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Key Highlights
- Huawei is gearing up to unveil deluxe electric vehicles that will rival Maybach and Rolls-Royce.
- Their first luxury sedan is slated for launch in 2025, positioned against models like the BMW 7-Series and Mercedes EQS.
- This new premium brand will represent the pinnacle of Huawei’s automotive future, with collaborations emphasizing cutting-edge technology integration.
Huawei is approaching the establishment of its new luxury marque with seriousness. According to Huawei Chairman Yu Chengdong in an interview with the Chinese magazine QQ, their forthcoming collaboration with the Chinese manufacturer JAC will strive to surpass the standards set by brands such as Maybach and Rolls-Royce. The joint venture, as of now unnamed, is committed to providing the utmost luxury to challenge global luxury brands, with its initial sedan poised to captivate the upper echelon of society.
Known for its ambitious vehicle projects, the technology giant has already introduced crossovers and sedans it believes rival European and American counterparts. With a $30 billion investment over a five-year period, Huawei is prepared to enter the ultra-luxury market and potentially lock horns with the Rolls-Royce Spectre for dominance.
A “Million-Level” Car
Huawei’s strategy involves introducing vehicles priced at around ¥1 million, equivalent to nearly $140,000 in today’s market. This pricing significantly undercuts Maybach and Rolls-Royce, whose models are typically priced between $200,000-$300,000.
Our benchmark far exceeds the level of Maybach and Rolls-Royce Phantom. It is more luxurious, more high-end and more comfortable than them. The one that sells for more than one million is very high-end.” – Yu Chengdong, Chairman of the Board of Directors of the Intelligent Automotive Solution BU
These luxury EV models will feature advanced technology integration and will be produced by JAC at a forthcoming facility expected to be operational within the next few months. The sedan is slated for a 2025 release and, with such competitive pricing, is expected to compete with vehicles like the BMW 7-Series and Mercedes EQS, although specific features have yet to be disclosed. Current Huawei EV models such as the Luxeed S7 and Aito M9 boast ranges of 430-530 miles, yet the real-world range is likely closer to 300-400 miles.
The “Fourth Realm” In The Company’s Strategy
At the pinnacle, this luxury brand will introduce the flagship models of the company’s future, while other partnerships will fill out the lower tiers. “JAC is positioned as ultra-high-end, Xiangjie as high-end sedan, and Zhijie as a mid-range car accessible to a broad audience,” Chengdong explained. Beneath these sits the Seres brand, primarily focused on SUVs.
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The Seres Group, BAIC, and Chery are among the other collaborators, with Chery also engaged in a partnership with JLR that could result in them manufacturing electric vehicles for the British automaker soon. These alliances revolve around technological blending, a field familiar to Huawei given its background in smartphone manufacturing. Chengdong is confident that Huawei’s grasp on customer experience, quality, and service equips them well to deliver cutting-edge smart driving solutions.
Despite this potential, US import duties may impede the introduction of these models in American markets in the near future. For now, we can only observe Huawei’s automotive endeavors from a distance, unless circumstances change.
Source: QQ
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