文 栾铠韬 当2026年被业界普遍视为L3智能驾驶法规落地的关键之年，一场关于未来产业主导权的"决赛"已然鸣 枪。 在电动化建立起先发优势的中国汽车产业，能否在更艰深、更考验AI认知与体系能力的智能化下半场 实现直线超车？华为与广汽联合打造的"启境"，给出了一个超越单一产品范畴的前瞻回答。 它不仅是华为乾崑生态的"第一境"，更是一次将尖端算法、数据闭环与整车工程、制造基因进行基因级 融合的宏大实验。启境试图为中国汽车冲30万以上高端腹地，探索一条区别于传统供应商模式与智选车 模式的全新战术路径。 2026，"决赛圈"的逻辑悄然改变 关于2026年的特殊性，行业已有足够多论述。麦肯锡最新研究报告指出，2026年将成为汽车产业从"电 动化上半场"转向"智能化下半场"的关键分水岭。值得关注的是，这一阶段的竞争特征正在发生本质变 化——从早期的"软件定义汽车"向"软硬深度协同"转变。 同时，L3时代的到来，也对新时代的车辆提出了更高的要求。当辅助驾驶迈向有条件的自动驾驶，系 统决策必须与车辆的转向、制动、悬架执行器形成毫秒级闭环响应。任何算法与底层硬件之间的"翻译 损耗"，在L3场景下都可能造成一场安全问题。 传统分 ...

Core Insights - Huawei is entering the automotive market with a focus on high-end SUV and luxury sedan segments, leveraging its successful product strategies to create a new brand, Qijing, which will launch a shooting brake model [2][12] - The shooting brake category is gaining traction in China, appealing to a younger consumer base seeking personalized and multifunctional vehicles [3][4] - The integration of electric and intelligent technologies in the shooting brake design enhances its appeal, combining elegance, practicality, and safety [6][10] Industry Trends - The automotive market is experiencing intense competition, with brands like Tesla leading the charge in offering low-interest financing, prompting a price war among various manufacturers [3] - The shift towards shooting brakes represents a departure from traditional SUV and sedan markets, as consumers seek unique designs and functionalities that reflect their lifestyles [4][11] - The rise of "self-pleasing consumption" indicates a change in consumer behavior, where vehicles are seen as extensions of personal taste rather than mere transportation [6][11] Product Development - Qijing's first model, a shooting brake, is designed with a focus on aesthetics and functionality, aiming to balance beauty and practicality [4][10] - The vehicle features a length of over 5 meters, width of nearly 2 meters, and height of approximately 1.5 meters, showcasing a sleek and low-profile design [8] - Advanced electric vehicle platforms allow for better space utilization and performance, enhancing the driving experience [10][15] Technological Integration - The Qijing model will incorporate Huawei's comprehensive solutions, including intelligent driving and smart cockpit technologies, aiming to meet high-end market standards [14][15] - The vehicle is equipped with hardware for Level 3 conditional autonomous driving, positioning it to be among the first to offer this capability once regulations permit [15] - The collaboration with top-tier suppliers ensures high-quality components, enhancing the overall product offering [14]

Core Viewpoint - Huawei is entering the high-end SUV and hunting coupe markets, leveraging its successful product strategy to create a new brand, Qijing, in collaboration with GAC, focusing on the hunting coupe segment which is gaining traction among consumers [3][4][6]. Group 1: Market Trends and Consumer Insights - The hunting coupe category, inspired by European aristocratic hunting lifestyles, is resonating with the demands of China's new generation of consumers, emphasizing individuality, elegance, and practicality [5][6]. - The automotive market is at a turning point, with traditional SUV and sedan segments facing intense competition, leading to a search for new growth areas, such as the hunting coupe, which offers a unique design and functional positioning [9][10]. - The rise of the hunting coupe reflects a shift in consumer behavior, where vehicles are increasingly seen as extensions of personal taste and lifestyle rather than mere transportation tools [12][19]. Group 2: Product Development and Technological Integration - Qijing's first model, the hunting coupe, combines electric and intelligent technologies, creating a new star in the personalized automotive market [7][10]. - The integration of electric vehicle platforms allows for better design and functionality, with Qijing's hunting coupe featuring a length of over 5 meters and a width of nearly 2 meters, enhancing stability and aesthetic appeal [16][18]. - The vehicle's design and engineering leverage advanced technologies, including a high-performance electric drive system and smart features, to enhance user experience and safety [19][26]. Group 3: Competitive Landscape and Strategic Positioning - Qijing aims to replicate Huawei's successful product development and marketing strategies, utilizing a closed-loop system that integrates user-centered design and high-quality manufacturing [21][24]. - The collaboration with top-tier suppliers like CATL and Bosch ensures that Qijing's hunting coupe is equipped with premium components, positioning it competitively in the high-end market [25]. - The vehicle is designed to support L3 conditional autonomous driving, potentially making it one of the first in its class to offer this feature once regulations permit [26].

本报此前已独家报道，启境两款新车已确定上市时间表，将于今年二三季度分季度推出。首款猎装轿跑计划4月北京车展亮相，6月上市，新车定位30万元 级别，搭载华为乾崑L3级智驾架构，提供纯电、增程双版本。 当前高端智能电动车市场竞争已呈白热化，有统计显示2026年30万元以上新车型增至36款，头部车企份额超85%，马太效应显著，市场竞争激烈。 对于广汽而言，启境是其"番禺行动"改革的核心载体，不仅将补全品牌矩阵，还承载着集团高端化与智能化转型的双重诉求。 随着两款新车上市临近，广汽与华为联合打造的启境品牌，营销布局正加速推进。 近日，《国际金融报》记者独家获悉，拥有15年跨行业营销经验的董威娜已正式入职启境，担任首席营销官（CMO）一职，统筹品牌市场营销、战略定 位及用户运营等工作。 公开履历显示，董威娜曾任职群邑集团，2010年前后加入华为，参与企业级市场品牌推广与营销战略制定，其职业生涯和汽车结缘始于2018年，彼时董威 娜加入吉利新能源，参与品牌电动化转型及极氪品牌前期筹备，几年后离开又再度回归。 董威娜的入职，正值启境品牌产品落地的关键窗口期。 作为华为"境"字辈模式的首个落地品牌，启境采用"车企主导、华为赋 ...

本报此前已独家报道，启境两款新车已确定上市时间表，将于今年二三季度分季度推出。首款猎装轿跑 计划4月北京车展亮相，6月上市，新车定位30万元级别，搭载华为乾崑L3级智驾架构，提供纯电、增 程双版本。 当前高端智能电动车市场竞争已呈白热化，有统计显示2026年30万元以上新车型增至36款，头部车企份 额超85%，马太效应显著，市场竞争激烈。 对于广汽而言，启境是其"番禺行动"改革的核心载体，不仅将补全品牌矩阵，还承载着集团高端化与智 能化转型的双重诉求。 董威娜过往履历和展现出的能力无疑适配当前启境的需求。在业内看来，其既能凭借华为工作经历搭建 与华为生态的沟通桥梁，又能以极氪经验助力启境精准卡位高端市场，同时，跨行业营销能力也有助于 加速启境用户思维落地，弥补广汽在高端电动品牌营销上的短板。 随着两款新车上市临近，广汽与华为联合打造的启境品牌，营销布局正加速推进。 近日，《国际金融报》记者独家获悉，拥有15年跨行业营销经验的董威娜已正式入职启境，担任首席营 销官（CMO）一职，统筹品牌市场营销、战略定位及用户运营等工作。 公开履历显示，董威娜曾任职群邑集团，2010年前后加入华为，参与企业级市场品牌推广与营销 ...

1月5日消息，广汽集团（601238）与华为联合打造的全新品牌"启境"首款猎装轿跑近期频繁被目击于公 共道路，引发广泛关注。作为华为乾崑"第一境"，启境是华为乾崑唯一技术、团队、流程、理念四大资 源毫无保留投入的品牌，代表了华为乾崑在智能汽车领域的最高战略意图。 综合汽车社区、路测追踪平台及行业信源信息，该车型的路测活动已扩展至全国20余座城市，测试密度 和地理跨度均处于行业前列。尽管外观仍处保密状态，但其猎装轿跑形态，融合轿跑流线美学与掀背式 尾门实用性，已通过车身轮廓显露无遗。 测试内容不仅包括传统机械性能，如转向精准度、悬架滤震表现，更深入考察智能座舱语音识别准确 率、多屏联动流畅度、自动泊车成功率等用户体验细节。此外，有消息表示，该款车型在不同网络环境 下的V2X通信稳定性也成为验证重点之一。 此次广泛路测也被视为市场预热的重要环节，在消费者对智能化、设计感与实用性的综合要求日益提升 的当下，启境通过实车高频曝光，逐步建立产品认知与品牌期待。随着工程验证进入尾声，这款集美 学、科技与性能于一体的猎装轿跑，将在今年6月份正式揭开面纱，冲击细分市场格局。 ...

Group 1 - The core viewpoint of the news is that Qijing Automotive will launch its first shooting brake model in June next year, featuring Huawei's full-stack intelligent technology [1][3] - Qijing is a new high-end intelligent electric vehicle brand jointly created by Huawei and the Qijing team, with investment from GAC Group, aiming to establish a young, high-end, and trustworthy flagship [3] - The shooting brake model has completed extreme high-temperature environment testing and design finalization, with plans to introduce two additional models by 2026 [3]

与"1+1＞2"的协同效应，更为优质产品的打造注入了强劲动能。 启境CEO刘嘉铭 近日，启境品牌首次正式公开亮相，启境是华为乾崑和启境团队联合打造的全新高端智能新能源汽车品牌，由广汽集团投资。作为华为乾崑"境"系列开篇之 作，启境承载着华为乾崑对智能汽车未来发展的战略构想，也宣告其在高端智能汽车领域品牌布局正式启航。 在大会现场，华为智能汽车解决方案BU CEO靳玉志阐述了华为乾崑的愿景，即将智能融入每一辆车，让出行更安全、生活更美好。谈及与启境的合作，靳 玉志用"一启入境，共赴美好"一词定义双方的紧密合作关系。他表示，为打造用户心目中的梦想之车，华为乾崑将与启境坚持"绝不妥协"的态度，共同打造 一款"美得出色、驾得热爱、智得自在"的"六边形战士"车型，以全维度优势突破用户期待，打造真正超越想象的Dream Car。 华为智能汽车解决方案BU CEO靳玉志 启境品牌CEO刘嘉铭表示，华为乾崑与启境团队构建起紧密高效的联动机制，双方以精准的用户洞察为切入点，充分整合各自在技术研发与资源整合上的优 势，在造型工程优化、智能交互体验升级、底盘性能精细调校及全维度安全体系搭建等关键领域，稳步推进扎实且高效的联合研发工 ...