In 2024, who is the biggest opponent in the question world?
In January, Wenjie delivered 33,000 new vehicles, winning the monthly championship in terms of new force delivery volume for the first time.
Among them, the new M7 delivered 31,300 units in the whole month, surpassing the three models of the Ideal L series by itself.
In addition, Wang Yanmin, President of Huawei's Device BG Smart Vehicle Business Unit, revealed that the number of M9 has exceeded 40,000.
He believes that "this is not only a miracle in the field of luxury high-end cars in China, but also in the world. 」
The domineering spirit of the king of the world has been demonstrated from the beginning of 2024.
It has been reported that the sales target for this year is "600,000 units".
So, who will be the obstacle to the top of the world?
Is it Yu Chengdong's biggest opponent?
The fierce rival of the world is the "ideal".
In 2023, the company was stuck in a sales trough, and deliveries continued to decline, until the launch of the new M7 in September, when it was able to return to the growth track.
According to the statistics of Cialis Group as of September last year, the cumulative sales volume in the current period fell by 30.65% year-on-year, of which the poor performance of Wenjie was the main reason.
However, in June, Li Xiang pointed out when reviewing the development process, "The release and operation of the M7 directly crippled the ideal ONE. 」
At a time when the performance of the question industry is sluggish, Li Xiang took the initiative to admit Huawei's strength, which stems from Li Xiang's recognition of Huawei's organizational strength.
Since the beginning of 2021, Ideal has learned from Huawei's product R&D system, established a product department, and implemented Huawei's IPD system.
In addition, Li Xiang asked executives from various departments to read more than 10 books about Huawei.
Then we also saw that from the list of sales to the flaunting of technological leadership, various references to "far ahead" are also emulating Yu Chengdong's tone.
In addition, someone on the Internet recently revealed that the year-end bonus of many employees is as high as 8 months, and Li Xiang also responded to this-
"We can't just learn Huawei's process, but not learn Huawei's profit distribution, we insist on two synchronous learning and mutual binding. 」
"The biggest reason for the inefficiency of the organization is that only the advanced process is learned, not the advanced benefit distribution, and the rewards and punishments are not clear. 」
From the inside out, ideals have long tied Huawei together.
Li Xiang did not feel that the question world was "weak", and Huawei's "strong" had quickly caught up.
In January, the delivery volume of Wenjie and Ideal was 33,000 and 31,000 respectively, and the former announced the official return of the king with the attitude of "winning the monthly champion of new power delivery volume for the first time".
It is worth noting that this year, Ideal has set a sales target of "800,000 units, becoming the No. 1 in China's luxury car market".
From this point of view, the question world has given a downward spiral to the ideal from the beginning of the year.
In addition, this year, Wenjie plans to sell 600,000 units, and the number of smart car stores will reach about 800, as for the ideal, about 900 stores.
The two sides do not give in to each other, and it is already an open card.
From the perspective of product layout, both the question and the ideal in 2024 have the potential for sales advancement.
Ideally, the 2024 L-Series will be released and delivered next month, with the main changes being the 8295 cockpit chipset, upgraded battery capacity, and configuration improvements.
In addition, based on the current discount of more than 30,000 yuan for the L series, it cannot be ruled out that the price of the new model will give a more one-step attitude.
Zou Liangjun, senior vice president of Ideal, emphasized that this year's L series should ensure that the market share does not decline, and the sales volume should reach at least 400,000 units.
In addition, regarding the ideal L6 that needs to undertake the mission of volume, Zou Liangjun also gave the task of "challenging monthly sales of 30,000 vehicles".
In this way, it should be said that the expectations of the ideal internal pure electric series are relatively relaxed.
In addition to challenging the MEGA with monthly sales of 8,000 units, Ideal will also launch three high-voltage pure electric models of M series 7/8/9 in the second half of the year.
At that time, the pricing of these three new models will largely be based on the market performance of the four models of the L series.
Referring to the incremental role of the ideal L6, the sustenance of this year's question may be on the "new M5".
In addition, the all-new M8 will be added to the world this year.
Looking back at the revival of the new M7, it is due to the huge "price reduction of 70,000 yuan" compared with the old model.
Among them, the current product that occupies the 450,000-level is M9, and the new M7 is positioned at the 250,000-level, so the M8 will most likely fall at the 350,000-level level.
According to this deduction, the starting price of the new M5 may be less than 200,000 yuan, and the car's momentum is just around the corner.
It will not be difficult to replicate the growth momentum of last year's ideal.
Ideal also believes that "2024 is the main battlefield between Ideal and Huawei. 」
However, I believe that Huawei and Wenjie are fully prepared, and the ideal is destined to be only in the former's pocket.
Outside the main battlefield, a new public opinion war is also brewing.
Another king of traffic, Xiaomi SU7, is about to debut.
The war between Huawei and Xiaomi is about to start on the car track.
At present, Xiaomi SU7 has released 800V architecture, 2 seconds to break 100 performance, 800km range, Qualcomm 8295, air suspension + CDC, electric rear wing and other hard power.
Lei Jun described the Xiaomi SU7 as having "no rival within 500,000".
Nowadays, the outside world is looking forward to Xiaomi SU7, only waiting for a price with conscience and surprises.
Based on the large difference in the configuration of the Xiaomi SU7 rear-wheel drive standard version and the four-wheel drive Max version, it is expected that there will be a lot of price difference between the two.
Lei Jun also mentioned, "I'm worried that if everyone comes to buy it, it will take a year or two to wait, and they will definitely be scolded miserably." 」
His confidence that Xiaomi SU7 will become a hit is destined to be reflected in the pricing of new cars.
However, considering that the new car will go through a period of ramp-up cycle, it has been reported that its production will not reach more than 10,000 units until July.
Therefore, it is not easy for Xiaomi to grab the limelight from Huawei this year.
In 2024, Xiaomi is not Huawei's biggest rival.
Secondly, it also depends on the performance of the direct competitor Zhijie S7.
The recent public opinion controversy in the intellectual community has exposed the intricate relationship within Hongmeng Zhixing.
Yu Chengdong's biggest opponent this year may be his own people.
Looking back at the launch rhythm of the Zhijie S7, its warm-up time is in a hurry, even before and after the listing, it is rumored that it will be the first to launch with Chery's "own son" Xingtu Star Era ES.
After the listing, although the large quantity of Zhijie S7 quickly exceeded 20,000, Huawei did not give more momentum.
On the contrary, we then saw that the production capacity of Zhijie S7 was insufficient, and Huawei provided consumers with subsidies for waiting for cars.
Recently, it was also pointed out that Chery's senior management was forced to resign due to the delivery of the intellectual industry.
Chery also revealed internally that it was Huawei's reluctance to open the most basic software flashing version, which led to the failure of production line workers to flash the software, and then there was a delay in delivery.
All kinds of news show that in the process of cooperation between Huawei, Chery and Cialis, there is a significant difference in the degree of cooperation.
Fortunately, it is reported that Chery has upgraded the Zhijie project team to an "independent business department", and Zhijie will adopt an independent operation and independent accounting operation mode to speed up the pace of delivery.
Zhijie, this is the "second" officially released smart car project in Hongmeng Zhixing.
This year, we will also see the "Xiangjie" cooperation between Huawei and BAIC, the first model of which is a medium and large sedan, which will be officially released before the Beijing Auto Show in April.
In addition, there is also a cooperation with JAC "Aojie", it is known that there are three large cars in development, covering sedans, SUVs and MPVs, and the first car will be released in Q4 this year.
The expansion of the circle of friends of Zhixuan Car was originally a good thing.
However, there was a crack in cooperation in the second project of Zhijie, which inevitably cast a shadow on the follow-up project.
Hongmeng Zhixing, does it really work?
Hongmeng Zhixing may just be a product of a specific period.
The limit of this "specific period" must be returned to the origin of the smart car.
In January 2019, Huawei signed a comprehensive cooperation agreement with Xiaokang Group.
In December 2019, JAC and Huawei signed a comprehensive cooperation framework agreement and an MDC platform project cooperation agreement.
In December 2020, Chery signed a comprehensive cooperation framework agreement with Huawei.
In May 2022, Yu Chengdong said after the press conference of the new HI version of ARCFOX Alpha S, "As long as Chairman Liu Yu of BAIC Blue Valley agrees, the ARCFOX Huawei version will immediately enter Huawei Smart Selection. 」
From the point of view of time, the establishment points of these four smart car projects were all determined in the "internal horse racing" stage of smart cars and HI mode.
In this internal horse race, Yu Chengdong and Wang Jun, the head of the HI model at the time, competed with each other - "who can survive in Huawei".
The result of this "infighting" was that Yu Chengdong was appointed as CEO of Che BU and Wang Jun left office, which determined the overall situation.
However, the "non-car-making faction" led by Xu Zhijun, vice chairman and rotating chairman of Huawei, has not given up the HI route.
Last year, Xu Zhijun personally led the team, first splitting the members from the original car BU, and then independent the HI model into a new company, and carrying out joint ventures with car companies, truly practicing "not making cars".
Among them, Changan and Dongfeng have successively announced that they will join hands with Xu Zhijun, and FAW is also waiting for the official announcement.
At this time, it can be found that the smart car is still retained in the "Huawei body".
The HI route, on the other hand, has a new identity that is independent of "Huawei's in vitro".
It can be seen that after the end of the internal horse race, both have a way of "living separately".
In other words, now both sides don't have to worry about being stopped by Ren Zhengfei one day, and Huawei's automotive business has officially entered the "dual-track stage".
The biggest difference between the new stage and the early stage of internal horse racing is that the smart car and HI mode no longer need to compete for the number of cooperative car companies.
Between them, there is a real coexistence.
But unfortunately, at this time, the endogenous contradiction of the smart car will inevitably erupt, of which there are two main contradictions:
1. The "fake car" model of smart cars contradicts the interests of car companies.
For example, what if you fire the intellectual world, but you snubbed the Star Era?
Furthermore, when car companies do not need to choose between the smart car and the HI mode, what is the point of continuing the smart car project?
Returning to the first principle of cooperation, no car company is willing to contribute the majority of profits to Huawei.
2. Contradiction in the allocation of models inside the smart car.
For example, ask whether the world can make cars, whether the intelligence world can build SUVs, and how to solve the pricing exchange after it is built?
When he decided to cooperate with car companies around 2020, Yu Chengdong made a clear division of different partners, so there has been no conflict between the smart car products of all parties.
However, if the multi-party cooperation of Smart Car continues, it is inevitable that there will be model conflicts between them.
In the long run, there is no need for Yu Chengdong to maintain an alliance of mutual interests.
The matter of "forming a circle of friends" can be handed over to the joint venture company of the HI model.
As a result, Yu Chengdong also took the initiative to speak out for the new company and called on FAW to participate in the new company.
In addition, since there is little point in continuing to maintain the alliance, the current cooperation with Chery is not smooth, so it is naturally no longer important.
The launch of HarmonyOS Zhixing and its models in different "circles" only reflects the decision of smart cars around 2020.
After explaining the products of a specific period, how the other "realms" other than the question world are sold is no longer the place that Yu Chengdong focuses on at the moment.
In fact, the reason why Hongmeng Zhixing is unsustainable is not all due to the strong attributes of smart cars.
From the perspective of partner car companies, perhaps the motivation for cooperating with Huawei from the beginning was also "impure".
BAIC, JAC and Cialis are all listed companies, among which Cialis has changed from an obscure Dongfeng well-off to a car company with a valuation of nearly 100 billion.
As for Chery, it has been rumored to be going to IPO for years, after it was reported that Chery is seeking a valuation of up to 150 billion yuan and plans to complete an A-share listing by 2025.
Is Huawei just a "cash cow" in the eyes of listed companies?
Are the different partner car companies just a "transitional choice" for Smart Cars during internal horse racing?
There may not be an accurate answer to these questions.
Looking to the future, HarmonyOS may no longer expand, or even shrink back.
Shrinking the front and punching again, this is the main contradiction that Yu Chengdong has to grasp at present.
And what can help him grasp the main contradiction is a partner who can make a profit and is willing to contribute enough profit to him.
The only reason for this is the "Celis", which has signed a deepening joint business agreement with Huawei and has established a goal of producing and selling 1 million vehicles by 2026.
At that time, Yu Chengdong also made it clear that "in the smart selection mode, the most beneficial must be Cialis with the earliest cooperation, the deepest accumulation, and the most abundant product models with Huawei. 」
Therefore, for Yu Chengdong, who is now free to control the development of smart cars, returning to the original intention and returning to the original intention is the most important thing.
Yu Chengdong's original intention has been proposed when the AITO brand was released in December 2021:
AITO aims to enter the first echelon of domestic new energy vehicles in the next five years, and its annual sales will reach the top three in the world.
Asking the world is strong, which is what Yu Chengdong really attaches importance to.
As for the other "realms", they may just be "exhibits of strength" in a specific period.
It is worth noting that at present, Wenjie and HI partner car companies are sharing the same set of Huawei software and hardware.
To a large extent, this means that HI partner car companies will become an obstacle to the progress of the world.
Yu Chengdong's biggest opponent is destined to be "his own people".
At present, when AVATR expounds its selling points, in addition to mentioning Huawei's empowerment, it is also emphasizing the differences that Chang'an has always had such as strict quality management and tuning skills.
Under the same functional configuration as the question world, Chang'an needs to put on more "master" experience.
On the basis of HI and Zhixuanche making their own livelihoods, both sides can speak out more fearlessly.
Earlier, Chang'an Chairman Zhu Huarong's public "accusation" has already exposed the conflict of interests.
"Why is this industry so bad, hundreds of thousands of cars have to say tens of millions. 」
"I hope that our partners will not mislead consumers and that advertising will not have a bottom line. 」
The public response of "his own people" will become the norm for Yu Chengdong.
After there is almost no difference between software and hardware, the final competition standard of HI and smart car products will return to the underlying capabilities of the automotive industry itself.
For example, basic functional elements such as product definition, sales channels, quality control, and delivery capabilities.
And these points are the key items that Zhixuan Car personally grasps.
This is the part that Yu Chengdong focuses on, and it is also a project that he can't afford to lose.
can bring a product that has no sound in the past back to life and become an absolute hit, which has no precedent in the whole industry.
However, the new M7 does just that.
Could this be just an isolated case?
Can the hot sales of the new M7 really be replicated on other Wenjie models?
We can't predict exactly, but what we can know for sure is that—
We can't underestimate the world and underestimate Yu Chengdong.
He knew very well that there were people leading the way, but no one could stand in his way.