80,000 units sold in 136 days on the market! Q9: More and more rich people don't want to buy BBA

Pick up the car

2024-05-11 21:15Published in Henan

Production capacity is an important factor preventing Huawei from making achievements in the automotive field, whether it is the Zhijie S7 or the Wenjie M9, the delivery cycle has been extended to more than one month.

As for whether Huawei makes a car or not, it doesn't really matter.

Traditional joint ventures are more written in the contract, and the two companies jointly produce models and distribute benefits through capital shares, but in the era of intelligence, the definition of joint venture can be re-understood.

Whether it is the Cialis model or the Chery model, Huawei actually has the right to operate on an equal footing with these companies.

Taking Zhijie S7 as an example, although it was born in Chery's factory, it fundamentally adopts a technology joint venture method, which uses Huawei chips, Huawei Hongmeng car machine system, audio system, ADS 2.0 intelligent driving system, motors, electronic control, etc.

The traditional joint venture model is to sell cars to distribute profits, but the model of Huawei & Chery and Huawei & Cialis is that Huawei obtains profits by providing a large number of technologies, software, debugging, and hardware.

Essentially, it's a more in-depth joint venture model.

However, it is not Huawei that dominates the production and supply chain, and the difficulty in producing its own chips and radars has not kept up, which has created an important illusion:

Sales are not good.

But this is not the case, taking the higher positioning of the M9 as an example, it was on the market in just 136 days, it obtained 80,000 large orders, the M9 large order is "lock order mode", 10,000 yuan lock order deposit, which is equivalent to the sales volume.

Although there will be some people who regret "losing the order" in the later stage, the rate will not be particularly large.

This also means that, in fact, the M9 is successful in design, construction and positioning, as an intelligent SUV with a landing price of at least more than 500,000, its sales performance is really outstanding.

Taking a step back, from the perspective of buying a car with a budget of 500,000, it is basically possible to consume freely.

In terms of sedans, BMW 5 Series, Mercedes-Benz E-Class, SUV, Volvo XC90, Volkswagen Touareg, Audi Q7 and other typical high-end cars are completely available for consumption.

It is true that traditional luxury cars still have a large sales volume, but it must also be admitted that because the debut of the M9 has indeed snatched 80,000 users from the 500,000-level joint venture car market.

What is the reason?

The traditional BBA vehicle has been serving the Chinese market for many years, and the positioning of fuel vehicles has not been attractive to many user groups with sufficient budgets, for example, the user group who already had an Audi Q7 10 years ago, in the case of no major change in consumption power, brand value is no longer the core demand point for changing cars.

Then these users will be translated to intelligent products, such as the M9.

It is not denied that the current 500,000-level market is still the leading brand of traditional luxury brands, but China's electric and intelligent path has been formed, and the transfer of consumption has been gradually formed, and the penetration rate of electrification reached 50% in April this year, which shows that half of the people will choose electrified products when buying a car.

The penetration rate of intelligence is higher, and the entire market is developing in the direction of more technological performance, and luxury brands are also feeling pressure under the impact of new brands.

In less than half a year after the facelift, the current terminal discount margin has exceeded 100,000 yuan, which is enough to see its current pressure.

In the future, the new consumption pattern is that with the emergence of more and more user groups with no brand demand, products that have traditionally supported survival in the high-end field through brand value will continue to be eliminated.

Instead, there are two directions:

One is the basic consumer market that completely squeezes out the premium, and the other is the high-end car market that fills the sense of experience, and the traditional luxury brand camp will be washed away.

This is also very understandable why a brand-new model that sold 500,000 yuan can break through the 80,000 mark in just four months on the basis of no historical precipitation.

It is because a large number of consumers who have already experienced luxury brands no longer recognize the premium model of luxury brands.

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