Recently, the car circle was "turned upside down" by a video of less than 5 minutes.
In this video, Yu Chengdong (Huawei Managing Director, Consumer BG CEO, HUAWEI Intelligent Vehicle Solution BU CEO) is full of "TMD" pointing out the country, Diss finished the domestic OEMs, and did not forget to set up a flag...
"You look at China's car factories, those enterprises that choose our car BU, including state-owned enterprises and central enterprises, want brands without brands, channels without channels, retail without retail, product design, experience in all aspects are not good, there is no one to do, even the new strength of car manufacturing can not do, who can he do? If we don't enter the market and help car companies to do a good job in the design and experience of the car and sell it well, this business cannot close the loop at all. ”
"I think Tesla is the most awesome in China, maybe up to 30,000 units a month, model 3 sold more than 20,000 units, model Y more than 10,000 units, adding up to more than 30,000 units is the most awesome." Then Yu Chengdong turned sharply, saying, "I hope we surpass it (Tesla) in the first year, and far surpass them in the second year, and I hope that our car sales will quickly exceed more than 2 million units that year." ”
Under the pressure of Huawei, most of the videos on the Internet have been deleted, and the videos here will not be released.
1、
Let's not talk about how partners view Yu Chengdong's words, just on Huawei's 300,000 car sales target this year, I don't know whether Yu Chengdong should be ashamed, or auto people should collectively reflect?
What is the concept of 300,000 vehicles? What is the concept of 2 million vehicles?
In 2021, Tesla's sales in China (including Sales exported from China to overseas markets) after a 19-year journey will be more than 470,000 vehicles; as for the overall sales of "Wei Xiaoli", it is just close to 100,000 vehicles, and there is still a long way to go from the target of 300,000 vehicles. In 2021, there are only three new energy OEMs with more than 300,000 vehicles: BYD, SAIC-GM-Wuling and Tesla, and the fourth-place Great Wall is only 133,400 vehicles.
Therefore, Yu Chengdong's annual sales target of 300,000 vehicles has aroused questions and complaints from various media.
But in fact, people who know Yu Chengdong know that although he has been engaged in technology research and development, he has almost subverted the traditional concept of understanding of engineers, and Huawei's internal employees' evaluation of Yu Zong is nothing more than " divergent thinking, jumping out of solidification, and vigorously moving", which complements huawei's "wolf" corporate culture transmitted to the outside world.
From the mobile phone business to the automotive industry, this time the cross-border is undoubtedly exciting and unknown. Therefore, in the face of not being good at the automobile business, Yu Chengdong showed the experience of killing the blood road for the mobile phone business, and for him, it is also applicable to the automobile business.
Although, interlacing is like a mountain.
But fortunately, behind Yu Chengdong there is also the support of team members such as Wang Jun. For Huawei to challenge the 300,000 new car sales target this year, Huawei intelligent car solution BU COO Wang Jun solidarity with Yu Chengdong, "Nothing is impossible, 300,000 sales depends on two points, the first is whether the product is good enough, the end user will really pay; the second is whether the sales channel is strong enough, perfect enough, can sell good products." ”
This remark once again reminds us of the bloodiness of Yu Chengdong when he was shopping for the market in the era of Huawei's mobile phone business, and Wang Jun's summary also verified the key points of the current auto marketing.
2、
Huawei's eagerness to sell cars is understandable, because huawei's revenue performance is under pressure due to US sanctions.
According to Huawei's official revenue performance in 2021. The company's revenue in the fourth quarter of 2021 reached 178.2 billion yuan, down 19% year-on-year, while full-year revenue was 634 billion yuan, down 28.9% year-on-year.
The results are out, and many of the data are indeed not satisfactory. The biggest constraint comes from the consumer sector, especially the mobile phone business.
However, Ren Zhengfei once said: Huawei can survive without relying on mobile phones.
The implication is that Huawei needs to open up a new road to Kangzhuang, and it is clear that this heavy responsibility was handed over to Yu Chengdong by Ren Zhengfei.
It is in this context that Huawei chooses to enter the automobile market, but Huawei's way of developing cars is different from that of traditional car companies, Huawei does not build cars, but from automatic driving and intelligent cockpit and other technology suppliers to providing channels and sales services, Huawei is constantly falling on the automotive industry chain, becoming more and more like a vehicle company, while repeatedly emphasizing "no car", on the other hand, it is constantly moving closer to the role of "car companies".
Yu Chengdong also served as the CEO of the intelligent car business unit again, coupled with the management function of the consumer business, Yu Chengdong can be described as a heavy responsibility.
"Vision determines the realm, positioning determines the status", this is when Yu Chengdong later became the president of Huawei Europe, requiring leaders at all levels to have "the spirit of the king". Therefore, since he has taken over the heavy responsibility, Yu Chengdong will naturally do his best and set a development goal - to challenge the sales target of 300,000 cars in 2022.
It is reported that in Huawei's sales target of 300,000 vehicles, there are not only AITO brands, but also friendly brands with deep cooperation, such as Polar Fox, Avita, and Jinkang Cyris.
Therefore, if the mass production plan of major brand models goes smoothly, huawei will simultaneously sell the Injung M5, Cyrus SF5, Polar Fox Alpha S (ARCFOX αS) HI version, Avita 11, as well as the planned Innova M5 pure electric model and medium and large range extender SUV in 2022. If nothing else, all six models will enter huawei channels.
From this point of view, Huawei stores will not lack key models, and this is also huawei's confidence in challenging 300,000 vehicles.
In addition, there is another point worth paying attention to, Ren Zhengfei has repeatedly said in public that he is resolutely not allowed to build cars by Huawei, and even signed a document on the "Smart Auto Parts Business Management Resolution" in 2020, indicating that whoever talks about car building will be transferred. However, in this document, there is a line of small print indicating that the timeliness of this document is 3 years. That is to say, once the 3-year limitation period expires and the internal and external conditions are ripe, it is not impossible for Huawei to build a car.
If you look at it this way, Yu Chengdong's video may be to make a general mobilization for Huawei to build a car. After all, according to the current models cooperated with Huawei, none of them dare to say that they will sell more than 100,000 vehicles in a year. As Yu Chengdong said, "If you want a brand to have no brand, you want to have no channels, you want retail without retail, and product design and experience are not good."
Although the words in Yu Chengdong's video are very rough, they are not rough. For those car companies that are publicly despised, and even Chinese brand car companies, the "wolf" may come late, but the "wolf" will not fail. Therefore, what we would like to see is that Chinese brand car companies can take their own road, so that others have no way to go, and can create truly top smart cars, which is the way out for Chinese brand car companies.
Written in the end: When making mobile phones, Yu Chengdong loves to brag, so he is also jokingly called "Yu Dazui" by netizens, but in fact, the flags that Yu Dazui once set up are actually realized one by one.
Nowadays, "Yu Dazui" has turned to the automotive industry, can these flags he set up be realized one by one? Let's wait and see!