The most disruptive week for the automotive industry is coming

In the last week of 2023, the most exciting year-end melee in the auto market is coming.

On December 26, Wenjie’s blockbuster model this year, the Wenjie M9, will be officially launched; on December 27, Jikrypton’s Model 3-matching Jikrypton 007 will be launched; Xiaomi’s first model, SU7, will most likely be unveiled at the end of the month; Xiaopeng The first MPV was launched on New Year's Day; Ideal MEGA withdrew from this fierce launch cycle and returned to the factory for major changes; it can be seen that this week, no matter in terms of marketing volume or the intertwined competitive situation, the car industry has been in the automotive industry for a long time. The industry has become rare.

This round of melee has first created invisible pressure among car companies.

Judging from the launch time, all car companies are waiting to see who will take the lead first.

Jikrypton 007 was first scheduled to be released on December 27, and it was announced that it would be officially delivered on January 1 next year.

The most lethal one is undoubtedly Wenjie. On December 14, as Yu Chengdong announced the launch date of Wenjie M9 on Weibo, the time after the 26th to avoid Huawei 's popularity became a node for various car companies to compete for.

Source: Yu Chengdong Weibo

First of all, the Wenjie M9 is a recognized traffic secret. As a flagship car model, it is called the "King of Technology Cars". The launch of the Wenjie M9 is bound to have a huge traffic effect. This wave of effect is likely to swallow up the volume of other new cars on the market, whether they are the same or not. level models.

Ideal and Xpeng are constantly pulling the strings in this round of new car launches, and there are also factors that are afraid of Huawei. Although their new cars do not belong to the same level this time, judging from their delay in announcing the launch date, the main reason is that they are observing each other, and launching cards closely means they can get more room for adjustment.

However, this round of new cars has a strong lineup, and Ideal MEGA is still absent in the end. In view of the fact that Ideal has experienced many radical changes before the launch of new cars, and this round of competition is fierce, Ideal has to make major adjustments to MEGA. Prudence may also be the greatest respect for competition in the auto market.

The confrontation between Lideal MEGA and Xpeng X9 has become a topic of common discussion from product launch to auto show. This cross-level competition also further proves that this round of new car competition has broken through the traditional market segment competition and is about marketing capabilities. , build market awareness, etc., to break the multi-dimensional competition of traditional automobile marketing methods.

Many people in the industry have even felt that this round of new car melee at the end of the year may rewrite the perception of the automotive industry.

Attention, black technology warning

As the flagship model of Wenjie, Huawei has demonstrated some of the black technologies of Wenjie M9 in the past period of time.

For example, smart headlights that take car headlights to a new level can not only achieve safety lighting and various entertainment interactions, but also rely on Huawei's self-developed optical algorithms and sensing technology. Huawei's smart car lighting solutions bring technologies A breakthrough will have a disruptive impact on the entire automotive supply chain.

At the same time, the AR-HUD equipped on Wenjie M9 brings an interactive experience with smart attributes far beyond the industry in terms of navigation mode, smart driving mode and entertainment attributes. Although BMW iX3, Mercedes-Benz EQS, Audi Q4 e-tron Others are also equipped with AR-HUD, but it can only realize some functions, and its performance in practical scenarios is not strong.

Some industry insiders say that although Wenjie M9 is not the creator of AR-HUD, it has used its own strength to bring AR-HUD technology to new heights.

This is a manifestation of Huawei's industry chain innovation capabilities. From the perspective of the circle-breaking effect, this can be seen as a typical case of Huawei incubating new categories from the foundation of an ICT enterprise. It is also Huawei's ability to rely on technological innovation to redefine product capabilities.

Unlike Huawei, which releases dark technologies from time to time, Xiaomi also affects the market by continuing to maintain a sense of mystery.

Although Xiaomi has not been marketing new cars, Lei Jun recently talked about ecology, R&D investment, and "leaks" about Xiaomi cars in an interview with CCTV, which has increased the outside world's attention to the upcoming Xiaomi cars.

On the one hand, Xiaomi Auto, like Wenjie, has genes from major technology companies, especially the ecological layout created in IoT. Can it create a more disruptive experience in connecting with cars? After all, if we talk about ecology, the automotive industry There is no rival to Xiaomi yet.

On the other hand, as a latecomer to car manufacturing, how Lei Jun will advance his car manufacturing business has made Xiaomi Motors even more concerned by its rivals in the automotive industry.

This is also the subversive situation that the automotive industry will usher in as we enter the last week of 2023: the circle-breaking effect of major technology companies is about to appear, and the so-called product power and the so-called market structure may be rewritten in this competition.

Could these models disrupt the auto industry?

In the past few years, the advancement of China's automobile industry has come from BYD's strong integration of the vertical supply chain, and from new forces that have continuously refreshed user perceptions of smart driving and smart cabins. As a result, the Chinese automobile industry has seen the share of Chinese brands reach a high point. It occupies a place in the mid-to-high-end market and has the ability to compete with fuel vehicles in the mainstream market.

However, the pattern of China's automobile market has not yet formed a stable situation, and the fierce competition may even give rise to a new pattern.

Although this article mainly lists the technical capabilities of Huawei and Xiaomi when talking about black technology, in fact, a major feature of this round of competition is that every car company is fighting competition with technological innovation.

Jikrypton 007, which is at the same level as Xiaomi Motors, directly installs self-developed batteries into the car and is doing its best to make up for the shortcomings of smart driving.

In its first pure electric MPV, Xpeng has introduced the costly rear-wheel steering feature to the MPV. Combined with Xpeng’s capabilities in smart driving, it has refreshed the product perception of pure electric MPVs. In a recent interview, He Xiaopeng even said that next year, Xiaopeng will X9 wants to become the first pure electric MPV with a price of more than 300,000 yuan.

On the one hand, the launch of these new models means that the say in defining new technologies no longer comes from traditional luxury brands, or even from car brands;

On the other hand, in fact, various brands did not expect that the development and launch of their own new cars would encounter such a hot situation.

However, this is the inevitable stage that China's automobile industry has entered in its continuous development: the most fierce competition has just begun. Who will redefine smart cars and who will change the rhythm of the industry may have a foreshadowing from now on.