At the beginning of 2023, AITO Wenjie announced that the sales volume for 2022 would be 75,000 units. This result is neither dazzling nor disparate. It is ordinary among a large number of new car-making forces. Even with the blessing of Huawei, after AITO has settled down, there is still a big gap between it and the already famous Wei Xiaoli. The market does not have much expectations for this brand.
In 2023, AITO Wenjie staged a good show of ups and downs with low opening and high growth. The development of this plot surprised many people in the industry. Especially under the influence of Huawei, AITO Wenjie almost became In order to crush the ideal existence, the persistence of topic popularity and actual sales performance are jaw-dropping.
Monthly sales exceed 432 vehicles, the "Huawei" label is peeled off, and the AITO industry has hit rock bottom
At the beginning of 2023, a price war began in the new energy vehicle market. First, Tesla announced a price reduction promotion, which caused a stir. Then, in order to improve their competitiveness, major new energy brands also joined this battlefield, and even traditional car companies Citroën's official reduction of RMB 100,000 directly announced the finale.
AITO Wenjie has been very passive in this wave of price wars, and its sales have almost fallen off a cliff, and have been declining since the beginning of the year. As the flagship model, the M7's sales have also fluctuated since its peak monthly sales of 5,226 units. In June, its monthly sales were only 423 units.
Although there are problems with insufficient product capabilities, such as excessive pricing and the lack of high-end assisted driving systems, the ambiguous relationship between Huawei and Seris is the key factor affecting sales.
Huawei has always been in a state of uncertainty regarding its car-building strategy. Although Yu Chengdong has always advocated the strategy of building cars, even the external propaganda language has changed from "Huawei's deep empowerment" to "Huawei's comprehensive dominance", and even once The store style and car logo were changed to "HUAWEI", but Yu Chengdong's "anti-customer-oriented" drama was not successfully staged. "Huawei does not build cars, and it is valid for 5 years." The document issued by Ren Zhengfei made this action aborted.
Anyone with a discerning eye can see that Yu Chengdong wants to do it, but Ren Zhengfei refuses, but AITO Wenjie still has to go on the road. Wenjie cars without the Huawei label were once pushed to the forefront, and many of those consumers also switched to Li Auto. The embrace of AITO has directly led to the continued sluggish sales of AITO Wenjie in the third quarter. Yu Chengdong urgently needs to prove himself and use sales and reputation to turn the situation around. This important task falls on the new Wenjie M7 (Inquiry | Pictures | Parameters).
The new Wenjie M7 is launched, with cumulative orders exceeding 100,000, Huawei achieves counterattack
AITO Wenjie's new M7 series was officially launched on September 12. Based on the original 6-seat version, a 5-seat version has been added. A total of five configurations have been launched, with a guide price of 249,800-329,800 yuan.
Its changes are actually very obvious, and they are all very substantial improvements based on previous consumer feedback. First of all, in terms of price, the price of the new car has been reduced by 40,000 yuan compared with the starting price of the M7 before the facelift. The lowered starting price means that it can cover more consumers. It has even launched a limited-time 6,000 yuan discount and first sale. During this period, the value of rights and interests of 33,000 yuan suddenly avoided the head-to-head competition with the ideal L7.
Secondly, in terms of products, AITO Wenjie's new M7 has made up for the missing items of the old Wenjie M7 - such as high-end intelligent assisted driving capabilities. Wenjie's new M7 will support Huawei's high-end assisted driving ADS2.0; in terms of space, AITO Wenjie's new M7 adds a five-seat configuration, bringing more choices to consumers. At the same time, the body materials and safety are further improved, and the body steel materials are stronger and thicker.
Adjustments to the chassis, suspension, space layout, safety, intelligence, price configuration, etc. have made AITO Wenjie’s new M7 a high-quality bucket model. It seems that Wenjie has spent 500 million on the upgrade, and the effect is still very obvious. . The launch of this new car is also in the peak season of the Golden Nine and Silver Ten in the automobile market, and the hot sales of Huawei's Mate 60 series of mobile phones released in August have also driven a significant increase in customer traffic at Huawei stores, and also boosted Wenjie's sales. There was a turning point.
Judging from the data, the cumulative orders for AITO Wenjie's new M7 exceeded 70,000 units soon after its launch, and currently it has exceeded 100,000 units. This has also made Wenjie's production line extremely busy. In October 2023, AITO Wenjie delivered 12,700 new cars, of which 10,547 Wenjie M7 cars were delivered, accounting for 83%; in November 2023, AITO Wenjie delivered 18,827 new cars, of which Wenjie M7 alone delivered 15,242 units, ranking first in sales of “200,000-300,000-class new energy SUVs” in November.
AITO Wenjie's new M7 has still become a dark horse model in the fourth quarter of 2023. From monthly sales of 432 units to 15,242 units, AITO Wenjie's new M7's counterattack has given the male protagonist a sense of familiarity. Its success not only regained the lost market share, but also gave Yu Chengdong more confidence to insist on building cars, marking a perfect ending for 2023.
Wenjie M9 is the finale, and Huawei’s smart car selection is expanding. How far can Huawei go next year?
If 2023 is a year of ups and downs for Huawei's car manufacturing, then 2024 will be a year for Huawei to flex its muscles.
In December 2023, AITO Wenjie will launch a new flagship SUV. This one is officially called "the best SUV under 10 million" and has become popular before it is launched. The current order volume has exceeded 33,000 units. The biggest selling point of Wenjie M9 is that it is equipped with Huawei's most cutting-edge technologies, including an integrated aluminum alloy body, smart AR projector headlights, Hongmeng cockpit and HarmonyOS 4.0, etc. The rich black technology configuration is known as the "master of Wenjie" .
As a smart model jointly created by Huawei and Chery, the Zhijie S7 has also been launched. The new car is equipped with the new DriveONE 800V silicon carbide high-voltage power platform, Huawei Touring intelligent chassis, HarmonyOS 4 intelligent cockpit, HUAWEI ADS 2.0 high-end intelligent driving system and other intelligent systems. Technology, the official guide price is 249,800-349,800 yuan. The launch of Wenjie M9 and Zhijie S7 will give Huawei a good start in 2024, but this is just an appetizer.
In 2024, Huawei’s smart car selection model will usher in a big explosion. There are currently three models of cooperation between Huawei and car companies:
The parts supply model mainly provides standardized modules for car companies;
HI model applies Huawei's full-stack smart car solutions to products. Product definition, technology, component selection, etc. are all led by the car manufacturer. Avita and Jihu are this model;
Hongmeng Zhixing is an upgraded version of the smart car selection model. Huawei will be deeply involved in all aspects of car companies' products and rely on its own channel sales. Wenjie and Zhijie are this model. There will be two "sectors" of partners in the future, one from BAIC and JAC.
At this point, Huawei is about to gather five car companies: Cyrus, Chery, Changan, BAIC and JAC. The arrival of first-tier independent traditional car companies Changan and Chery also breaks the previous belief that only fringe car companies will cooperate with Huawei.
If you think Huawei is only flexing its muscles in China, you are really "too young and too naive." Recently, "Reuters" reported that Huawei has extended an olive branch to Mercedes-Benz and Audi, asking them if they are interested in buying Huawei's smart car software. and small stakes in component companies. Obviously, Huawei wants to expand its partnerships beyond Chinese brands. The presence of overseas investors can help Huawei's business withstand potential further sanctions, but it has not received a clear response so far.
Summary of experts
Huawei's "car-making" alliance is currently growing further, and 2024 will be a year of concentrated display of results. Huawei not only wants to be the "Bosch" of the new energy vehicle industry, but also wants to be the "Wal-Mart" of the automotive market. Its ambitions are beyond the reach of ordinary companies. However, as the number of cooperative companies increases, how Huawei coordinates the comprehensive development of cooperative models will also test the overall situation.
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