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Chinese telecom giant Huawei is expanding its footprint in the domestic automotive industry by launching new brands and strengthening existing collaborations.
The first model from the electric vehicle brand Shangjie, developed jointly by SAIC Motor and Huawei’s full-stack solutions business, Harmony Intelligent Mobility Alliance, was unveiled yesterday. The Shangjie H5 entered presale on August 26 and has already garnered approximately 160,000 pre-orders.
This vehicle features Huawei’s advanced driver-assistance system, ADS 4, and is priced between CNY159,800 and CNY199,800 (roughly USD22,600 to USD28,300), targeting mainstream consumers. Notably, it’s the first HIMA-backed model under CNY200,000, marking an important milestone.
Despite facing significant cost pressures, Huawei’s chairman noted that the initial model might operate at a loss. However, he remains optimistic that high sales volume could enable the brand to reach profitability swiftly.
Recently, Huawei announced plans to broaden its collaboration with Guangzhou Automobile Group through the introduction of a new premium smart EV brand called Qijing. The first vehicle under this brand is scheduled for release next year, with options for both battery electric and extended-range powertrains.
In addition, GAC revealed in March its intention to create a new luxury intelligent EV brand called Huawang, a move developed in partnership with Huawei. Insiders described this collaboration as deeper and more innovative than typical HIMA models, which usually involve Huawei supplying smart systems.
This new approach, sometimes described as a different cooperation model, allows automakers to maintain greater control over decision-making compared to HIMA’s more centralized model where Huawei has significant influence. It involves Huawei supporting automakers throughout the entire product lifecycle—integrating processes, co-developing teams, and fostering synergy across intelligence, ecosystems, and branding.
Other Chinese automakers are adopting similar partnership strategies with Huawei, including Dongfeng Motor working with brands like Mengshi and Voyah, and Changan Automobile collaborating with Avatr Technology.
This shift indicates a focus on showcasing each automaker’s distinct strengths, emphasizing unique exterior designs and personalized features rooted in their heritage and design philosophies, according to industry sources.
Huawei’s collaborations with automakers generally fall into three categories. The first is as a traditional parts supplier—providing intelligent components to vehicle manufacturers. The second is “Huawei Inside,” where Huawei supplies intelligent systems such as autonomous driving technology, a model currently used with brands like GAC’s Trumpchi, Changan’s Deepal, and BAIC’s Arcfox.
The third, HIMA (formerly Smart Selection), sees Huawei acting as a full-stack solutions provider, playing a leading role in product development and sales. The brands under HIMA include Aito (with Seres Group), Luxeed (with Chery), Maextro (with JAC Motors), Stelato (with BAIC), and Shangjie (with SAIC).
HIMA has been the most successful approach so far, with vehicle deliveries of 52,700 in June, 47,800 in July, and 44,600 in August—showing a declining trend over consecutive months. Currently, over 15 vehicle models on the market feature Huawei’s Qiankun ADAS or HarmonySpace 5 intelligent cockpit.
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