After the internal document reiterated that it does not make cars and that Huawei is strictly prohibited from appearing in front of or as a car brand, yesterday night, Yu Chengdong, CEO of Huawei Terminal BG and CEO of Smart Car Solution BU, personally issued: Aito Store All promotional materials related to Huawei will be removed April 1.
A Huawei insider revealed to a reporter from Securities Times·e Company: “I haven’t seen a specific notice on this, but the store has received relevant notices.”
At the same time, Yu Chengdong left a message on Huawei’s internal forum last night: This will only make it harder for us! Come back in a few years!
Aito stores began to remove Huawei promotional materials today
On March 31, Huawei internally issued another announcement on the decision-making of the automotive business. The announcement was issued by Huawei founder Ren Zhengfei, emphasizing once again that Huawei does not manufacture cars, and the validity period is 5 years. It also put forward strict requirements for the exposure of the Huawei logo on the car design. , emphasizing that Huawei/HUAWEI cannot be used to appear in the vehicle promotion and appearance.
In this regard, Huawei responded to reporters from Securities Times·e Company, saying that in order to avoid being misunderstood by the outside world as “Huawei makes cars”, Huawei internally issued the “Resolution on Huawei Not Building Cars”.
Huawei said that Huawei currently has three cooperation models with car companies:
- The mode of standardized parts;
- HI mode (Huawei Inside);
- Huawei smart selection mode.
Aito is an ecological brand of Huawei’s smart car. Huawei provides core software and hardware technologies such as electrification and intelligent components. Through strict quality control, product definition, and retail services, consumers can buy and use cars well. The business model and cooperation strategy of the world’s ecological auto industry will not change.
In addition, at Huawei’s 2022 annual report held yesterday, Xu Zhijun, Huawei’s rotating chairman, also responded specifically to Huawei’s not building cars.
Xu Zhijun said that Huawei has issued a collective decision internally, reiterating that it will not build cars, and the validity period is 5 years. This 5 years is not actually 5 years, but the longest validity period of all Huawei internal documents is 5 years. 5 years, and 10 years later, a 5-year document will be issued.” Huawei does not build cars, but helps car companies build good cars, and Huawei’s strategy in the automotive sector will not change repeatedly.
Xu Zhijun also said that some individuals, departments or partners are abusing Huawei’s brand. During the investigation of these things, the brand that Huawei has built for more than 30 years will not be abused by anyone. Huawei does not make cars, nor does it have any brand of cars. The newly released internal document also clearly requires that the Huawei brand is strictly prohibited from appearing in front of the car brand, or as a car brand. “We will rectify all flagship stores and materials, and return to the strategic positioning. Huawei’s strategy has not changed. Instead of building cars, help car companies build good cars.”
After the above-mentioned documents and external responses, the reporter recently learned that Yu Chengdong personally issued an order last night: Aito stores will begin to remove all related Huawei-related promotional materials tomorrow (April 1).
In this regard, the other party stated that there was no specific notice, but the store had received relevant notices.
Yu Chengdong: It will be more difficult
Previously, only the logos of “AITO” appeared in the brands of Aito series cars. However, on March 8 this year, Huawei’s ecological car brand was officially renewed as HUAWEI Aito. In the announcement of this platform, the new slogan “Huawei Aito” was used for the first time. Since then, almost all AITO car bodies in Huawei’s offline stores have been pasted with the “Huawei Aito” logo, and offline channels have also used this as a key promotional technique during sales to highlight Huawei.
The picture comes from Tu Chong Creative
In this regard, Huawei’s official response stated that “HUAWEI Aito” is Huawei’s ecological car brand and a new business model created by Huawei. A business-deepening cooperation agreement has been signed with Cyrus, and the two parties will further promote the establishment of a joint innovation centre.
In addition, at the beginning of this year, the “HUAWEI” Logo was also added to the Saili’s car poster, which led to rumours that the Huawei team withdrew from the Sailis. Not only did Sri Lanka’s investment not decrease, but it increased.
It is worth mentioning that at the end of February, Yu Chengdong also said in an interview with a few media: “We will not build Huawei-branded cars. There is no need for Huawei to end up building cars. AITO is Huawei’s ecological car.”
It is understood that in 2022, a total of 76,000 vehicles will be delivered by the AITO brand cooperating by Huawei and Celes. According to data officially disclosed by Huawei, from January to February 2023, Aito has delivered a total of 7,980 vehicles.
Yu Chengdong revealed that in order to achieve the goal of making a profit in 2025, Huawei’s car BU must first help car companies sell 1 million cars.
Yesterday, Huawei’s 2022 annual report disclosed for the first time that Huawei’s smart car solution BU achieved revenue of 2.1 billion yuan.
On the evening of March 27, GAC Group announced that the GAC Aian AH8 project has changed from joint development with Huawei to independent development. After the change, Huawei will continue to participate in the development and cooperation of the company’s own brand models as an important supplier. In other words, the cooperation mode between Huawei and GAC Aian AH8 project has changed from the Huawei Inside mode to the component supplier mode.
It is understood that within Huawei, there has always been a disagreement about whether to build a car or not. Yu Chengdong has always advocated building a car, but few Huawei executives support it.
Now that Huawei has reiterated that it will not build cars, Yu Chengdong left a message on Huawei’s internal forum last night: “This era has changed, and this will only make it more difficult for us! After a few years, everyone will understand! Leave time to test it! “For an industry, only with in-depth insight and deep understanding can we grasp the right direction! Mark it, and come back after a few years!”
latest progress:
Employees of Aito store: We have been notified not to call Huawei Aito
An employee of Shenzhen Aito store told reporters that the store has received a notice from Huawei, requesting that all promotional materials related to Huawei be removed from April 1st, and that it can no longer be called “Huawei” in the usual publicity discourse. “Ask the World”, but it can still be called “Ask the World”.
