鸿蒙智行明年有望超17款车型在售，华为给高端市场上强度｜36氪独家

Core Insights - Hongmeng Zhixing is set to launch a significant number of new models in 2026, with expectations of over 17 models available for sale next year, including new versions of existing models and entirely new projects [2][3] Product Line Expansion - The product lineup for Hongmeng Zhixing in the coming year includes the launch of new models under various brands, such as the Aito brand's M9 Extraordinary Master Edition and a rugged off-road vehicle under the Enjoy brand [2] - The Smart brand will introduce a large SUV tentatively named Smart R9 and an MPV with the internal code EHV, tentatively named Smart X9 [2] - The Respect brand plans to release an MPV and a luxury flagship SUV priced below the Respect S800 [2] - Overall, if the M9 Extraordinary Master Edition and M6 are launched next year, Hongmeng Zhixing could have 19 models available [2] Market Impact - The introduction of new models, particularly the Respect SUV, is expected to reshape the high-end vehicle market, targeting luxury brands like Range Rover and Rolls-Royce while maintaining competitive pricing [4][5] - The Respect SUV is projected to achieve annual sales exceeding 40,000 units, indicating strong market confidence [5] - The Aito M9 and M8 have already established themselves as top sellers in their respective price segments, contributing to a significant market share for Hongmeng Zhixing [6][7] Sales Goals and Performance - Hongmeng Zhixing set a goal to exceed one million vehicle deliveries this year, with over 30% of that target achieved by the end of August [3] - The company aims to come closer to its delivery target as the product matrix expands in the coming year [3] Competitive Landscape - The Respect SUV's success could further erode market share from traditional high-end brands like BMW, Benz, and Audi (BBA) [7] - Despite a general decline in high-end vehicle demand, the Aito M8 and M9 have collectively captured over 8% of the high-end market in the first seven months of this year [7] Brand Positioning Challenges - Hongmeng Zhixing faces challenges in differentiating products within its own brand portfolio, particularly between the Aito M9 Extraordinary Master Edition and the Respect SUV [8] - The Smart and Enjoy brands are tasked with finding a competitive edge in the mainstream market, which is crucial for the overall success of Hongmeng Zhixing [8] Channel and Organizational Changes - Hongmeng Zhixing is undergoing significant adjustments in its distribution channels, including the establishment of dedicated user centers for the Smart and Enjoy brands [9][10] - The company is also enhancing its organizational structure to support the launch of new products, with a strategic partnership with Chery to invest over 10 billion yuan and a dedicated R&D team [14]