Beijing Automotive Group All-in on Enjoy World S9

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Author | Wang Lei

Just now, the most expensive car from the Huawei ecosystem was officially launched.

"Absolutely worthy of those four words."

Yu Chengdong hinted more than once on stage, and everyone knows which four words he meant.

(Far ahead)

This car also has big ambitions, targeting BBA's "78S" models, with a starting price of 399,800 yuan, less than half the price of a Mercedes-Benz S-Class.

Obviously, this is an attempt to capture the market for executive luxury sedans.

However, compared to the "four words" mentioned by Yu Chengdong, many netizens still question the origin of Enjoy World S9—Beijing Automotive Group.

01

Sedan Version of "AITO M9"

"With a good foundation in math, physics, and chemistry, you'll have nothing to fear wherever you go."

As the most important new car launch of HarmonyOS Intelligent Driving this year, Huawei also invited Zeng Yuqun, Chairman and CEO of CATL, to stand on stage. When evaluating this car, he said that Huawei's strength lies in digitization (math), Beijing Automotive Group's strength lies in its automotive manufacturing experience (physics), and CATL's strength lies in electrochemical technology (chemistry).

So, what kind of car is Enjoy World S9?

HUAWEI ADS 3.0

The most advanced technology is naturally placed in flagship products, and Huawei has placed its own intelligent driving system ADS 3.0 on Enjoy World S9 for its first launch.

Huawei ADS 3.0 adopts a brand-new end-to-end architecture, equipped with hardware such as a 192-line LiDAR with a detection range of up to 250 meters, 3 mmWave radars, 12 ultrasonic radars, 7 high-perception cameras, and 4 panoramic cameras.

Compared to last year's ADS 2.0 BEV+GOD network, ADS 3.0 removes the BEV network and replaces it with a unified GOD network model, achieving progress from simply "recognizing obstacles" to deeply "understanding driving scenarios" with a single GOD (General Obstacle Detection) network.

In other words, when the number of recognized general irregular obstacles reaches a certain level, GOD becomes a world model that can understand reality.

Moreover, the new architecture of Qiankun ADS 3.0 adds a PDP network, with the GOD network responsible for perception and the PDP network responsible for pre-decision planning.

The addition of the PDP network makes the car drive more human-like, able to generate an optimized path from the current position to the target position, taking into account traffic rules, road conditions, and the behaviors of other traffic participants.

It can not only recognize white-listed and irregular obstacles but also perceive road structures and scene semantics, providing a more comprehensive understanding of the physical world. The addition of the PDP prediction, decision-making, and planning network will also significantly improve the efficiency of the solution, with a passing rate of over 96% at complex intersections.

It is not difficult to see that Huawei's new Qiankun ADS 3.0 is currently the mainstream "two-stage" end-to-end structure, based on a small number of manual rules + end-to-end models, gradually reducing the number of manual rules.

The entire end-to-end integration process includes vision, mmWave radar, LiDAR, and navigation maps. Qiankun ADS 3.0 is equipped with a 4D mmWave radar, with a detection range increased to 280 meters, accuracy improved from 20cm to 5cm, and latency reduced from 185ms to 65ms.

In addition, ADS 3.0 also has a fallback instinctive safety network. Yu Chengdong introduced that the forward braking range of Enjoy World S9's ADS 3.0 has been increased to 150km/h (reverse braking at 60km/h), enabling proactive verification and even behavior prediction to avoid rear-end collisions.

After the launch of Enjoy World S9, Yu Chengdong announced that AITO M5 / M7/M9 and Zhidejie S7 models will gradually upgrade to Huawei's ADS 3.0 intelligent driving version starting in September.

Equipped with a 100kWh battery, 0-100km/h acceleration in as fast as 3.9 seconds

Enjoy World S9 offers both single-motor and dual-motor versions. The single-motor version has a maximum power of 227kW, while the all-wheel-drive version has a maximum combined power of 385kW and a peak torque of 673 Nm. The official 0-100km/h acceleration can reach up to 3.9 seconds, while the single-motor version takes 5.98 seconds.

The battery is equipped with a 100kWh ternary lithium battery, providing a driving range of 816km and 721km, respectively. The entire lineup uses Huawei's 800V Giant Whale architecture, which can replenish 200km of driving range in just 5 minutes, with an average power consumption of 13.2kWh/100km.

At the executive luxury sedan level, chassis quality is naturally a rigid indicator. Huawei's current strongest Tuling chassis is standard across the entire lineup, as expected.

It adopts a front double-wishbone independent suspension and a rear five-link suspension, with a standard 5-speed adaptive air suspension and CDC variable damping shock absorbers. The 100-0km/h braking distance is 32.77 meters, and the elk test result is 81.4km/h. It is also equipped with ADC adaptive shock absorption control, intelligent damping adjustment, etc., with a maximum wading depth of 430mm.

In addition, the new car is also equipped with a motion sickness relief mode, which optimizes the acceleration experience and suspension pitch to minimize discomfort caused by excessive weight transfer during braking and acceleration.

Inside the cabin, the original design is quite impressive, with a double-layer design for the wrap-around center console. The wooden material for the central armrest and door panels is natural solid wood, equipped with a 12.3-inch digital instrument cluster and a 15.6-inch central touch screen. On the passenger side panel, there is a starry sky mural trim with the theme of "Silk Road", paired with a 16.8 million full-color ambient light.

Huawei's cabin needs no introduction, with the new HarmonyOS 4, the new Super Desktop 2.0 enables bidirectional seamless transfer of mobile apps and full support for mobile desktop layouts.

Everything for Luxury

As an executive flagship, the product naturally aims for luxury. In Yu Chengdong's words, Enjoy World S9 is by far the most luxurious cabin of HarmonyOS Intelligent Driving.

Firstly, privacy is a priority. Although it has frameless doors, all four windows of Enjoy World S9 adopt double-layer laminated soundproof glass, with privacy glass for the rear windows and a standard physical sunshade for the roof.

Moreover, all models are standard with seat ventilation, heating, and massage functions, including up to 42°C three-level seat heating and 8-point 3-mode pneumatic massage, with a 4-way dual airbag lumbar support + 2-way leg rest adjustment for the front driver and passenger seats.

For the area directly below the hips and lower back, which is prone to wrinkles and deformation due to prolonged weight bearing and friction, Enjoy World S9 adopts a small diamond-shaped pattern that gradually enlarges towards the front of the cushion and the top of the backrest, achieving a non-collapse effect even after prolonged sitting.

It is worth mentioning that although Enjoy World S9 adopts a five-seat layout rather than a four-seat layout, the middle seat is independent from the two sides, without interfering with the shape and comfort of the side seats. When folded down, it forms a spacious central armrest, essentially creating a similar four-seat luxury car configuration.

The rear seats of Enjoy World S9 are also well-designed. Rear seat controls, a cooling and heating box in the rear armrest, a small table for the second-row executive seat, and a MagLink interface for connecting external tablets are standard features. The central armrest backrest also has a small storage compartment with cooling function.

The rear seats also feature zero-gravity seats with 12-way electric adjustment, including 2-way electric headrest adjustment and 4-way electric leg rest adjustment.

In addition, Enjoy World S9 is the first to introduce an automotive-grade projection system, with an in-car projection screen size of 420*900mm and an FOV of 90°x30°. The projector can be used normally whether the car is moving or parked.

02

Beijing Automotive Group All-in on Enjoy World S9

In the collaboration between Huawei and Beijing Automotive Group, Huawei has once again been given the role of "savior".

Although Beijing Automotive Group New Energy has a low presence in the domestic market at present, it has had its moments. From 2013 to 2019, Beijing Automotive Group held the top spot in pure electric vehicle sales for seven consecutive years. In 2018 and 2019, Beijing Automotive Group New Energy sold over 150,000 vehicles for two consecutive years, with no domestic competitors in sight at the time.

At that time, the ambitious Beijing Automotive Group set its sights on the high-end new energy market, signing a strategic cooperation agreement with Huawei in 2017, and ARCFOX specifically launched the HI version. However, the high price did not stir much excitement in the market.

Fast forward to 2020, with significant subsidies fading away, the B-end (ride-hailing) market relied upon by Beijing Automotive Group also suffered a setback. That year, sales plummeted by nearly 83%, with only 25,914 vehicles sold.

Since then, Beijing Automotive Group has been like a deflated balloon, accompanied by huge losses. Since 2020, it has lost about 25 billion yuan over four years.

Meanwhile, Seres, which collaborates with Huawei, has been on fire, with a peak market value once exceeding 150 billion yuan, becoming the "new king" among new automotive forces and surpassing the annual sales of ARCFOX with monthly sales exceeding 40,000. In the first half of this year, AITO sold over 180,000 units.

Now, with prices reaching up to 500,000 yuan, AITO M9 is gradually becoming the main sales force of AITO, giving Beijing Automotive Group hope to challenge the high-end market.

Therefore, Beijing Automotive Group New Energy began to follow the path of Seres—the Smart Selection model.

Moreover, clues can be seen in the exterior design of Enjoy World S9. Both Enjoy World S9 and AITO M9 occupy flagship status, and their design languages remain highly consistent. The iconic Kunpeng Spread Wings front face, with similar skylines and interactive matrix headlight design details, make Enjoy World look like a flattened AITO M9.

However, in the luxury executive sedan market, the performance of pure electric vehicles is not satisfactory, and fuel vehicles still dominate. Neither NIO ET7 nor traditional luxury brands like Mercedes-Benz EQE have been able to break into the market in terms of sales.

The luxury executive sedan market is inherently small, with BBA occupying a strong position. A luxury executive pure electric sedan priced at around 400,000 yuan must not only educate pure electric car users but also compete for market share with fuel vehicles.

It is also worth mentioning that the market growth rate of sedans is far slower than that of SUVs. Last year, annual sales of SUVs surpassed those of sedans for the first time, with 10.226 million units sold, reducing the market share of sedans to 47.1%, lower than that of SUVs at 47.8%.

Will Enjoy World S9, with many obstacles to overcome, become the next AITO M9?