30.98万元起 顶配降8万元 新享界S9上市！鸿蒙智行旗舰MPV将亮相 余承东：将超越市面所有对手

Core Insights - The launch of the new Xiangjie S9 marks the last new vehicle from Hongmeng Zhixing for the year, featuring four models with a price range of 309,800 to 369,800 yuan, maintaining the starting price of the previous model while reducing the top model's price by 80,000 yuan [1] - Huawei's executive Yu Chengdong announced the upcoming flagship MPV of the "9 series," claiming it will surpass all existing flagship MPVs in the market [1] Pricing and Market Position - The Xiangjie S9 was initially priced between 399,800 and 449,800 yuan, which was higher than competitors like the Mercedes-Benz E-Class, BMW 5 Series, and Audi A6, leading to a lack of market competitiveness [2] - The S9's sales performance was disappointing, with monthly sales averaging below 1,000 units due to factors such as brand recognition issues and limited practical applications of its smart driving features [2] Sales Performance and Strategy - In April 2025, the S9 introduced an extended-range version with a significant price reduction to 309,800 yuan, which improved its sales performance temporarily [2] - However, sales declined again in the latter half of 2025, with monthly sales dropping to 618 units by October [2] Strategic Partnerships and Future Plans - The second model, Xiangjie S9T, launched in September 2025, achieved over 30,000 pre-orders within 66 days, indicating a positive market response [3] - A strategic partnership between BAIC New Energy and Huawei aims to invest 20 billion yuan over three years to enhance the Xiangjie brand through technology upgrades and resource sharing [3] Product Development and Features - The new Xiangjie S9 shares design and configuration elements with the S9T, including advanced sensor technology and a unified control architecture for improved system integration [4] - The vehicle adopts Huawei's new Tuling platform, enhancing its technological capabilities [4] Market Challenges - The overall market for vehicles priced between 300,000 and 400,000 yuan has seen a decline of 3.9% year-on-year, with a notable drop in sedan sales [5] - Internal competition between the S9 and S9T may lead to market confusion and dilute brand performance, necessitating clear differentiation strategies [5]