Remove expired propaganda slogans.

Since entering the automotive field, Huawei has always emphasized not to build cars, but only to help car companies build good cars. But now, in the face of the growing new energy vehicle market, Huawei's deep cooperation not only cuts prices to grab the market, but also slogan "Huawei asks the world". Just when Yu Chengdong wanted to harvest the market with Huawei's brand power, Ren Zheng Fei put on the brakes for Yu Chengdong.

A few days ago, Ren Zheng Fei, the founder of Huawei, issued the Resolution on No More Cars Made by Huawei, which emphasized that "Huawei will not make cars" and the logo of "Huawei" or "Huawei" should not appear in the publicity and appearance of the whole vehicle. The duration of the document is five years.

At the 2022 annual report conference of Huawei, Xu Zhijun, the rotating chairman of Huawei, responded to the latest resolution that "Huawei will not build cars". Regarding the five-year deadline of "Huawei does not build cars", Xu Zhijun explained that the main reason is that Huawei's relevant documents usually have a signing deadline. I wrote it three years ago, and now it's five years. He once again made it clear that Huawei is determined not to build cars, but to help car companies build good cars.

Xu Zhijun said, "Some departments, some individuals and partners abused the Huawei brand in publicity, and this matter is already under investigation", and "The brand that Huawei has developed for more than 30 years cannot be abused at will". At the same time, the business model and cooperation strategy of eco-cars will not change.

For the replacement of publicity materials, Huawei cars cannot be mentioned.

In the planning of Yu Chengdong, Huawei is the brand of "Huawei Eco-car". Yu Chengdong hopes that Huawei's auto business will be profitable in 2025 by establishing ecological alliances with many auto companies in different price segments.

In order to achieve this goal quickly, on March 8 this year, under the leadership of Yu Chengdong, "AITO asks the world" was officially changed to "Huawei asks the world", which was regarded by the outside world as an important signal for Huawei to strengthen its leading position in automobile business. At present, almost all AITO bodies in Huawei's offline stores are affixed with the logo of "Huawei asks the world", and offline channels also use this as a key propaganda speech to highlight Huawei's powerful empowerment.

In today's resolution, it is particularly emphasized that "Huawei or Huawei logo is not allowed to appear in the publicity and appearance of the whole vehicle." In this regard, Huawei said that the news was true, and the decision was personally issued by Yu Chengdong, CEO of Automotive BU.

Regarding the abuse of Huawei brand mentioned in Huawei's decision not to build a car, 788 conducted a communication survey on a number of Huawei eco-stores in Beijing. The salesperson said that he had received a notice from the headquarters that the materials involved in Huawei's publicity in the store needed to be replaced, and selling the car would not affect it. At the same time, he also said that Huawei cars should not be mentioned in future sales and told us to pay attention to this matter. At present, the "Huawei Border" logo is no longer displayed on the official website.

After being warned by Huawei's headquarters, Yu Chengdong, CEO of Huawei BG and CEO of smart car solution BU, left a message in Huawei's heartfelt community, saying, "Only through in-depth insight and deep understanding can we grasp the right direction for an industry! Mark it and come back in a few years! " It seems to express the inner unwillingness.

Can't hurt the brand, and can't affect the partners.

"Sustainable survival and development will be the core proposition of Huawei's strategy in 2023 and for a long time to come." Xu Zhijun said.

Therefore, in order to prevent the brand influence established by Huawei for more than 30 years from being abused and ensure that Huawei's brand power is not affected, it is also reasonable for Huawei to ban measures such as "Huawei asks the world" and "Huawei AITO". At the same time, Huawei's financial difficulties may also be one of the reasons why Ren Zheng Fei is unwilling to add more cars. The financial report shows that Huawei's revenue in 2022 was 642.3 billion yuan, a year-on-year increase of only 0.9%, and its net profit fell to 35.6 billion yuan, a year-on-year plunge of 68.7%.

On the other hand, Huawei's current smart car selection model has also encountered problems. After experiencing the sales peak in 2022, the sales growth of brands adopting this model is weak after entering 2023. In the month of 65438+ 10, the international community sold 4475 vehicles, a decrease of 55.88% from the previous month. In February, the sales volume of the industry further decreased by 265,438 vehicles +0.86% to 3,535 vehicles. Judging from the data of insurance coverage, the Shenzhen Stock Exchange sold only 676 vehicles in the fourth week of March, which indicates that its market performance in March is not optimistic.

The sudden appearance of "HUAWEI asks the world" logo is the second way to resume sales worldwide, trying to attract users to enter the store to place orders by improving the "Chinese content" at the propaganda level. However, the sales situation in March shows that this method may still be useless. In the long run, this will have a negative impact on Huawei's brand power, and it will also affect Huawei's cooperation with other car companies.

At the same time, if Huawei adds more cars, it may make more and more car companies wary of Huawei and choose to flee from Huawei. Guangzhou Automobile Group became another car company that announced its "breakup" with Huawei. On the evening of March 27th, Guangzhou Automobile Group announced that the company's holding subsidiary Guangzhou Automobile Ai 'an AH8 project was changed from joint development with Huawei to independent development. This also means that since the two sides reached a joint car-making agreement in 20021,Huawei's role has changed from the Huawei Inside model of deep cooperation to the most basic component supplier model.

Tianyi Group, which has the deepest binding with Huawei, also released another brand of new energy vehicles, Landian, in a low-key manner on March 30th. Insiders of Tianjie Group said, "Blue Power brand and AITO brand are not directly related, they belong to different subsidiaries." It is understood that the blue power brand is operated by Dongfeng Scenery Sales Co., Ltd. and will establish an independent sales channel, while the AITO brand belongs to Sailisi Automobile Sales Co., Ltd.

Cyrus's move is also to emphasize that as an automobile manufacturer with a history of nearly 20 years, it also has the ability to independently operate brands and sell cars, and it is not anyone's foundry.

Some insiders said that Huawei's car-making is redundant for the country, and its competitors are also domestic manufacturers. Most of them are state-owned enterprises. There is no need to spend precious resources on this, which is not good for the country and the people as a whole. It is enough to have independent brand car companies like BYD and Geely. Huawei hopes to exist as a supplier in more automobile brands and serve a wider range of people. Their goal is the whole automobile market, and they want to be the "Bosch" of China.

It is understood that within Huawei, there has always been disagreement about whether to build a car. Yu Chengdong has always advocated building cars, but few Huawei executives support it. At the 2023 committee of 100 for Electric Vehicles held not long ago, Yu Chengdong also responded to Huawei's bid withdrawal. Yu Chengdong said that Huawei hopes to become a component supplier in this field. In the past, our idea was to become a supplier of parts and Tier 1 and another supplier in the automotive field similar to Bosch or Continental. But in today's era, it seems that this condition is not quite established.

"New car companies are unlikely to choose Huawei wisely because they have their own pursuits. They won't choose us because of market value and their own control points. International giants will not choose us because Huawei is sanctioned. So, who will choose us? Traditional car companies. In traditional car companies, if they are afraid of losing their souls, they will not choose us. " Yu Chengdong said helplessly.

Judging from Ren Zheng Fei's resolution that Huawei will not build cars again, Huawei once again made it clear that it will not build cars and made clear its supplier status. Of course, in the future, Yu Chengdong may not be so "big mouth" in the automobile BU business, but it will also bring new challenges to the automobile industry in the face of changes in internal strategy and the growing new energy automobile market.

At the same time, Huawei's huge investment and technological leadership in the automotive business cannot be transformed into commercial value in a short time. At present, only a few car companies are willing to cooperate with Huawei, which is far from Huawei's goal of becoming a supplier. People can't help but wonder where Huawei is eager to form a closed-loop business.

This article comes from a good author in Che Yi, and the copyright belongs to the author. Please contact the author if reproduced in any form. The content only represents the author's point of view and has nothing to do with the car reform.