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The most expensive "Huawei sedan" to date is here!

On August 6, at the Hongmeng Intelligent Xingjie S9 and Huawei's all-scenario new product launch conference, Xingjie S9 was launched. The new car is positioned as a pure electric flagship sedan, with a total of 2 models launched. Among them, the Max version is priced at 399,800 yuan, and the Ultra version is priced at 449,800 yuan.

"We and the BAIC team have shown absolute sincerity. Participants in the first-to-enjoy plan can be the first to start delivery on August 7," said Richard Yu, Huawei's executive director, chairman of the Terminal BG, and chairman of the Intelligent Automotive Solutions BU.

Apply the M9 "Success Formula"

With the launch of the Xiangjie S9, it also forms the dual "9" flagship of Hongmeng Intelligent Driving with the Wenjie M9. It is worth mentioning that as a sedan product in the dual "9" flagship, the Xiangjie S9 adopts a similar product strategy to the Wenjie M9, providing a larger body size, interior space, as well as comfort and intelligence configurations to compete with other products.

Official data shows that the length, width and height of the Xingjie S9 are 5160mm, 1987mm and 1486mm respectively, and the wheelbase is 3050mm, which is close to the Mercedes-Benz E-Class, BMW 5 Series and Audi A6L. However, thanks to its shorter front and rear overhangs, the length of the available space in the cabin reaches 3460mm, and the space utilization rate reaches 67%.

In terms of comfort configuration, the Xiangjie S9 is the first sedan to be equipped with zero-gravity seats in the rear row, which can support 12-way electric adjustment, including 2-way electric headrest adjustment and 4-way electric leg rest adjustment. "The rear armrest screen of the Xiangjie S9 integrates functions such as one-click theater mode, one-click nap mode and one-click super privacy mode." Yu Chengdong believes that the Xiangjie S9 has the most luxurious cabin space in the Hongmeng Intelligent Driving family so far.

In addition, the Enjoy S9 is also equipped with many Huawei technologies. For example, in terms of smart cockpit, the Enjoy S9 is equipped with the latest HarmonyOS smart cockpit system, which realizes full-scenario smart interaction and introduces Super Desktop 2.0; in terms of smart driving, the Enjoy S9 is the first to be equipped with the HUAWEI ADS 3.0 system, which applies a new end-to-end architecture and can realize smart driving from parking space to parking space.

"End-to-end bionic brain thinking includes the GOD perception neural network, the PDP decision-making neural network, and an 'instinctive safety network' to ensure the lower limit of driving." Yu Chengdong introduced that the HUAWEI ADS 3.0 system has functions such as road adaptive AEB, advance comfort braking on slippery roads and rainy and snowy roads, and eAES automatic emergency avoidance. "These functions are worthy of 'those four words' (meaning being far ahead)."

As a pure electric sedan, the Enjoy S9 is equipped with Huawei's 800V 100kWh giant whale battery as standard, with a CLTC pure electric range of up to 816 kilometers and an average power consumption of 13.2kWh per 100 kilometers. In terms of charging performance, the Enjoy S9 is equipped with an 800V architecture, and charging for 5 minutes can increase the range by 200 kilometers.

Yu Chengdong expressed his confidence that the Xiangjie S9 will reshape the luxury car market. Zhang Jianyong, chairman of BAIC Group, also said that BAIC Group will "all in" on the Xiangjie S9.

A direct impact on “56E”?

Although Yu Chengdong believes that the positioning of the Xiangjie S9 is to compete with the Mercedes-Benz S-Class, BMW 7 Series and Audi A8L, from the perspective of the final price, the main competitors of the Xiangjie S9 are the Mercedes-Benz E-Class, BMW 5 Series and Audi A6L, and the sales of these three still occupy the majority of the market share in their respective segments.

ThinkerCar insurance data shows that in 2023, Mercedes-Benz E-Class fuel vehicle sales were 152,700 units, and new energy vehicle sales were 9,200 units; in the same year, BMW 5 Series fuel vehicle sales were 136,500 units, and new energy vehicle sales were 6,400 units; Audi A6 fuel vehicle sales were 176,900 units, and new energy vehicle sales were 1,400 units.

"Currently in the high-end luxury car market, there are still few high-end new energy mid-to-large-sized cars that can compete head-on with the '56E' (referring to the BMW 5 Series, Audi A6 and Mercedes-Benz E-Class). We believe that the Xiangjie brand, based on pure electricity, is expected to achieve a positive impact on the '56E' in terms of price, configuration, intelligence, channels and brand power." Cinda Securities stated in a research report that from the perspective of substitution space, the competition between Xiangjie S9 and "56E" is expected to follow the path of electric competition first and then fuel substitution.

On the other hand, the penetration rate of new energy vehicles in my country's high-end car market has also gradually increased, and consumers' demand for high-end new energy vehicles has also increased. Data shows that in 2023, the penetration rate of new energy vehicles for models above 300,000 yuan will increase significantly, among which the penetration rates of new energy vehicles for 300,000 to 350,000 yuan, 350,000 to 400,000 yuan, and 400,000 to 450,000 yuan will increase by 8.2%, 12.2%, and 20.2% respectively.

"Compared with the pursuit of family car demand by new energy SUVs priced above 300,000 yuan, the optimal positioning solution for new energy sedans priced above 300,000 yuan may be to focus on business needs. The competition in this market is still insufficient, and new entrants are expected to quickly occupy the minds of consumers and increase the market size." Cinda Securities believes that after the launch of Xiangjie S9, it will have the opportunity to occupy the space of high-end luxury new energy sedans with monthly sales of about 5,000 units.

It is worth mentioning that Hongmeng Zhixing also needs the Enjoy S9 to boost sales. Official data shows that in July, Hongmeng Zhixing delivered a total of about 44,100 new cars, which is less than Ideal Auto (51,000 vehicles); from January to July this year, Hongmeng Zhixing delivered a total of about 238,300 new cars, from leading Ideal Auto to lagging behind it by about 1,500 vehicles.

In addition to the Enjoy S9, Hongmeng Zhixing also launched the new Ask M7 Pro, with a pre-sale price starting at 249,800 yuan. "Looking forward to the second half of the year, Huawei will launch a series of heavyweight models such as the Zhijie R7, Enjoy S9, Ask M8, and Zunjie million-class sedan, which may accelerate the seizure of joint venture and foreign shares in the mid-to-high-end market," Huatai Securities said.

Daily Economic News