Huawei Technologies Co.’s Maextro S800 has seized the crown in China’s high-end automotive sector, outselling established luxury giants like Porsche, Mercedes-Benz, and BMW. The electric sedan, a collaboration with Anhui Jianghuai Automobile Group Corp (JAC), has redefined luxury for Chinese consumers, blending cutting-edge technology with opulent design at a competitive price point.
Since its launch in May 2025, the Maextro S800 has seen a meteoric rise in popularity. By September, it had already surpassed all competitors in the over-$100,000 price bracket. The momentum continued, with November sales figures showing the Maextro outselling the combined numbers of the Porsche Panamera and the BMW 7 Series, according to data from ECC Intelligence [1]
This success marks a significant milestone for a domestic brand in a segment traditionally dominated by foreign automakers. The Maextro, with a price range of 708,000 to 1.02 million yuan, has successfully challenged the notion that only legacy European brands can command such prices. In comparison, the Porsche Panamera starts at 1.1 million yuan in China [2]
Richard Yu, chairman of Huawei’s consumer business group, highlighted the significance of this achievement in a recent interview with state broadcaster CCTV. “Maextro S800 is the first time that a Chinese brand has managed to get a foothold in the one million yuan ultra-luxury segment,” he stated. “We’re in the intelligence and electrification era and we’re leading through smarter technologies and innovation” [2]
A New Standard of Luxury
The Maextro S800’s appeal lies in its fusion of technology and luxury. The vehicle boasts an array of premium features, including:
•Crystal-adorned interiors: Seat-adjustment buttons made of crystal add a touch of elegance.
•A “starry night” headliner: Over 680 optical fibers create a celestial ambiance, reminiscent of a Rolls-Royce.
•A high-tech cockpit: A triple-screen dashboard and a 40-inch rear movie projector provide a futuristic driving experience.
•Advanced driver assistance: The car is equipped with over 30 sensors and features automatic opening doors.
This attention to detail and technological prowess has resonated with Chinese consumers, who are increasingly showing a preference for domestic brands that can deliver on both quality and innovation. Zhu Yulong, founder of consultancy Zhineng Auto, notes, “The changing demands of Chinese customers and growing pride in domestic brands have upended the luxury market” [2]
A Shifting Automotive Landscape
Huawei’s success with the Maextro is not an isolated event. The company’s Aito M9 SUV, launched in late 2023, quickly became China’s best-selling luxury vehicle in the 500,000 yuan and above category. This trend indicates a broader shift in the world’s largest auto market, where global brands are steadily losing ground to their Chinese counterparts.
While the long-term success of Huawei and its partners in the premium market remains to be seen, the Maextro’s current dominance is a clear signal that the landscape of luxury has changed. As Chinese brands continue to innovate and capture the hearts of domestic consumers, the global automotive industry will be watching closely.
References
[1] Huawei’s Maextro Tops China’s Luxury Car Market Beating Porsche, Mercedes, BMW – Bloomberg
[2] Huawei’s Maybach rival becomes China’s top-selling US$100,000 car – The Edge Malaysia
[3] Huawei’s Maybach rival becomes China’s top-selling US$100,000 car – Lumi News Malaysia
