By Theodore Opara

Chinese automakers, already leading the global transition to electric vehicles (EVs), are now setting their sights on the ultra-luxury automotive segment long dominated by European marques such as Rolls-Royce, Mercedes-Maybach and Aston Martin.

At the forefront of this push are three Chinese brands — Maextro, Hongqi and Zeekr — which are rapidly gaining attention with products designed to rival some of the world’s most prestigious luxury vehicles.

While Hongqi has a long history of building premium vehicles for China’s political and business elite, the emergence of Maextro and Zeekr is reshaping competition in the luxury market. Maextro, in particular, has made a remarkable impact, reportedly outselling Mercedes-Benz and BMW combined in China’s luxury sedan segment since January 2026.

The newest entrant, Maextro, is a premium automotive brand jointly developed by Chinese technology giant Huawei and Anhui Jianghuai Automobile Group (JAC). The company officially launched its flagship S800 luxury sedan, positioning it as a direct competitor to Mercedes-Maybach.

Introduced in 2025 with a starting price of about $98,330, the S800 is Maextro’s first production model and represents the highest-end offering within Huawei’s Harmony Intelligent Mobility Alliance (HIMA).

The S800 is available in both battery-electric (BEV) and extended-range electric vehicle (EREV) configurations. Buyers can choose between four-seat and five-seat layouts, with limited-edition Pioneer versions restricted to 599 units.

Measuring 5,480mm long, 2,000mm wide and 1,536mm high, with a wheelbase of 3,370mm, the sedan ranks among the largest luxury cars on the market.

The dual-motor BEV versions deliver a combined output of up to 390kW, enabling acceleration from 0 to 100 km/h in as little as 4.3 seconds. Equipped with a 97kWh battery pack, the vehicles offer driving ranges of up to 702km and can recharge from 10 to 80 per cent in approximately 12 minutes.

Targeting ultra-high-net-worth individuals and senior business executives, the S800 differentiates itself through a technology-focused approach to luxury. Features include a built-in refrigerator, laser cinema projection system, 43-speaker audio setup, Huawei’s ADS 3.0 autonomous-driving technology, “zero-gravity” massage seats and gesture-controlled doors.

Hongqi, China’s oldest luxury automotive brand, is competing with its flagship Guoya sedan. Designed for dignitaries, government officials and traditional luxury buyers, the Guoya is widely regarded as China’s answer to the Mercedes-Maybach.

The model combines classic styling cues with modern luxury, featuring an imposing vertical grille, retractable hood ornament and a handcrafted cabin finished with premium wood and crystal accents. The vehicle’s design was influenced by former Rolls-Royce design chief Giles Taylor.

Meanwhile, Zeekr is targeting affluent technology executives with the 009 Grand, an ultra-luxury electric multipurpose vehicle focused on rear-seat comfort.

Unlike traditional luxury SUVs, the 009 Grand embraces a lounge-like concept, offering aircraft-grade seats, a large partition screen and exceptional cabin insulation designed to provide a first-class travel experience. The model is positioned against vehicles such as the Rolls-Royce Cullinan and high-end Maybach offerings.

Industry analysts say the emergence of these brands signals a broader shift in the luxury automotive landscape, with Chinese manufacturers increasingly combining advanced technology, electrification and premium craftsmanship to challenge established European luxury giants on their own turf.

As competition intensifies, Maextro, Hongqi and Zeekr are proving that the future of ultra-luxury motoring may no longer be defined solely by Europe’s traditional marques.