- Tram Ho
Huawei doesn’t make cars, but the Chinese tech giant has recently focused on developing software-related features such as communication systems, 5G network support, and more cloud features like search engine technology. information search, vehicle management, traffic report and many more managers.
And the first product just launched is a collaboration with Cyrus (a sub-brand of Dongfeng Xiaokang group), called Cyrus Huawei Smart Selection SF5.
As the first vehicle sold by Huawei, the SF5 was launched at the Shanghai Auto Show a month ago, with two-wheel drive (2WD) and four-wheel drive (4WD) versions priced at Rs. 216,800 yuan and 246,800 yuan ($34,000 and $38,700). Official information shows that the new car is equipped with a “3 in 1” electric drive system called Huawei DriveONE, with Huawei HiCar intelligent connectivity system and Huawei Sound audio system. However, only the all-wheel drive version is equipped with the DriveONE electric powertrain and is currently only available in Huawei offline stores and on the official website.
Cyrus Huawei Smart Selection SF5.
Since its launch on April 20, Huawei has opened the door for customers to view the car offline and test drive it in cities such as Shanghai, Shenzhen, Hangzhou, and Chengdu. At the end of May, stores in other cities such as Beijing and Guangzhou will open respectively. It is known that Huawei will build 200 experience stores to sell cars by the end of July and the number will increase to about 1,000 stores by the end of this year.
Under this process, consumers must first pay a 1,000 yuan deposit on the official website, and then go to an offline store for a test drive. However, in fact, users can directly book an appointment at offline stores. And if you want to buy a car, you will need to deposit 10,000 yuan.
According to initial data, since the launch of Cyrus Huawei Smart Selection SF5, the order performance of this model is quite impressive, exceeding 3,000 orders in the first two days and the order volume has exceeded 6,000 orders in the week. Firstly. The current order volume has exceeded 10,000.
“Most of the customers that I receive are young people from 28 to 35 years old. Many people order directly after test driving. They always have love for Huawei,” said a sales manager of a cooperative store. name Jinconcelis 4S in Shenzhen city share.
At this store, at the middle of the week and due to the location not in the city center, within an hour of the reporter’s presence, there were about 4-5 people coming to the store to see this SF5.
“Today is a working day, the store has few customers, the sales staff are also few. Saturdays and Sundays are especially crowded. We hardly have time to rest. Employees have to work overtime until 9pm. , 10 pm is a normal thing,” the director added.
Chinese users are eager to learn about SF5 at Huawei experience store.
Earlier on May 16, the jostling scene actually took place at the Huawei product experience store in Shenzhen. The hot weather that day did not seem to stop people’s excitement and curiosity about the new model of the Chinese technology company. Some people were surprised because: “Huawei is selling cars” , others were very interested: “I’ve heard of this car before, and with Huawei’s product tradition, I’m very optimistic about it. “. Some people expressed excitement after the test drive: “Impressive acceleration, good sound” . Most people are concerned with price, performance, and range.
According to the staff at this store, the current flow of people, although very crowded, is actually “not too high”. Because during the holiday period of May 1, the traffic to the store is more than 5,000 people per day, the highest is 12,000 people. At that time, test-drive appointments were all temporarily cancelled. Currently, the weekend test drives are also full.
Consumer interest in the new model has caused a severe shortage of staff to showcase the products, to the point where Huawei has resorted to partner Cyrus for support in its experience stores.
“The car has an extended range and is equipped with a dual-motor system. In pure electric mode, it can achieve a range of 180 km, enough to meet daily, long commutes in the city. can achieve a range of more than 1,000 km. The battery is powered by BYD’s tertiary lithium battery,” a store employee introduced.
Huawei employees also said that cars ordered in April could be delivered according to the schedule in about a month and a half, but it will now take two or three months for new orders and could take until the end of the day. New car in August.
However, not everyone knows the manufacturer is Cyrus, but often mistakenly thinks the product is completely developed by Huawei.
However, according to initial observations, except for the audio system marked with the words Huawei Sound and the rear end marked with the words “Huawei Smart Selection”, no other Huawei logo is displayed on the car. the whole car. The sales staff also said that the current operating system of the showroom and test cars is still the initial factory setting, and they will be upgraded to Huawei HiCar when it officially reaches users.
Although Huawei’s auto sales are still in the early stages, Huawei’s record of orders has surprised many well-known new energy vehicle brands.
“Some users initially wanted to buy Tesla, but Tesla’s reputation recently became too negative and they turned to us,” said an employee of a Huawei store in Shanghai.
In the shopping mall where Huawei’s largest store in Shenzhen is located, there is also a Tesla store. But by comparison, the passenger traffic of the Tesla store is relatively dismal. Even a Huawei store employee who just quit her job at Tesla, she went through 4 rounds of interviews lasting 2 months to officially join the company in May.
“Huawei did a good job of keeping it secret. When I first arrived, I didn’t know that they had this car, only knew that they had a car business. After learning about their Huawei HiCar system, I felt like quite interesting,” this female employee shared. She also said that Huawei will definitely introduce more brands of auto products for sale in the future, but the specific brands are yet to be revealed.
The Tesla experience store is empty after the recent scandals of the US electric car company.
While it may seem like a good start, according to industry insiders, Huawei also faces potential challenges and risks when entering this new business.
First of all, in terms of vehicle supply, Huawei will select brands and products that use its own smart vehicle solutions. However, the R&D process and car production cycle are still long, which is also why Huawei currently only sells the Cyrus Huawei Smart Selection SF5. Although it uses Huawei elements, it is not actually equipped with Huawei’s smart car solutions such as autonomous driving technology or HongmengOS-enabled technologies.
Second, after car companies choose to work with Huawei, their products will be more branded by Huawei, which is a double-edged sword. On the one hand, it can increase product exposure and sales, but on the other hand, it can also weaken the independence of the brand. Because in fact, many people who come to experience products at Huawei stores say they do not know that the manufacturer of Huawei Smart Selection SF5 is Cyrus, but only know the car through the name Huawei Smart Selection.
Car sales often involve a very complex after-sales system. The probability of consumers seeing a certain car in the supermarket and then directly ordering to buy it is extremely low.
In the end, Huawei is only responsible for sales support and Cyrus will complete the delivery and after-sales. As a little-known niche brand, it remains unclear whether Cyrus can deliver the bulk of orders brought in by Huawei on schedule, and ensure the delivery experience meets user expectations. or not. Once the product has a problem, what responsibility Huawei will have to bear is still not clear.
As Huawei’s smart car brand choices increase, it will be difficult for the company to ensure a consistent user experience for its products. This will be a major test of the Chinese tech giant’s reputation.
“The current monthly goal for each salesperson is to sell more than 10 cars,” said a salesman at the Jinconcelis 4S store in Shenzhen Cyrus. When asked if there is pressure to meet the target, the person replied: “It seems fine for now.”
Refer to Sina
Source : Genk