Key Takeaways
- Huawei plans to release ultra-luxury EVs rivaling Maybach and Rolls-Royce
- Its first sedan is set to be released in 2025, priced against models like the BMW 7-Series and Mercedes EQS.
- The new luxury brand will be the flagship of Huawei’s future, with partnerships focusing on high-end technology integration.
Huawei isn’t taking its new luxury brand lightly, saying its upcoming joint venture with Chinese manufacturer JAC will exceed brands like Maybach and Rolls-Royce. Speaking with the Chinese publication QQ, Huawei Chairman Yu Chengdong says the currently unnamed joint venture isn’t settling when it comes to offering the highest level of luxury possible to compete with international marques, and its first sedan model is set to properly excite the upper class.
The tech giant is no stranger to building ambitious vehicles, having already unveiled crossovers and sedans it believes are just as capable as anything coming out of Europe and America. Five years into its effort with $30 billion invested, it’s ready to take the next step into the ultra-luxury market that could see it compete against the Rolls-Royce Spectre for supremacy.
A “Million-Level” Car
The company plans to release vehicles that are priced at around ¥1 million, which would put them at nearly $140,000 in our market. This would undercut Maybach and Rolls-Royce substantially since those vehicles sit in the $200,000-$300,000 range.
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
The models will be technologically integrated luxury EVs built by JAC at a facility that should be completed in the next few months. The sedan will arrive for the 2025 model year and, with pricing like this, should compete against models like the BMW 7-Series and Mercedes EQS, but features have yet to be revealed. Current Huawei EV models like the Luxeed S7 and Aito M9 have ranges of 430-530 miles, but the real-world range is most likely closer to 300-400 miles.
The “Fourth Realm” In The Company’s Plans
Sitting at the top, this brand will release the flagship models of the company’s future, with its other partnerships fleshing out the area lower. “JAC is positioned as ultra-high-end, Xiangjie is positioned as a high-end sedan, and Zhijie is positioned as a broad mid-range and mid-to-high-end car, that is, a car that a wide range of people can afford,” said Chengdong. Below these sits the Seres brand, which focuses mainly on SUVs.
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These other partnerships are with the Seres Group, BAIC, and Chery, with the latter also having a partnership with the JLR that may see it produce electric vehicles for the British automaker in the near future. All of them focus on technology integration that Huawei is no stranger to as a smartphone manufacturer, and Chengdong believes its understanding of the user experience, quality, and service position it nicely to offer the best smart driving solutions in the industry.
Unfortunately, given government tariffs, the odds we see any of these models in the US anytime soon are slim to none. We’ll continue to watch Huawei’s automotive exploits from afar unless something changes.
Source: QQ
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