R7箭在弦上，智界这回能赢吗？

或许是只有一款轿车的缘故，当前的智界还未能在新能源领域掀起太大的波澜，即便智界S7重新上市，订单的增速及交付速度也没有形成“爆款”之势。而即将到来的全新SUV，能否重塑智界的品牌力？

乘联会数据显示，今年前五个月，SUV单月销量占比平均超过53%，而轿车的销量平均不到43%，SUV比轿车销量占比高出超过10个百分点。另一方面，从各车企每月发布销量统计来看，轿车中，燃油车和插电混动的销量占比更大。

上述前提下，智界的纯电轿车没有太出圈，加上智界S7前期节奏的失误，智界未能像问界那样，搭着华为的光环成为主流新能源品牌之一。对比问界来看，问界也并不是从一开始就成为了爆款，而是在经历了一年多的市场打磨，从新问界M7上市之后才制造了爆款。以此来看，留给智界的机会还很多。

R7，智界的“爆款”？

余承东6月11日发布智界R7的实车图片，从整车造型上看，的确有吸睛的潜质，但仔细推敲细节，可能离爆款还有点远。

现有信息来看，智界R7采用轿跑SUV设计，车型级别或与问界M7相同。不同的是，智界品牌的定位更偏运动化，而问界则更偏家庭场景化，因此智界R7采用了偏运动风格的轿跑设计

目前市场销量较好的中高端新能源SUV中，理想L系列算一个，问界M系列算一个，共同的特点是符合用户的家用需求，再辅以比同级别燃油车更低的售价，和更丰富的产品配置，最主要的是，车内乘坐空间够大，坐起来够舒适，且不缺各种娱乐功能。从这也反映出，鸿蒙智行是懂如何造合用户心意的新能源SUV产品。

在此背景下，智界R7的产品特点有点与“走量”这个标签相悖，更像是展现智界运动时尚年轻化品牌特性的产物，而不是为了争夺市场份额而打造的“爆款”。

鸿蒙智行旗下的“四界”，分别都有各自的品牌风格，也就意味着每个品牌的使命不同。问界偏重家用，智界偏重运动，享界偏重豪华，傲界偏重商务。换句话说，这样的品牌定位注定了问界将会是走量的品牌，其他“三界”有些是为了丰富产品属性，有些是为了拉高鸿蒙智行的调性，看起来都与“走量”无关。

另一方面也能侧面论证智界R7并不会成为像问界M7或是理想L6那样爆款的原因。智界R7的潜在竞品阿维塔11，其自去年12月份单月销量上2000后，今年销量遭遇断崖式下滑，目前销量水平在单月600辆左右，原因就是轿跑SUV的市场认可度相对较低。

这并不是电动化时代车型遇到的问题，燃油车时代，溜背的轿跑SUV虽有较高的市场呼声，但用户在权衡了实用性之后，多数会放弃炫酷的外观，转而选择实用的车型，这个理念已经延续至今。

能破局的是，智界R7通过“魔法”，将溜背造型的SUV做到后排乘坐空间大，后备箱空间大，在个性化同时兼顾家用属性，否则，智界R7很可能延续智界S7的市场状况——空有声量，没有销量。

华为，也带不火智界？

2023年底新车上市之时，智界S7短期内就收获了2万大定。但从销量情况来看，虽然从3月份开始，智界S7销量有所起色，且4、5月份交付量维持在5000辆，总交付量仍无法覆盖2万大定的数量。

4月份智界S7重新上市后，首周内就收获超2000的大定，之后便没了官方通报。从近两个月的交付量来看，猜测智界S7的实际产能或平稳在单月5000辆左右。

也就是说，理论上，智界S7全年交付量或能达到6万辆，如果智界R7上市后也有相同的表现，智界单品牌月交付或能达到1万辆的成绩。但1万辆在目前造车新势力中的表现也只能算中规中矩，毕竟智界是有华为加持，且问界此前收获了成功，如果仅能维持单月1万辆或不及1万辆的成绩，是不够的。

以奇瑞的造车能力，包括奇瑞生产智界的生产线，都是目前奇瑞生产其品牌最高端车型星纪元的生产线，能够体现出奇瑞和华为双方对智界产品的高标准要求。同时，华为加持的智能化技术，以及对口科技的营销方式，理论上看智界应该强于问界在用户心中的形象。

但现实是，华为还是没能带动智界的声量，即便是智界R7露出新车概况，也没在市场掀起太大的波澜。从分工上看，奇瑞作为生产制造商，能确保智界的产品下限，保证智界产品的高标准高性能，华为作为解决方案提供方，重点是作为营销方，如何拉升智界的上限，还需要多下功夫，毕竟智界S7发布之初难交付的负面影响，现在仍被业内津津乐道。

由此看来，智界R7延续品牌调性的产品力设计完全没有问题，但也就意味着其并不是以走量为任务的车型，更像是挽回智界S7损失的品牌力，特别推出的吸睛车型。

也就是说，翻盘仅靠智界R7还不够。还是以问界作为参照，问界除了问界M9自始而终能够保持稳定的销量输出，问界M7和问界M5的“保鲜度”就相对较短了，反映出的仍然是新能源市场同质化严重和技术更迭快的趋势，破局的方式或许只有不断推陈出新这条路。智界S7上市不到半年就重新上市，智界改了说法，但效果或许不及预期，主要是没有产品力上实质性的变化。另外，智界品牌的产品矩阵搭建速度没有想象中快，不知道这是否是华为在产品规划中出现了问题。

华为带动了问界，但还没能带动智界，根本原因或许还是品牌定位和产品市场接受度的问题。如果智界也能专注于偏家用风格，以其强大的产品力和奇瑞的造车底蕴，相信能形成更多的销售转化率。

R7 is on the string, can the intelligent world win this time?

Perhaps due to the fact that there is only one sedan, the current intelligent world has not yet caused too much waves in the new energy field. Even if the intelligent world S7 is re launched, the growth rate of orders and delivery speed have not formed a trend of "explosive models". Can the upcoming all-new SUV reshape the brand power of Zhijie?

According to data from the China association of Automobile Manufacturers, in the first five months of this year, the average monthly sales of SUVs exceeded 53%, while the average sales of sedans were less than 43%. SUVs accounted for more than 10 percentage points more than sedan sales. On the other hand, according to the monthly sales statistics released by various car companies, gasoline powered and plug-in hybrid cars account for a larger proportion of sales in sedans.

Under the above premise, Zhijie's pure electric sedans did not make much of a splash, and coupled with the mistakes in the early rhythm of the Zhijie S7, Zhijie failed to become one of the mainstream new energy brands like Wenjie, riding the halo of Huawei. Compared to Wenjie, Wenjie did not become a popular model from the beginning, but after more than a year of market polishing, it was only after the launch of the new Wenjie M7 that it became a popular model. From this perspective, there are still many opportunities left for the intellectual world.

R7， What are the hot selling products in the intellectual world?

On June 11th, Yu Chengdong released photos of the actual vehicle of the Smart R7. From the perspective of the overall design, there is indeed a potential for eye-catching attention, but upon careful consideration of the details, it may still be a bit far from the best-selling model.

Based on existing information, the Zhijie R7 adopts a coupe SUV design, and its model level may be the same as the Wenjie M7. The difference is that the positioning of the Zhijie brand is more sporty, while the Wenjie brand is more family oriented. Therefore, the Zhijie R7 adopts a sporty style coupe design

Among the mid to high end new energy SUVs with good sales in the current market, the Ideal L series is considered one, and the Wenjie M series is considered one. The common feature is that it meets the household needs of users, supplemented by lower prices than gasoline cars of the same level, and richer product configurations. The most important thing is that the interior seating space is large enough, comfortable to sit in, and does not lack various entertainment functions. This also reflects that Hongmeng Zhixing understands how to create new energy SUV products that meet the needs of users.

In this context, the product characteristics of Zhijie R7 are somewhat contradictory to the label of "volume", more like a product that showcases the characteristics of Zhijie's youthful sports and fashion brand, rather than a "hot selling model" created to compete for market share.

The "Four Realms" under Hongmeng Zhixing have their own brand styles, which means that each brand has a different mission. Wenjie emphasizes household use, Zhijie emphasizes sports, Xiangjie emphasizes luxury, and Aojie emphasizes business. In other words, this brand positioning determines that Wenjie will be a volume driven brand. Some of the other "three realms" are aimed at enriching product attributes, while others are aimed at elevating the tone of Hongmeng Zhixing, which seems unrelated to "volume driven".

On the other hand, it can also indirectly demonstrate that the Zhijie R7 will not become a popular model like the Wenjie M7 or the Ideal L6. The potential competitor of Zhijie R7, Avita 11, has experienced a cliff like decline in sales this year since its monthly sales increased by 2000 in December last year. Currently, the sales level is around 600 units per month, due to the relatively low market recognition of coupe SUVs.

This is not a problem encountered by models in the era of electrification. In the era of gasoline powered cars, although sleek coupe SUVs have a high market demand, after weighing practicality, most users will give up their cool appearance and choose practical models. This concept has continued to this day.

What can break through the situation is that the Smart R7 uses "magic" to achieve a sleek SUV with large rear seating space and trunk space, while also considering personal and household attributes. Otherwise, the Smart R7 is likely to continue the market situation of the Smart S7- empty volume, no sales.

Huawei, does it also bring the fire intelligence world?

When the new car was launched at the end of 2023, the Smart S7 received a short-term harvest of 20000 yuan. However, in terms of sales, although the sales of the Smart S7 have improved since March, and the delivery volume in April and May remained at 5000 units, the total delivery volume still cannot cover the quantity of 20000 units.

After the re launch of the Smart S7 in April, it received over 2000 orders in the first week, and there has been no official announcement since then. Based on the delivery volume in the past two months, it is speculated that the actual production capacity of the Smart World S7 may remain stable at around 5000 vehicles per month.

That is to say, theoretically, the annual delivery volume of the Zhijie S7 may reach 60000 vehicles. If the Zhijie R7 also performs similarly after its launch, the monthly delivery of a single brand of Zhijie may reach 10000 vehicles. But the performance of 10000 vehicles in the current new car making forces can only be considered average, after all, the intelligent world is supported by Huawei, and Wenjie has achieved success before. If we can only maintain a monthly record of 10000 or less than 10000 vehicles, it is not enough.

With Chery's car manufacturing capabilities, including its production line for the intelligent world, it is currently Chery's production line for its brand's most high-end model, the Star Era, which reflects the high standard requirements of both Chery and Huawei for intelligent world products. At the same time, Huawei's support for intelligent technology and the marketing methods of corresponding technologies theoretically suggest that Zhijie should be stronger than Wenjie's image in the minds of users.

But the reality is that Huawei has not been able to drive the voice of the intelligent world, even though the intelligent world R7 has revealed its new car profile, it has not caused too much turbulence in the market. From the perspective of division of labor, Chery, as a manufacturing manufacturer, can ensure the lower limit of products in Zhijie and ensure the high standards and performance of Zhijie products. Huawei, as a solution provider, focuses on serving as a marketing party. It still requires more effort to raise the upper limit of Zhijie, as the negative impact of the difficult delivery of Zhijie S7 at the beginning of its release is still widely discussed in the industry.

From this perspective, there is no problem with the product design of the Zhijie R7 continuing its brand tone, but it also means that it is not a model with volume as its task. It is more like a eye-catching model specially launched to regain the brand power lost by the Zhijie S7.

That is to say, relying solely on the intelligent R7 is not enough to overturn the situation. Taking Wenjie as a reference, in addition to the stable sales output of Wenjie M9 from the beginning to the end, the freshness of Wenjie M7 and Wenjie M5 is relatively short, reflecting the trend of severe homogenization and rapid technological change in the new energy market. The only way to break the deadlock may be to constantly innovate. The Smart World S7 was re launched less than half a year after its launch. Smart World changed its statement, but the effect may not be as expected, mainly due to the lack of substantial changes in product strength. In addition, the speed of building the product matrix for the Zhijie brand is not as fast as imagined, and it is unclear whether this is a problem with Huawei's product planning.

Huawei has driven Wenjie, but has not yet been able to drive Zhijie. The fundamental reason may still be the issue of brand positioning and product market acceptance. If Zhijie can also focus on home style, with its strong product strength and Chery's car making heritage, we believe it can form more sales conversion rates.

句子成分分析：(划分说明)  提示：框中标识可点击

That is to say, [theoretically], || the annual delivery volume (of the Zhijie S7)may reach 60000 vehicles.
If the Zhijie R7 also performs [similarly] [after its launch], || the monthlydelivery (of a single brand (of Zhijie)) may reach 10000 vehicles.

句子语法结构详解：

* is 为系动词作谓语，采用一般现在时。
* to say 为不定式，作表语。
* 第1个 the 开头为陈述句。
* 第1个 reach 为谓语。
* if 为连词，引导条件状语从句。
* performs 为谓语，采用一般现在时。动词采用第三人称单数形式。
* 第4个 the 开头为陈述句。
* 第2个 reach 为谓语。
* its 为物主代词。may 为情态动词。that 为指示代词。the 为定冠词。a 为不定冠词。

句子相关词汇解释：

Phrase:

Vocabulary:

句子成分分析：(划分说明)  提示：框中标识可点击

But the performance (of 10000 vehicles (in the current new car making forces))can only be considered average, [after all], || the intelligent world is supported[by Huawei], || and Wenjie has achieved success [before].
If we can only maintain a monthly record (of 10000 or [less than] 10000 vehicles), || it is not enough.

句子语法结构详解：

* making 为现在分词，作后置定语。
* be 为系动词作谓语。
* considered 为过去分词作定语
* 第3个 the 开头为陈述句。
* 第1个 is 为助动词。
* supported 为谓语，采用一般现在时和被动语态。
* and 为并列连词，连接并列句。
* achieved 为谓语，采用现在完成时。
* if 为连词，引导条件状语从句。
* maintain 为谓语。
* it 开头为陈述句。
* 第2个 is 为系动词作谓语，采用一般现在时。
* enough 为形容词作表语。
* can 为情态动词。we 为人称代词主格。has 为助动词。the 为定冠词。a 为不定冠词。

句子相关词汇解释：

Phrase:

Vocabulary:

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