Wenjie is striving to become what many people desire.

On September 2nd, Yu Chengdong, Executive Director of Huawei, Chairman of the Terminal BG, and Chairman of the Intelligent Automotive Solutions BU, teased on social media that the panoramic smart flagship SUV, the five-seater Wenjie M9 powered by Hongmeng Smart Mobility, would be released on September 10th, inviting everyone to "get on board" together.

The official account of Hongmeng Smart Mobility also released a teaser video and poster for the five-seater Wenjie M9. From the video content, it seems that the five-seater Wenjie M9 places greater emphasis on outdoor travel and has added some targeted new configurations, perhaps for scenarios such as outdoor camping.

This year, Hongmeng Smart Mobility has delivered impressive results, with a cumulative delivery of 272,136 new vehicles across its entire range from January to August 2024. Wenjie M9, which has been on the market for over half a year, remains the benchmark for sales of luxury new energy SUVs priced at 500,000 yuan, with 15,386 deliveries in August 2024, even outperforming the lower-priced Wenjie M7, demonstrating its product strength and successful positioning.

As the saying goes, where there is demand, there is a market. The introduction of the five-seater Wenjie M9 is likely aimed at filling a gap in the market, differentiating itself from Lixiang One's L9, and enriching the choice options for the Wenjie M9 series, seeking greater sales growth during the automotive industry's "golden September and silver October" period.

So, who will be swayed by the unique travel positioning of the five-seater Wenjie M9?

"Third row" instantly transforms into a fishing stool, as the five-seater Wenjie M9 aims for outdoor adventures

At first glance, the five-seater Wenjie M9 appears to be nothing more than the original version minus the third-row seats. However, by combining leaked information, promotional materials, and the keywords mentioned by Yu Chengdong, it becomes clear that the new model offers more than just the removal of a row of seats and increased rear/trunk space.

According to information disclosed by the Ministry of Industry and Information Technology, the five-seater Wenjie M9 was submitted for approval in March this year. In addition to its five-seat layout, the new car also offers a towing capacity of 1,500kg, suitable for towing small RVs.

Yu Chengdong mentioned "panoramic seating" in his post, which is inextricably linked to the two chairs that play a prominent role in the promotional materials. Combined with the images, these two seats and a small table are located at the opening of the vehicle's trunk, showcasing a fishing stool application scenario.

Fishing stools are often found in full-size SUVs or large pickups, such as Lucid's full-size SUV Gravity, where the fishing stool is designed in the front compartment. Combining the large space and strong loading capacity of large vehicles, fishing stools can leverage their advantages even more. Additionally, when the trunk tailgate is unfolded, it can also serve as a sunshade.

Of course, the inclusion of a fishing stool configuration also hints at the luxury of the five-seater Wenjie M9.

Outdoor themes remain a constant topic of conversation. At this year's Chengdu Auto Show, some brands introduced official outdoor customization options for existing models. For example, Jishi 01's "Fishing Master Edition" not only features exclusive paintwork but also provides a complete set of professional fishing gear in the trunk. Customized models cater to groups with specific usage scenarios, and the five-seater Wenjie M9 is likely no exception.

The five-seater Wenjie M9 has clearly targeted users who enjoy outdoor adventures. Compared to the six-seater version, the five-seater offers more flexible space, making it a more suitable choice for outdoor excursions.

Conversely, in the five-seater Wenjie M9, the second-row seats will change from two independent seats in the six-seater version to a bench seat with three seats in a row, naturally compromising the seating experience to some extent. While the six-seater version offers superior ride comfort, the five-seater version boasts stronger space practicality, providing an additional option for those considering the Wenjie M9.

Currently, product information for the five-seater Wenjie M9 is not available on the Hongmeng Smart Mobility app, and there are also rumors that the 2025 Wenjie M9 will be released concurrently. Whether the new car will be optimized for the five-seat layout, whether the fishing stool will be standard or optional equipment, and how its price will compare to the six-seater Wenjie M9 are all questions of great interest to the public. Answers to these questions will have to wait until Huawei's September 10th press conference.

Delving deeper into the large five-seater SUV segment, Wenjie M9 continues to evolve

Outdoor themes and fishing stools are, at best, some "selling point compensations" for the five-seater Wenjie M9 after the removal of the third-row seats. Outdoor scenarios only account for a small portion, just as people who buy off-road vehicles don't necessarily go off-roading every day, and a five-seater Wenjie M9 with a fishing stool isn't likely to visit fishing ponds daily.

As mentioned earlier, Wenjie M9's decision to introduce a five-seater version is not simply about slashing prices but rather responding to the needs of those seeking a five-seat SUV. The popularity of Wenjie M9 speaks for itself, indicating that the definition and pricing of smart flagship SUVs are on the right track. If Wenjie were to lower prices, it might consider adjusting its intelligent driving system, perhaps by removing lidar and opting for the HUAWEI ADS basic version instead.

However, the diversity of the consumer market necessitates that Wenjie M9 take a step forward to address the voices of more consumers.

First and foremost, a five-seat layout is more practical than six- or seven-seat SUVs, better aligning with mainstream market demands. Many SUV users rarely encounter scenarios where more than five people need to be accommodated, leading to low utilization rates for the second row and even less for the third row, which often goes unused. Even if the third-row seats can be folded forward to create more trunk space, the overall loading capacity still falls short of comparable five-seat models.

Many people insist on avoiding SUVs with more than five seats, as they dislike the idea of long-term unused third-row seats, which could also limit Wenjie M9's potential market expansion. I recall a time when joint venture vehicles dominated the domestic market, with new cars often subject to price hikes and, in some cases, dealers forcing buyers to choose higher-end versions or risk losing their reservations.

During that period, people who originally intended to purchase a five-seat model were often compelled to upgrade to a more expensive seven-seat version against their will.

Times have changed. Joint venture brands no longer dominate, and domestic autonomous brands are gradually occupying high ground in the automotive market. With the emergence of more and more reasonable products, consumers are regaining their right to choose. The seemingly minor difference of one or two seats can significantly impact purchasing decisions, necessitating Wenjie M9's adaptation to a wider range of people.

From a market competition perspective, the introduction of the five-seater Wenjie M9 also allows it to differentiate itself from Lixiang One's L9.

Competition in the 500,000 yuan new energy SUV segment is fierce, with consumer demands serving as the ultimate authority. While maintaining technological superiority, it is essential to discern the genuine needs of consumer groups and capitalize on every possible selling point. The five-seater Wenjie M9 represents a "quick turn" in response to the large SUV market.

"X Jie" originates from Wenjie, and Hongmeng Smart Mobility's core competency must be safeguarded.

Whether it's Wenjie M7 or the Wenjie M9 series, corresponding configuration versions have been introduced to cater to different price segments and needs, resulting in a well-rounded SKU layout. Its smart cockpit and intelligent driving capabilities are universally praised. It is foreseeable that the launch of the five-seater Wenjie M9 will further boost Hongmeng Smart Mobility's sales.

As Hongmeng Smart Mobility and its "Four Jie" (the four product lines) are still in their growth stages, Wenjie remains the sales backbone of Hongmeng Smart Mobility until the other lines, namely Zhijie, Xiangjie, and the upcoming Zunjie, establish their market presence. Any slip-ups in product quality are unacceptable.

The "curse" of range anxiety in new energy vehicles has yet to be fully lifted, and the pace of high-end electric vehicle adoption lags far behind that of plug-in hybrids (including extended-range electric vehicles). Zhijie S7 and Xiangjie S9 have yet to experience significant sales growth, leaving Wenjie as the only brand within the "Four Jie" to offer extended-range powertrains, shouldering the burden of sales.

In other words, to sell better, Wenjie M9 must take on the "shape" of consumers. I speculate that the upcoming Wenjie M8 will also offer five- and six-seater versions, providing a more comprehensive market coverage with additional SKUs. As for Zunjie, it appears to be the pinnacle of Hongmeng Smart Mobility's "Four Jie," though no specific models have been unveiled yet, leaving us eagerly anticipating its arrival.

In China's increasingly competitive market, maintaining one's own advantages is no easy feat, and the absence of unique strengths can make progress challenging. Hongmeng Smart Mobility has fortified its moat with intelligent driving and Hongmeng Smart Cockpit, while leveraging the convenience of multi-device interconnectivity to attract Huawei smart device users. This strategy has enabled Wenjie M9 to achieve benchmark performance.

However, the future remains uncertain. China's automotive market is intensely competitive, with new product iterations surpassing our expectations. Post-industrial upgrade new energy brands are exuding even greater vitality, with more and more brands joining the new energy race. Wenjie M9 will become one of many successful models, but not the only one.

Regarding the five-seater Wenjie M9 and the upcoming Zhijie R7, we will continue to follow up and bring you more comprehensive product insights. Stay tuned.

Source: Leitech