviously not like this, a car is not good, whether it is a performance party, or a practical party, everyone first looks at the hardware of this car, look at the engine, gearbox and chassis suspension of these three major parts; look at the durability of the car, tuning level, driving performance, failure rate, etc. These dimensions, right; as for the car machine and intelligence, although it has been more and more valued by manufacturers and car buyers in recent years. But it's still part of being seen as the icing on the cake. Good car machine and intelligence, do car buyers like it or not? Like, but if you tell him that you spend tens of thousands of dollars more, your car can upgrade to a higher level of intelligent driving, a better use of the car machine, he is certainly not willing to pay money. To put it bluntly, in the automotive industry, these things are all "added heads" that you should give when you buy a car, just a plus.
And the difference in this concept is the problem of huawei cars at present: you ask the world M5 this car, according to the concept of the mobile phone company, I redesigned the shell, I used a new car machine system, of course, even if it is a new product, can sell at a higher price, but car consumers do not buy ah, you the same chassis, the same engine, are you not a shell version of the Xilis SF5? I don't buy the Xilis in my early 200,000s, why did I spend nearly 300,000 to buy the M5?
Another example is the point of disagreement between Huawei and cooperative car manufacturers. For example, the Polar Fox ARCFOX αS trolley, there is Huawei's HI and no Huawei's ordinary version of the difference is at least tens of thousands of pieces, from the Huawei point of view, it can be understood that ah, we these intelligent development, car and electronic control system to develop costs, are valuable ah; but the car buyers do not agree, the car is almost the same, why should I spend more than these tens of thousands, just buy a Huawei blessing ah?
So, is there any possibility of success for Huawei cars in the future? I think it is possible with Huawei's corporate strength and solid product and R&D attitude in the digital field. But according to what we have seen and felt at present, we really can't see any clues. I think that if you want to succeed in a new field, you must first have a reverential attitude, reverence for the values of this industry, product laws and rules of the game, and respect for the consumers of this industry. You have to do a thick accumulation before you can thin your hair, right? The take-off and strengthening of China's automobile industry requires down-to-earth fighters, really not crazy people and crazy talk.