广州车展观察｜车企争相入局 华为“境”“界”赛马

Core Insights - GAC Group and Huawei's collaboration on the "Qijing" brand marks a significant entry into the automotive market, showcasing Huawei's ambition in vehicle marketing and technology [1][4] - The competition between GAC's "Qijing" and Dongfeng's "Yijing" highlights the strategic positioning of Huawei's automotive business unit (BU) as it transitions from a supplier to a full-fledged vehicle brand [1][5] - The "Jing" series represents a new competitive landscape within Huawei, where the automotive BU and the terminal BG are both vying for market share in the automotive sector [1][3] Summary by Sections Brand Launch and Competition - The "Qijing" brand was publicly announced on September 16, 2023, by GAC Group and Huawei, aiming to seize the first-mover advantage in the "Jing" series [4] - Dongfeng's "Yijing" project, which has been in development for three years, officially revealed its name during the Huawei QianKun Ecosystem Conference, indicating a competitive dynamic between the two brands [4][5] Strategic Positioning - The automotive BU's approach involves direct integration with car manufacturers, with teams embedded in GAC's and Dongfeng's operations to enhance collaboration [5][10] - Both "Qijing" and "Yijing" are set to launch their first vehicles by mid-2024, reflecting a strong competitive spirit between the two brands [5][6] Market Dynamics - Huawei's "Jing" series is positioned as a technical powerhouse, while the "Wujie" series benefits from Huawei's strong marketing channels, creating a dual strategy in the automotive market [1][10] - The competition between "Jing" and "Wujie" is seen as a way to expand the overall market, with both teams expressing a desire for healthy competition to grow the automotive sector [5][10] Collaboration and Synergy - The launch of the "Jing" series is viewed as a validation of the "Wujie" model, indicating that the market can support multiple brands under Huawei's umbrella [11] - Huawei's internal collaboration strategy allows for a coordinated approach to market presence, with the "Jing" series complementing the existing "Wujie" offerings [11]