余承东又要“遥遥领先”了？

中国新闻周刊08-23

突围豪华轿车？继问界与智界之后，华为鸿蒙智行“第三界”也如期而至。日前，华为举行鸿蒙智行享界S9及华为全场景新品发布会。发布会上，华为与北汽蓝谷合作、预热已久的享界旗下首款车型享界S9迎来上市，定位纯电中大型轿车。按照华为常务董事、终端BG董事长、智能汽车解决方案BU董事长余承东的规划，鸿蒙智行家族第五款产品起售价39.98万元，将与奔驰S级、宝马7系750Li、奥迪A8L竞争高端豪华轿车市场。...

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href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN2024082318262295b7ddf8&s=b><strong>中国新闻周刊</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>突围豪华轿车？继问界与智界之后，华为鸿蒙智行“第三界”也如期而至。日前，华为举行鸿蒙智行享界S9及华为全场景新品发布会。发布会上，华为与北汽蓝谷合作、预热已久的享界旗下首款车型享界S9迎来上市，定位纯电中大型轿车。按照华为常务董事、终端BG董事长、智能汽车解决方案BU董事长余承东的规划，鸿蒙智行家族第五款产品起售价39.98万元，将与奔驰S级、宝马7系750Li、奥迪A8L竞争高端豪华轿车市场。...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN2024082318262295b7ddf8&s=b\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"EVS.SI","symbol_name":"MSCI China Electric Vehicles and Future Mobility 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again?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"300750":0.75,"600733":0.9,"01958":0.9,"EVS.SI":0.6},"content_text":"突围豪华轿车？继问界与智界之后，华为鸿蒙智行“第三界”也如期而至。日前，华为举行鸿蒙智行享界S9及华为全场景新品发布会。发布会上，华为与北汽蓝谷合作、预热已久的享界旗下首款车型享界S9迎来上市，定位纯电中大型轿车。按照华为常务董事、终端BG董事长、智能汽车解决方案BU董事长余承东的规划，鸿蒙智行家族第五款产品起售价39.98万元，将与奔驰S级、宝马7系750Li、奥迪A8L竞争高端豪华轿车市场。余承东甚至在发布会现场高呼：“我们的各项体验，都超越了传统豪华行政轿车标杆——迈巴赫！”目前赛力斯和华为共同打造的问界品牌已进入收获期，问界系列车型的热销带动持续亏损四年的赛力斯扭亏为盈。北汽蓝谷自然也希望华为能拉动自身销量并实现业绩扭亏。北汽集团董事长张建勇在发布会上表示，将享界S9作为核心战略，提升到第一高度，All IN享界S9。近几年来，新势力品牌突围成功的车型大多集中在SUV细分市场，也有少数MPV车型杀出重围，唯独基数最大的轿车市场，前十榜单中仍是传统汽车品牌的天下。享界S9此番能否戳破轿车尤其是豪华行政轿车的品牌天花板？双9旗舰？享界S9诞生于北汽集团的北极星平台。该平台是北汽集团自主研发的纯电动高端旗舰平台，深度融合了奔驰MRA豪华后驱平台在工程设计、模块开发等部分的同源设计和达尔文2.0技术体系全新框架。享界S9是华为鸿蒙智行联盟下首款豪华旗舰轿车，长宽高为5160mm、1987mm、1486mm，轴距达3050mm。余承东表示，得益于车内设计带来的优势，享界S9的车内空间表现明显优于传统豪华品牌的D级轿车。图片来源：北汽新能源除了空间优势外，华为破局高端，最核心的长板优势，自然是与其智能化能力密不可分。在享界S9上，HUAWEI ADS 3.0高阶智能驾驶系统首发登场，全系标配192线激光雷达，并率先应用端到端全新架构，实现主动安全、智能驾驶、智能泊车等全面提升。余承东表示，享界S9将与问界M9共同组成“双9旗舰”，重塑豪华体验，新车发布即上市，上市即上量。除了华为加持之外，享界S9还有宁德时代的鼎力支持。发布会现场，宁德时代董事长兼CEO曾毓群亲临现场，称“华为、北汽与宁德时代的结合，叫做学好数理化，走遍天下都不怕”。曾毓群表示宁德时代为享界S9打造的业界最薄800V、100kWh的安全电池，CLTC综合续航里程最大可达816公里，配合800V高压快充平台，5分钟可增加200公里续航。“（这是）宁德时代第8代生产线生产出来的最好的电池，缺陷率达到了十亿分之一级别。”曾毓群如是说。据悉，享界S9上市72小时，大定已经突破4800台。对于这一成绩，余承东也发朋友圈说超出了预期。得益于华为以及问界的“光环”，享界S9自上市以来便备受瞩目。问界M9上市7个月大定12万辆，不断刷新国内50万元以上豪华车型销量纪录。冲击高端市场有所成效后，北汽和华为对享界S9有着很高的预期。根据北汽蓝谷官网发布的文件，生命周期（5年）内享界S9销量预计48万辆，2024年至2028年预计分别销售6万辆、12万辆、12万辆、9.6万辆及8.4万辆。“据市场统计，2023年中国行政豪华汽车市场的自主渗透率仅为8.3%，这意味着每100台行政豪华车里，只有8台是国产自主品牌，这对于自主品牌来说，市场潜力巨大。”张建勇表示，此次与华为携手，我们更是以核心战略、第一优先战略的高度，集聚了北汽整车研发生产、零部件、服务贸易等全产业链所有优势资源，ALL IN享界S9。强敌环伺享界S9要去攻克的高端纯电轿车市场，此前已有多个品牌车型尝试突围，但至今仍无成功案例。起售价42.8万元的蔚来ET7面向的正是高端轿车市场，但公开数据显示，2024年1—6月，蔚来高端纯电轿车ET7的累计销量为3320辆，蔚来创始人李斌大呼：“高端纯电不好做。”尽管新车定位于中大型轿车，但按照余承东的预期，享界S9要冲击的不止宝马5系、奔驰E级以及蔚来ET7所在的中大型轿车市场，而是更高级别的市场，对标奔驰S级以及宝马7系。余承东自述，以前自己乘坐迈巴赫，就算再困也没办法睡着，但是这次在北京出差，中午吃完饭特别困，在享界S9后排就睡得非常好，非常享受。“享界S9的售价只有迈巴赫的十分之一，但比迈巴赫更智能。”在余承东的口中，享界S9不仅对标BBA，还有超越迈巴赫的舒适度和智能化，甚至“比大奔更大”“比迈巴赫更豪”。“我最近上下班一直在开，日常使用成本低于传统燃油豪车的三分之一”“无边框车门却做到了比奔驰宝马更好的静音”“刹车距离远超一众豪车”......在发布会上，余承东数次拿享界S9对标BBA主力轿车以及迈巴赫。图片来源：北汽新能源迈巴赫所在的豪华大型轿车市场，是汽车市场中为数不多的集销量与利润率于一体的细分市场，在这个市场中长期领跑的车型，均为德系豪华品牌产品。终端销量数据显示，奔驰S级2023全年销量23378辆，稳坐中国豪华大型轿车市场销量冠军宝座；迈巴赫S级全年销量超过宝马7系，达到14216辆；宝马7系全年累计销量12711辆；奥迪A8L全年销量达到11456辆。从月销量数据来看，只有奔驰S级平均月销量接近2000辆，市场格局基本稳定。尽管问界M9已经成功进入豪华SUV市场并占据了销量排行榜前列一席之地，但华为在汽车市场的品牌红利，几乎已经被问界尽占，此后推出的智界、享界品牌，市场反应都远不如问界。此外，中国汽车品牌无论在燃油车市场还是新能源市场，SUV车型显然都比轿车产品更容易实现突围。而在新能源车销量首次超过燃油车的7月，根据乘联会的国内零售数据，豪华车的新能源车渗透率仅为27%，远低于自主品牌的73.9%。享界S9将竞品对标到百万级以上轿车市场后，不知能否一改这部分人群对于汽车智能化需求不高的现状，从而实现新势力品牌在高端轿车市场的突围？作者：郑宇","kind":null,"is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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