New Ultra-Premium EV Brand by Huawei Targets Maybach, Rolls-Royce

Jun 01, 2024 04:27 AM EDT

HUAWEI RED CAR — (Photo : AI IMAGE/DABBIE DAVIS)

Last year Huawei introduced a fresh electric vehicle (EV) intended to compete with Elon Musk's Tesla. The vehicle was created in collaboration with Chinese automaker Chery. Referencing last year the price was at 258,000 yuan or $35,400 during the presale phase. The official sales launch took place on November 28 as announced by the company during a press briefing.

Now in 2024, Huawei once more emerges into the spotlight with its latest ultra-premium EV brand.

Latest from Huawei, Ultra-Premium EV

Huawei intends to launch ultra-premium EVs that will compete with Maybach and Rolls-Royce. Through its upcoming collaboration with Chinese manufacturer JAC, Huawei aims to compete with popular brands such as Maybach and Rolls-Royce.

According to CarScoops, Huawei's automotive division CEO expressed confidence in their upcoming collaboration with JAC. This new brand, positioned above previous ventures like Stelato (Huawei/BAIC) and Luxeed (Huawei/Chery), aims to outshine Maybach and Rolls-Royce in luxury and comfort.

Yu Chengdong emphasized the ambition of Huawei's partnership with JAC in exceeding industry benchmarks. More specifically, Chengdong confirmed that the name of Huawei-JAC has not been finalized. He mentioned that this new venture could potentially produce a million-level car, characterized by its extreme high-end positioning.

The benchmark set by Chengdong far surpasses the standards set by Maybach and Rolls-Royce Phantom, with a focus on unparalleled luxury, sophistication, and comfort. Speculations suggest that the initial offering from the upcoming partnership could be a roomy sedan equipped with an all-electric power system.

Anticipated to be launched in the last quarter of 2024, this ultra-luxurious electric vehicle is poised to compete directly with top-tier models such as the BMW i7 and the Mercedes-Benz EQS. Furthermore, CarScoops highlighted the upcoming automotive brand established by Huawei and JAC will embody the "fourth domain" of the HIMA initiative.

Positioned as an ultra-luxury option, this new venture will surpass Huawei's current collaborations including the premium Stelato (BAIC), the mid-tier Luxeed (Chery), and the SUV-centric AITO (Seres).

More About this Latest Venture

As reported by CarBuzz, the technology behemoth has a history of crafting bold vehicles, introducing crossovers and sedans that it deems on par with offerings from Europe and the United States.

After dedicating $30 billion over five years to this endeavor, the company is now poised to venture into the ultra-luxury segment, potentially positioning itself to rival the Rolls-Royce Spectre for dominance.

CarBuzz also reported that Huawei intends to introduce vehicles priced around ¥1 million, equivalent to approximately $140,000 in international markets. This pricing strategy would significantly undercut the price range of Maybach and Rolls-Royce models, which typically fall within the $200,000-$300,000 bracket.

Additionally, Huawei's partnerships extend to the Seres Group, BAIC, and Chery, the latter of which collaborates with JLR, potentially leading to the production of electric vehicles for the British automaker. These partnerships emphasize technology integration, an area where Huawei, known for its smartphone expertise, excels.

Chengdong believes that Huawei's expertise in user experience, quality, and service positions it favorably to offer top-notch smart driving solutions in the automotive industry.

Huawei Aito M9 Electric SUV

As per TopSpeed, originating from the expanding Chinese electric vehicle sector, the Huawei Aito M9 emerges as a spacious luxury SUV that confidently showcases its technology-focused ambitions.

Unveiled during Huawei's winter conference in China, the M9's exterior design strongly reflects its technology-oriented foundation. Distinctive triangular headlights, seamlessly integrated door handles, and a subtly curved roofline suggest a blend of aerodynamic efficiency and interior roominess.