Produced 丨 Tiger Sniff Car Group
Author 丨 Li Wenbo
Edited 丨 thoughtful
Head Map 丨 《Dialogue with Yu Chengdong》
Yesterday, we just issued an appeal that "China-made (luxury) cars cannot rely on mouth cannons alone", and today there is a "crossover king" who has echoed this proposition in reverse.
He is Yu Chengdong, Managing Director of Huawei, CEO of Terminal BG, and CEO of Smart Vehicle Solutions BU. On April 18, in an interview with Wu Pei, a well-known Chinese car critic, he said that the sales target of 300,000 units set for the new car brand AITO this year could not be done at all, and it was a miracle to be able to achieve 100,000 or 200,000 units in the first year. But he quickly followed up with a sentence that Huawei will definitely help those car manufacturers that work closely with them to become the first in China and then the first in the world.
It sounds like Yu Chengdong is bragging. In fact, Yu Chengdong is bragging, or the kind of blind blowing. Because China is the first throne and the world's first throne, where is it so easy to sit on? Even if you sit on it, you don't sit on it by 300,000 annual sales.
Let's look at China first. Last year, the most sold car brand in the Chinese market was FAW-Volkswagen, with a total of 1.778 million units. GaGA Toyota, which ranked tenth, sold 840,000 units, and Yu Chengdong's perception of 300,000 units was a level that was 20,000 units less than Tesla, which ranked 20th.
Look at the world first. The 2021 global auto sales champion Toyota sold 10.5 million units, Volkswagen 8.9 million units and Hyundai Kia Group 6.67 million units. Even if you only look at electric vehicles, the global sales of the 2021 champion Tesla are 936,000 units, the sales of the runner-up BYD are 594,000 units, and the sales of the runner-up SAIC-GM-Wuling are 456,000 units.
300,000 units look globally, comparable to Porsche's level. But Porsche can't be the world's number one car sales without a definite word. Of course, Porsche doesn't have this hobby either.
Helping the car factory to be the first in the world is not the first time Yu Chengdong has spoken big, nor is it the last time.
In January this year, when Yu Chengdong talked about the automotive business, he confidently told the media that the AITO brand, which was jointly built by Huawei and Xilix, will release a new medium-sized SUV and the M5 pure electric version of the Q&I this year. Relying on the M5 Extended Range Edition, the Inquisitive M5 Pure Electric Edition, and the new medium- and large-sized SUVs, Huawei will challenge its sales target of 300,000 units in 2022.
The annual 300,000 units is the sum of the sales of the three "Wei Xiaoli" in 2021, and another 20,000 units are added. It is Great Wall Motors and GAC E'an who add zero runs and struggle to barely cross the sales line. Even Tesla, which is almost sideways in the Chinese market, only handed over 320,000 answer sheets last year.
2022 is the first complete sales year of the Qingjie brand, Yu Chengdong means to let a one-year-old child who has not yet wandered into the village to directly challenge the Chinese market electric car demon king-level Boss Tesla, provided that this child can break through the Tianluodi network jointly laid down by domestic friends and businessmen with one pick and five. Don't talk about Tesla, the question world can't even beat Weima.
For the annual sales target of 300,000 units, Yu Chengdong has his own unique algorithm: a store can sell 30 cars a month, first use 1,000 stores to sell cars, there are 30,000 units a month, and there is no problem in challenging 300,000 units a year.
This simple multiplication arithmetic problem, Yu Chengdong did it right. But he forgot that the Cyrus factory could not be built.
In 2021, CCTV financial channel "Economic Half Hour" column visited Xilix Chongqing Liangjiang Intelligent Factory once, Chongqing Jinkang New Energy Automobile Co., Ltd., Cyrus Chief Marketing Officer Zhang Zhengyuan said at that time: The annual production capacity of the factory is 100,000 units. In January this year, at the M5 production guarantee pledge meeting held by Xilis Chongqing Liangjiang Plant, the goal to be achieved by the entire factory from top to bottom was to produce 10,000 new cars in the first quarter.
With a production capacity of 100,000 units a year, and a factory that can only produce 10,000 units in the first quarter, how can it ensure that 300,000 new cars will be driven off the production line in the remaining 8 months of this year. This is a goal that cannot be achieved by the smooth operation of the factory at full load, and if external factors such as chip shortages and epidemic supply cuts are taken into account, it is a miracle that 50,000 units can be created.
When bragging, Yu Chengdong is very happy, so happy that he often forgets the common sense of the industry and the existing facts.
At a sharing meeting, Yu Chengdong once expressed the hope that the Q&I industry would overturn and surpass Tesla in the first year, and far surpass Tesla in the second year, and the single-year sales of the Q&C brand would quickly exceed 2 million units.
Last year, SAIC-GM, which owns three joint ventures of Buick, Chevrolet and Cadillac, sold 2.9 million units in the Chinese market, FAW-Volkswagen Plus Jetta sold 2.4 million units, Toyota sold 1.94 million units in two joint ventures, and Honda sold 1.57 million units in two joint ventures. With a single market of more than 2 million units sold in a single year, GM wants to bring together the strength of three brands, and Volkswagen has painstakingly localized for more than 30 years, and Honda, which conquered the Chinese market in 1998, has not crossed this line so far. But Yu always has confidence: with Huawei's support, it only takes 2 years.
This is not the end, Yu Chengdong has a more crazy idea: put mercedes-Benz BMW Audi, 300,000 to 500,000 this car space, "give it a dry."
We did a simple statistic. In 2021, the sales performance of Mercedes-Benz BMW Audi in the price range of 350,000 to 500,000 is as follows: BMW 3 Series sold 170,000 units, 5 Series sold 170,000 units, X3 sold 100,000 units, iX3 sold 40,000 units, a total of 470,000 units; Audi A6L sold 150,000 units, Q5L sold 150,000 units, A4L sold 130,000 units, Q3 sold 90,000 units, a total of 520,000 units; Mercedes-Benz E-Class sold 140,000 units, GLC sold 140,000 units, C-class sold 120,000 units, EQC sold 0.6 million units, for a total of 406,000 units.
If you calculate by 300,000 yuan, it is quite difficult to kill at one time, and it may take several.
In the conversation with Wu Pei, Yu Chengdong admitted that he belonged to the one who loved to brag, but he proudly said that "after each blown cow, it can be smoothly realized." He believes that Huawei's success in the mobile phone industry can be translated to the automotive industry, because the three cornerstones of Huawei's success in the mobile phone industry: experience, quality and brand, can also help Chinese auto companies become the world's first.
Yu Chengdong's courage is very admirable, but the matter of building a car is already nine deaths. Coupled with the need to surpass strong opponents such as Volkswagen, Toyota and BMW, courage alone is not enough. The key is that in the matter of helping the car factory, Huawei has not done much well.
First of all, it is a consumer trust crisis when you are out of school.
On April 6, 2021, Huawei signed a cooperation agreement with Xilix, a new energy passenger car brand under Xiaokang. According to the division of labor, Xilis is only responsible for the production and manufacturing parts, and Huawei is responsible for all other parts such as technology, marketing, and channels.
Yu Chengdong asked the team to use all the Huawei parts that could be used on the Xilis SF5 in order to get on the stage of last year's Shanghai Auto Show. The plan was successful, and the "Huawei Smart Choice" Xilis SF5 was unveiled and exploded, winning more than 3,000 orders in two days. However, the first wave of consumers who supported Huawei cars with real money and silver soon found that the Cyrus SF5 was not as good as Yu Chengdong said after picking up the car: the actual fuel consumption was high, the battery life was false, and the car was catoned. For the whole year of 2021, the total delivery volume of the Sf5 was only 8,000 units, with an average monthly sales volume of 666 units.
Xilis SF5 is unfavorable, Huawei has no time to take care of it, directly in December 2021, in conjunction with Xiaokang Co., Ltd., it launched a new brand AITO and a new model M5 - a new car built of "comparing the appearance, interior, performance, experience and quality of a Million Luxury Car", equipped with The Hongmeng system, directly dumping the Huawei HiCar on the Cyrus SF5.
The emergence of the Q&I M5 makes the users of the Cyris SF5 want to cry without tears, and their sincere heart for Huawei is ultimately exchanged for two ruthless leek scythes: first, the Syris SF5 will stop production to make way for the Q&I M5, which means that the new car that has only been bought for a few months will become an out-of-print car overnight, or the kind that used car dealers are deterred; second, SF5's Huawei HiCar machine system does not support upgrading to the Hongmeng system, sitting in the Huawei car, but can not touch the real Huawei soul.
The encounter of the owner of the Sf5 of the Cyrus SF5 has made the intended consumers of the M5 have a certain wavering, who knows which tomorrow and the sickle will come first.
The performance of the delivery end verified this statement: according to the production and sales announcement of Xiaokang co., Ltd. in March, the sales volume of the company's intelligent new energy vehicle Xilis in March was 3160 units, and the sales volume of the Q&I M5 was 3,045 units, plus 815 units in January and 1,061 units in February, and the sales volume of the Inquisitive M5 in the first quarter was 4921 units, which was far from the annual sales target of 300,000 units.
The second is that the partners do not communicate.
Huawei selected four of its first partners: BAIC Jihu, GAC Aean, Changan Avita, and Jinkang Xilis.
Among them, the first three are representatives of the "HI (Huawei Inside) model", and KinconCelix is the "smart selection mode". The HI model means that the vehicle adopts the full-stack intelligent vehicle solution developed by Huawei, and the smart selection mode means that the new car can directly enter Huawei's online and offline channel sales.
But these four companies, in the current field of smart electric vehicles in China, are not the head players. The longest cooperation time of BAIC Jihu was born from BAIC New Energy, with 4993 units delivered last year, and the Jihu Alpha S Huawei HI version released on the eve of the 2021 Shanghai Auto Show and deeply cooperated with Huawei is still hopeless to be delivered. In this regard, some media have begun to use "good food is not afraid of late" to make up for it.
GAC Aeon signed a contract with Huawei last year, and the AH8 medium and large intelligent pure electric SUV model cooperated by the two sides will be launched as soon as next year, and there is no more information at present.
Changan Avita is even younger, with its first model, the Avita 11, only unveiled in November last year, and is expected to be launched in the second quarter of this year and delivered in the third quarter. In April, the official map of the special edition model with a limited edition of 500 units in the world was released, and it was said that it was the model with the highest "Chinese content": Huawei MDC computing platform, Huawei ADS intelligent driving system, Huawei Hongmeng cockpit, intelligent electric, intelligent networking and intelligent vehicle cloud services.
Jin Kang Cyris is a marginal player who folded the United States in 2018, returned to China in 2019, and then lost three consecutive years, leaning on Huawei, as if grasping the last straw.
Looking at these four partners, in addition to the backwater battle of Xilis in the heart and lungs, the other three, although deeply bound to Huawei, have not really handed over their souls to Huawei: Aian, Polar Fox and Avita rely on state-owned enterprises to enter the electric, and it is better to have Huawei as an endorsement. If not, there is also a foolproof way to retreat to the parent company.
Yu Chengdong, who wants to support Cyrus as China's first and then the world's first, verified Wang Xing's sentence to a certain extent: Tesla finally encountered an opponent with equal technical strength and flickering ability. We hope that Huawei can surpass Tesla in an all-round way, as long as it is in areas other than flickering capabilities.