Huawei Mulling New Luxury EV Brand To Rival Rolls-Royce, Maybach

S7 sedan by Luxeed, an EV sub-brand developed jointly by tech giants Huawei and Chery.

Huawei's fourth joint venture with another indigenous Chinese automaker, although still with an unnamed brand, is already making waves with high ambitions. 

In fact, Yu Chengdong, the CEO of Huawei's Smart Car Solutions, has confidently stated that their latest partnership with JAC aims to surpass the luxury and comfort of iconic brands like Maybach and Rolls-Royce.

“Yes, the name of Huawei-JAC has not been decided yet. This may be a million-level car, very high-end. Our benchmark far exceeds the level of Maybach and Rolls-Royce Phantom. It is more luxurious, higher-end, and more comfortable than them,” said Chengdong.

Ambitiously, Huawei is now mulling to develop a new ultra-luxurious sub-brand to rival against Rolls-Royce and Maybach with its latest joint-venture with JAC.

Aiming to challenge established giants like Rolls-Royce and Mercedes-Maybach, Huawei is setting a very high bar with a Chinese electric car that will likely be priced around RMB1 million (RM 658,980). The target is to disrupt the ultra-luxury car market with a vehicle that boasts rivalling levels of refinement and sophistication.

The first model from this joint venture is rumored to be a spacious sedan with a fully electric powertrain. This ultra-luxurious EV is expected to debut in the fourth quarter of 2024, positioning itself as a direct competitor against flagship models like the BMW i7 and the Mercedes-Benz EQS.

This new automotive brand, created by Huawei and JAC, represents the “fourth realm” of the HIMA project. It will be positioned above Huawei's existing partnerships: the high-end Stelato (BAIC), the mid-range Luxeed (Chery), and the SUV-focused AITO (Seres).

All four brands targets a younger-aged demographic, emphasising high-tech features and practicality.

Aito M9 pictured. This range of EV SUVs was borne out of Huawei's joint venture with Chery.

In an interview with Chinese media outlet QQ, Yu Chengdong also revealed that he alternates between driving the Luxeed S7 sedan and the Aito M9 SUV as his daily vehicles. He praised both models for their LiDAR technology and safety features, claiming they are “truly ahead of the entire industry.”

He also highlighted the impressive driving range of Huawei-backed models, ranging from 705 to 855 KM, which surpasses rival offerings.

When asked about principles from the mobile phone industry that could be adapted to the automotive sector, Chengdong emphasized user experience, user satisfaction, product quality, and customer service as key elements.

Huawei's collaboration with JAC Motors is not just another venture; it is a strategic move to redefine luxury and comfort in the automotive industry. As the launch date approaches, the world will be watching to see if Huawei and JAC can truly achieve their ambitious goals. KR

Source: CarScoops.com