The BAIC and Huawei Stelato S9
After Aito, Luxeed, and Stelato, Huawei is preparing a new brand that will target the high-end market with a focus on great comfort and advanced technology.
Over the months, Huawei has become a pillar in the Chinese automotive industry. Their products are used in many models from major manufacturers, helping them catch up technologically with the more dynamic ones. Through various partnerships, their automotive distribution division has been successful, particularly with models like Aito M7 and Luxeed S7 in the Chinese market. However, amidst a price war squeezing margins, Huawei is aiming for a premium market position.
In recent months, they unveiled the Aito M9 large SUV in partnership with Seres and are preparing to launch the Stelato S9 sedan with BAIC. While the S9 may seem just a larger version of the S7 based on style and naming, their market positions are quite different. Luxeed (Chery) and Aito target a wider audience, while Stelato clearly aims at the premium segment. Furthermore, after partnerships with Seres, Chery, and BAIC, Huawei is set to reveal the fourth branch of their automotive range, this time with JAC, targeting the ultra-luxury market segment.
Maybach and Rolls-Royce, really?
Yu Chengdong, head of Huawei’s automotive division, boldly compares their latest flagship to luxury brands like Maybach and Rolls-Royce in terms of comfort and luxury…
A Chinese sedan as comfortable as a Rolls-Royce? What may have seemed absurd years ago is much more plausible today. Chinese models excel in comfort, offering advanced solutions for suspension and cabin insulation. Recent demonstrations like the Nio ET9 prove this, and vehicles like the Zeekr 009 minivan deliver comfort levels comparable to a Mercedes S-Class.
The idea is technically sound, but competing in prestige with mentioned luxury brands will be challenging. Huawei and JAC are aware of this and aim for less exclusive prices, around one million yuan, approximately 125,000 euros. This is significantly lower than the Rolls-Royce mentioned, making it more appealing to Chinese customers who might reconsider options like the Mercedes Maybach S-Class starting at 1.46 million.
It’s worth noting that JAC is partially owned by Volkswagen, adding an interesting dynamic to the mix.