车企争相入局 华为“境”“界”赛马

Core Insights - GAC Group and Huawei have launched the "Qijing" brand, marking Huawei's ambitious entry into complete vehicle marketing through its Smart Car Solutions BU [1] - Dongfeng Group has also announced its collaboration with Huawei on the "Yijing" project, showcasing the evolution from a supplier relationship to a co-created brand [1][4] - The competition between the "Qijing" and "Yijing" brands highlights Huawei's dual strategy in the automotive sector, with both brands aiming to capture market share in different segments [6][7] Group 1 - The "Qijing" brand was publicly unveiled on November 19, 2023, at a high-profile event in Guangzhou, emphasizing Huawei's strategic positioning in the automotive market [1] - The "Yijing" project, which has been in development for three years, was officially named during the Huawei QianKun Ecosystem Conference, indicating a significant milestone in the collaboration [3][4] - The competition between "Qijing" and "Yijing" is characterized by strong ambitions from both teams, with "Qijing" targeting the luxury sports car market while "Yijing" focuses on the broader family car segment [6][7] Group 2 - The "Qijing" and "Yijing" brands are part of a broader competitive landscape within Huawei, where the Smart Car Solutions BU is transitioning from a supplier to a full-fledged vehicle brand [1][8] - The collaboration model for the "Qijing" series involves the Smart Car Solutions BU team working directly within the automotive companies, enhancing the integration of technology and marketing [7][13] - Huawei's strategy includes leveraging its existing marketing channels through the "Wujie" series while ensuring that the "Qijing" and "Yijing" brands maintain distinct identities to avoid product homogenization [13][15]