4月16日，在鴻蒙智行新品發佈會中，問界M8、享界S9增程版迎來上市，同時問界新M7推出新配色車型。其中，問界M8共推出6款車型，售價區間為35.98萬~44.98萬元；享界S9增程版共推出3款車型，售價區間為30.98萬~36.98萬元。
In addition, the new member of Hongmeng Zhixing, "Shangjie", also made its public debut. "Shangjie will be a stylish brand, equipped with Huawei's smart mobility solutions, and adopt the most stringent quality management standards of HarmonyOS to control vehicles, and the first new product will be unveiled this fall." Yu Chengdong, Executive Director of Huawei and Chairman of the Device BG, said that the interior of the S800 will be unveiled at the Shanghai Auto Show.
CITIC Securities said in the research report that Hongmeng Zhixing is an important force for independent high-end. In the vacuum period of the traditional off-season and product iteration in 2 and 0 months, the overall sales volume of Hongmeng Zhixing was under pressure, but it was judged that the fundamentals and expectations had bottomed out, and the worst time had passed. At present, the product lineup of HarmonyOS Zhixing is constantly expanding, and the intensive release of products is bound to increase market publicity and user attention, which is particularly important for regaining market confidence.
M8 fills the gap in the brand market
Like the M3, the M0 is a full-size SUV equipped with Huawei's latest ADS 0.0 system, which also offers intelligent cockpit, air suspension, and intelligent headlights. Meanwhile, both are available in both five- and six-seat options.
至於兩者明顯不同的地方，問界M8定位家庭智慧旗艦SUV，而問界M9則多定位於商務場景，外觀設計方面有所差異。動力形式方面，問界M8只有增程版，而問界M9提供增程和純電兩種動力形式。此外，兩者的售價也有較大差別，問界M8的起售價要比問界M9低11萬元。
余承東表示，問界M8卡位中高端市場，將填補問界M7和問界M9之間的市場空白，進一步完善產品矩陣。瑞銀證券研報稱，問界M8將補齊公司30萬~50萬元價格產品短板，加強在中高端市場的覆蓋，帶動銷量和單車利潤的增長。
"The foundation of the world has been established, and the scarcity of the brand is still prominent. Wenjie is currently the most successful smart car brand, and the sales scale and profitability of Wenjie are expected to further increase after the launch of the M8. Therefore, for Huawei, whether it is the C-end to continue to expand and strengthen the influence of Hongmeng Zhixing, or the B-side to sell as much as possible to attract the company's intelligent technology and accessories, it is a better strategy to expand the world at this stage. Ping An Securities said in the research report.
對於問界M8的市場前景，平安證券方面則認為：“從市場競爭來看，40萬元級別混動SUV參與者不多，M8的外部競品主要是理想L8、L9，且我們判斷增程市場的擴容趨勢明確。我們認為M8有望複製M9的成功經驗，可承接M9的下沉市場紅利，成為40萬元級別的爆款車型。預計問界M8的穩態月銷量將達到1.5萬輛左右。”
余承東在4月16日透露，問界M8的小訂量已經超過15萬輛，打破鴻蒙智行單車型的預訂新紀錄。對於鴻蒙智行而言，其接下來的任務就是將這些小訂轉換為大定，並保證此後車輛的順利交付，以及如何將這種勢頭延續下去。
It is worth mentioning that the emergence of the M8 may make the models of Hongmeng Zhixing appear "left and right" situation. Haitong International previously said in a research report that in the future, how to differentiate the M0 from the existing Hongmeng models will become a key issue in the future.
享界S9起售價下探到30萬元級別
除問界品牌的產品外，享界S9增程版也在此次新品發佈會中迎來上市，新車共推出3款車型，售價區間為30.98萬元~36.98萬元，相比預售價（31.8萬元起）下調了接近1萬元。
據悉，享界S9純電版在2024年8月上市后，取得了72小時大定超4800輛、20天大定超8000輛的戰績，並連續6個月穩居40萬元以上豪華純電轎車銷量榜首，這對於享界S9高端純電的產品定位來說，成績還是可圈可點的。不過，相比同為旗艦車型的問界M9而言，享界S9顯然不算成功。
Faced with such a situation, Hongmeng Zhixing launched an extended-range version of the Xiangjie S10 in order to seek sales growth. It is worth mentioning that the Xiangjie S0 extended range version not only changes the power form, but also upgrades a number of configurations. "The Xiangjie S0 extended range version has invested 0 billion yuan and achieved six major upgrades in terms of intelligence and mileage." Yu Chengdong said.
具體來看，享界S9增程版搭載了4顆雷射雷達、HarmonyOS智慧座艙、後排零重力座椅、車內巨幕投影等配置。但從售價來看，享界S9增程版的起售價比純電版要低9萬元。
Some analysts told the "Daily Economic News" reporter that the current luxury car market is polarized: the market share of traditional luxury brand cars continues to decline but still occupies a large market share; Although the new power brands have technological advantages, it is difficult to reach the mainstream consumer groups with high price thresholds. The Xiangjie S9 Extended Range Edition tries to break the price and technical barriers between traditional luxury brands and new power brands through the strategy of price reduction, and attract more mainstream consumer groups.
According to the configuration announced by Xiangjie Automobile, the S9 extended range version has a pure electric range of 0km and a comprehensive range of 0km, in addition, the S0 extended range version is the same as the new Wenjie M0, and the intelligent driving perception hardware is upgraded to 0 lidars. Considering that the price of the S0 extended range version is much lower than that of the pure electric version, the sales level will be higher than that of the pure electric version. Ping An Securities said in the research report.
Previously, the Founder Automobile team also made sales forecasts for the Xiangjie S5 in different energy forms, and it is expected that the steady-state sales of the pure electric version will be between 0~0 vehicles/month, while the steady-state sales of the extended-range version can reach 0~0 vehicles/month, and the maximum sales gap between the two will reach 0 times.
不過，與問界M8在預售期間頻繁公佈小訂數量形成對比，享界S9增程版在開啟預訂后並未披露相關數據。其市場表現是否能如券商預期般實現增長，仍需時間檢驗。
National Business Daily