Huawei creates another miracle： ask the new M7 to come back to life.
Just after the two-day holiday, the number of new M7 in the world has soared from 30,000 units announced on September 30th to 50,000 units, which has become a hot topic in the industry. Yu Chengdong, managing director of Huawei, CEO of BG, and chairman of smart car solutions, also sent a circle of friends on October 6th: since the release of the new M7 on September 12th, the first sales volume has exceeded 50,000, and on October 5th and 6th, the number of new M7 in the industry has reached 3,500 and 7,000 respectively, and accumulated more than 10,000 in two days. He said: "It’s not easy to come back to life!" And shouted that the smart car selection team "stepped up high-quality mass delivery." At the same time, Yu Chengdong also expressed his gratitude to the users in Weibo. In this regard, institutions and industry insiders are generally optimistic about the follow-up market of AITO’s new car M7 and the performance of other smart car selection projects of Huawei.
Text/Guangzhou Daily All Media Reporter Deng Li
Ask M7 to invest 500 million yuan to build, lower the selling price and enhance the intelligent advantage.
The reporter noticed that the new AITO car M7 was officially launched on September 12th. In the 90-minute release session, Yu Chengdong used special high-frequency words to output, mentioned that the M7 was "far ahead" five times, and used high-frequency words such as "leading" and "ceiling" many times. He said that "we have invested 500 million yuan in the new M7 series of AITO", and the car "has no reason not to catch fire". "It is useless to say that our car is not good."
According to reports, the modified version of the M7 is equipped with HUAWEI ADS 2.0 advanced intelligent driving system and HarmonyOS Intelligent Cockpit 3.0, which has outstanding advantages in intelligent cockpit, intelligent driving and intelligent safety. On the basis of the original 6-seat version, the new car has added 5-seat versions, with a total of 5 configurations, and the price is 249,800 yuan ~ 329,800 yuan. Specifically, the price is more cost-effective. Compared with the old model, the entry price of the new M7 is lowered by 20,000 yuan, and the top model is lowered by 50,000 yuan.
On the opponent’s side, in July this year, under the active exposure of LI CEO Li Xiang, people in the industry paid attention to the fact that the M7 was an SUV that "crippled" Li ONE in July last year, with a maximum monthly delivery of 12,000 vehicles. Since its listing, it seems that the "bumper harvest" of M7, which spent 500 million yuan to make a change, will once again stage the "hard and rigid" trend of the two. Among them, the most popular version, the M7 MAX Intelligent Driving Edition, has a target group that completely coincides with the ideal L7 AIR, but the price is more advantageous.
Analysis: The M7 change makes Huawei’s smart car selection business meet the turning point.
It is generally believed in the industry that the M7 in the industry is empowered by Huawei to realize the adjustment of release and delivery and price, which coincides with the peak season of "two festivals" and is the key to the hot-selling phenomenon of "adding 20,000 sets during the National Day holiday". According to another report, the proportion of users choosing the M7 five-seat version is over 80%, of which the MAX intelligent driving version accounts for over 60%.
Lu Jiamin, R&D Center of Cinda Securities, said that according to the AITO car subscription agreement, the hesitation period of more than 24 hours of deposit is irreversible. He believes that most of the big data will be converted into real sales. "The continuous upgrade of the M7 intelligent driving function and the drop in the price verify that the intelligent driving landing in 2023 is an important driving force for new car sales. With the continuous strong orders of M7 and the expectation that the new model M9 will be listed soon, we focus on the opportunities of Huawei’s automobile industry chain."
Although there are still differences within Huawei on building cars, AITO has become a "model project" in Yu Chengdong and must make achievements. In the 2022 annual performance report, Huawei announced the revenue of the automobile business for the first time: in 2022, the revenue of Huawei’s smart car solution business was 2.077 billion yuan, accounting for only 0.3% of Huawei’s total revenue. Citic Securities Research Report pointed out that Huawei’s smart car selection business has experienced a turning point in the M7 model change after the first round of the M5 and M7 model cycles. Behind the high cost performance is the reflection and adjustment of product definition, channel operation and pricing strategy.
In terms of stock price, the auto sector rose by +0.26% in the last week before the festival (9.25-9.28), among which Celeste was in the forefront with an increase of +11.46%. On the evening of October 8, Cyrus released the September production and sales express. In September, the sales volume of Celestial new energy vehicles reached 10,246, an increase of 64.12% from the previous month. In addition, AITO M9 will be launched in December. With the help of a number of new models, the industry expects that the sales volume and profitability of Celeste new energy vehicles are expected to further open up the growth space.