摘要：In 2025, China's automotive industry is set to make history once again, becoming a turning point in the global auto market. Not on
In 2025, China's automotive industry is set to make history once again, becoming a turning point in the global auto market. Not only will intelligent driving become widely accessible, but a new wave of electric smart vehicles will also flood the market.
BYD kicked off 2025 with a nationwide intelligent driving launch event, causing turbulence in China's auto industry. By the end of March, it held six consecutive launch events, showcasing its megawatt fast-charging technology and introducing new products from five major brands, leaving competitors and consumers in awe.
As more new models enter the market at an accelerating pace, it’s time for BYD to learn from Huawei and rethink its launch strategy—otherwise, even the auto media won't be able to keep up.
Amid BYD’s series of intensive product launches, Huawei’s Pura Pioneer Event and HIMA（Harmony lntelligent Mobility Alliance）Launch also made waves in the market.
While BYD dominated the east side of Shenzhen, Huawei took over the west with a two-hour event. In addition to unveiling the new Pura X smartphone and a range of smart ecosystem devices, Huawei introduced the upgraded 2025 AITO M9 alongside new models from LUXEED and STELATO.
Huawei maintained its signature high-energy, content-packed style, leaving the media and fans overwhelmed. However, unlike traditional late-night car launch events, Huawei’s event allowed fans more time and opportunities to spread the news across platforms.
The results were clear—Pura X trended multiple times, the 2025 AITO M9 received 15,000 pre-orders within 24 hours, and later, LUXEED announced a collaboration with Liu Yifei, while STELATO S9’s range-extended model also became a hot topic.
Huawei’s single event generated the same impact as BYD’s six events combined. With even more upcoming products and technologies to unveil, BYD truly needs to take a page from Huawei’s playbook, refining its launch event pacing and traffic strategy.
Overwhelming New Releases—Can Consumers Keep Up?
At BYD’s God’s Eye Intelligent Driving Launch, the sight of dozens of autonomous vehicles dominating the venue was impressive. While the highlight was how God’s Eye is propelling China into the intelligent driving era, pinpointing a single standout product from the event proved difficult.
From the Super e-Platform-powered Tang L and Han L, the debut of BYD’s first mid-to-large SUV Denza N9, to the e-Platform 3.0 Evo-based Qin L EV and Sealion 05 EV, and finally, the U7—China’s first horizontally opposed engine vehicle and Fangchengbao’s first pure EV, TAI 3, BYD’s groundbreaking technologies and new releases came in waves.
After this flurry of launches, everyone agrees that BYD remains theglobal leader in new energy vehicles. However, when it comes to actual sales targets and performance per model, only top-tier sales representatives engaging directly with customers truly understand the challenge of securing each order. The sheer volume of releases might even dilute the market impact of each model due to internal competition.
BYD has already realized the need to adjust its dense launch schedule. For example, Wang Chao Network’s Lu Tian and Ocean Network’s Zhang Zhuo have jointly launched new models in a comedic “crosstalk” format more than once. After all, these models share the same technical platform but cater to different market segments, allowing them to generate a 1+1>2 effect.
Huawei’s Playbook—The Key to Breaking Industry Barriers
Unlike Xiaomi Auto and Lei Jun’s personal brand influence, which is difficult to replicate, Huawei’s HIMA strategy offers valuable lessons for automakers looking to enhance their market presence.
Huawei and its auto division, HIMA, could have easily held two separate events. However, by combining digital and automotive launches, Huawei created a unique scenario where both tech and auto media engaged in cross-industry discussions, sparking massive online buzz. This is the kind of crossover success that all automakers dream of achieving.
During Huawei’s launch event, even the auto industry found itself immersed in the digital world, discussing Pura X’s revolutionary new design. Meanwhile, while Huawei’s car models—AITO, LUXEED, and STELATO—were primarily of interest to the auto industry, key topics such as Liu Yifei’s brand collaboration, the sales success of the 2025 AITO M9 and M8, and Huawei’s upgraded intelligent driving capabilities also captured the curiosity of tech enthusiasts.
BYD’s 2025 Vision—A Massive Challenge Lies Ahead
It remains unknown just how many more new technologies and products BYD has in store. However, its ambitious 5.5 million sales target for 2025 is already a staggering figure—far beyond what one can count on ten fingers. Meanwhile, the entire Chinese auto industry is watching closely, ready to challenge BYD at any moment.
Reports suggest that BYD’s current strategy is not maximizing net profit but rather maintaining a reasonable profit margin while aggressively expanding its 33% market share to secure its long-term industry dominance. This means faster product rollouts and more frequent new releases will be the norm for BYD in 2025.
The first quarter of 2025 has already seen several overlapping launch events, a trend that is unlikely to change over the next nine months. While BYD isn’t afraid to compete directly with any automaker, the real challenge lies in synchronizing its internal launch strategy to present a unified market approach.
On a global scale, if BYD is looking for a benchmark in both the tech and automotive sectors, Huawei remains its best role model.
来源：TMC动力一点号
