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华为乾坤智驾
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四个半月销量要过万,华为立下的军令状能帮猛士翻身吗?
3 6 Ke· 2025-08-22 11:51
Core Viewpoint - The launch of the Dongfeng Mengshi M817 is seen as a critical opportunity for the Mengshi brand to recover from its previous struggles in the market, with a starting price of 319,800 yuan and promotional benefits of up to 70,000 yuan [1][5]. Sales Expectations and Historical Performance - Huawei has set a sales target of 12,400 units for the M817 within four and a half months, while Dongfeng Group internally expects 15,000 units [2]. - The Mengshi 917, launched in 2023, has underperformed with only 689 units sold in the first seven months of 2025, leading to significant financial losses for the brand [2][4]. - Dongfeng Group has issued a profit warning, predicting a net profit of only 30 to 70 million yuan for the first half of 2025, a decline of 90% to 95% year-on-year [3]. Market Positioning and Pricing Strategy - The M817's pricing strategy reflects a shift from a luxury positioning to a more competitive price point, with the entry-level model priced at 319,800 yuan, which is 10,000 yuan lower than the pre-sale price [5][14]. - The vehicle's pricing and promotional strategies have resulted in a high order rate of 40% in some northern regions, surpassing the industry average of 30% [5]. Brand Challenges and Market Dynamics - The Mengshi brand faces significant challenges in establishing itself in the competitive 300,000 yuan price segment, which is crowded with numerous players [14][15]. - The brand's previous luxury positioning has not resonated with consumers, leading to a need for a redefined brand narrative that emphasizes both performance and value [9][16]. - The overall market for new energy vehicles in the 300,000 to 400,000 yuan range has seen a decline in sales, particularly in the 300,000 to 350,000 yuan segment, which dropped by 18% compared to the previous year [15]. Strategic Implications - The M817 is positioned as a pivotal model for the brand, tasked with not only boosting sales but also revitalizing the brand's image and dealer profitability [9][12]. - The reliance on Huawei's technology for the M817 is a key selling point, with many consumers prioritizing the vehicle's smart driving capabilities over its off-road performance [10][12]. - The brand's future success hinges on its ability to quickly penetrate the market and establish a strong brand perception amidst increasing competition from other manufacturers [13][16].
华为乾坤智驾搭载量已达100万辆,规避碰撞超254万次
Ju Chao Zi Xun· 2025-08-13 02:51
Core Insights - Huawei's QianKun intelligent driving solution has reached a milestone of 1 million vehicles equipped with its technology [2] - By July 31, 2025, the QianKun intelligent driving system is projected to have prevented over 2.54 million potential collisions [2] - The total assisted driving mileage accumulated by QianKun is 4.05 billion kilometers, with 260 million instances of assisted parking [2] Group 1 - In July, the assisted driving mileage was 512 million kilometers, with an average daily increase of 16.51 million kilometers [2] - The highway assisted driving mileage accounted for 363 million kilometers, while urban assisted driving mileage was 149 million kilometers, with urban driving making up 29% of total urban and highway mileage [2] - There were 765,000 active users of the assisted driving feature, with an average of 699 kilometers driven per user [2] Group 2 - The QianKun intelligent driving solution is being adopted not only by domestic brands but also by joint venture brands [3] - The SAIC Audi A5L Sportback, the world's first fuel vehicle equipped with Huawei's QianKun intelligent driving technology, was officially launched on August 2 [3]