为什么“华为车”越便宜越不好卖？

Core Insights - The phenomenon of "lower prices leading to lower sales" for Huawei's smart driving models contradicts the market trend of "price for volume" in the automotive industry [1][3][5] Group 1: Sales Performance - The AITO M9, priced around 500,000 yuan, sold over 10,000 units in May, while the more affordable Zhijie S7, priced at 200,000 yuan, only achieved sales in the hundreds [1] - Within the Wanjie brand, the M9 leads with 64,000 units sold, followed by the M7 at 41,766 units, while the M5, the cheapest model, sold less than 20,000 units [2] - The Lantu Dreamer, priced over 350,000 yuan, sold approximately 40,000 units in six months, while the lower-priced Avita 07 sold 26,000 units, and the Deep Blue L07, priced at 163,900 yuan, only sold 16,000 units [2] Group 2: Market Dynamics - The price range of 150,000 to 300,000 yuan is highly competitive, with significant sales from rivals like BYD and Tesla, which diminishes the appeal of Huawei's smart driving technology [3][5] - Consumer willingness to pay for smart driving features has decreased, with a drop of 8 percentage points in those willing to pay extra for such features compared to the previous year [5] - The trend of "free mindset" among consumers, where they expect smart driving features to be included in the vehicle price, has been reinforced by leading brands offering these features for free [5][7] Group 3: Consumer Perception - The high optional price of 36,000 yuan for Huawei's advanced smart driving features is seen as out of touch with consumer expectations, as competitors have opted for free offerings [7][8] - Many models equipped with Huawei's smart driving system have hidden price increases, making them less attractive to price-sensitive consumers [8] - The perception of Huawei's brand as a "car" is stronger than that of "Huawei smart driving," with consumers more influenced by the brand identity than by specific technological features [12][14][17] Group 4: Brand Recognition - Wanjie models dominate sales, accounting for 82.3% of Huawei's total new car deliveries in May, with strong brand recognition linked to Huawei's overall reputation [12][14] - The disparity in sales between Wanjie and other models indicates that the "Huawei car" label is more effective than the "Huawei smart driving" label in attracting consumers [17] - The marketing strategy for Wanjie has been more cohesive, with significant involvement from Huawei in various aspects of product development and sales, enhancing its brand identity [14][16]