June 7, 2024

Huawei targets Maybach, Rolls Royce, BMW customers with luxury marque


By Theodore Opara

Huawei, China’s tech giant is planning to replicate what it did in the smart phone sector in automobile industry. Huawei, having made a name in the smartphone industry is targeting to challenge leading luxury car makers with a luxury car which it planned to launch in 2025.

To achieve this, Huawei says its upcoming joint venture with another Chinese manufacturer, JAC will see the dream through.

According to Huawei chairman, Yu Changdong in a chat with QQ, a Chinese publication, “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.”

With this ambition, Huawei is ready to shock the world just like BYD which recently built an SUV that puts China’s as name on the luxury automobile world map. Having established itself with some crossovers and sedans that are already making waves in China, Huawei’s new target in the luxury car market will confirm Chinas’ capability to excel in every segment of automobile making.

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 and other established luxury car maker. 

Sources monitored in China said that 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.

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.

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.

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.

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