AutoBeta(AutoBeta.net)05/15 Report--

One digital blogger sighed on Weibo: "in the past, when buying a domestically made BMW, some car owners would deduct the word brilliance for fear that others would know that it was a domestic BMW, but now it is just the opposite. buy a Jinkang Selis M5, many car owners will instead put on the 'Huawei' logo, or even get a very conspicuous sticker, for fear that others will not know that this is a domestic car. At the same time, another digital blogger found on the shopping platform that several stores are selling replacement car logos for the Jinkang Selis M5, including "China Huawei", "HUAWEI" and "HarmonyOS". It is understood that the M5 is made by Jinkang Selis, with the tail marked "Jinkang Seles" on the left and "M5" on the right.

The auto industry focused on searching for the "Huawei M5 car logo" on the shopping platform and found that a number of stores were selling related products, and the product names were all marked with the words "Huawei M5 car logo", with hundreds of sales. Some netizens said, "this is the so-called sense of ritual", while others said that "M5 has given birth to a special industry."

It is not difficult to see that consumers' awareness of Huawei is much higher than that of Jinkang Selis, which to a certain extent shows that consumers do not recognize Jinkang Selis, but also shows that the M5 is a veritable Huawei car in the eyes of consumers.

The M5, the first model of AITO, a high-end car brand created by Huawei and Jinkang Selis, was officially unveiled at Huawei's flagship winter product launch on December 23, 2021. Jin Kang Selis was mentioned only a few times at the press conference, while the "Huawei" logo was clearly visible in the new product display area, on the car interior and on the charging pile, even in the official marketing promotion. the words "well-off" or "Selis" are rarely seen, and more emphasis is placed on "Huawei".

At the press conference, Yu Chengdong spent more than an hour introducing the M5 and stressed that the M5 is Huawei's "deeply involved in R & D, design and manufacturing from scratch, fully reflecting Huawei's ability and concept of smart cars." "the AITO M5 is designed by the Huawei team," Yu said at the press conference. Yu Chengdong stressed at the press conference that Huawei and well-off Cyrus launched the SF5 in the spring of 2021, using some parts of Huawei Drive ONE, but the whole car was not designed by Huawei, while the M5 is a product created by Huawei's consumer business industrial design team, software team and user experience team.

In fact, after the release of the M5, there was also a rumor in the market that "Cyrus is a Huawei car manufacturer". At that time, Xiaokang shares responded that "Cyrus is Huawei's long-term partner, not a contract manufacturer." and Huawei has repeatedly reiterated that "only making parts, not making cars, will help car companies build good cars." Not only build a good car, but also sell a good car. "

Although Huawei has repeatedly reiterated that "do not build cars, build good cars for car companies", and Jin Kang Selis also denied that he has been reduced to a contract factory, it has to be admitted that due to the blessing of the Harmony OS system, coupled with Yu Chengdong for many times for the M5 platform, and offline Huawei flagship stores can basically see the real car M5, in the user's mind, the M5 is "made by Huawei". This is also the main reason why more and more car owners have changed to "China Huawei" and "HUAWEI". Fundamentally speaking, consumers pay the bill mainly depends on the technical support of Zhonghua, and if only rely on the brand boundary can only be regarded as a new life, the recognition in the market is not strong.

In fact, Huawei's entry into the auto market is also a helpless move. Huawei's smartphone development has been hampered by chips and unequal sanctions, and smart cars have become the key to Huawei's future development. At present, Huawei has cooperated with Changan, polar fox and Cyrus, and the M5 and Alpha Huawei HI versions of polar fox have been listed. Earlier, Yu Chengdong said in an interview that Huawei will challenge its annual sales target of 300000 vehicles in 2022, and the annual sales of cooperative car companies will reach 100 billion yuan. Of course, Yu Chengdong said that the goal could not be achieved, but it was enough to see high hopes for the M5. According to the data, the cumulative sales of Selis from January to April in 2022 was 8483, an increase of 1211.13% over the same period last year.

On the evening of May 11, Xiaokang Co., Ltd. announced that its wholly-owned subsidiary Chongqing Jinkang New Energy Automobile Co., Ltd. has officially changed its name to "Selis Automobile Co., Ltd.". Well-off shares said that the name change shows the company's determination to strengthen the strategic transformation of new energy vehicles and the future development direction, will also help to strengthen the logo of well-off shares in the field of new energy vehicles, and further enhance the brand recognition of "Cyrus Automobile". According to the Cyrus plan, a medium and large electric SUV and a full-size electric SUV are expected to be launched in 2022 and 2023, respectively. In 2023, a compact all-electric SUV will be launched at the same time. Affected by the news, well-off shares rose by the daily limit, with a current share price of 43.24 yuan and a total market capitalization of 58.8 billion yuan.

Welcome to subscribe to the WeChat public account "Automotive Industry Focus" to get the first-hand insider information on the automotive industry and talk about things in the automotive circle. Welcome to break the news! WeChat ID autoWechat