Huawei refuses to be tied up by the industry and reiterates that it will not build cars within 5 years. Store slogans have begun to be removed.

Foreword: Refusing to be tied up by Wenjie Automobile, Huawei reiterates that it will not build cars within 5 years!

Less than a month has passed since Wenjie Auto put on the Huawei logo for promotion. On April 1, according to Yu Chengdong’s instructions, all Wenjie stores began to remove all Huawei-related posters. and slogans.

The cause of the incident was an internal Huawei announcement issued by Ren Zhengfei on March 31, which clarified that Huawei would not build cars within five years, and that Huawei’s logo was strictly prohibited from appearing in vehicle promotions and promotions of related brands. appearance. The reason why the time is 5 years is because Huawei's internal decision-making is valid for 5 years and will be extended indefinitely after expiration.

On one side, Yu Chengdong is working hard to promote Wenjie Auto, and on the other side, Huawei wants to "sever ties" with Wenjie Auto. At this juncture, why is Huawei doing this?

First of all, in my opinion, it is not that Huawei is not optimistic about Guowenjie Automobile, otherwise it would not put Wenjie Automobile for sale in Huawei's direct stores. Last year, the sales of Wenjie Automobile continued to rise, with sales exceeding 10,000 units for many consecutive months. The growth rate was very rapid, and it had the momentum to compete with the new forces of Ideal and NIO to build cars. Based on annual sales of 100,000 units and an average bicycle price of 300,000, the annual turnover is 30 billion. Such a size is not dispensable for Huawei's entire industry.

However, since the beginning of this year, Wenjie Auto's sales have not continued to rise as expected. Sales in January and February were only 4,475 and 3,535 respectively, a month-on-month decrease of 55.88% and 21.86% respectively. Even though Even price cuts failed to reverse the decline in sales. In the fiercely competitive auto market, the solution sought by Wenjie Automobile is to "draw Huawei into the water" (using the Huawei logo for publicity), breaking the tacit balance, which is unacceptable to Huawei.

Furthermore, Wenjie Auto has been in a state of loss since its birth. The cooperation between Huawei and Wenjie has always been a smart car selection model, which means Huawei is the main company and the car manufacturer is the supplement. Huawei has invested heavily in Wenjie, but has not gained any benefits. In the future, Huawei is likely to shift its focus to the HI model or the model of standardized components.

Finally, whether it is Wenjie Car hanging the Huawei logo or Yu Chengdong’s promotion at major booths and on different occasions, it will give people the feeling that this is a Huawei car, which is very important for Huawei’s long-term ambitions. It's not a good thing to say.

For example, in the mobile phone circle, Huawei’s Hongmeng system has always been known for its smoothness and no lag, but if you look around, no matter whether it is Xiaomi, vivo or ZTE and other brands, without exception, they spend a lot of money on research and development. The reason is that Huawei also makes its own mobile phones. Just imagine, if Xiaomi also uses Huawei's Hongmeng system, then when it wants to go high-end, Huawei mobile phones will become its biggest obstacle.

This is just like the car companies that choose Aisin's 6AT gearbox. Most of them position their models as mid- to low-end because they know that behind Aisin is Toyota, both in terms of price and sales. Look, competing head-on with Toyota, which also uses Aisin 6AT, is not a wise choice.

So, since Huawei wants to build a car ecology and has developed ecological cockpits and components for new energy vehicles, if it wants car manufacturers to adopt them on a large scale, then not building cars is the wisest choice. .

Then the question is, do you think Wenjie Auto will be invited out of offline malls by Huawei in the future?

This article comes from Xiao Zhou, the author of Yichehao. The copyright belongs to the author. Please contact the author for any form of reprinting. The content only represents the author's opinion and has nothing to do with Bitauto