- The new brand will target a younger market, with vehicles starting at around RMB 170,000 to RMB 250,000, according to local media.
- The first model will be based on an existing product from Rising Auto and is expected to hit the market in the fourth quarter of 2025.
A partnership between Chinese tech giant Huawei and SAIC Motor has been finalized, with the two joining forces to create a new automotive brand, local media outlet 36kr reported today, citing several industry sources.
The new brand, tentatively named Shangjie (尚界) in Chinese, will be the fifth brand under Huawei's HIMA (Harmony Intelligent Mobility Alliance) business, according to the report.
Huawei has three approaches to partnering with car companies, with the approach of launching a new brand being the one in which it is most deeply involved. The model was initially known as Zhixuan, which was upgraded in November 2023 to HIMA.
In Huawei's least-involved approach, the tech giant only provides components and the HarmonyOS system.
In the middle of the spectrum is the "Huawei Inside" model, where Huawei provides full-stack smart car solutions, including smart cockpits and smart driving, to automakers.
Under the HIMA business, Huawei and local automakers have jointly created four new brands -- Seres Group's Aito, Chery's Luxeed, BAIC Group's Stelato, and Anhui Jianghuai Automobile Group (JAC)'s Maextro.
The business currently has six models on sale -- Aito M5, Aito M7, Aito M9, Luxeed S7, Luxeed R7, Stelato S9.
Huawei and SAIC's new brand will target a younger market, with vehicles starting at around RMB 170,000 ($23,260) to RMB 250,000, 36kr said, citing a person familiar with the matter.
Despite targeting the younger market, the new brand's models will remain in the mid-to-high price range, the report said.
The new brand's first model will be based on an original product of SAIC's sub-brand Rising Auto, with some exterior changes, but will utilize Huawei's electrical and electronic architecture, and smart technologies, the report said, citing a source.
Huawei will use its product and marketing experience to remake the product, and the new car is expected to hit the market in the fourth quarter of 2025, the report said.
The partnership is moving forward at a fast pace, with Huawei's team already sending manpower and SAIC having assembled a team of hundreds, according to the report.
Notably, on January 13, another Chinese auto giant, GAC Group, announced that it and Huawei would jointly launch a new car brand, with the first product being an EV model priced in the RMB 300,000 range.
Teams from GAC and Huawei had already begun working together to work on a series of smart new model products, according to an announcement.
($1 = RMB 7.3072)
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