From the M9 to the S9, how does HarmonyOS use the 9 Series dual flagship to impact the luxury car market?

Tencent Auto

2024-05-24 18:34Posted on the official account of Beijing Tencent Auto

Tencent News "Frontline" author Shi Ding

With the penetration rate of new energy vehicles in the Chinese market officially exceeding 50%, in the field of luxury cars, with the leading edge of new energy technology, independent brands are constantly impacting upward.

HarmonyOS is one of the important forces. In the first quarter of this year, the Wenjie series has ranked among the top five luxury brands in China in terms of sales. In April, the cumulative sales of all smart cars under Hongmeng Zhixing reached 29,600 units in a single month, becoming the monthly sales champion of new forces. At the same time, the 500,000-level Wenjie M9 has exceeded 80,000 units in less than half a year after its launch, setting a new record for the sales speed of domestic luxury cars. As one of the "9 Series Dual Flagships" of HarmonyOS Zhixing, the Xiangjie S9 is also entrusted with the important task of changing the pattern of the luxury car market.

In April this year, the first executive-level luxury flagship sedan Xiangjie S9 jointly created by Huawei and BAIC made its debut and officially met with consumers at the Beijing Auto Show.

"The Xiangjie S9 is a new breakthrough in Huawei's full-stack intelligent technology, which will reshape the new luxury of the intelligent era." At the same time as the debut of the new car, Wang Yanmin, President of Huawei's Device BG Smart Car Business Unit, told Tencent News "Frontline", "We hope to give users who choose Mercedes-Benz, BMW, and Porsche a new choice, and hope to surpass them in terms of intelligent luxury experience." ”

Wang Yanmin, President of Huawei's Device BG Smart Car Business Unit

Before the Xiangjie S9, Hongmeng Zhixing had already proved its possibility of surpassing traditional luxury brands with the actual market performance of the Wenjie M9. Talking about the successful experience of the M9, Wang Yanmin said that it is the intelligent experience that surpasses the traditional luxury that has been recognized by car owners. "90% of M9 owners have driven BBAs in the past, even Bentley and Porsche. And to be recognized by them, on the basis of going beyond the traditional luxury car experience, the M9 makes everyone proud of our own technology and innovation, and has confidence in the future of Made in China. "It is reported that in the 136 days since the launch of the M9, the large orders have exceeded 80,000 units, and the monthly delivery capacity has reached 25,000 units, setting a new record for the sales speed of luxury cars.

Against the backdrop of slowing market growth, demand for luxury cars remains strong. According to data from the State Administration of Financial Regulation, the sales volume of luxury brand passenger cars in mainland China will be 4.96 million in 2023, an increase of 19.8%, higher than the overall growth rate of 5.8%. The share of luxury brand passenger cars reached 22.9%,

At the same time, although BBA still occupies a major position in the traditional luxury fuel vehicle market, it is still unable to meet the new needs of consumers in the intelligent era due to the slow transformation of new energy. Looking at the sales volume in the Chinese market in 2023, the Mercedes-Benz EQE will only be 9,123 units, and the EQS sales will be less than 2,000 units.

Therefore, in response to the question of why Xiangjie S9 will enter the field of executive-level luxury cars, Wang Yanmin believes that there are very few electric luxury cars on the market, "Consumers still have a demand for better brands, better quality, and safer luxury cars, and now there is a gap in the market, so we think it is an opportunity for the entire field of Hongmeng Zhixing." ”

In addition to market opportunities, in order to surpass the flagship products of traditional luxury brands, Xiangjie S9 must have a new breakthrough in its own strength. "We cooperate with car companies to not only provide the driving control attributes required by luxury new energy vehicles, but also provide guarantees in the fields of motor, electronic control, power management, etc., but also provide more needs that these luxury models cannot provide to users." Wang Yanmin said, "For example, intelligent experience, intelligent cockpit, from intelligent driving to intelligent vehicle control platform, can also provide active safety that they are all concerned about, including AEB function and active avoidance function." Through the latest intelligent technologies, Huawei's full set of sensor hardware innovations, as well as software algorithms, cloud, and even battery safety, we have taken security to a very high level. ”

Looking back at the R&D history behind it, Huawei has continuously invested in automotive intelligence and connectivity technologies as early as 10 years ago, ensuring that the core technologies of automotive intelligence are ahead of the generation. Since its establishment in 2019, Huawei's intelligent vehicle solution BU has invested more than 30 billion yuan in R&D and employed 7,000 people.

Talking about his confidence in Xiangjie, Wang Yanmin said that it also comes from his partner BAIC, "They have accumulated a lot of experience and experience in car quality control and luxury car manufacturing and quality management capabilities over the past so many years, and we feel that they can work with us to create such a luxury brand as Xiangjie." ”

According to public information, BAIC Group's cumulative sales of products have reached 31 million units, its R&D system is deployed in five countries and seven places around the world, and it also has an international leading test center in the field of electric and intelligent networking.

In terms of the market target expectation of the Xiangjie S9, Wang Yanmin hopes that "the Xiangjie S9 can be comparable to the flagship sedans of traditional luxury brands - BMW 7 Series, Mercedes-Benz S-Class, and Audi A8, and not only comparable, we will do better than them." ”

After the debut of the Xiangjie S9, it will form a "9 Series Double Flagship" with the Wenjie M9, which is expected to further change the pattern of the domestic luxury car market. In Wang Yanmin's view, in addition to specific products, Huawei's cooperation with various car companies will also contribute more new value to the entire Chinese automotive industry.

He further explained: "Hongmeng Zhixing has created a new model and opened up new space and imagination for the industry - the model of traditional automobiles may be a car factory, develop a model and a brand and then market and sell; In the era of smart cars, the automotive industry needs more external innovation forces to join forces with car companies to push the industry to new heights, and I think Huawei is one of the important forces. ”

At the same time, consumers pay attention to luxury cars, in addition to the performance and experience of the product itself, but also attach great importance to the high-end brand image and high-quality user service. Huawei's advantages in brand marketing and channel construction can also empower the "soft power" beyond these products.

Citing the Mate and Pura series as examples, Wang Yanmin said that Huawei's ability to build high-end brands, understand consumers, and build marketing channel services will also empower car partners. "I think that with our car manufacturers, such as BAIC New Energy and other excellent car companies, just form such a complementary advantage. The overall intelligent innovation capability and development quality of China's automotive industry can also be further upgraded, thereby enhancing its competitiveness in the global automotive industry. ”

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