Ask the world M9 to enter the high-end market strongly： NIO, ideal and other pressures are coming

"The best SUV within the 10 million is here", on December 26, the Q-world M9 and Huawei’s winter full-scene conference were held in Shenzhen. Yu Chengdong, executive director of Huawei, CEO of end point BG, and chairperson of smart car solutions BU, took the stage to introduce the model, and there was a voice of "far ahead" in the audience.

Yu Chengdong said that the M9 is a milestone product in the era of intelligence, "we bring all the best Huawei smart car black technology into the car". At present, the lowest price of the M9 is the extended range Max version, priced at 469,800 yuan, and the highest price is the pure electric Ultra version, priced at 569,800 yuan.

"Why don’t you drop more 10,000, it just happens to be the same as the top price of the ideal L9" "I was going to buy the ideal, but now I’m hesitating", many consumers saw the release of the M9 and compared it with the two large SUVs, NIO ES8 and Ideal L9. At the same time, Huawei also put the M9 together with Mercedes-Benz, BMW, Tesla and other brands for individual comparisons on the official PPT of the press conference.

The arrival of this SUV, which claims to be the best SUV within 10 million, has not only put pressure on new car makers at the same level, but also affected traditional luxury brands. This market will also see more and more car companies enter the market.

Cui Dongshu, secretary-general of the Passenger Federation, said that according to the retail data of the Passenger Federation, the price segment structure of the national urban market continues to rise, with sales of high-end models increasing significantly and sales of medium and low-priced models decreasing.

"Chinese content" is everywhere, and Sailis and Huawei cooperate to "complement each other’s advantages"

In a voice that was far ahead, Yu Chengdong stood on the stage. This time, the M9 released a lot of body highlights, such as Huawei M9’s body aluminum alloy volume accounting for 80%, and a total of 12 parts of the car use 2000MPa nuclear submarine-grade thermoformed steel.

At the same time, the "Chinese content" of the M9 has reached the point of ubiquity. Based on the powerful capabilities of HUAWEI ADS 2.0, the Q-world M9 is further forward to AEB capabilities. In addition, the Q-world M9 is also equipped with ESA emergency steering assistance system for the first time. In addition, the Q-world M9 is equipped with the industry’s first car-level projection giant screen, supports Huawei’s Lingxi pointing remote control, and all screens in the car are equipped with the new HarmonyOS 4.

Q & J M9 also launched Huawei’s industry-leading smart vehicle light technologies such as HUAWEI ARHUD head-up display system and HUAWEI XPIXEL megapixel smart projection headlights. In addition, Q & J M9 has fully upgraded HUAWEI ADS 2.0 high-end intelligent driving system.

As the two ends of the cooperative Libra, Huawei is everywhere compared to Cyrus.

Lin Xianping, secretary general of the Institute of Cultural and Creative Studies of Zhejiang University City College, told the Beijing News Shell Financial reporter that the competitive relationship between Sailis and Huawei’s other partners is not a zero-sum game, but a relationship of common development and complementary advantages.

By partnering with several automakers, Huawei can accelerate the development and popularization of smart car technology, and each automaker also takes this opportunity to enhance the competitiveness of its own brands and products. In this partnership, Cyrus needs to continuously improve its own strength and seize market opportunities to remain competitive.

Q Jie M9 is not only Huawei’s car, but also Sailis’s car. On December 26, Q Jie M9, which is positioned as a large SUV, will break through 10,000 vehicles within 2 hours after its official listing.

500,000 class SUV market is disrupted, pressure on NIO, Ideal and luxury cars

Large cars have become a battleground for new car-making forces. In June 2022, Ideal released the L9, which was billed as a "global smart flagship SUV" with a top price of 459,800 yuan. L9 has become an ideal "explosive" model.

In contrast, the release time of NIO ES8 is very early, dating back to 2017, when the price of the benchmark version before the subsidy was 448,000 yuan, and now the lowest price of the official website is 498,000 yuan, and the highest price is 598,000 yuan.

With the addition of the M9, the 500,000-yuan large SUV market has been disrupted again.

According to the data of the Passenger Association, in the first 11 months of this year, the sales of models under 50,000 yuan accounted for only 3%, down 1 percentage point from last year. After the decline in sales of traditional models of 5-100,000 and the growth of new energy vehicles, the sales share of 50,000-100,000 yuan models was only 15.1%, down 5.2 percentage points from last year, still low.

However, in terms of high-end models, Cui Dongshu pointed out that in recent years, the proportion of models above 150,000 has continued to rise, especially the proportion of models above 300,000 is 14%, up 3.2 percentage points from last year, reflecting the high-end development trend brought by the growth of new energy for passenger cars. He also pointed out that the new energy penetration rate of high-end cars has also increased rapidly, reflecting the trend of independent improvement.

In addition, the Q & A M9 will also have an impact on China’s luxury car market. IPG China Chief Economist Bai Wenxi said that with the improvement of Chinese consumers’ purchasing power and the upgrading of consumption concepts, China’s luxury car market still has great growth potential. In the future, China’s luxury car market will show a trend of diversification, personalization and intelligence. At the same time, with the continuous expansion of the new energy vehicle market, the share of electric vehicles in the luxury car market will gradually increase. The entry of technology companies such as Huawei will inject new vitality into China’s luxury car market and promote technological innovation and transformation and upgrading of the entire industry.

Not only that, as a model that Huawei is deeply involved in, the M9’s technological advantages in terms of intelligence and connectivity are brand highlights, which may promote other brands to carry out more technological innovation in areas such as intelligence and connectivity. This may place greater pressure on traditional luxury brands.

In terms of specific models, large SUVs such as the Mercedes-Benz GLE, BMW X5 and Audi Q7 occupy a large market share in the high-end luxury SUV market in the Chinese market. As a large SUV, the launch of the Wenjie M9 may have a certain impact on the sales of these models, especially the versions that are competitive in terms of price, performance and configuration. The advantages of the high-end positioning and intelligence of the Wenjie M9 may appeal to this part of consumers, which may have a certain impact on the sales of the above-mentioned traditional luxury brand models.

However, Bai Wenxi also cautioned that traditional luxury brands still have a high brand influence and reputation in the Chinese market, and the product line is relatively rich, covering various market segments. Therefore, the specific impact of Winjie M9 on traditional luxury brands needs to be evaluated in combination with market performance and consumer feedback.

Beijing News Shell Financial Reporter, Lin Zi

Editor, Chao Xu

Proofreading, Chen Diyan