Dare to sell 1 million ＂Huawei Dalao＂, let BBA panic.

This time, Huawei finally aimed at a million luxury cars.

Not long ago, HarmonyOS Zhixing and Jianghuai Automobile launched the first product:Zunjie S800.

Different from the rest of the "Huawei Four Realms", as soon as Zunjie was born, it filled up the suspense stunt.

At the booth of Guangzhou Auto Show, the exhibition area of Zunjie was surrounded by a circle of "shady", which was very mysterious. Only invited visitors could go in and shoot.

Even if you are lucky enough to get the invitation from the distinguished circle, visitors need to sign a series of "5 million-worth" confidentiality agreements before they can go in and take pictures casually, and the mystery is directly filled.

At last week’s Huawei conference, this mysterious venerable world finally took the stage as the "One More Big Thing" finale of the conference, which was amazing.

As the highest-end car in Huawei’s "Four Boundaries", Zunjie S800 has the confidence of being unfamiliar with luxury cars such as Rolls-Royce and Maibakh.

Although there is no accurate pricing, Yu Chengdong also "spoiled" the pricing of Zunjie at the end of the conference, ranging from 1 million to 1.5 million. If you book on the spot, the light deposit will start from 20,000 yuan.

But beyond the gimmicks, can the inner nature of the Zunjie really stand up to positioning?

01

Why does the honorable world under the "shady" sell for 1 million?

At the Guangzhou Auto Show, every audience invited to enter the "shady" world of honour came out with a mysterious smile.

-this car is too distinguished to look at.

In terms of naming, S800 has nothing to hide. Since the highest end of Maibakh is called S680, the Zunjie will be "bigger" than you.

In terms of appearance, Zunjie is full of luxury. Although many young bloggers think that its design is "old-fashioned", they have to admit that,In terms of appearance benchmarking, Zunjie is simply a one-shot fight.

The size of the vehicle is 5.5 meters long, 2 meters wide, 1.5 meters high, and the wheelbase is as high as 3.37 meters. It is full of domineering on the road and directly targets the "ceiling" of the D-class executive car.

In terms of design details, Zunjie pays attention to a "harmony between heaven and earth".

Among them, the "sky" part naturally marked the starry roof of Rolls-Royce, but Zunjie added it to the door handle and became a "hand-picked star".

In the design of headlights and taillights, Zunjie has also implemented the design element of "starry sky" with full details.

As for more design details, Yu Chengdong said that he would slowly disclose them in the future.

In terms of power, Zunjie S800 has confirmed that it will be a hybrid model with 3 motors. It seems that the bosses who buy millions of luxury cars also have endurance anxiety and a restless heart.

Of course, in addition to benchmarking Rolls-Royce in appearance and interior, Zunjie has to show some "housekeeping skills".

As the main intelligent new energy vehicle, science and technology must be the most "luxurious" inside of Zunjie.

Zunjie follows the concept of the Sixth Generation Machine, and uses the latest Huawei "8S" design standard, which shows Huawei’s closet strength in cruise, mobility, information perception, privacy, network connection, AI, active protection and reliability.

Huawei’s most advanced "Turing II Long Xing Platform" is also said to be "the first to create a century-old chassis structure", which directly refers to Bentley’s hard work.

In terms of intelligent driving that everyone is concerned about, Zunjie directly piled up the materials and gave L3-level autonomous driving technology.

You know, in the field of autonomous driving, L2 to L3 levels are the watershed of intelligent driving from "human intervention" to "unmanned intervention".

Although the domestic autonomous driving authority is only open to L2 level, Zunjie boldly declared L3 this time to tell the market that we already have L3 strength, just waiting for the policy to be opened!

The courage of this "leading version" has to be said to be very Huawei.

Of course, the 1 million to 1.5 million and 20,000 down payment from the venerable world are also showing their dignity everywhere.

The market reaction also proves the "success" of Zunjie from the side.

48 hours after opening the reservation, Zunjie received an impressive record of 2,108 orders. You know, in 2023, Rolls-Royce sold 1,600 units in China.

Yu Chengdong’s dream of "turning over a lot of work" seems to be in progress.

02

Can JAC support Huawei’s high-end dream?

Since its appearance, the distinguished circles have disputed and ordered Qi Fei.

In fact, we don’t doubt Huawei’s ability to hack into high-end, but we are worried about another "dad" in the respected world.

After all, before Zunjie, JAC had little experience in manufacturing top-end vehicles.

Jianghuai Automobile, founded in 1964, is the "eldest son" of Anhui automobile industry.

Like other old-fashioned domestic cars, JAC started from trucks and slowly transformed into passenger cars until the 1980s.

Without the assistance of foreign capital, JAC completely developed and designed the first special chassis for passenger cars in China in the 1980s, which reached a milestone in the history of China’s automobile industry.

In the next few decades, Jianghuai has been developing both trucks and passenger cars. Not only did it cooperate with Hyundai for a short time, but it also developed many independent models.

Among them, the most prestige is Ruifeng commercial vehicle launched by Jianghuai. Because of its excellent quality, it has become the first choice for national government agencies to purchase MPV models.

However, in the era of new energy, Jianghuai is also in crisis like other car companies.

In 2013, Jianghuai Automobile was exposed by CCTV 315 because Tongyue model was suspected of cutting corners. Since then, Jianghuai’s reputation and reputation have plummeted, and original models have stopped developing. In the end, they can only rely on OEM business to continue their lives.

Jianghuai’s attempt at new energy vehicles is also superficial. After making several water testing works, there is no movement anymore.

Fortunately, in 2016, Jianghuai ushered in a savior:Weilai automobile

At that time, Weilai, who had just started to build a car, was worried because he didn’t have the qualification to build a car, and Jianghuai Automobile was anxious because of outdated business.

Coincidentally, the two companies hit it off, Weilai came out to design and Jianghuai came out of the factory, which jointly propped up the first half of Weilai Automobile.

In order to promote Jianghuai, Li Bin even claimed in an interview that "Porsche’s factory is definitely not as good as Jianghuai’s factory." Caused a lot of controversy.

In addition to Weilai, JAC and Volkswagen jointly established "Volkswagen JAC" and launched the brand "Volkswagen Sihao", but compared with Weilai’s success, Sihao’s existence is very thin.

Generally speaking,Weilai, as a brand that hits the middle and high-end among the new forces, has brought rare experience in manufacturing middle and high-end new energy vehicles to Jianghuai.

And this may be that after Jianghuai and Huawei held hands, the first model hit the bottom of the 1 million luxury car.

At the press conference of Zunjie, Xiang Xingchu, chairman of Jianghuai Automobile, said:Everything is for the respect, for everything in the respect!

It seems that in order to hold Huawei’s thigh tightly, JAC has done its best.

As far as the current situation is concerned, Zunjie has made a good start for the cooperation between Jianghuai and Huawei, but whether it can "surpass Celes" depends on the future performance of Zunjie.

03

"dismembering" BBA, respecting the world is the most cruel knife.

A few years ago, domestic new energy vehicles were still called "toy cars and old people’s music".

The market’s expectation of new energy vehicles is to buy them back for daily transportation. As for track racing, hard-core off-road and business use, they are basically the world of traditional oil vehicles.

But in the automotive field, high-end means the right to speak.Therefore, for domestic car companies, this "hard battle" has to be played.

In less than a few years, domestic car companies have launched an impact on the site of old oil cars from various fields.

BYD’s hard-core off-road looks up to U8, and its target is the luxury off-road vehicle series represented by Mercedes-Benz G Class and Land Rover Range Rover.

Looking up at U8 with a price of 1.098 million yuan is also BYD’s "technology master". It is equipped with a unique Yunqi body control system and can literally go up the mountain and down the river, which is very hard-core.

Perhaps it is expected that U8′ s sales are declining, but its purpose has actually been accomplished: as the first new energy brand to hit the "solid position" of traditional oil vehicles, it will show the potential and strength of new energy vehicles at all levels.

In terms of track racing, although there are many players, Xiaomi SU7 Ultra can be said to be the best-known and best-performing.

The ordinary version of Xiaomi SU7 is full of competitive elements, whether it is a streamlined body, a "ten-second real man" model, or Lei Jun’s own "racing driver" marketing, all of which are promoting the "track model" Xiaomi.

When Xiaomi SU7 Ultra came out with the fastest four-door car in New North, it also marked the official entry of domestic new energy vehicles in the competitive field.

After the hard-core cross-country and track racing were all disrupted, Zunjie S800 hit the "last fortress" luxury administrative field of oil trucks.

This summer, Huawei has cooperated with BAIC to launch the Luxury Car Enjoyment S9. Many people will wonder, although the Enjoyment S9 is positioned lower than the Zunjie S800, it will not be "internal friction" if it is fired twice in the luxury car in less than half a year.

In fact, from the perspective of product positioning, respect and enjoyment are actually two different beings.

Many netizens believe that the significance of Zunjie S800 is actually more like the Mate XT three-fold mobile phone launched by Huawei this year. It does not seek to sell well, but it must appear to "blow up" the market.

The enjoyment of the world is to assume a positioning similar to Mate 70, which is more biased towards the mainstream market.

However, whether domestic new energy vehicles are "really luxurious" or "high-end" depends on the precipitation of the market and subsequent feedback.

Domestic new energy has the strength of European luxury cars, but the time behind luxury cars still needs to be precipitated and accumulated to overturn.

After all,Subversion can’t be achieved overnight, but at least you have to make a beautiful start.