AutoBeta(AutoBeta.net)05/06 Report--

On the evening of May 5, Cyrus issued a price increase notice on its APP. Affected by the increase in the cost of raw materials upstream of the car, the price of Selis Huawei's wisely selected SF5 rose by 20, 000 yuan, from 268-246800 yuan to 23.68-266800 yuan. The adjustment will take effect at 00:00 on May 6, and users who decide before 00:00 on May 6 will not be affected by the previous adjustment.

Before Huawei was involved, both Xiaokang shares and Cyrus played an unknown role in the auto market. In April 2021, Huawei announced a partnership with Selis, and the flagship model, Selis Huawei Smart SF5, was officially launched. In addition to being sold in its own channels, the model was also booked on Huawei's official website and its stores. With Huawei's blessing, Xiaokang shares also ushered in their own highlight moment, with the share price soaring from 23.64 yuan to 78.23 yuan. However, compared with the share price, Cyrus Huawei's smart SF5 seems to be unpopular in the market. According to the data of the Federation of passengers, the sales of Cyrus SF5 from April to December in 2021 were 129,204,507,507,715,1117, 1926, 1385 and 1089 respectively, with a total sales of 8169 vehicles. Although sales have skyrocketed compared with 2020, its scale does not have much advantage over other new energy brands, coupled with poor word-of-mouth, the first joint model of the two sides off to a bad start.

In the face of the decline of Cyrus Huawei's smart selection of SF5, Huawei and Cyrus also quickly launched new brands. On December 23, 2021, Huawei launched the Cyrus AITO brand at its winter launch, and the first model, the M5, was officially launched. At the press conference, Yu Chengdong stressed that Huawei has done every core part of the car, but we only make parts, not cars, and we will help car manufacturers build cars. Not only build a good car, but also sell a good car. "

Huawei is more deeply bound to the question M5 than Cyrus Huawei's smart choice of SF5. Selis Huawei Smart SF5 only uses Huawei electric drive system and HUAWEI HiCar and other functions, while the M5 is equipped with many Huawei solutions such as Harmony OS intelligent cockpit, HUAWEI DriveONE pure electric drive extended range platform, HUAWEI SOUND audio system and so on. Yu Chengdong said excitedly at the press conference: "AITO M5 is built according to the standard of millions of luxury cars, including appearance, interior decoration, performance, experience and quality requirements, and it is also the first model equipped with Hongmeng system. It can be said that, except that it is not produced by Huawei, the main internal components are all marked with the imprint of Huawei.

On May 4, Xiaokang Co., Ltd. released production and sales data for April 2022, showing that Selis sold 3439 vehicles in April, up 1248.63% from January to April, up 1211.13% from January to April. It should be noted that the sales figures disclosed by Xiaokang include the sales of Selis Huawei Smart SF5 and MJ M5, and the surge in sales is due to a low base in the same period. After all, Selis only released Selis Huawei Smart SF5 in April 2021, and the previous Selis SF5 does not have a strong sense of presence in the market.

At the same time, affected by the rising cost of raw materials, delivery less than two months, the question M5 ushered in a price increase. On May 5, AITO announced an increase in the price of the M5 four-wheel drive version, in which the price of the M5 four-wheel drive performance version rose by 15000 yuan to 294800 yuan, the flagship four-wheel drive model rose 12000 yuan to 331800 yuan, and the price of the four-wheel drive to Zhenzhen model was not adjusted for the time being, with a price of 288800 yuan. As a result, Selis Huawei wisely selected SF5 and M5 models are all adjusted prices, compared with Selis Huawei wisely selected SF5 price increase. Of course, the price increase is understandable. After all, brands have announced price increases one after another since March, and today, in addition to Selis, the price of Volkswagen Tanyue GTE has also announced an increase of 6500 yuan.

Previously, Yu Chengdong confidently set an annual sales target of 300000 vehicles for Cyrus, but later backed out that "it is a miracle that there are no 300000 vehicles in such a lack of core environment, and it is already a miracle to be able to complete 10-200000 vehicles in the first year." If according to the sales target of 100000 vehicles, Cyrus actually completed only 8% by April, and even if the sales target halved to 50, 000 vehicles, the target completion rate was only 16%. For Selis, the market is still not optimistic.

In fact, the direct competitors of the M5 include Lantu FREE and ideal ONE, in which the ideal ONE has annual sales of nearly 100000 vehicles, which is a popular style in the new power of car building. Whether Selis Huawei wisely chooses SF5 or M5, consumers mainly pay for the technical support of Zhonghua, while the brand, whether it is Selis or M5, can only be regarded as a new student, and its recognition in the market is not strong.

In fact, the reason why Xiaokang shares are tied to Huawei is that it wants to rely on Huawei, a technology giant, to build its brand advantage because of weak sales. However, the market is optimistic that this cooperation will do more harm than good. Huawei has participated in a large number of research and development and design, bringing traffic to well-off shares while also taking away the vast majority of its own brand "flow". As mentioned earlier, many people buy Cyrus Huawei Smart SF5 or M5, actually buying this car for Huawei, and the media directly refer to the car as "Huawei" or "Hongmeng car".

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