Note: Huawei does not manufacture cars. Under the brand Harmony Intelligent Mobility Alliance, it adopts the smart selection model to develop the "Five Series" product portfolio with OEM partners (Seres, Chery, BAIC, JAC, SAIC): AITO, Luxeed, AITO (Xiangjie), Zunjie and Shangjie. Huawei supplies the full suite of intelligent systems including Qiankun ADS, HarmonyOS Cockpit, Turen Chassis and Giant Whale Battery. Vehicles are sold through Huawei retail stores. AITO serves as the sales cornerstone.
I. Sales Overview
1. Delivery Figures
· Full-year 2025: Total deliveries of Harmony Intelligent Mobility Alliance reached 589,100 units, among which AITO accounted for 422,900 units (about 72%). AITO M9 delivered over 110,000 units for the whole year, ranking top in China’s 500,000-yuan SUV segment.
· H1 2026: Harmony Intelligent Mobility Alliance delivered around 300,000 units in total; AITO recorded 160,800 units, a modest year-on-year increase of 5.6%. Growth slowed amid fierce domestic price competition, with a notable year-on-year drop in June monthly sales.
· Jan–Aug 2026: Cumulative deliveries exceeded 400,000 units. Retail volume hit 42,101 units in August, including 22,600 AITO units, bringing AITO’s share down to 53.7%. New models such as Luxeed and Xiangjie kept growing and diverted sales.
2. Sales Structure & Channel Features
1. Channels: Dual sales network of Huawei stores and independent AITO showrooms. Leveraging existing Huawei smartphone users for conversion, the integrated stores provide experience, test drive and delivery services with high customer acquisition efficiency, though at high operating costs. In 2026, AITO adjusted its cooperation model and will adopt an independent dedicated sales network, while Huawei continues to provide technical empowerment.
2. Price range focus: Premium market from 250,000 to 600,000 yuan, targeting large families and business users. Shangjie extends the entry price down to above 150,000 yuan to fill the low-end gap.
3. Powertrain mix: Extended-range electric vehicles (EREV) are the main sales pillar, eliminating range anxiety and precisely meeting domestic demand for long-distance family travel; pure electric models adopt the 800V high-voltage platform for urban and premium segments.
4. Overseas business: Still in early development stage. AITO M9 and M7 are the core export models. Huawei officially kicked off overseas expansion at the Paris Motor Show in 2026; overseas sales contribute limited volume in the short term.
II. Harmony Intelligent Mobility Alliance Product Portfolio (by sub-brand)
1. AITO (Seres, core volume brand, 250k–600k yuan, family SUVs)
· M5 (starting from 229,800 yuan): Mid-size 5-seat SUV, entry-level model of Harmony Intelligent Mobility Alliance, available in EREV and BEV versions. Strength: lowest price threshold. Weakness: cramped rear space; its sales proportion keeps shrinking.
· M6 (250k–300k yuan): New volume model filling the gap between M5 and M7. 5/6-seat family positioning, equipped with Qiankun ADS 4.0 and HarmonyOS Cockpit, mainly EREV. Designed to capture downgrade customers from M7.
· M7 (starting from 279,800 yuan): Best-selling mid-large 6-seat SUV and the sales backbone of the brand. EREV and 800V BEV versions available, with dual-chamber air suspension and CDC. Strength: high space utilization for second and third rows. Weakness: third row only suitable for short rides; noticeable wind noise at high speeds.
· M8 (around 400,000 yuan): Large 6-seat premium family SUV with upgraded chassis and noise insulation, balancing family and business scenarios.
· M9 (starting from 499,800 yuan): Flagship SUV of the brand, benchmark in the 500k-yuan segment. Equipped with Turen fully active chassis, Giant Whale 800V battery and multi-lidar Qiankun ADS. Strength: full-scenario intelligent driving, comfortable chassis and excellent NVH. Weakness: vehicle weight close to 3 tons, relatively high fuel consumption under charge-depleting condition; occasional assembly squeak complaints.
2. Luxeed (Chery, starting from 220,000 yuan, sedans & sport SUVs)
· S7: Pure electric coupe on 800V platform, targeting young buyers with sporty positioning.
· R7: Mid-size pure electric SUV with coupe styling. Strength: good chassis handling and fast charging. Weakness: sedan segment has limited market capacity; interior space is inferior to AITO family SUVs.
3. Xiangjie (BAIC, starting from 300,000 yuan, executive sedans & off-road SUVs)
· S9: Executive luxury sedan competing against premium European D-segment sedans.
· G9: Newly launched hardcore off-road SUV in 2026 (starting from 429,800 yuan), Turen all-terrain platform, balancing urban comfort and off-road capability to explore the high-end off-road segment.
4. Shangjie (SAIC, 150k–250k yuan)
Entry-level models lowering the threshold of Harmony Intelligent Mobility Alliance, with both EREV and BEV variants. Targeting the 150k-yuan family market to attract young customers, competing against Xpeng MONA and BYD Song series.
5. Zunjie (JAC, above 650,000 yuan)
Ultra-premium flagship, serving as the brand pinnacle for high-end business use with small sales volume.
III. Core Technology System (Empowered by Huawei)
1. Qiankun ADS: Full-stack self-developed intelligent driving system by Huawei, a domestic benchmark. Multi-lidar and vision fusion, wide coverage of urban NCA. Strong performance in object recognition, motion planning and human-machine interaction, with continuous OTA updates. It is the biggest selling point of Harmony Intelligent Mobility Alliance.
2. HarmonyOS Smart Cockpit: Seamless interconnection among phones, tablets and vehicles, super desktop and multi-device streaming. Xiaoyi voice assistant supports continuous dialogue. Strong user stickiness for Huawei smartphone ecosystem users.
3. Turen Intelligent Chassis: Air suspension + CDC, rear-wheel steering and all-terrain control. The chassis can adjust stiffness and ride height in real time according to road conditions, standard on high-end models.
4. Giant Whale 800V High-Voltage Platform: Pure electric models support approximately 150km range recovery within 5 minutes of fast charging.
5. EREV System: New-generation range extender with high thermal efficiency and well-controlled charge-depleting fuel consumption, eliminating range anxiety and adapting to China’s diverse charging infrastructure.
IV. Competitive Advantages & Disadvantages
✅ Strengths
1. Top-tier integrated intelligent experience. Qiankun ADS plus HarmonyOS Cockpit forms a combined moat. High conversion rate from existing Huawei phone users; the ecosystem is hard for other automakers to replicate.
2. Precise product positioning. AITO captured strong domestic demand for 6-seat family SUVs with EREV. Full product portfolio covering family, sport, executive and off-road scenarios from 150k to over 1 million yuan.
3. Powerful marketing and channel capability. Huawei retail stores attract massive foot traffic. New product launches generate strong order momentum.
4. Continuous OTA upgrades for software and hardware, enabling function evolution after vehicle purchase and boosting word-of-mouth and repeat purchase.
⚠️ Weaknesses & Risks
1. Limitations in complete vehicle manufacturing. Huawei does not produce vehicles; production and quality control are undertaken by partner OEMs. High-end models occasionally face assembly squeaks and inconsistent finish details, with less stable quality consistency compared with traditional major automakers.
2. Premium pricing and profitability pressure. Prices are higher than BYD for equivalent space and configuration. High hardware costs for intelligent driving and chassis leave limited room for price cuts under domestic price wars.
3. Changes in cooperation model. AITO will be led by Seres going forward, bringing adjustments in product definition and sales entity. Long-term collaboration stability remains to be seen.
4. Over-reliance on SUVs; sedan sales are relatively weak. Overseas expansion started late, with overseas product layout and channel network lagging far behind Xpeng and BYD.
5. Subscription model for high-level intelligent driving. Some users argue that high-end hardware is already equipped, so extra fees for advanced driving reduce cost-performance perception.
V. Trend Outlook
1. Growth strategy: Penetrate downward via Shangjie and upgrade upward via Zunjie and Xiangjie G9, reducing reliance on single AITO models and diversifying risks.
2. Technology roadmap: EREV will remain the main sales driver; 800V BEV volume will gradually increase. Qiankun ADS will keep being deployed on lower-priced models to popularize advanced intelligent driving.
3. Competitive landscape: Domestic market is the main battlefield, competing against Li Auto (family EREV SUVs), Xpeng (intelligent driving) and BYD (cost performance). Key decisive factors include complete vehicle quality control, pricing strategy and overseas market expansion.