Text: Crane Dance
Families with two or even three babies have too many options to buy a car. It seems that various car companies are building a variety of SUVs and MPVs that are getting bigger and bigger. Even if you have 5 children at home, there is still a high-speed rail that can make everyone in the car sit comfortably.
But the problem is that people don't seem to care so much about how to provide a new car that is just married, or a small family with only one child, that is good to drive, smart and practical.
Of course, some car companies that frequently advertise themselves as "focusing on family car scenarios" have not failed to come up with their own solutions. However, from the perspective of cost control, these companies simply subtract their higher-level and larger-sized models and put them on the market at a relatively lower price.
In other words, it's a downturn. The competitive ideas embodied in it are more of the so-called "dimensionality reduction strikes", rather than starting from the user's actual car use scenario to make a positive product definition.
Therefore, an enterprise that really cares about user value should have a deep insight into the car use scenarios and deep-seated value needs of young families, and use strong enough product strength and technical capabilities to provide users with a competitive enough model.
Just like the new M5, it is not based on the higher-level M7 or M9, but is a new car that is really based on the needs of young people or young families.
Easy to drive and good-looking, is the basic quality of the car
Although they are both "families", the life status of young family users is very different from that of multi-child families.
First of all, young families are more self-conscious, and they are more concerned about "self-expression" than a vehicle that "juches" commuting to work. After all, the pyrotechnics of firewood, rice, oil and salt have not completely enveloped them, and although the life of the wife/husband and children is already beckoning to them, this has not yet become the biggest focus of life.
A car with good looks and design is definitely a rigid need for young families. At this time, the new M5 is particularly in line with the needs of this group.
Overall, the new M5 continues the ultimate, simple and pure sports SUV design language. On top of that, the new car also reinforces the electric and sporty attributes that young people prefer.
Compared with the old model, the new car adopts a closed shape, which gives people a refreshing feeling. In this regard, Yu Chengdong jokingly called it "a big mouth becomes a small mouth". In the author's opinion, this approach is more in line with the evolution trend of future design, and it is also visually more integral.
In addition, the new M5 has been updated in two exterior colors: Tahitian Gray and Metropolis Red. The front logo, chrome trim around the windows, and camera components on the fenders have all been replaced with a blacked-out design. The black twin five-spoke wheels with red brake calipers are eye-catching, and combined with the shape of the new wheels, it even has the meaning of a Phorsche.
At present, many cars that claim to be oriented to "young families" are inclined to the "family" attribute on the balance of exterior design, trying to create an effect of "letting parents and children come to see the car without finding faults", which is boring in stability.
However, young people who are about to start or have just started a small family are actually in a transitional period of life. Compared with entering the state of "parents" early, they prefer to express their sharpness and sharpness through consumer goods.
Therefore, when young people really want to pay for it, they often still think: I am myself first. The changes in the exterior of the new M5 clearly capture this point.
Secondly, the car has to be easy to drive. Appearance and personality alone are not enough to convince savvy young people to pay for it. We not only want the face of the appearance, but also the "lining" of the performance and actual chassis performance. Of course, for this point, the new M5 has not been left behind.
Compared with its competitors, this car is rarely equipped with an all-aluminum alloy chassis. It is important to know that the application of aluminum alloy on the chassis can greatly reduce weight and improve handling, so that the chassis components can better respond to subtle changes in the road surface. The front four-ball head double wishbone + rear multi-link independent suspension balances handling and comfort.
Coupled with the HUAWEI DATS 2.0 intelligent collaboration, the steering sensitivity of the new M5 has been improved by 39%, lateral stability has been improved by 9%, lateral impact has been reduced by 13.8%, and the elk test has been improved to 79km/h.
It can be seen that in terms of improving driving performance, the new M5 highlights a dare to pile up materials. Yu Chengdong said that in the 200,000-level price segment, they brought the handling experience of million-level luxury cars to young families.
In the end, the car doesn't just have to be driven by the driver. Today's smart cars, if they can't drive steadily on the streets of cities and even villages, will also not be recognized by young people. In this regard, the new M5 is obviously the leading player in the industry.
The killer feature of the new M5 is still intelligence
Compared with the practice of some car companies to use lidar as an option, the answer given by the new M5 is to achieve "equal rights for intelligent driving" in young families, and the whole system is equipped with lidar as standard.
In recent months, there have been many ups and downs in the field of public opinion, and Yu Chengdong's posture at the new M5 press conference has been much more restrained than before, but when it comes to the HUAWEI ADS 2.0 high-end intelligent driving system, he still does not hesitate to praise it.
"Our team went to the United States specifically to conduct a comparative test of HUAWEI ADS with Tesla FSD. After testing, it was found that Huawei's intelligent driving system is better than Tesla's FSD. We have full confidence in Huawei's intelligent driving system and believe that it is the best in the world. ”
According to Mr. Yu, you can understand the gold content of the current configuration in this way: buy the world's top intelligent driving, and get a car.
In terms of specific performance, according to Yu Chengdong, as of April 2024, the HUAWEI ADS 2.0 high-end intelligent driving system has covered more than 40,000+ cities and towns, with an average manual takeover mileage of 270km+ and a success rate of 99.2% for urban elevated inward and outbound transfers.
In terms of active safety, the new M5 has upgraded the front, side and rear omnidirectional collision avoidance. In the face of stationary vehicles and pedestrians, the maximum AEB braking speed is increased to 120km/h in the state of human driving and intelligent driving, and the effective range of lateral collision avoidance reaches 40-130km/h. According to statistics, since April 2023, the M5 series has actively avoided possible collisions more than 40,000 times.
In this way, the capabilities of the HUAWEI ADS 2.0 high-end intelligent driving system are still the vane of the development of intelligent driving technology.
It is worth noting that the total driving mileage of the HUAWEI ADS 2.0 high-end intelligent driving system has exceeded 200 million kilometers. This number has far exceeded some of the same "intelligent driving" friends in the industry.
What everyone can roll out has long been unable to stimulate the senses of young people. Young families need the ultimate experience brought by technology. At present, intelligent driving capability is the gold standard that can best test a car's intelligent capabilities, and it is also the differentiated experience that can only be brought by Huawei's new M5.
Compared with the operation of some old opponents to cut the configuration, the new M5 has achieved "intelligent driving equality" at a price of less than 250,000. Taking out the most valuable things is the sincerity of making friends.
Of course, the leadership of intelligent driving is only one of the aspects of the leading position of the new M5 empowered by Huawei. In the field of intelligent cockpit and Internet of Everything, Huawei's HarmonyOS cockpit and ecosystem provide young families with a comprehensive intelligent experience.
Controlling in-car functions through mobile phones, smart watches and other devices, as well as rich entertainment content, is already a basic operation for the new M5. Functions such as Super Desktop and HarmonyOS Sharing, combined with dual HUAWEI Maglink in-vehicle ports and Xiaoyi Smart Voice Assistant, have greatly broadened the imagination of the new M5 usage scenarios.
At the press conference, Yu Chengdong introduced: After work, it is your multi-person online e-sports room, when you are dating your partner, it is a private theater for you to catch up on dramas and create an atmosphere together, and when the external environment is noisy, it is a high-definition video call interview room that saves you from fire and water......
With the blessing of Huawei's HarmonyOS ecosystem, the new M5 has become a terminal device that can truly realize the "Internet of Everything". The deep accumulation in the field of mobile phones allows non-HarmonyOS users to experience a unique interactive experience, system response speed and software ecology in this car.
Reliable enough technology,
Full validation from the market is required
Admittedly, the smart technologies and products mentioned in this article are not unique in the market. Whether it is high-end intelligent driving, or the interconnection between the car machine and the mobile phone, there is no shortage of competing products with similar functions.
However, the reliability of a set of intelligent solutions is definitely not something that can be verified by a single car company. Only the technology that has been verified and selected by various car companies and achieved mass production on the products of enough car companies is a safe and reliable technology.
Up to now, HarmonyOS has delivered four models: the M5, the new M7, the M9 and the S7. Huawei's strong technical strength and brand power are directly reflected in sales.
At the launch of the new M5, Yu Chengdong said: "The cumulative sales volume of the entire Hongmeng Zhixing series from January 1 to April 22, 2024 is 105,000 units, ranking first in the sales volume of new power brands in the Chinese market. ”
Since the launch of the new M7 seven months ago, the number of orders has exceeded 174,000, becoming a phenomenal hit and a leader among new power models. Orders and deliveries of the M9 are also rising, and Yu Chengdong said that he hopes to deliver more than 15,000 units of the M9 car in April.
Everyone says that the market is too volatile. But the head with absolute strength will only accelerate to stand out in the involution. The market success of these two products has proven Huawei's mature product definition and engineering capabilities.
Now, the new M5, which has a dull appearance, no reduction in intelligent driving, and no coping with the handling, finally allows young family users to have a choice that does not need to be compromised in the complex SUV market.
Huawei, which has a global presence in the ICT field, clearly has more experience than its peers in "understanding who our users are". Only by thoroughly understanding the unmet needs of users can we make a smart car that is truly "born for young families".
The era of matryoshka dolls with reduced allocation and price reduction has passed, and it is necessary to have enough insight into user needs and carry out positive development, and finally achieve full implementation in the product, in order to win the respect of the market.