问界M9爆了,压力不止BBA

After mentioning Cullinan N times, the price of the M9 was set at 469,800-569,800 yuan.

There were no surprises, the price fell within everyone's expectations.

According to Yu Chengdong, Executive Director of Huawei, CEO of Device BG, and Chairman of Intelligent Vehicle Solution BU, the M9 is "the best SUV within 10 million".

Yu Chengdong said: "The M9 is a milestone product in the intelligent era, we have brought all the best Huawei smart car black technology to the car, in all aspects that users can imagine and can't imagine, have brought a leading generation of excellent experience, redefined the standard of smart cars, and is a well-deserved luxury technology flagship SUV."

Two hours after the press conference, the results were released: as of 19 o'clock on December 26, the Dading of the M9 has exceeded 10,000 units.

Absorbing 5 billion in 2 hours, Huawei's appeal is terrifying.

According to the latest news, media reports that AITO's annual sales target for 2024 is 600,000 units.

For a brand that is just rising, this sales target is not nothing short of staggering.

From the advent of the first-generation M5 to the present, a brand established for two years will achieve 600,000 units in the third year, which is also a milestone in the history of the automobile industry.

01

"Competitors are all products with more than 400,000 yuan"

Q: Is the M9 against the ideal L9?

"This car is not the benchmark L9, the L9 is not enough to see, the interior is too simple. An industry insider said bluntly.

In the eyes of the above-mentioned people, the M9 is a competitor to all cars with more than 400,000 yuan.

"If the monthly sales of the M9 reach 10,000 units, it will be a funeral song for BBA. ”

This is the exchange between the author and industry insiders during the press conference.

The reality is that a car of about 500,000 yuan has reached 10,000 units in just 2 hours.

In terms of product power and cost performance, the M9 can indeed occupy the current ecological niche of BBA.

In terms of dimensions, the M9 is a large SUV with a length, width and height of 5230*1999*1800 mm and a wheelbase of 3110mm.

This car is similar to Mercedes-Benz's top SUV model GLS, and it is a real top luxury car in size.

Mercedes GLS

However, in terms of price, the M9 is only half of the Mercedes-Benz GLS, and is in the same price range as the Mercedes-Benz GLC, BMW X5, and X3.

At the brand level, Huawei's influence and appeal in China have smoothly extended to the automotive industry, becoming a brand that can compete with Mercedes-Benz.

In the words of the above-mentioned industry insiders, "Spending 500,000 yuan to buy Huawei cars can get the enjoyment of 1 million Mercedes-Benz cars, and the brand does not lose at all." ”

As a result, BBA wants to maintain its original sales volume, and the price reduction may be the only effective means at present. Of course, if BBA lowers prices, brands like Toyota Volkswagen may be even more uncomfortable.

It can be said that the release of the M9 has stirred up the entire domestic market.

02

The ideal L9 is still like a great enemy

The lowest selling price is 10,000 yuan higher than the ideal L9.

In this regard, industry insiders bluntly said that the ideal pressure seems to have been reduced a lot.

The truth may not be what you think.

According to social media news, on the night of the launch of the M9, there were more than 600 large orders in Beijing. Orders in Zhejiang Province are even more exaggerated, with 1,000 orders in 2 hours.

What is the concept of this order volume? The order volume of the M9 in Beijing for one night is equivalent to the sales of the ideal L9 in Beijing for 1.5 months.

Ideally, there is also an expectation of this, and a response plan has been come up with early.

According to the grapevine on the Internet, for the product characteristics of the M9, the ideal has a set of words to deal with.

For example, for the "Turing chassis" black technology adopted by the M9, there is a self-developed XCU. The hardware is easy to equip, the software and algorithm iteration require the continuous accumulation of user data, the question world uses Huawei's technology, and the air spring and CDC controllers are purchased by a third party, and the algorithm is a black box and cannot be iterated independently.

The "Turing chassis" needs to be adapted to multiple brands such as Wenjie and Zhijie, and it is the first time that the new product has been installed, and the actual experience has not yet been verified.

However, 140,000 units of the L9 have been delivered, and it has been upgraded to Magic Carpet 2.0 in combination with the user experience, and will be upgraded to 3.0 in the future. When Wenjie "draws cakes" for users, Ideal L9 has taken users all over the world.

The pure electric range and comprehensive range of the M9 are not as good as those of the ideal L9, and the available power of the M9 is 90% in mandatory pure electric mode, and the daily usable pure electric range is 36km less than that of the L9.

In terms of intelligence, Ideal Ying mentioned in the dialogue that the AEB capability of Ideal AD MAX is stronger than Huawei's, and it has the recognition ability of tricycles.

The high-speed NOA takeover rate is not as ideal, the ideal can be 500-600 kilometers to take over, and Huawei Xpeng needs to take over once every 300 kilometers.

Huawei's LCC does not have traffic light capability, and Huawei's valet parking capability is not ideal.

In terms of intelligent cockpit, it should be proposed in dialogue, which is less practical and does not meet the home use scenario.

The pressure of the M9 on the ideal L9 is obvious.

In fact, Huawei's huge success has also put pressure on BYD to break through.

Industry insiders believe that under the general trend of price war, BYD's parent brand hot-selling models have retreated to less than 250,000 yuan. In the market of more than 250,000 yuan, BYD mainly relies on the three new brands of Denza, Yangwang and Equation Leopard to develop market sales.

As BYD's high-end is still in the pioneering period, the hot-selling models of the three new brands are not mainstream SUV or sedan products, but models that go off the rails, Denza D9 is an MPV, Formula Leopard Leopard 5 and Yangwang U8 are off-road vehicles, and serious SUVs and sedans have not yet exploded.

Although BYD will continue to play cards, the pressure does exist. There are similarities between BYD and Huawei's consumer portraits, and the proportion of customers in the system is relatively large. After the emergence of Huawei's question and intelligence circles, the competition between Huawei and BYD for high-end consumers in the system will be inevitable.

Since the launch of the Xinwenjie M7, sales have been soaring, in stark contrast to the sluggish sales of BYD Tang DM-i. It can also be seen from this that the follow-up Wenjie and Zhijie Automobile will be the strongest competitors faced by BYD.

At last

In the eyes of industry insiders, Huawei did not set a low price for M9 in exchange for sales, which is the most terrible. This shows that Huawei still has a backhand, and they pay more attention to the follow-up development of Hongmeng Zhixing.

In the face of Huawei's continued strong output in the future, how many rounds can foreign brands, joint venture brands, and even domestic independent brands withstand?