Huawei's new slogan

"Where do you want to go? Huawei asked the car and stayed with you!"

On March 8, the brand-new slogan "Huawei asks the world" first appeared on the official platform of AITO automobile and Huawei terminal. With more and more partners, Yu Chengdong hopes to build an eco-brand, so that Huawei's cost can be effectively controlled and consumers will no longer be confused when choosing.

On the morning of March 3 1, Huawei issued the announcement of "Resolution on Huawei Not Making Cars", which was signed by Ren himself, and once again stressed that Huawei does not make cars, and it is valid for 5 years.

At the annual report meeting of Huawei in 2022 held in the afternoon, the rotating chairman will be handed over to Xu Zhijun of Meng Wanzhou for further explanation: "This five-year period is not only five years, but also the longest validity period of all our documents is five years."

"Some of our departments, some individuals or some partners are abusing Huawei's brand. The brand established by Huawei in the past 30 years will not be abused at will. Huawei did not build a car, nor did it have any brand of car. " Xu Zhijun's words revealed a somewhat playful tone.

To B and to C are harmonious, and whether to build a car or not is a trade-off. Huawei's road to "building a car" is sometimes really like a TV series, with ups and downs and unpredictable plots.

Looking back at Huawei's history of "building cars", it has been about four years since 20 19. Since entering the automobile industry, Huawei has always been determined to be an enabler of the industry and help car companies build good cars.

After years of development, there are currently three modes of cooperation between Huawei and car companies, namely, parts supply mode, HI mode and intelligent car selection mode, and the depth of cooperation is increasing step by step.

In the process of development, some "contradictions" within Huawei have gradually become familiar to the outside world. How to develop the automobile business?

First of all, Huawei, represented by Xu Zhijun, should stick to to B and become an incremental component supplier in the automobile industry. Just like the parts supply mode and HI mode in the above three modes.

On the other hand, Huawei, represented by Yu Chengdong, wants to build a car next time, subverting the industry and mastering the right to speak on the C side. Just like the smart car selection mode and the AITO car that Yu Chengdong tried to drink in this mode.

As early as June 5438+ 10, 2020, Huawei issued the Resolution on Business Management of Smart Auto Parts internally, insisting on Huawei's strategy of not making cars, and then suggested that car-making enterprises should be transferred from the company.

Xu Zhijun has revealed that Huawei has organized an internal vote, and the votes for "building a car" and "not building a car" are 1 and 6 votes respectively. Needless to say, the 1 ticket is Yu Chengdong.

Huawei once again stressed that Yu Chengdong is the most sad and aggrieved person who doesn't build a car. Otherwise, he won't return to the post published in June 2020, which clearly stated for the first time that "Huawei doesn't make cars" on the night of Huawei's resolution not to make cars:

This era has changed, which will only make it harder for us! In a few years, everyone will understand! Let time test it! For an industry, only in-depth insight and deep understanding can grasp the correct direction! Mark it and come back in a few years! These two paragraphs are sincere, revealing that Yu Chengdong is a little wronged and unwilling. The key is, when the last resolution is still half a year old, why can't Huawei wait to update the last resolution?

Under the leadership of Yu Chengdong, the intelligent car selection mode can be divided into three stages. Reflected in the product and publicity level, it is the SF5 stage of Celeste, the M5/M7 stage of winning the world, and the slogan stage of "Huawei winning the world".

In the first stage, Huawei upgraded the software and experience of Celeste SF5 and sold it through Huawei stores. In the second stage, the car was defined by Huawei, which greatly improved the design, quality and experience of M5. The third stage can be said to be a change of string, and "Huawei asks the world" gets on the bus, emphasizing the strong correlation between Huawei and the world.

The three stages are gradual, especially "Huawei asks the world", which died less than a month after its appearance. It is not only Yu Chengdong's response to the decline in global sales, but also its tentative move to the strategy of "Huawei does not build cars".

After all, after the cumulative delivery of 75,000+cars in 2022, the once "million luxury cars" and "over one million luxury cars" suddenly lost speed in 2023, and the price reduction could not be pulled back. As an avid automobile manufacturer, how can Yu Can Chengdong sit idly by?

As a result, it is obvious that Yu Chengdong was "defeated" by Zheng Fei.

In Yu Chengdong's mouth, in the eyes of salespeople and consumers, M5 and M7 are both "Huawei's cars". But after all, they haven't used Huawei's logo, and Ren He can accept it.

"Huawei asks the world" is different, which is Huawei's red line. The so-called red line is Huawei's caution in building cars in the current environment caused by various factors such as financial pressure, unwarranted suppression and brand value.

However, I have no doubt that Huawei will become less cautious at an appropriate and appropriate moment.

Besides, the announcement of the "resolution on Huawei not to build cars" seems harsh, but it is actually beating.

On the evening of March 3 1, Yu Chengdong appeared at the committee of 100 Committee of China Electric Vehicle Forum (2023) on time on April 3 1.

Changing yesterday's gloom, Yu Chengdong reappeared his true colors of "big mouth" at the meeting site that attracted the attention of the media and the industry: "The internal high-level officials did not agree to expose the Huawei brand. Although the statement has changed, the essence of Huawei helping enterprises build good cars has not changed. "

The dispute about whether to build a car is a disagreement between Yu Chengdong and Xu Zhijun. More specifically, this is actually a "disagreement" between Yu Chengdong and Wang Jun.

Huawei BU was established in May, 2065438+2009. It is in parallel with the four major BG's and belongs to the first-level department. Wang Jun is the president and reports to Xu Zhijun.

From June 5438 to October 2020 10, Huawei BU shifted from ICT business to consumer business. In May, 20021,Yu Chengdong served as CEO of Automotive Division, and Wang Jun was transferred as Chief Operating Officer of Automotive Division, reporting to Yu Chengdong.

After taking over BU, Yu Chengdong put forward the intelligent car selection mode, which led to Celeste Huawei's intelligent selection of SF5, and boldly asked M5/M7. But at the same time, Wang Jun-led spare parts supply model and HI model are also advancing at the same time.

"Wei Lai and the ideal person in charge who also came to the scene today are intellectually unlikely to choose Huawei because they will have their own pursuits. Multinational auto giants will not choose us because Huawei is a sanctioned company. If traditional car companies are afraid of losing their souls, they will not choose Huawei. " In a few words, Yu Chengdong revealed endless bitterness.

"HI mode used to have three customers, and now there is only one left." In fact, at this stage, few people mention that the cooperation between Ethiopia and Oita has been downgraded, leaving only one fruit, which has become the hope of the whole village.

To be fair, it's not that the HI mode is not good, nor that the To-B route doesn't work. Only under the leadership of different organizations, the cost performance of HI model is not excellent.

Feng Xingya, general manager of Guangzhou Automobile Group, complained that it was not cheap to pack and buy, and many things could not be picked. Xiao Yong, deputy general manager of Guangzhou Automobile Ai 'an, once said: "Huawei is a relatively well-known supplier. Although the quality of parts is good, the price is uncontrolled and there is basically no bargaining power in the cooperation with Huawei. "

BAIC also complained that the cockpit attractive to the market could not buy the whole stack. The cold knowledge behind it is that the intelligent cockpit belongs to the consumer BG in Yu Chengdong and the intelligent driving belongs to the automobile BU in Wang Jun.

Yu Chengdong said: "If the models using Huawei's intelligent solutions do not reach a certain sales volume, the commercial benefits will not be realized. Therefore, Huawei hopes to better cooperate with OEM to achieve a win-win situation. "

In September 2022, Ren Zheng Fei made an internal speech to everyone. For the automobile business, it was said at that time: a complete front cannot be spread out, the research budget should be reduced, the business closed loop should be strengthened, the research and development should take the modular road, and a few key parts should be concentrated to compete, and the rest can be connected with others.

It is the HI mode led by Wang Jun that has not formed the business closed loop of Zheng Fei. For Huawei, the HI model has relatively high input and low output, which can not well alleviate Huawei's current profit dilemma.

To B or to C, Huawei may still be wavering in strategy, but it has made a choice in personnel. In February 2023, it was reported that Wang Jun had been suspended, but the official did not respond.

Above, although Huawei's auto business can't make a profit immediately, it can at least get rid of the previous state of turning losses into profits. This is of great benefit to Huawei itself and its partners.

Once upon a time, Yu Chengdong only shouted for the world, but with the change of power and responsibility, he was the listing platform for the HI version of Alfa S Huawei. Accompanied by Tan Benhong, he also visited Obieta with Xu Zhijun. In addition, Aouita 1 1 also began to settle in Huawei's flagship store.

Despite the blow, Yu Chengdong is still in charge of Huawei's automobile business.

In 2022, Huawei achieved global sales revenue of 642.3 billion RMB, up 0.9% year-on-year; The net profit was 35.6 billion yuan, a year-on-year decrease of 68.7%; The cash flow from operating activities was 654.38+078 billion yuan, down 70.2% year-on-year; Net cash was 654.38+076.3 billion yuan, a year-on-year decrease of 26.9%.

The sanctions imposed have become stricter, and Huawei's performance is under tremendous pressure. Perhaps in the eyes of many people, Huawei began to enter the automobile industry because it was unreasonably sanctioned by beautiful countries.

In fact, the automobile industry is transforming into electrification, intelligence and networking. As the world's leading technology enterprise, Huawei's technology accumulation is in line with the development trend of the industry.

When the carrier of technological innovation gradually shifts from mobile phones to cars, cross-border "building cars" has become an opportunity and choice that every technology giant should not miss, such as Huawei, Apple, Baidu and Xiaomi.

Unjustified sanctions only accelerated Huawei's step into the automobile industry.

March but don't build cars. At that time, Huawei gave three reasons: First, the demand for funds was too great; Second, there are too many enemies, which may affect the cooperative relationship of other businesses, such as 5G technology; Third, Huawei should become an enabler of the industry and help car companies build good cars.

How to empower?

From software to hardware, from intelligent cockpit to assisted driving, from vehicle design to sales ... Today, Huawei has demonstrated a set of almost "complete" rich automotive solutions.

Based on Huawei's ecology, as long as you have dreams and funds, Huawei can help you build a car with strength and potential. Huawei's dream is to make its automobile business number one in the world and help its partners become number one in the world.

The current problem is that Huawei has chosen not to build cars strategically. It will continue to help car companies build good cars and become an incremental parts supplier. However, in terms of implementation, Huawei handed over the automobile business to Yu Chengdong, a car fanatic.

Whether or not to build a car, Huawei should think clearly.

If you decide not to build a car, then Huawei should step back a few places and do a good job in the role and positioning of suppliers. Instead of doing the work of Party B and the heart of Party A, it is always regarded as "taking the soul" by car companies.

However, such a road, Huawei's own HI model did not work, and Baidu Apollo ecology did not work.

At one time, the goal of Baidu Apollo, like Huawei, was to help car companies build good cars. But in the end, Baidu took the lead in building Du Ji Auto. Li Yanhong once explained that traditional automobile enterprises are very conservative and have insufficient acceptance of new technologies, so we should take the initiative to provide reference for the market.

"Because the traditional first-tier suppliers can develop the same system for many manufacturers to use, but the iteration speed can't keep up with today's competition using the supplier's software solution, so we must study it ourselves." At the China committee of 100 Forum Committee on Electric Vehicles (2023), Li Xiang's speech may also represent the voice of most car companies.

If it is determined to build a car, then Huawei should also make rapid progress. After all, five years later, it may not take five years. No matter from Huawei's own industrial situation or from the window of new energy development, Huawei is not allowed to rebuild cars.

This article comes from the author of Zhixuan Auto, and the copyright belongs to the author. Please contact the author for any form of reprint. The content only represents the author's point of view and has nothing to do with the car reform.