Huawei intends to put its name in front of the car platform.

　　There are only more than 7 months left before Huawei's three-year deadline for not building cars.

　　Yesterday, AITO released a tweet on its official number with the headline: HUAWEI asked the world.

　　Perhaps the AITO inquiry M5 and M7, which were known to the public before, may also be renamed as HUAWEI inquiry M5 and M7 in the near future.

　　It is possible that so far, many people have not figured out what is AITO and what is inquiry, and what roles are played by Celes and Huawei respectively.

　　And how to answer the question that Huawei has been puzzling the industry for years, whether it can build cars or not. Perhaps the emergence of the HUAWEI question will help to answer this question.

　　Push "Huawei" to the front

　　First of all, we need to review the history:

　　In January 2016, Celes Automotive was established in Silicon Valley of the United States. On April 19, 2021, Celes and Huawei formally reached a deep cooperation. Celes Huawei Smart Select SF5 model was launched. On December 2 of that year, the AITO brand that Celes and Huawei cooperated with was released. 20 days later, AITO officially released the Inquire M5.

　　The AITO brand integrates the capabilities of the R&D, manufacturing and industrial production of the complete vehicle of Celes, as well as Huawei's cutting-edge technologies in the fields of information and communication, intelligent travel, etc.

　　Since then, Huawei has provided support for the AITO brand of Celes through the whole process of product design, industry chain management, quality management, software ecology, user management, brand marketing, sales channels, etc.

　　Celes Auto is a new energy vehicle brand under Celes Group, which was renamed from the former Xiaokang Shares. That is to say, the current Celes Group has four automobile brands: Celes Automobile, Fengfeng Automobile, Ruichi New Energy and Dongfeng Xiaokang.

　　There are two other brands operated by Celes, one of which is its own brand. At present, its model is the SF5 mentioned above, and the other is the AITO brand cooperated with Huawei.

　　In the official promotional materials, the nameplate of the front car of the Quest M5/M7 will read AITO Quest M5/M7, that is, AITO is the brand name, Quest M5/M7 is the model name.

　　At the initial stage of the M5, the nameplate at the lower left corner of the rear of the car will also be written with five words of Kin Concelles. Jinkang Celes is the main operating company of Celes in China, and the word "Jinkang" will not be pasted on the subsequent models for sale. In addition, on the M5/M7, you can hardly find the obvious words Huawei/HUAWEI.

　　After the brand history is clarified, let's see the appearance of "HUAWEI Ask the World". It is difficult to say whether it is to weaken the AITO brand or to promote the "question" to the brand name. But it is certain that Huawei intends to push its name to the front of the stage. It is also possible that this is the foreshadowing for Huawei Auto.

　　Both sides responded with a mystery

　　As we all know, there are three modes of cooperation between Huawei and auto companies, namely, the supply mode of parts from simple to deep, Huawei Inside mode and smart car mode.

　　Among them, Huawei Inside mode is to integrate the advantageous resources of both sides with automobile enterprises, cooperate with automobile enterprises from R&D to software and hardware, and jointly develop automobile sub-brands. The smart selection mode is to cooperate with the car factory deeply and provide support from product design, parts supply, sales channels and other aspects.

　　At present, under the Huawei Inside mode, Huawei cooperates with Jihu Automobile and Avita Automobile, and GAC will join in the later stage. Intelligent selection mode includes AITO automobile. It is reported that Chery Automobile, Jianghuai Automobile and Jihu Automobile will cooperate with Huawei to launch new products in the future.

　　Due to the rapid fermentation of the naming event, Celes and Huawei also responded immediately. Celis said that the long-term and deep cross-border cooperation relationship and cooperation mode between Huawei and the company have not changed. The two sides will further deepen joint business cooperation and launch more popular and competitive new products in the future.

　　Selis' response has not much value to ponder, but Huawei's response makes people think:

　　"HUAWEI is Huawei's eco-car brand and a brand new business model created by Huawei. Huawei provides... and helps auto companies sell good cars through product definition, user experience, quality control, channel retail and brand marketing, helping auto companies achieve commercial success while driving the large-scale sales of Huawei's smart car parts."

　　One of the words is "product definition", which is worth pondering.

　　The so-called product definition is the same as the "soul theory" put forward by Chen Hong, Chairman of SAIC. "It's like a company providing us with an overall solution. In this way, it becomes the soul and SAIC becomes the body. SAIC cannot accept such a result. We should control the soul in our own hands."

　　Since then, the discussion about who is the "soul" and who is the "body" has never stopped in the industry. In the Avita brand, Tan Benhong, its chairman, has repeatedly stressed that Avita itself is responsible for product definition, demand definition, design and development, and partners must make adjustments based on Avita's needs.

　　Relying on the powerful Chang'an Automobile, Avita can make Huawei obedient. What about Celes, whose brand power, popularity, R&D strength and technical reserves are more weak? Obviously, it does not have the confidence of Chang'an Automobile. For the sake of enterprise development, it is very likely to hand over many initiatives to Huawei.

　　In February, Celes and Huawei signed a joint business deepening cooperation agreement in Shenzhen. The content shows that Celes will cooperate with industrial resources and promote the application of new technologies, materials and processes to the cooperation models; Huawei terminals will give full play to the advantages of intellectualization, digitalization and user experience design, including advanced intelligent driving and Hongmeng cockpit, to provide enabling support for Celes and further strengthen the joint innovation capability.

　　If you explain this agreement roughly, it is equivalent to that Celes only does the work of traditional body hardware, and it is more like being reduced to the role of a substitute factory. Huawei has taken over the leading role of intelligent cockpit and intelligent driving. In the era of smart electric, what is the difference between this and making cars in person?