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AITO renamed HUAWEI asked, Huawei is going to showdown to build cars?

Recently, the old fox's circle of friends has been brushed by AITO again. "38 Goddess Day", AITO Auto released a normal publicity poster, but the familiar "AITO Question" has become "HUAWEI", which once again sent Huawei a hot search.

Everyone's speculative questions are similar to the previous AITO question the poster replacement LOGO, is Huawei going to have a showdown this time?

Is it to build a car directly, or do you want to fully dominate AITO? Subsequently, a suspected internal group chat record was exposed, involving the latest communication direction of AITO's brand words.

Specifically, the AITO brand is fully led by Huawei, and Huawei is fully responsible for product R&D and design, experience quality... AITO is Huawei's fully leading smart electric vehicle brand.

Huawei also gave an explanation: saying that there was a misreading part, this move only highlights Huawei's long-term in-depth empowerment of the AITO brand, and the long-term in-depth cooperation between Huawei and Cialis has not changed.

Seemingly minor changes, but caused an uproar, enough to see Huawei's brand appeal, this issue let's briefly analyze, what is the meaning behind it?

Does it matter whether Huawei personally builds the car?

In February, when it was rumored on the Internet that Huawei was about to build a car in person, we analyzed a wave in depth through a video and predicted that Huawei would not build a car in person.

Tech Fox, Zan 61

Subsequently, Yu Chengdong reiterated in a recent interview: Huawei does not build cars. He also said: Huawei's investment in Cialis has not decreased, but is increasing, emphasizing that in the smart selection mode, the biggest benefit must be the earliest cooperation with Huawei, the deepest accumulation, and the richest product models.

This not only confirmed the old fox's conjecture, dispelled the suspicions of the outside world, but also gave Cialis a "reassuring pill".

Simply put, compared with LeEco, Xiaomi and other technology companies that personally build cars, Huawei's layout is more far-reaching, and in the automotive industry, it hopes to play the role of "supplier", sell more parts, and cooperate with more head car companies.

If you personally create a brand and build a car and become a rival with customers, it will obviously not help your own business much.

On the other hand, objective factors also limit Huawei's personal car manufacturing, including birth permits, manufacturing plants, etc., and it takes time to build related supporting facilities, and the market with sufficient involution will not wait for anyone.

At the same time, as a deep partner, Cialis has given Huawei enough openness to let the latter intervene and understand the entire car manufacturing process. Therefore, whether Huawei personally builds a car is no longer the focus of entanglement.

Whether it is AITO cars or smart car models, these represent Huawei's understanding and operation model for the automotive industry.

Perhaps for ordinary consumers, what we really care about is whether we can buy a car with the "HUAWEI" logo?

AITO car is still there, HUAWEI asked the boundary to expand the territory?

Lao Hu feels that this name change is more like the first step in Huawei's resource integration.

In the smart car mode, Huawei hopes to provide more brands and models with core software and hardware technologies such as electrification and intelligent components, and empower them through product definition, user experience, quality control, and channel retail.

Potential customers include Extreme Fox, Chery and Avita. And AITO asks the world, which is the main product of Huawei and Cialis, both competing products, and other car brands that want to join will inevitably mind.

As Huawei's official reply said: "HUAWEI is Huawei's ecological car brand and a new business model created by Huawei."

In addition, AITO Cars has not changed its name and remains in its previous state.

Let's take a guess. Taking the Great Wall Motor and tank brand as an example, it should be better understood that the relationship between AITO Automobile and HUAWEI in the future is more like a manufacturer and a brand, or a brand and a series.

Under the vertical coverage of HUAWEI, new cars cooperated by different brands with Huawei will join this sequence to form a unified family LOGO, image and brand connotation, so as to focus more on external promotion and marketing.

In this way, it is obviously avoided that when the Avita 11 and the M7 are placed in the Huawei store at the same time, there is an embarrassment of "biological son" and "later son".

In addition, the automobile market has begun a new round of internal roll, after Tesla cut prices sharply at the beginning of the year, many new energy brands followed suit, has had an impact on the fuel vehicle market, recently traditional car companies represented by joint venture brands have entered the price war.

The original competition pattern of the market is gradually being broken, and fuel and new energy are in full swing. The escalation of the war, "HUAWEI" is obviously more helpful for the improvement of AITO's brand appeal.

With more than 200,000, HUAWEI is more promising

Through Tesla, we can also feel the advantages of cost control ability and market initiative. After announcing a 50 percent cost reduction for the next generation, competitors focused on the mid- and high-end markets.

Especially in the range below 200,000, after all, the price is limited, and the cost control ability has no advantage over Tesla, once Tesla's next new car enters, the competitive pressure will obviously be greater.

In this regard, AITO cars are the most likely to rival Tesla.

Tesla can reduce costs, mainly for two reasons, one is that there are few hard and wide launches, low consumption costs, and Musk himself has a certain popularity and traffic; The second is the continuous upgrading of manufacturing technology, which reduces costs by reducing the number of parts.

We don't discuss esoteric manufacturing techniques, but from the perspective of brand appeal, relying on a strong fan base, HUAWEI clearly has a mass base that cannot be lost.

Yu Chengdong himself is also at the top of the car circle, from "M7 completely surpasses million-level luxury cars such as Alfa and Raelfa, to M5 EV far ahead of Mercedes-Benz GLS 450".

With the continuous exposure of various golden sentences, every press conference in the world also occupies the focus of the car circle.

Of course, saving advertising investment is only one aspect, for the upcoming flagship models such as M9, deep cultivation of 30-500,000 high-end range, HUAWEI is obviously louder than AITO.

The depth also represents the empowerment of Huawei's most cutting-edge technology, such as advanced driverless technology, and the M9 is expected to become the first new car with the most comprehensive representative performance.

Did the old fox draw bread? Since there is no more specific official announcement, the above is only our guess. However, HUAWEI's question may mean that we are not far from driving a new car with the "HUAWEI" logo.

Since the beginning of the year, due to large-scale price reductions, frequent new cars and other factors, AITO's sales performance is not ideal, compared with the longer cycle of technology empowerment, product strength improvement.

The golden signboard of "HUAWEI" is obviously the fastest effective medicine. We will continue to pay attention to the follow-up planning of HUAWEI.

As consumers, we can directly feel that Huawei's brand value and product progress after AITO vehicle empowerment, including "Hua", have also been the focus of car companies in promoting the advanced degree of intelligence in the past.

It may not matter whether Huawei personally builds the car and fully dominates, as long as it becomes what everyone expects, it is perfect, isn't it?

Resources:

February new energy sales, AITO Auto Weibo, Huawei Weibo

Editor: Ze Tian

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