Huawei BAIC has built the Xiangjie brand: invest 20 billion in 3 years, with a target of 500,000 sales in 2027
Recently, the "Xijie" brand jointly created by Huawei and BAIC Group has attracted widespread attention from the industry. According to official disclosure, the two parties will invest 20 billion yuan in the next three years, with a goal of achieving annual sales of 500,000 vehicles by 2027. This cooperation marks Huawei's further deepening in the field of smart cars and also demonstrates BAIC Group's determination to transform into high-end and intelligent.
1. Cooperation background and strategic goals
The cooperation between Huawei and BAIC began in 2021, and the two sides have had in-depth cooperation in the fields of intelligent driving, smart cockpits, etc. The "Xijie" brand was jointly launched this time, aiming to integrate Huawei's smart technology advantages with BAIC's manufacturing capabilities to create smart electric vehicles for the high-end market.
| project | data |
|---|---|
| Partners | Huawei Technologies Co., Ltd., Beijing Automobile Group Co., Ltd. |
| Brand Name | Enjoy the world (English name: XJ) |
| Total investment amount | RMB 20 billion (within 3 years) |
| Target sales | 500,000 vehicles per year in 2027 |
| First model | It is expected to be released by the end of 2024 |
2. Technical Highlights and Product Planning
The Xiangjie brand will be fully equipped with Huawei's latest smart car solutions, including:
| Technical field | Specific configuration |
|---|---|
| Intelligent driving | Huawei ADS 2.0 advanced autonomous driving system |
| Smart cockpit | HarmonyOS 4.0 car system |
| Three-electric system | Huawei DriveONE electric drive platform |
| Intelligent network connection | 5G+V2X vehicle-road collaboration technology |
In terms of product planning, Xingjie will adopt the "1+3+N" strategy:
1.1 platform: Huawei Smart Car Digital Platform (HI)
2.3 series: Three major product lines of sedan, SUV and MPV
3.N services: Including ecological services such as smart charging and car-home interconnection
3. Market competition analysis and challenges
Currently, the competition in China's high-end smart electric vehicle market is fierce, and the Xiangjie brand will directly face the following competitors:
| brand | Sales in 2023 (10,000 vehicles) | Price range |
|---|---|---|
| Tesla Model 3/Y | 45.5 | 250,000-400,000 |
| NIO ET7/ES8 | 16.2 | 350,000-600,000 |
| Ideal L series | 37.6 | 300,000-450,000 |
| Questioning the World M7/M9 | 12.8 | 250,000-500,000 |
The main challenges include:
1.Brand awareness building: As a new brand, it is necessary to quickly build market trust
2.Capacity climb: The target of 500,000 vehicles puts extremely high requirements on the supply chain
3.Technology iteration risks: There is uncertainty in the intelligent driving technology route
4. Industry impact and future prospects
This cooperation will have multiple impacts on China's automobile industry structure:
1.Accelerate intelligent penetration: Huawei technology will promote the improvement of industry intelligent standards
2.Reshape the supply chain: Drive the upgrade of the local smart car supply chain
3.Change the competition model: In-depth cooperation between technology companies and traditional car companies has become a trend
According to industry experts, if the goal is achieved, the Xiangjie brand is expected to occupy 15%-20% of the Chinese high-end electric vehicle market by 2027. Xu Heyi, chairman of BAIC Group, said: "Xiangjie should not only become a benchmark for China's smart electric vehicles, but also become an important participant in the intelligent transformation of the global automobile industry."
With the first product coming soon, it is worthy of continuous attention to whether this joint innovation of "technology giants + traditional car companies" can successfully leverage the market.
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