Last weekend, visiting Wanda Plaza in Tongzhou, Beijing, in the Huawei store, the M5 is no longer a cardboard, but a real car to the store.
A lot of people gathered around to watch the car. During the conversation, the people who watched the car said: This is "Huawei Car".
That's what consumers say. What about Huawei over there?
People at all levels of Huawei do not know how many times they have denied "building cars" or promised not to "build cars".
In my opinion, this kind of statement is not only difficult to convince the public, but also irresponsible. Strong words also make people feel that Huawei is very insincere.
Huawei should not only enjoy the benefits of endorsing and selling cars, but not the responsibility of endorsing and selling cars, but should quickly correct this behavior, announce the construction of cars as soon as possible and immediately, and assume overall responsibility for the brand cars in the world.
01
Didn't Huawei "build cars"?
"Huawei does not build cars", this proposition, only in one sense is still true, that is: Huawei does not have a car factory, does not produce its own cars.
In this sense, Weilai can also say "do not build cars"; Apple can also say "do not build mobile phones".
Why?
Take the M5 car, Huawei is deeply involved in the design, research and development, Xilis production, brand, products released by Huawei, sales in Huawei stores.
The Q&I M5 is built by the Huawei team
How different is the M5 from Huawei and the ES8 from NIO?
That is to say, Weilai completely developed itself, while Huawei did not develop all of it, but took the model of Cyrus to change. After-sales service Huawei has not yet done. The rest is basically the same.
From the consumer level, the M5 conference was opened by Huawei, and the car was bought in the Huawei store, how to make consumers not think that this is a Huawei car?
Huawei is still repeatedly saying "no car", and it can no longer change the essence of car building.
02
Why is Huawei still denying it?
The whole world says that Huawei makes cars, and Huawei itself does not let go. What's there to insist on?
There could be three reasons for this.
First, Huawei's Board of Directors Standing Committee and management team (EMT) have a resolution that explicitly prohibits that cars cannot be built, and the latter resolution also says: "Whoever proposes to build a car again and interferes with the company can be transferred away from the post and look for another post."
Under such a strict ban, even if Huawei's consumer division actually built a car, it cannot conflict with the company's resolution on the surface.
Second, Huawei AutoBU also wants to be a super supplier of various car companies, once the car is built, it may be regarded as an opponent by other car companies, and it is not willing to use Huawei parts.
Third, in addition to selling Xilix, Huawei stores also want to sell other Huawei INSIDE brand models, including Polar Fox, Avita, and models that have not yet appeared and cooperate with GAC. If the car is announced, then other car companies will not be willing to give the car to Huawei to sell.
These three reasons are basically not valid.
In the first reason, Huawei's consumer division has actually violated the company's resolution. The resolution said, "Do not build the whole vehicle, focus on ICT technology, and help car companies build good cars." As we analyzed above, "not to build a whole car" is only established in the sense of no car factory, and as far as the operation of the M5 is concerned, it has far exceeded the positioning of "helping car companies build good cars".
At the launch of the Q&C M5, Yu Chengdong, Managing Director of Huawei, CEO of Consumer Business, and CEO of Smart Car Solutions BU, said:
"For the design of the M5, my request to the team is that according to the standards of the Million Luxury car, the appearance, interior, performance, experience and quality requirements of the Million Luxury car are built to create our car, and the chassis of our car is very high-end, the chassis of the Million Luxury car."
Obviously, Huawei directly defined this car, can it still be said that it focuses on ICT and helps car companies build good cars? Huawei's industrial design team undertakes design, is this still the category of ICT?
In this regard, Huawei's Board Standing Committee and EMT have essentially approved Yu Chengdong's approach. Perhaps, Yu Chengdong adopted a step-by-step strategy, when the raw rice was cooked to maturity, the two major management agencies felt that they could still get by in name, and they acquiesced to the status quo of car building.
Electric Vehicle Observer, June 8, 2021
As for the second and third reasons, it is even more untenable. For other car companies, Huawei knows exactly what the role of the M5 is. Want to reassure other car companies by repeatedly stressing that they do not build cars, is that when other car companies are fools?
Car companies see another company as an opponent, not whether the other company has its own car factory. Weilai now has no factory, nor does it "build a car", and other car companies still want to beat Weilai down.
As long as you are running a car brand, defining a car product, and selling a car, you are already a rival to other car companies.
No matter what you say on your lips.
03
"People's morale is available, the people are the foundation of the state"
After Huawei was sanctioned by the United States, the people praised China even more.
On the one hand, even the United States has to sanction, which seems to prove that Huawei's technology is really powerful; on the other hand, Huawei seems to be carrying the pot for the country, and the people "hurt" Huawei and are more supportive.
On this basis, the cars placed in Huawei stores have received so much attention and received so many orders.
Although the tail label of the car is Xilix and there is no word Huawei, all car buyers buy these cars based on Huawei's endorsement. This is something that Huawei needs to admit anyway.
In this context, if there is a consumer dispute, who is responsible?
With the release of the M5, many SF5 consumers have put forward interest claims. In response to these demands, it is Kim Concellies who stands up in response.
Next time, if it's about asking the M5, who should respond? Who is responsible?
Will Huawei, which claims to "not build cars", push Cyrus to the foreground again?
Obviously not.
Yu Chengdong himself said that he asked the team how to design this car, and it was he who proposed to build it according to the requirements of the Million Luxury Car. If there is a problem with this car, he is not responsible? Huawei is not responsible?
Therefore, Huawei should announce the construction of the car as soon as possible and immediately, and through this move, it shows that Huawei is the main responsible party of the M5 (and even some of the SF5 they sell).
What about Kinconcelis? I think that with reference to JIANGHUAI's OEM commitment to Weilai, if it is a problem of raw product control, the OEM should compensate or deduct money.
However, for consumers, the problem of asking the M5 should be Huawei to bear the burden first and give a solution. Consumers don't need to know how to settle accounts between Huawei and Xilis.
For Huawei, every time the M5 is sold, it is an output of the Huawei brand. Nowadays, the people are very supportive of Huawei, "the people are available", and the products are easy to sell. However, "the people are the state", if the product is not good, the damage is also Huawei's brand.
How to ensure that the M5 product is good?
The most important thing is that the rights and responsibilities are the same, and since Huawei has led the car, it should bear the main responsibility for this. Publicly announcing the construction of a car is a promise.
This commitment is the best way to urge Huawei to build a good car, that is, the best way to protect Huawei's brand image.
Otherwise, it is still insisted that it is made by Cyris, and if there is a problem, it is blamed on Celis, subjectively feel that there is a shield, you can not do your best, whether this product can be done well, it will also draw a question mark.
Then again, the whole industry knows what Huawei really thinks - existing car companies are vulnerable, so why not shine the sword?
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