【文/观察者网 潘昱辰 编辑/高莘】日前，有消息称前荣耀首席营销官（CMO）郭锐已于2025年年底确 定加盟智界汽车，出任首席执行官(CEO)一职，内部计划近期官宣这一消息。 郭锐毕业于北京大学信息科学技术学院，获理学博士学位。在2017—2021年期间，郭锐任华为终端大中 华区CMO；荣耀品牌独立后，他加入新的荣耀创业团队，任荣耀品牌营销部（一级部门）总裁，统一 管理品牌、营销各体系工作。2025年上半年，郭锐曾主导了全新Power系列、数字400系列、Magic V5 等重要产品的上市营销。 2025年12月，郭锐于个人朋友圈宣布离开荣耀。 智界汽车则是由奇瑞汽车与华为合作的汽车品牌，属于鸿蒙智行。2025年8月，华为与奇瑞宣布深化战 略合作，开启"智界品牌2.0战略"。双方共同投入百亿资金，组建5000人的专属研发团队，为智界品牌 的技术升级和市场拓展提供支撑。同年，新款智界S7和新款智界R7相继推出。此外，华为常务董事、 终端BG董事长余承东还于去年11月宣布鸿蒙智行首款MPV车型V9将落户智界。 另外在今年1月，前腾势总经理赵长江已宣布加入智界汽车，担任执行董事及执行副总裁。他还曾转发 余承东宣传智 ...

Core Insights - In 2026, the company plans to launch new products, expand channels, and venture overseas, indicating a multi-faceted growth strategy [1][4] - The appointment of Guo Rui as CEO marks a significant leadership change, bringing in expertise from Huawei and the consumer sector [1][2] Company Developments - Guo Rui, previously with Huawei and Honor, has joined the company as CEO, with plans for an official announcement soon [1][2] - The company has launched two models, S7 and R7, targeting the 200,000 to 300,000 yuan market segment, with a total sales forecast of approximately 58,000 units in 2024 [2] - The company is set to introduce its third model, V9, along with a new large SUV R9 and updated versions of S7 and R7 in 2026 [4] Market Strategy - The company aims to open 100 to 200 exclusive brand stores this year and plans to begin international expansion in the second half of the year [4] - The company has transitioned to an independent operational model under Huawei's HarmonyOS, enhancing its market presence [2][4] - Guo Rui's recruitment reflects a trend of Huawei alumni moving into the automotive sector, indicating a growing influence of tech expertise in the industry [4]

Core Insights - In 2026, Zhijie is focusing on launching new products, expanding channels, and going overseas while continuing to strengthen its executive team [1] - The company has recently appointed Guo Rui, a veteran from Huawei, as CEO, indicating a strategic move to enhance leadership [1][3] Company Developments - Guo Rui has a diverse background in consumer goods and technology, having worked with companies like Procter & Gamble, COFCO, and Huawei, where he led brand marketing efforts [3] - Zhijie, a smart electric brand co-created by Huawei and Chery, has launched two models, S7 and R7, targeting the 200,000 to 300,000 RMB market segment [5] - The company plans to introduce its third model, V9, an MPV, along with a new large SUV R9 and updated versions of S7 and R7 in 2026 [5] Sales Performance - In 2024, Zhijie sold approximately 58,000 vehicles, with S7 and R7 performing nearly equally [5] - Sales increased to 91,000 vehicles in 2025, although S7 saw a decline of over 60% year-on-year, with R7 becoming the main sales driver [5] Strategic Initiatives - Zhijie aims to open 100-200 exclusive brand stores throughout the year and plans to begin international expansion in the second half of 2026 [5] - The brand has transitioned to an independent operation under Huawei's HarmonyOS, marking a significant shift in its business model [5] Industry Trends - The influx of Huawei talent into the automotive sector is notable, with several executives from Huawei joining new energy vehicle companies [6]

Key Points - The core viewpoint of the article emphasizes Chery Automobile's transformation into a global technology-driven automotive enterprise, focusing on both globalization and smart technology [2][14][15]. Group 1: Basic Information - Chery Automobile was established in 1997 and has transitioned from reverse engineering to a technology-driven enterprise, initially entering the mainstream and entry-level passenger car market with models like Fengyun and QQ [14]. - The company has a clear shareholding structure involving state-owned capital, strategic investors, and management, ensuring no direct interference in operations from state capital [14][15]. - Financial data shows improvement driven by the growth of new energy vehicles and exports, with significant revenue increases expected from 2022 to 2024 [19][21]. Group 2: Brand System - Chery has developed a five-brand system to meet diverse market demands, including Chery, Jetour, Exeed, iCAR, and Zhijie, each targeting different customer segments [38]. - The main brand, Chery, focuses on the mainstream market with high cost-performance and various powertrain options, while Jetour emphasizes family-oriented SUVs [41][46]. - Exeed targets the high-end market, iCAR is aimed at younger consumers with personalized electric vehicles, and Zhijie collaborates with Huawei to offer smart electric vehicles [41][57]. Group 3: Export Strategy - Chery's export strategy has evolved from focusing on developing markets to expanding into key markets like Russia and Europe, with a significant presence in Russia as of 2023 [62][66]. - The Tiggo series is central to Chery's product strategy, offering a range of energy types and configurations to adapt to different regional markets [70]. - The company has rapidly expanded its overseas dealer network, increasing from 252 to 1092 dealers between 2022 and 2025, supporting its global sales strategy [78]. Group 4: Technological Foundation - Chery is consolidating its smart technology development by integrating its subsidiaries into a centralized "Chery Intelligent Center" to enhance its R&D capabilities [82][83]. - The company employs a dual-track strategy of self-research and collaboration with leading technology partners like Huawei and Horizon to advance its smart driving technologies [83]. - Chery's vehicle platform structure includes traditional fuel platforms and new energy platforms, allowing for a layered approach based on price and technology paths [84]. Group 5: Profit Forecast and Investment Recommendations - Chery is projected to achieve net profits of 184 billion, 211 billion, and 254 billion yuan from 2025 to 2027, with a strong growth trajectory in new energy and export markets [6][88]. - The company is expected to maintain a higher valuation compared to its peers due to its robust growth in new energy vehicles and stable export position, receiving a "buy" rating for its stock [6][90].

Core Viewpoint - The article discusses the evolving landscape of the electric vehicle (EV) market, emphasizing the need for sustainable sales strategies beyond initial hype and the importance of establishing a strong value proposition for long-term success [6][54]. Group 1: Market Dynamics - The EV market has seen a surge in new models, but success is often measured by initial sales figures and year-end rankings, which can be misleading [6][7]. - Traditional "internet celebrity cars" tend to follow a parabolic sales curve, peaking shortly after launch and then declining, relying on short-term marketing and product appeal [11][12]. - The article identifies three new models that have successfully navigated the market, showcasing different strategies for sustained sales [12]. Group 2: Case Studies of Successful Models - **Xiaomi SU7**: Achieved peak sales of nearly 30,000 units in March 2025, supported by Xiaomi's extensive user base and effective marketing. However, it faces the challenge of maintaining interest beyond initial hype [15][16]. - **Xpeng MONA M03**: Launched in August 2024, it quickly reached over 10,000 units in sales within three months and maintained monthly sales between 10,000 and 16,000 units, capitalizing on a key price segment and offering advanced features [18][20]. - **AITO M8**: Experienced a "deep squat and jump" sales pattern, stabilizing at over 20,000 units monthly by summer 2025, benefiting from Huawei's technology integration and brand recognition [23][24]. Group 3: Challenges and Market Positioning - The article highlights the importance of establishing a "value anchor" in consumers' minds to ensure long-term sales, as seen with models like Li Auto L6, which despite a decline, remains a top seller due to its defined market position [28][29]. - Models in the competitive 200,000 to 300,000 yuan price range face significant challenges, with many struggling to differentiate themselves in a crowded market [31][32]. - The **智界 R7** and **享界 S9** illustrate the difficulties faced by models that fail to establish a unique market position, leading to declining sales despite technological backing [34]. Group 4: The Importance of Sustainable Sales - The article emphasizes the existence of "low-profile long runners" that, while not flashy, maintain steady sales through balanced product offerings and precise market positioning [36][38]. - Models like **零跑 C10** and **腾势 D9** demonstrate the effectiveness of a stable sales strategy, contributing significantly to their brands' overall performance [41][43]. - The need for a healthy product matrix is highlighted, as brands that rely solely on a single "hit" model face increased risks in a competitive environment [51]. Group 5: Emerging Market Rules - The article outlines new market rules where "smart equality" becomes a baseline requirement, and the importance of a comprehensive product matrix is emphasized for risk mitigation [51][52]. - The concept of "value for money" has evolved to include total ownership costs, making it a critical factor in consumer decision-making [51]. - The success of models like AITO is attributed to deep collaboration between technology providers and manufacturers, contrasting with less effective loose partnerships [52].

齐鲁晚报·齐鲁壹点记者 陈丹 像李女士一样，持币观望的"等等党"消费者不在少数。美恒汽车城的鸿蒙智行店，销售着智界、享界、 问界等车型。销售经理李振宇介绍，进入1月份，消费者到访量没有受太大影响，每周能有80至90组客 户，但成交量相比之前有明显变化。他指着面前的智界R7说，新政策执行后，要比去年增加10000元左 右的购置税。尽管顾客相对价格没那么敏感，但车企日新月异的智驾技术和配置硬件的不断升级，令不 少消费者选择继续观望。 2026年或许是新能源汽车市场重新洗牌的元年，也是其由政策驱动转向市场驱动的关键一年。影响消费 者购车决策的不只是购置税调整，还有整个车市环境。根据中国汽车流通协会乘用车市场信息联席分会 （乘联会）的零售口径数据，预计2026年1月狭义乘用车零售销量约为180万辆（环比下降20.4%），其 中新能源乘用车约占80万辆（环比下降33.8%，同比下降40.2%），燃油车约为100万辆。 显然，汽车市场正从高增速转向存量竞争，新能源车企间的角逐也将由单纯的"价格内卷"，转向技术创 新、成本控制、服务生态等多维度的综合比拼。新的一年，谁能以更好的品质和更优的服务打动消费 者，谁就将掌握破局的 ...

Group 1 - The article discusses the upcoming OTA (Over-The-Air) upgrade for the Zhijie R7 vehicle, highlighting the importance of timely updates for vehicle performance and features [20][44]. - Users will receive notifications through the Hongmeng Zhixing App when the new version is available for download [25][26]. - The upgrade process is expected to take approximately 30 minutes, and users are advised to ensure their vehicle is parked safely and has a stable network connection during the upgrade [9][29]. Group 2 - The OTA upgrade will initially be available to a limited number of users for testing before a broader rollout [34]. - Users can participate in the first batch of upgrades by signing up through the Hongmeng Zhixing App [10][34]. - Common issues during the upgrade process include potential network connectivity problems, which can be resolved by moving the vehicle to an area with better signal [39].

华为终端 BG 董事长余承东今日转发智界R7完成0.217超低风阻系数测试的消息称，风阻是经常被忽略 的续航"杀手"，大家选车可以多留意风阻系数。 他指出，车辆120km/h时，风阻消耗能量可达70%！同等电池容量，风阻系数只差一点点，续航会相差 几十公里。 他还表示，智界R7 做到了大空间和低风阻兼得，非常值得体验。 责任编辑：王翔 华为终端 BG 董事长余承东今日转发智界R7完成0.217超低风阻系数测试的消息称，风阻是经常被忽略 的续航"杀手"，大家选车可以多留意风阻系数。 他指出，车辆120km/h时，风阻消耗能量可达70%！同等电池容量，风阻系数只差一点点，续航会相差 几十公里。 他还表示，智界R7 做到了大空间和低风阻兼得，非常值得体验。 责任编辑：王翔 ...

Core Viewpoint - The article emphasizes the importance of the drag coefficient in electric vehicles, highlighting it as a critical factor affecting the range of electric cars [1] Group 1: Importance of Drag Coefficient - The drag coefficient is often overlooked but is crucial for electric vehicle range, with energy consumption at 120 km/h reaching up to 70% due to drag [1] - A slight difference in drag coefficient can lead to a significant variation in range, potentially affecting the distance by several dozen kilometers with the same battery capacity [1] Group 2: Recent Developments - The Zhijie R7 has recently achieved a key certification in a professional wind tunnel, with its pure electric Ultra version recording a drag coefficient of only 0.217 under specific testing conditions (120 km/h at 23°C) [1]

Core Viewpoint - Zhao Changjiang, former executive of BYD, has officially joined Zhijie Auto as Executive Director and Executive Vice President, marking a significant shift in leadership as the company aims to strengthen its position in the high-end MPV market with the launch of its first MPV model, the Zhijie V9 [1][2] Group 1: Leadership Transition - Zhao Changjiang's appointment at Zhijie Auto concludes months of speculation following his departure from BYD in October 2025 [1] - His first major product at Zhijie will be the V9 MPV, which parallels his previous success with the BYD Tengshi D9, a model that disrupted the high-end MPV market [1][2] Group 2: Market Context - The domestic MPV market has become increasingly competitive since the launch of the Tengshi D9, raising questions about Zhao's ability to replicate past successes [2] - Zhijie Auto's current sales are primarily driven by the R7 model, which has shown significant volatility in sales figures over the past year [1] Group 3: Historical Performance - Zhao's career at BYD began in 2009, where he quickly rose through the ranks, eventually becoming the youngest sales head in the company's history [3] - Under his leadership, BYD's Tengshi brand transformed from struggling with low sales to becoming a benchmark in the high-end MPV segment, achieving a total sales volume of 103,460 units in 2025 [5] Group 4: Challenges and Strategies - Zhijie Auto has faced challenges, including a delivery crisis for the S7 model, which saw a significant gap between orders and actual deliveries due to production delays [6][7] - The company has since restructured its operations, with a focus on independent management and a clear division of responsibilities between Huawei and Chery, aiming to enhance production capabilities [7] Group 5: Product Features and Market Positioning - The Zhijie V9 is designed to target the high-end MPV market, boasting features such as a spacious interior, advanced safety systems, and a long range of over 1250 km [8] - The vehicle's launch is critical for Zhijie to establish a strong brand identity and move beyond reliance on a single successful model [9] Group 6: Future Outlook - The upcoming months will be crucial for both Zhijie and Zhao Changjiang as they seek to prove their capabilities in a competitive landscape filled with established players [9][10] - Zhao envisions Zhijie as a user-centric global benchmark brand, aiming to create a unique user-friendly ecosystem in the AI era [10]