At this year's Guangdong-Hong Kong-Macao Greater Bay Area Auto Show, Yu Chengdong, managing director of Huawei, CEO of BG and CEO of BU, a smart car solution, promised so confidently.
On July 4th, M7 made its final appearance at Huawei's flagship new product launch conference in summer, and finally officially handed in its homework, receiving high-profile market comments.
What kind of strength does M7 have? Can it claim to surpass the luxury car experience?
Before the conference, Yu Chengdong (second from the right below), Zhang Xinghai, chairman and founder of Xiaokang Group (second from the left below), Wang Yanming, president of Huawei's intelligent car selection business (first from the right below) and Xu Lin, the rotating president of Crane (first from the left below) accepted our interviews to show you a more authentic and comprehensive AITO brand and M7.
300,000 price exceeds the luxury car experience?
"M7 can be compared with luxury cars", which is obviously personal or has a specific context. But we can't deny that AITO brand is full of confidence now.
First of all, M5 tasted success. In June this year, the sales volume of M5 in Wenjie reached 70,265,438+0, an increase of 65,438+00685. By June 30th, the sales volume of Teana Automobile had exceeded 20,000 vehicles in the first half of this year, and it took 87 days to set a new brand delivery record of more than 1 10,000 vehicles.
This enhanced M7' s confidence. In the interview, Yu Chengdong bluntly hoped that the monthly sales volume of AITO series vehicles would exceed 20,000 units as soon as possible, or even reach 30,000 units. Is this arrogance comparable to Wei Xiaoli?
Second, the M7 product itself is strong and reasonable in price, and has the ability to hold consumers' desire to buy.
At the M7 conference, Yu Chengdong talked about the highlight of 1 hour. I think it can be simply summed up in three words: luxury, comfort and intelligence.
From the dimension of intelligent cockpit, as Yu Chengdong said in an interview, M7 is like a high-grade hardcover room, and some cars are just rough rooms. Indeed, from the details of the seat and the center console, this is the interior level that a 300,000-class car should have, and the materials used are more sincere.
Go deep into this "hardcover room" and you will see the "boss seat" of the zero-gravity seat. Passengers can turn on the supine mode with one button, keep the highest position of the heart and legs at the same level, and reduce the pressure of blood supply to the heart.
Coupled with the space of 5020mm long and 2820mm wheelbase, under the spatial layout of three rows and six seats, less "sharing" and more space can be realized.
For the interpretation of luxury and comfort, M7 puts the second answer on hearing. M7 adopts three-sided double-layer sound insulation glass, with active noise reduction, vehicle sealing protection, multi-layer chassis isolation and other mute technologies. Yu Chengdong also claims to have the best NVH effect, directly crushing Toyota Erffa, BMW X5, Mercedes-Benz GLE and other luxury cars.
The second selling point is extended range technology. The M7 is equipped with a pure electric extended range platform. Under CLTC working condition, the rear-drive version has a pure cruising range of 230 kilometers and a comprehensive cruising range of 65,438+0,220 kilometers. The four-wheel drive version has a pure battery life of 200 kilometers and a comprehensive battery life of 1 100 kilometers.
Zhang Xinghai said in an interview that up to now, more than 6,543,800 M5 have been sold, with a cumulative mileage of nearly 30 million kilometers, of which more than 70% are charging mileage, less than 30% are range extender mileage, and 30% of fuel power generation consumes less than 50% of the same level of fuel. Pure electricity is the main way to travel in cities. When traveling far away, the range extender is turned on occasionally, which is more flexible and low in energy consumption.
In addition, Huawei has also empowered the newly upgraded intelligent cockpit of HarmonyOS system, added the super desktop function, and has the voice control of "seeing and talking", and millions of mobile phone eco-applications get on the bus ... This is quite mature in product performance and software logic.
Comfortable and luxurious space, intelligent cockpit, power and many other cards, as well as IKEA's business positioning, M7 is undoubtedly an all-rounder with balanced comprehensive strength, or a new car full of user thinking.
As for whether you can compete with luxury cars, it is another matter to abuse competing products such as Li ONE. However, on the night of the conference, M7' s global order volume broke through 10,000 in two hours and 20,000 in four hours, which obviously made friends feel a sense of crisis soaring and established their own momentum.
Why did M7 say "beyond luxury cars"?
It's not just M7 that dares to surpass luxury cars. From "the ideal L9 is worthy of being the best domestic SUV within 5 million" to "the Tucki G9 is worthy of being the best SUV within 500,000", more and more new power products are compared with BBA, even Rolls Royce, Maibakh and other ultra-luxury brands.
The superficial reason is to build momentum, and the deep reason is to instill their high-end positioning into potential consumers and seize their minds.
Nowadays, consumption upgrading has become the main driving force of market growth, and high-end and upward breakthrough have become compulsory courses for every car company.
According to the data of Shanghai Insurance, from 2065,438 to 2006-2022, the number of SUVs in China has increased year by year. With the popularization of new energy vehicles, domestic high-end independent brands have also found a place.
From the perspective of market potential and price level, this shows the necessity and feasibility of independent brands. At this time, the problem M7 is to find the right entry point.
However, compared with foreign high-end and ultra-high-end brands, the brand added value of domestic independent brands is not high at present, and it has not accumulated for a hundred years, but it can give consumers a brand-new experience in terms of new technology, new value and new performance, which is different from foreign luxury cars.
As Yu Chengdong said, 5 million car owners mainly sell brands, and he asked the M7 product team to create a sense of exquisiteness and competitiveness beyond luxury cars.
If luxury brands such as BBA, Bentley and Rolls-Royce bring more sense of identity to car owners, then products like M7 in the world are rich satisfaction brought by technology and user thinking.
For pragmatists, technology fans or "Huawei fans", in their minds, asking M7 may be a better choice at the same price than BBA.
Sailisi automobile+Huawei > 2
Compared with Yu Chengdong, who talked a lot at the press conference, especially the topic maker, Zhang Xinghai, the chairman (founder) of Xiaokang Group, kept a lot of low profile, but there was no lack of personal charm as an entrepreneur.
From spring production to auto parts, motorcycles, commercial vehicles and passenger cars, Zhang Xinghai can always assess the situation.
Under the new round of technological fission and commercial transformation, some were wiped out by the whole army, and some blossomed in groups. Zhang Xinghai said that in the period of transformation and upgrading, it is difficult for car companies to complete the ecological construction of the whole scene by themselves, and cross-border cooperation is needed to build an automobile ecosystem and an automobile ecosystem.
This is also the reason for the deep cooperation between the celestial car and Huawei. Although there have been various voices and interpretations about the relationship between the two on the Internet, it is a model of strong cooperation and mutual benefit.
It can be clearly seen from the following business cooperation chain diagram between Huawei and Tianjie Automobile that the AITO brand comes from Huawei's ICT components and solutions, product definition, brand marketing and so on. It is complementary to Tianjie Automobile's vehicle manufacturing experience, supply chain ecology, intelligent manufacturing capability and engineering technology.
"Tianjie Automobile and Huawei choose each other, operate jointly and have complementary advantages. Both sides want to use the fastest time window to complete what they want to do and the products that market users need, "Zhang Xinghai said.
This is also an important reason why the AITO brand was released last year, and it was able to launch M5 and M7 in less than a year, and quickly gained over 10,000 users.
Based on the advantages of both parties, AITO plays the biggest role when 1+ 1 is greater than 2. At the front end, Celeste's original car-making experience, technical advantages and intelligent manufacturing capabilities can be quickly applied to M5 and M7, and Huawei's intelligent network connection and software service capabilities are the finishing touch.
At the back end, Huawei's intelligent choice model enables M5 and M7 to sell cars in Huawei's national supermarkets. Huawei can greatly alleviate the crisis of the mobile phone business, and Xianjie Automobile has also eased the pressure of rapid channel construction.
In the interview, Yu Chengdong said frankly: From my school days to my work, I have been doing everything, and I want to be the first in any post, even the first in the world.
In the field of automobile, Yu Chengdong is not trained, but he has the same driving force and learning driving force. On the day before the press conference, Yu Chengdong also went to Lidian to experience the ideal L9 and studied every detail carefully. No wonder Zhang Xinghai praised Yu Chengdong many times as a person who knows cars very well.
Know yourself and know yourself, and you will win every battle. Yu Can East and Zhang Xinghai create China No.1 and the world No.1? Time will give us the answer in the end.