Behind Chang'an's chairman "stabbing Huawei three times in a row": AVATR with an annual loss of 2 billion

At Changan Automobile's 2024 Global Partner Conference on January 16, Zhu Huarong, chairman of Changan Automobile, stabbed Huawei three times at once.

The first is to angrily denounce the bottom-line marketing of the automotive industry, saying that "hundreds of thousands of cars have to say tens of millions, why is this industry so bad!" He called on partners not to mislead consumers. And these remarks were considered by netizens to be questioning Huawei.

His original words are like this, "This industry is really very involved, and many important people are talking nonsense, and there is no bottom line for releasing products and advertising, they are all friends, so I won't talk about it." Personally, my values in Chang'an think it's very bad. ”

"I hope that our partners should have basic values and a spirit of social responsibility, not to mislead our consumers, to be ahead of the curve, but to be a little more appropriate. Zhu Huarong said that he had also said that he was "far ahead", but he was expressing anger, "Why is this industry so bad, hundreds of thousands of cars have to say tens of millions, which is not in line with the spirit of Chang'an." ”

As we all know, being far ahead is the mantra of Yu Chengdong, executive director of Huawei, CEO of terminal BG, and chairman of intelligent car solution BU, and almost all of them will be said at every press conference, and the so-called hundreds of thousands have to say tens of millions, which is suspected to be the M9, which has been called the best SUV within 10 million many times during the promotion.

The second knife questioned Huawei's smart car model. As for why AVATR chose the HI mode instead of the more in-depth Huawei smart mode, Zhu Huarong said that AVATAR's choice of HI mode is in line with the laws of the industry and the requirements of industrial policies, and the reason why AVATR does not choose the Huawei smart mode is to better protect the fundamental interests of users. In Zhu Huarong's view, if a cooperation model is not conducive to clarifying the attribution of responsibility, it is problematic, "(this link) you are responsible, and then you are doing it, that (link) I am responsible, you are also doing it, there are many roles in this may be confused, in the long run, it will definitely bring a lot of new problems, and even hurt the ultimate interests of the majority of users."

The third knife directly slapped Huawei in the face and turned away friends and businessmen. Previous news, Huawei and Changan Automobile to form a new company, the name of the new company tentatively set as "newcool", the two sides signed a "memorandum of investment cooperation" in the report has pointed out that the new company as an open platform to serve the automotive industry, to the existing strategic partners of car companies and strategic value of car companies and other investors open equity, become a diversified equity company.

However, at the conference on the 16th, Zhu Huarong said that one monk had water to drink, two monks carried water to drink, and three monks had no water to drink, so the new joint venture company "Newcool" (i.e., "Introduction") did not want friends to join in!

These three knives can be said to be fatal, and Huawei was caught off guard by direct hit, isn't it a partner who is happy to cooperate? Why do you want to bombard Huawei so much? It seems that the chairman of Changan Automobile is a straightforward person, and the bombardment of Huawei is for the sake of traffic, and the so-called black and red are also red.

I think there may also be reasons behind the poor sales of AVATAR, in December last year, AVATR 11 delivered 4,102 units, AVATR 12 delivered 2,004 units, a total of 6,106 units delivered. However, in 2023, AVATAR's annual sales will only be 27,600 units, which is far from the leading new car-making forces.

From 2021 to the first half of 2023, AVATAR's losses will be 210 million yuan, 2.016 billion yuan and 1.756 billion yuan respectively, showing a trend of continuous expansion. Backed by the three giants and born with tens of billions of yuan in capital, AVATR did not "hit the ground" as expected, but showed weak sales. On the other hand, Wenjie, which is also cooperating with Huawei, has seen its sales continue to rise, and Wenjie has even put forward a sales target of 600,000 units in 2024.

Instead of choosing the same smart car mode as Dongfeng Xiaokang, but choosing the Hi mode, that is, Huawei provides full-stack integrated solutions, which is easy to understand, after all, compared with Xiaokang, Changan has a larger volume and stronger technical strength, but for AVATAR, if sales are sluggish for a long time, it may be difficult for brand development to get on the right track.

And Huawei's mouth cannon may just be a joke between partners, but for Changan and AVATR Automobile, there are still many problems to be solved, whether they can reverse the situation and gain a firm foothold in the market of more than 300,000 still needs to be verified by time.