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On August 6, Richard Yu, Huawei's executive director, chairman of the Device BG, and chairman of the Intelligent Automotive Solutions BU, released the Enjoy S9. He said that the Enjoy S9 is the first luxury flagship sedan of Hongmeng Intelligent Driving, and together with the Enjoy M9, it forms a double 9 flagship. The Enjoy S9 reshapes the luxury experience in all aspects. The new car will be launched and put into production as soon as it is released.

In addition to Huawei's Enjoy S9, NIO has also previously released the ET9, which has not yet been launched. At a time when BBA brands are planning to withdraw from the "volume price", Chinese brand car companies have also begun to compete for the share of BBA sedans. Before this, the Ask M series and Ideal L series have already completed the division of BBA's SUV cake.

High-end flagship sedans comparable to BBA

Let's first take a look at the new Xiangjie S9 and see if it can challenge the strongest S78 (S-Class, 7 Series, A8L) of BBA.

In terms of appearance, the Enjoy S9 is equipped with iconic Galaxy headlights, optional luxury Starry forged wheels, and the first use of hidden water cut design, with optional smart electronic exterior rearview mirrors, flat side windows, etc. In terms of interior, the cabin adopts a central and symmetrical design structure, all seats are equipped with Nappa leather as standard, and natural solid wood is selected. Four exquisite interior colors are available: Baishaxing, Ningzhi White, Amber Brown and Polar Night Black. Of course, luxury flagship sedans must be large. The Enjoy S9 has a wheelbase of 3050mm, and it also debuts the rear zero-gravity seats for sedans, is equipped with a sedan-grade projection giant screen, and is equipped with 25 units of professional-grade audio.

In terms of performance, the Enjoy S9 adopts a front double wishbone and rear multi-link independent suspension. The 100km/h-0 braking distance is only 32.77 meters, and the comprehensive power consumption per 100 kilometers is only 13.2kWh. The power battery is the industry's thinnest 800V, 100 kWh safety battery built by CATL for the Enjoy S9. The CLTC comprehensive cruising range can reach up to 816km, combined with an 800V high-voltage fast charging platform.

In terms of intelligent driving, as the first model of HUAWEI ADS 3.0 advanced intelligent driving system, Xiangjie S9 can be driven around the country; in addition, Xiangjie S9 parking chauffeur service is officially commercialized. After arriving at the destination, people can get off the car and leave, and the vehicle will park automatically.

As a model dedicated to building a luxury benchmark, the Enjoying S9 comes in two versions. The official suggested retail price of the Enjoying S9 Max is 399,800 yuan, and the official suggested retail price of the Enjoying S9 Ultra is 449,800 yuan.

It is not easy to impact the BBA high-end sector

Competing for the market of BBA is a scene that Chinese car companies have longed for. In fact, in the SUV market, Huawei's M series has accomplished this. In the past July, Hongmeng Zhixing's M9 independently delivered 18,047 units, ranking first in the market of luxury cars over 500,000 yuan, which was once the envy of BBA.

At the launch of Enjoy S9, Yu Chengdong said that up to now, Enjoy M5 has sold 150,000 units, Enjoy M7 has sold 230,000 units, and Enjoy M9 has sold 120,000 units in 7 months. Such sales volume certainly gives Huawei the confidence to continue its efforts.

In addition to Huawei, Ideal has also surpassed BBA in the SUV market. According to the delivery data released by Ideal Auto in July 2024, Ideal Auto delivered 51,000 new cars in July, setting a new monthly delivery record. Most of Ideal's SUV models also overlap with the prices of BBA's SUV models.

However, the SUV market's overtaking does not mean that executive-class flagship models can also overtake. First of all, whether it is the M series of the world or the L series of Ideal, they have one thing in common, that is, their main sales come from the extended-range SUV market.

As for the high-end pure electric sedan market that Xiangjie S9 is going to conquer, NIO has also been impacting this market before, launching the NIO ET7 model. According to public data, from January to June 2024, the cumulative sales of NIO's high-end pure electric sedan ET7 were 3,320 units. NIO founder Li Bin exclaimed: "High-end pure electric is not easy to do."

Weilai focuses on the high-end market with battery swapping and services, but it may lack some brand appeal and unique benchmark selling points compared with BBA. Huawei has entered this market with its strongest intelligent driving system installed in cars, and Huawei's brand appeal has demonstrated its strength in many fields. Next, we will see whether the Enjoy S9 can successfully replicate the magic of the Ask M9.

Xiaoxiang Morning News reporter Hu Xiong

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