The price of the new M5 was released, and Yu Chengdong said that they were all sold at a loss! 12 hours of orders exceeded 10,000 units...
The full text has a total of 1722 words
read
It takes about 4 minutes to read
Yu Chengdong: "This industry is too volatile. ”
On the afternoon of April 23, the new M5 was officially released in Beijing.
In terms of price, the new M5 will be available in three models, with the extended-range Max version (rear-wheel drive) priced at 249,800 yuan, the pure electric Max version (rear-wheel drive) priced at 269,800 yuan, and the extended-range Max RS version (four-wheel drive) priced at 279,800 yuan, which will be delivered in batches from May 15.
According to Yicai, compared with the old model, the biggest change in the new M5 is that the whole system is equipped with a high-end intelligent driving system with lidar as standard, and has been upgraded in terms of seats, audio, chassis control, etc. It is also reported that compared with the old model, the appearance of the new M5 has also been adjusted, among which the extended range version of the model has been replaced with a closed front face, and Yu Chengdong, executive director of Huawei, CEO of the terminal business, and chairman of the intelligent car solution BU, said that "the big mouth has become a small mouth".
If you only look at the intelligent driving version of the model, the starting price of the new M5 has been lowered by 30,000 yuan to 249,800 yuan. But if you only look at the starting price, the new and old M5 has not changed, still starting at 249,800 yuan. The media learned that the standard version of the old M5 may be gradually discontinued and sold.
It is reported that the question of the world also gave 37,000 yuan worth of matching rights, which lowered the threshold for consumers to buy a car.
It is worth noting that it is still unclear whether the new M5 will be able to replicate the huge success of the new M7, also through the product facelift.
"We have invested a lot in R&D in intelligent driving technology, and Huawei's high-end intelligent driving with a price of less than 300,000 yuan is actually sold at a loss. Yu Chengdong, Executive Director of Huawei and Chairman of Intelligent Vehicle Solution BU, said.
Yu Chengdong also complained on the spot: "The (automobile) industry is too rolly. ”
According to the data disclosed by Huawei, the cumulative orders for the new M5 exceeded 10,000 units in the 12 hours of pre-sale.
According to public information, the M5 was released at the "Huawei Winter Flagship New Product Launch Conference" on December 23, 2021. On February 25, 2022, the final price of the M5 was announced, which decreased from the pre-sale price, with the price of the rear-wheel drive standard version at 249,800 yuan, the price of the four-wheel drive performance version at 279,800 yuan, and the price of the top-of-the-line four-wheel drive flagship version at 319,800 yuan. It is worth noting that these models are range extender products.
On March 5, 2022, the delivery of the M5 began. After the start of deliveries, the sales of the M5 gradually increased, from 3,045 units in March of that year to about 16,800 units in August. However, in September of that year, sales of the M5 fell sharply to 5,352 units. In the same period, the pure electric version of the M5 was launched, of which the standard version (rear-wheel drive version) was priced at 288,600 yuan, and the performance version (four-wheel drive version) was priced at 319,800 yuan.
However, the launch of the all-electric version of the model did not lead to a significant increase in the M5. In September ~ December 2022, the sales volume of the M5 was less than 7,000 units. After entering 2023, in the context of the price war, the sales of the M5 continued to decline, and by April 2023, the sales of the M5 were less than 2,000 units.
There is a view that at that time, the M5 was only equipped with HarmonyOS intelligent cockpit, and Huawei's ADS intelligent driving system was not equipped at that time, which was of limited appeal to consumers. Against this backdrop, the M5 Driving Edition will be launched on April 17, 2023. Among them, the rear-wheel drive intelligent driving version is 279,800 yuan, the four-wheel drive intelligent driving version is 299,800 yuan, the pure electric intelligent driving rear-wheel drive version is 289,800 yuan, and the pure electric intelligent driving four-wheel drive version is 309,800 yuan.
However, the addition of Zhijia has not brought a huge increase in sales to the M5. In April 2023, sales of the M5 increased, but fell back to less than 2,000 units after September. Some analysts believe that the M5 intelligent driving version is equipped with Huawei ADAS2.0, and the high cost of lidar and high-end domain controllers has led to limited room for the price reduction of the model.
Image source: Sina Weibo @Yu Chengdong
In September 2023, the M5 also ushered in the "last straw that crushed it" - the new M7 was officially launched, with a total of 5 models and a price range of 249,800 to 329,800 yuan, with a starting price of 70,000 yuan lower than the previous version. However, this strategy also allows for a high degree of overlap in the price range of the higher-level M7 and M5.
In addition, although the new M7 is a mid-term facelift product, Hongmeng Zhixing has invested more than 500 million yuan in it, and the release of Huawei Mate 60 has played a drainage effect for the new M7. And this has greatly affected the sales of the M5. According to the latest sales data, the cumulative sales of the M5 in the first quarter of this year were 2,158 units, accounting for 2.62% of the total sales of the company.
It is also reported that Yu Chengdong also recently revealed that the first product of Huawei and BAIC cooperation is named Xiangjie S9, which is positioned as Huawei's first executive-class luxury car, which is a D-class car, benchmarking D-class car products of international brands such as Mercedes-Benz, BMW and Audi.
"Xiangjie S9 will have Huawei's full-stack intelligent technology, with new black technology, you can go to the Beijing Auto Show Hongmeng Zhixing to see. Yu Chengdong said that the launch time of Xiangjie S9 is about July and August 2024.
Editor丨Wang Naixin Comprehensive Daily Economic News, China Business News, Securities Times, Shanghai Securities News, etc
Picture丨Sina Weibo @Yu Chengdong screenshot, Douyin @Xinhua Finance screenshot, Yitu.com