After two hours on the market, the number of M9 reached 50,000 in 62 days and 60,000 in 86 days.
In March, the M9 sold 6243 vehicles, making it the top seller of New Power 500000 new energy models.
It can even be said that the M9 has created the ceiling of the 500000 level market for Chinese brands.
Because before this, no Chinese brand has a model that can reach a stable monthly sales level of more than 1,000 per month, whether it is new energy or fuel vehicles.
Today, the M 9 is getting closer and closer to the best-selling BMW X 5 of the 500000 class, becoming the first Chinese brand to shake the BBA’s position in this level of market.
Recently, Yu Chengdong, managing director of Huawei and chairman of BU, a smart car solution, said that the M9 is still climbing capacity and delivery is expected to reach 15000 vehicles in April.
Prior to this, Chinese brands have successively launched an upward market offensive at levels 200000, 300000 and even 400000, but the difficulty of level 500000 tests not only the strength of the product, but also the strength of the brand.
Not long ago, the setback in the first battle of the ideal MEGA also made the new energy car company, which is good at making popular models, re-examine the level 500000 market, even for Chinese car companies with a certain market accumulation, the level 500000 is still a 0-1 process.
Over the past decade, BBA has a stable moat at the top end of the market, and it is difficult for second-tier luxury brands to get a piece of the pie, and only Porsche has been able to compete with the BMW X5 thanks to the downsizing of M acan.
In other words, in the past, the 500000-tier market was dominated by brand power and a safe zone for BBA.
In 2023, the domestic production of the BMW X5 also led to a monthly sales peak of more than 10, 000 vehicles, making it the absolute head of the 500000-class luxury car market.
Even second-tier luxury brands have had Volvo XC90, Lexus RX and other similar models, but for a long time, their label is still “niche luxury.
” The sudden rise of the M9 broke the calm of the market and even made the popular domestic model GLE feel a bit of crisis.
Some feedback from terminals shows that the M9 has directly transformed many deep-seated customers from BBA, which means that the M9 is likely to trigger a price war at the top end of the luxury market.
This is not an easy task for the product definition, it needs to have no deficiency and the long board is long enough In fact, this is an opportunity to release new technologies on a large scale for Huawei Technology, which is behind the M9.
This also confirms one point: the power of science and technology can be a weapon against the sense of luxury and control.
In the luxurious medium and large SUV market, QQ uses the power of science and technology to achieve maximum differentiation.
In addition to the chassis, body structure and 800V high-voltage platform, all developed after Huawei, from the cockpit to map-free smart driving, it is also fully ahead of its competitors, including cool techs, which can not be experienced on the same level of models, such as smart headlights and ten screens of interaction inside the car.
These technologies not only bring a stronger driving control experience, but also improve the quality of the cockpit, and even squeeze the M9 into the executive car category.
Before asking M 9, Huawei also conducted a collective supplementary lesson in terminal marketing and production with the help of M 5 and M 7, which laid the foundation for the final release of M 9 in the market.
The new emperor of science and technology, to some extent, represents the quack status of M9.
From the perspective of terminal performance, QQ M9 also tends to replace QQ M7 and become the new sales force.
This was also unthinkable in the past.
It breaks the sales order established by BBA in the luxury car market in the past: the main selling models are often in the mainstream range of the audience’s spending power, while in the market with an average price of 550000, the M9 has successfully created a new height of domestic popular styles.
It also brings higher-dimensional market competition: from space, allocation, to the comprehensive crushing of scientific and technological power.
While the average price of the M9 stands at 550000, there is another factor that can not be ignored-Huawei, which has become a gold-lettered signboard to enter the luxury car circle.
This is also an important reason why the M9 can quickly find a place in a luxury car.
Huawei represents the ability of independent technological innovation, although Huawei does not build cars, but the technology accumulation in the smart car track can be said to crush most car companies, which is where the brand value of Huawei itself lies.
The value of this brand is also useful in the auto market.
But for most Chinese car brands, this brand value still needs to be accumulated.
This does not mean that Huawei is the only access to the advanced luxury car market.
Huawei, like a catfish, has driven the chain reaction of the high-end of Chinese brands, but also led a high-end path in the era of the development of intelligent electric vehicles-science and technology.
The way to realize the power of science and technology is not only to focus on R & D, but also to put forward new goals for supply chain integration and even internal organization and management.
Recently, 36 krypton reported that ideal car has made a new internal organizational adjustment, starting a matrix organization 2.
0 upgrade.
This upgrade is also a process of learning more deeply about Huawei’s organizational capacity-building.
It is worth noting that it is mentioned in this adjustment that the intelligence of the ideal Automotive products Department is more focused on platform products such as smart driving, smart space, electric platforms and so on.
This is also an important topic in today’s automobile industry: not only the integration of technology and manufacturing, but also the practice of new business models and channel innovation, which are difficult to find replicable experience among the giants of the automobile industry in the past.
Huawei is not only a benchmark in the era of smart cars, but also of great significance in promoting the transformation of China’s automobile industry in a new stage.
It is undeniable that the release of Huawei brand potential energy is also due to catching up with the dividend of the development of China’s new energy vehicle supply chain.
In 2020, China’s new energy market exploded, but the penetration rate of class 500000 new energy vehicles was almost zero.
In the past few years, although there is no lack of ES 8, polar krypton 009 and other models in this market segment, it once achieved the level of monthly delivery of more than 2000 vehicles, and some Red Flag and Gaohe tried to establish brand barriers, but the 500000 new energy market has not formed a stable market demand.
Although these models have established some recognition in the high-end market of new energy, most of them have experienced the stage of new technology and high battery cost, which makes them not only lack “performance-to-price ratio” compared with fuel vehicles in the same price range, but also have no significant advantage in brand competitiveness, becauseIt is difficult to establish real product competitiveness in the high-end market.
In 2023, a number of technologies of smart cars ushered in an inflection point.
Driven by the AI model, the high-end smart car quickly ushered in a large-scale landing of urban road scenes across the country, and the number of high-end hardware and lidar is no longer the hard index of high-end models.
At the same time, the deep learning ability of the large model also makes the cockpit interaction enter a new stage, which promotes the intelligent cockpit to enter a new stage of development.
Today, with a starting price of 469800 and an average price of 550000, the total order volume of M9 has reached 33 billion yuan.
This model alone has exceeded the revenue capacity of many car brands for the whole year.
At the end of 2023, domestic high-end models also entered the stage of concentrated explosion, and even made fun of BBA: if you don’t work hard, you can only drive Mercedes-Benz E-Class, BMW 5-Series and Audi A6.
A wave of new cars at the end of 2023 has begun to create new heights for Chinese brands in the high-end market.
BYD looks up to the U8, which sells for more than one million yuan.
the executive ET9, which is expected to reach 800000 yuan.
the Great Wall tank 700Hi4-T, 700000.
and the polar krypton 001 FR, which starts at 760000 yuan.
These models are also focusing on their respective market segments and focusing on creating more extreme technology labels.
In the smart car track, starting from the question of M9, Chinese brands also officially opened the prelude to the upward trend.
, return to the first electric network home page >.
