Ultra-luxury cars are experiencing their darkest moments in China. According to data from the Passenger Car Association, Porsche sales in China fell by 29% in the first nine months of this year, which is not bad. During the same period, Bentley, Rolls-Royce and Maserati fell

Super luxury cars are going through their darkest moments in China.

According to data from the Passenger Car Association, in the first nine months of this year, Porsche sales in China fell by 29%, which is not bad. During the same period, Bentley , Rolls-Royce and Maserati saw declines Reached 44%, 57% and 79% respectively.

The reasons are very complicated, such as brand disenchantment, poor service, and there is a larger background: as we all know, new energy replaces fuel. The more high-end a brand is, the more it sticks to fuel vehicles.

In the new energy era, super luxury cars will also usher in a major reshuffle.

For example, the Hongmeng Zhixing Zunjie, which has just been unveiled, directly targets "McLaobin" and is positioned as the flagship of the era. It is to be the domestic flagship in the new energy era.

So who is Hongmeng Zhixing? Why does it dare to be the first to eat crabs? Can it succeed?

Hongmeng Zhixing’s full name is Hongmeng Intelligent Automotive Technology Ecological Alliance. There are four brothers in the alliance: Wenjie, which cooperates with Cyrus, Zhijie, which cooperates with Chery , Xiangjie, which cooperates with BAIC , and Jianghuai The realm of cooperation.

is the eldest brother in the world. He was born first. Cyrus was the first to cooperate with Huawei. One is an established car company that wants to transform into new energy, and the other is a new player with a lot of technology but no car-making experience. They hit it off immediately. Starting from a Huawei motor, Cyrus armed itself with Huawei step by step, and then launched Wenjie, from m5 to m7 to m9, and the market value also increased from 20 to 30 billion to 200 billion.

The success of Wenjie also makes everyone full of expectations for Zhijie, Xiangjie and Zunjie.

In addition to having many brothers and friends, with the support of Hongmeng, they are also growing very fast: the sales volume of the smart flagship SUV has exceeded 500,000, and the h positioning of the coupe SUV has exceeded 500,000. tml25 Zhijie r7, more than 10,000 units were delivered 30 days after its release, and more than 38,000 units have been ordered so far. Xiangjie s9, which is positioned as a smart flagship sedan, has ordered more than 8,000 units 20 days after its launch. It has topped the 400,000 pure electric list for 8 consecutive weeks. Car sales number one.

can do well in various markets with different positionings. Hongmeng Zhixing naturally has the confidence to be a super luxury flagship.

The question is, Hongmeng Zhixing is only 1 year old, why has it achieved such achievements so quickly?

I think that achieving "Hongmeng Speed" mainly depends on three points.

The first point is brand potential.

Hongmeng Zhixing did not start from scratch, but had huge brand potential from the moment it was born. As I said before, it was born out of Huawei Automotive. The C-end cognition of high technology, internationalization, national pride, etc. that Huawei has established over more than 30 years has been inherited by Hongmeng Intelligent Technology.

If consumers trust Huawei, they will at least have a good impression of Hongmeng Zhixing. After all, the tiger father has no dog son.

Behind the brand, there are more products and technologies to support it.

This brings us to the second point of , technical accumulation.

Although it has only been one year since Hongmeng launched the brand, Huawei Auto Bu was established in 2019.

Going forward, Huawei established the Internet of Vehicles Business Department in 2013. At that time, there was no concept of smart cars on the market.

Going forward, in 2009, Huawei began to develop vehicle communication modules.Therefore, Huawei has been involved in the automobile business for 15 years, and it is not an exaggeration to say that it is an "established automobile company."

Do you think this goes back to the beginning? Far from it. Huawei has been developing chips since 1991, which are the core of today's smart cars; the Internet of Vehicles is Huawei's specialty. They have been developing communication technology from the first day of their birth.

Moreover, Huawei has been reserving talents from the first day. Huawei's automotive R&D team has more than 7,000 people. This number may take ten years to accumulate for other new forces.

But even with its brand potential and technological accumulation, Huawei's car-making is not the peak of its debut, but stumbling along the way. Wenjie only exploded after the release of the new m7 last year. Zhijie also experienced difficulties such as factory relocation and chip supply for the S7. Yu Chengdong said that he "generally fails twice, and will definitely rise the third time."

So in addition to brand potential and technological accumulation, there is also the third point: strategic focus.

Huawei talks about "five views and three determinations". The first is to set strategies and long-term development goals.

There have been countless cross-border car manufacturing companies in recent years, and many car owners and even local governments have been dismayed. However, everyone believes that Huawei is not here for fun, but for long-term development and strategic investment.

According to Huawei’s 2023 annual report, from the establishment of the car bu in 2019 to the end of 2023, Huawei’s cumulative R&D investment in car manufacturing exceeded 30 billion.

Although Zhijie s7 encountered delivery difficulties before, with the popularity of r7, the Zhijie brand has also been established. Now that the new Zhijie S7 has been unveiled, it not only solves the supply chain problem, but also upgrades the appearance, interior, intelligence, etc. to compete in the pure electric car market again.

Brand potential + technological accumulation + strategic determination have allowed Hongmeng Zhixing to win blitz battles one after another. But behind the blitzkrieg, I think it is Huawei's protracted war of "building walls high, accumulating food widely, and slowly becoming king". There is no such thing as rapid progress in the business world, and there are only a few shortcomings.

Wu Ting and Yu Chengdong

Author | Wu Ting