AutoBeta(AutoBeta.net)05/22 Report--

Recently, well-off shares held the annual general meeting of shareholders in 2021. At the shareholders' meeting, Chairman Zhang Zhengping responded to the logo of M5 user Tiehua, which has attracted considerable attention in the market recently: whether the product is good or not, the market has the final say. If the product doesn't work, no matter whose label it is posted, no one will buy it. The attention of M5 is so high, which is an inspiration and affirmation for the cooperation between well-off and Huawei. The spur of users is the biggest driving force for us to move forward, and the experience of users is the cornerstone of our forged products.

Prior to this, the automotive industry paid attention to reports that many M5 owners scratched off the "Cyrus" logo and affixed the "HUAWEI" logo. Search for the keywords "Huawei M5 car logo" on the online shopping platform, and a number of stores are selling related car logo models, including "China Huawei", "HUAWEI", "HarmonyOS", etc., with prices ranging from 15 yuan to 130 yuan. Among them, the shops with higher sales sell more than 400 pieces per month, of which the most popular is the "HUAWEI" logo. Some car owners said bluntly after the purchase: "after loading it, it simply injected the soul." In addition, there are prospective owners who have not yet picked up the car, but have already bought the Huawei logo and are ready to change it after picking up the car.

In response, a digital blogger could not help sighing on Weibo: "in the past, some car owners would deduct the word brilliance when they bought a domestically made BMW for fear that others might know it was a domestically made BMW, but now it is just the opposite. to buy a Jinkang Selis M5, many car owners will post the Huawei logo or even get a conspicuous sticker for fear that others will not know it is a domestic car.

It is well known that 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. 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." 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.

As a model built by Huawei, Yu Chengdong, Huawei's smart car solution, is very optimistic about the M5, which has set a target of selling 300000 vehicles a year. At that time, Yu Chengdong estimated that by the end of the year, with 1,000 stores to sell cars, each store would sell 30 units a month, and the whole month's sales would reach 30,000 units. However, Yu Chengdong said in an interview not long ago that in the case of chip shortage, "it is impossible to achieve 300000 vehicles at all, and it is a miracle that 100000-200000 vehicles can be completed in the first year."

The M5 sold 3045 vehicles in March and 3245 in April, according to Xiaokang. However, while M5 sales are growing steadily, whether it is 100000 or 300000 a year, it still seems a long way off.

I have to admit that without Huawei's technical and brand promotion efforts, there would be no question of M5 today. Jinkangselis was mentioned only a handful of 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. At the same time, as the first model with Harmony OS system, coupled with Yu Chengdong for many times for the M5 platform, and offline Huawei flagship stores can basically see the M5 real car, in the minds of users, M5 is a veritable Huawei car, more and more car owners replaced with "China Huawei", "HUAWEI" is the recognition of the M5. 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.

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