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huawei is undoubtedly the current top player in both the technology and automotive circles. on one hand, it launched the disruptive product huawei xt three-folding screen mobile phone; on the other hand, it launched the new m9 five-seater version and zhijie r7. huawei's every move always touches the sensitive nerves of the market.

as hongmeng intelligent driving is gradually rolled out, whether huawei can create the next "explosive product" has also become the focus of attention. on september 11, richard yu, chairman of huawei's terminal bg and intelligent automotive solutions bu, confirmed that the mpv will be released soon, but the specific information is currently confidential.

as we all know, the mpv he mentioned comes from the zunjie brand jointly created by huawei and jac. from the signing of the cooperation agreement between the two parties to the setting of the tone of focusing on high-end new energy mpvs, in less than a year, the zunjie brand has been advancing in an orderly manner.

the shoe is about to drop?

"huawei insists on not making cars, but instead leveraging its own ict technological advantages and marketing capabilities to help car companies make and sell good cars." yu chengdong has emphasized more than once in public that he hopes to create an ecological alliance with partners to launch a new round of impact in the field of smart electric vehicles.

against this background, huawei stated at the launch conference of zhijie s7 last year that it had sent invitations to many car companies, including jac.

until december 2, huawei and jac formally reached an alliance with a "smart new energy vehicle cooperation agreement". the two parties plan to carry out in-depth cooperation in smart driving, smart cockpit, smart electric, smart networking and cloud services.

according to the agreement, jac motors will be responsible for the overall product development of the cooperative models of the two parties, and jac motors will be responsible for building a production base to realize the delivery of the cooperative models.

earlier this year, the anhui provincial government announced the latest progress of the jac high-end new energy vehicle production base, with a total investment of 3.9805 billion yuan and an annual output of 200,000 pure electric (including extended-range) passenger cars.

jac motors has developed two pure electric platforms, de and x6. the de platform focuses on the mass and improved markets, covering a variety of vehicle types; the x6 platform leverages huawei technology and is precisely positioned in the high-end market.

the report also mentioned that the x6 platform is a platform designed specifically for luxury new energy vehicles, and a medium-to-large mpv has been planned, with an expected annual production capacity of 35,000 units. in other words, the mpv model jointly built by the two parties will be built on the x6 platform.

then, there were constant speculations about the new brand name of "xjie". in july this year, richard yu participated in the "walking with brilliance" live broadcast event and officially announced that the fourth realm of hongmeng zhixing is "zunjie", not aojie as previously rumored.

at the same time, regarding the future market positioning of zunjie, yu chengdong further explained that the "fourth realm" will be benchmarked against super luxury brand models such as maybach and rolls-royce, with an ultra-high-end positioning and a price of millions of yuan.

correspondingly, yu chengdong also responded to the transfer of the wenjie trademark in the live broadcast, and mentioned: "according to relevant requirements, the brand owner and the manufacturer must be one, and the brand must be owned by the manufacturer, so we transferred all four boundaries to the (complete) car manufacturer."

xiang xingchu, chairman and general manager of jac motors group, once stated at the 14th china automotive forum that the first product of jac's cooperation with huawei has now entered the vehicle verification stage and is scheduled to roll off the production line at the end of this year and be launched in the first half of next year.

this means that the zunjie brand is on the way.

why target the pure electric mpv market?

before answering this question, what we need to understand is why jac chose to continue its relationship with huawei?

data shows that in august, hongmeng zhixing delivered 34,000 new cars across the board; from january to august, the cumulative delivery exceeded 270,000 vehicles, firmly ranking first in total sales of new energy vehicles above 300,000. among them, wenjie m7 firmly holds the championship throne of new energy models with a cumulative sales of 10,261 vehicles in the first eight months.

from jac's perspective, although it has been repeatedly described by public opinion as a "oem factory", seeing that seres has reversed its loss-making fortunes and achieved profitability, jac also hopes to replicate the success of its predecessors by relying on zunjie.

under the framework of hongmeng intelligent driving, huawei, seres, chery, and baic jointly created the ask, smart, and enjoy brands, covering the suv, sedan, and executive sedan markets respectively, but missing the mpv market. at huawei's new product launch two days ago, yu chengdong admitted: "i originally wanted to use one ask to cover all brands, but regulations do not allow it. it requires that each brand must be owned by a car manufacturer and cannot have the same name, so four brands were created."

at present, none of huawei's three existing car companies have ever been involved in mpv products, or have their own mpv models ready to go, leaving huawei with very few options. coincidentally, jac not only has experience in producing mpvs, but also has the ability to produce high-end luxury cars as a contract manufacturer for nio for many years.

in addition, the booming pure electric mpv market is an important reason why hongmeng zhixing has set its sights on this market. in recent years, with the increase in multi-child families, the mpv market, especially the pure electric mpv market, has great potential.

according to the china passenger car association, the total sales volume of china's mpv market in 2023 will reach 1.093 million units, a year-on-year increase of 15.9%. after entering 2024, although the overall market segment has shrunk, the momentum of pure electric mpv products is unstoppable.

according to the data released by the china passenger car association, in the first seven months of 2024, the year-on-year growth rate of pure electric mpvs reached 44.7%, 3.1 percentage points higher than the 41.6% of plug-in hybrid mpvs in the same period. this means that pure electric mpvs still have considerable room for growth in the future, and may be on par with plug-in hybrid models in terms of volume.

on the one hand, under the halo of huawei, although zunjie is a new brand, its attention is not low; on the other hand, zunjie is also facing competition from its competitors, including many brands that are eyeing it covetously.

although the prices of zeekr 009, ideal mega and volvo em90 are less than one million, they are always trying to move upwards. even the more affordable models such as denza d9, gl8 plug-in hybrid and senna are all priced above 300,000.

as for the future high-end mpv market, zunjie cannot sit back and relax.