The Harmony Intelligent Mobility Alliance (HIMA), which unites five sub-brands under its umbrella, is preparing to launch a wave of new models in 2026.
Based on public filings, leaked images, and insights from industry insiders, 36Kr has outlined HIMA’s product roadmap for next year.
For Aito, Seres is collaborating with Huawei on a new edition of the Aito M9, while discussions are underway for an Aito M6 project. Stelato plans to introduce a rugged SUV. Luxeed’s S7 and R7 will receive new internal codes, effectively resetting both as fresh projects. The brand will also roll out a large SUV tentatively called Luxeed R9 and an MPV internally known as “EHV,” with the working name Luxeed X9.
Maextro is preparing both an MPV and a flagship SUV priced below the S800. SAIC will release a large SUV in the first half of the year and a sedan in the second half.
That means HIMA will bring 17 new vehicles to market in 2026. If the new Aito M9 launches alongside the Aito M6, the total could rise to 19.
Earlier this year, HIMA set a target of delivering more than one million vehicles annually. By the end of August, it had reached just over 30% of that goal. With a broader portfolio, the alliance is expected to move closer to the milestone in 2026.
HIMA reshapes the premium market
The rollout of HIMA’s new models, especially Maextro’s SUV, is expected to reshape China’s premium car segment next year.
Industry insiders told 36Kr that Maextro’s SUV has been benchmarked against Range Rover and Rolls-Royce in terms of product definition. To achieve scale, however, it will be priced lower than the Maextro S800 but higher than the Aito M9.
Huawei and JAC Motors are optimistic about the model’s prospects, signaling to suppliers that annual sales could exceed 40,000 units.
To rival Rolls-Royce in sophistication, Huawei has equipped the SUV with nearly its full suite of smart technologies. “The intelligent features are maxed out,” said one person familiar with the project.
The chassis will also be a key selling point. Built as an upgrade to the platform used in the S800, the SUV will improve hardware configurations and feature an updated driver assistance system.
Huawei has already demonstrated its ability to compete in the premium market. The Aito M9 and M8 are bestsellers in the RMB 500,000 (USD 70,000) and RMB 400,000 (USD 56,000) brackets, respectively. The Maextro S800, averaging more than RMB 1 million (USD 140,000), recorded over 12,000 preorders in 87 days. The Aito M7 drew more than 100,000 reservations within 47 minutes of its presale launch, starting at about RMB 300,000 (USD 42,000). The Stelato S9T secured more than 20,000 preorders in its first 24 hours.
Following the S800’s success, Huawei and JAC have incorporated some of its technologies into Maextro’s SUV, boosting its potential as a major seller. JAC’s commitment reinforces this outlook: to secure resources for the project, the automaker has suspended many of its passenger car, heavy truck, and light truck programs.
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If the SUV gains traction, established luxury brands such as Mercedes-Benz, BMW, and Audi could lose share in China’s high-end market.
According to the China Passenger Car Association, sales of cars priced at RMB 300,000 and above reached 2.99 million units in 2024. The Aito M9 alone accounted for 151,000 units, seizing more than 5% of the market.
From January to July 2025, sales in this segment fell 2.8% year-on-year to 1.55 million units, reflecting weaker demand amid an economic slowdown. Yet during that period, the Aito M8 and M9 together delivered nearly 130,000 vehicles, capturing more than 8% of the segment.
Maextro S800 deliveries began in August. With Maextro’s SUV set to launch next year, HIMA is positioned to secure an even larger share of a shrinking market.
The alliance, however, faces the risk of internal competition. If the new Aito M9 launches, it will sit between the Aito M9 and the Maextro S800. Differentiating it from Maextro’s SUV will test Huawei’s product strategy and branding.
Meanwhile, Luxeed and SAIC, which target the sub-RMB 200,000 (USD 28,000) market, must compete in China’s crowded mainstream space. Their performance is critical to HIMA’s expansion into mass market sales.
Revamping channels and operations
To support Luxeed and SAIC, HIMA has been restructuring its sales network this year.
Huawei previously announced dedicated user centers for both brands and held a recruitment event for exclusive dealers in May. More recently, 36Kr learned that Huawei plans to build standalone experience centers for SAIC and has begun recruiting franchisees.
HIMA’s network now includes two main formats: experience centers and user centers. Experience centers focus on product showcases and new car sales, while user centers handle the full cycle of sales, delivery, and after-sales services, functioning like traditional dealerships.
A third type, dubbed “super experience centers,” effectively serves as delivery hubs, including those on Bulong Road in Shenzhen and Huajiang Road in Shanghai. These are operated by PTMC, a Huawei consumer electronics distributor, which manages HIMA outlets in major cities, excluding Aito stores.
Aito was the first brand with dedicated user centers. Luxeed and SAIC now also operate their own outlets.
HIMA also leverages Huawei’s retail network, including both company-owned and franchised stores, as experience centers. With limited floor space, however, the rapid expansion of HIMA’s lineup has strained these sites. That is why Huawei is investing in dedicated SAIC experience centers, a model likely to be extended to other brands.
On the organizational side, Huawei has introduced deeper structural changes to support growth.
In August, Chery and Huawei signed an agreement to commit more than RMB 10 billion (USD 1.4 billion) and 5,000 R&D staff to the brand. The deal restructures operations to give Luxeed independent, end-to-end management of product development, manufacturing, sales, and service, with Huawei overseeing quality control.
The move effectively elevates Luxeed from a joint venture to a standalone entity. Both Huawei and Chery are signaling stronger commitments and larger investments. The impact of this organizational shift could become evident in the sales of models such as the Luxeed S7 and R7 next year.
KrASIA Connection features translated and adapted content that was originally published by 36Kr. This article was written by Fan Shuqi for 36Kr.