AutoBeta(AutoBeta.net)06/10 Report--

On June 10, Science and Technology Innovation Board Daily learned from the trademark electronic announcement system that a total of 21 applications for trademark assignment have been approved by Beijing Yong'an Shida Science and Trade Co., Ltd. and Beijing Kechuang Huida Science and Trade Co., Ltd. the assignees are all Huawei Technology Co., Ltd., and the receipt time for the transfer application is March 7 and 8, 2023.

The specific categories of trademarks relate to categories 12, 9, 7, 39, 37, 42, 2, 35, 3, 4, 16, 38, 11, 1, 5, 21, 27, 41, of which 12 and 9 represent automobiles and vehicles, electronic products and scientific instruments, respectively.

On March 8, AITO, a car jointly built by Huawei and Cyrus, replaced the well-known "AITO question" slogan with a new "HUAWEI question" slogan in the posters posted on the official Weibo and Wechat platforms. On March 31st, Ren Zhengfei, founder and CEO of Huawei, issued an internal announcement emphasizing that "Huawei does not build cars" and extended the validity period for five years. At the same time, Ren Zhengfei also put forward strict requirements for the exposure of Huawei logo in car design, stressing that Huawei / HUAWEI should not be used in vehicle promotion and appearance.

In response to the announcement that Huawei does not build cars, Xu Zhijun, Huawei's rotating chairman, said that Huawei would not build cars for a decade and that Huawei's auto strategy would not be changed repeatedly. And stressed: "some departments and partners in the abuse of Huawei brand, Huawei has been in the process of investigation." We will not let the Huawei brand be abused. Huawei does not build cars, nor does it have any brand of cars. In the latest document released by Mr. Ren, Huawei explicitly demanded that the Huawei brand be prohibited from appearing in front of or as a car brand. We will clean up and rectify the existing materials in all flagship stores and sales stores to make them return to our strategic positioning. Subsequently, Yu Chengdong, BU CEO of Huawei's smart car solution, personally ordered the store to remove all promotional materials with the words "Huawei".

AITO is the automobile brand of Cyrus Group and one of the key automobile brands of Huawei. The brand is developed, produced and delivered by Cyrus, and Huawei is responsible for the promotion of brand sales channels. At the same time, the AITO question is also the first attempt of Huawei's smart car model. The cooperation modes between Huawei and automobile companies include selling soft and hard parts to automobile companies; Huawei Inside (HI) model; Huawei smart car selection mode. The main difference of these three cooperation modes lies in the depth of cooperation, among which Huawei smart car selection mode is the most closely cooperative mode between Huawei and automobile manufacturers, and it is also the mode with the highest "content".

With the transfer of the trademark to Huawei, the industry believes that this move may mean that Huawei will have the dominant right of the trademark and may become a unified brand name for Huawei's smart car model in the future.

At present, AITO has a total of three models: M5, M5 EV and M7. Data show that the total annual sales of AITO in 2022 was 78081, making it the fastest growing new energy vehicle brand. However, after entering 2023, although Huawei's binding with the question world further deepened, the growth rate of AITO interface sales slowed slightly. From January to May 2023, the cumulative sales of AITO were 18135, which were 4469, 3521, 3625, 2437 and 4083, respectively, according to the retail data of Carriage Association.

In addition to the above three models, the AITO World will also release a new M9 model at the end of this year. The car is located in a medium and large SUV with an expected price range of 50-600000 yuan, making it the most expensive model in the series, with extended range version and pure electric version on its power.

Data show that Huawei smart car solution BU business revenue of 2.1 billion yuan in 2022. According to the plan, Yu Chengdong has previously said that Huawei BU must first help car companies sell 1 million vehicles to achieve its profit goal by 2025, and the next 2-3 years will be the last window of Smart Networked cars, and Huawei must seize this last window.

At the China Automotive Chongqing Forum held on June 9, Yu Chengdong reiterated Huawei's view that Huawei does not build cars alone, but jointly with car companies. "if the annual output of enterprises that can survive in the future does not reach more than 5 million or 10 million, it will be very difficult to gain a foothold in this era, and small and medium-sized manufacturers may be merged and reorganized by large manufacturers," he said. " Yu Chengdong believes that just like in the era of smartphone terminals more than a decade ago, among many mobile phone manufacturers in the world, only a very small number of giants have survived, so only a few of the current players in the automobile industry will survive. Because the "volume" competition in the automobile market will become more and more fierce, the industry is about to reshuffle.

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