At the Beijing Auto Show, Richard Yu, chairman of Huawei’s smart car unit, announced a significant milestone for the tech giant's automotive ecosystem. The Luxeed V9, the first flagship MPV under the Harmony Intelligent Mobility Alliance (HIMA), has secured over 22,500 pre-orders within just 72 hours of its debut.
What is particularly telling for the luxury market is the distribution of these orders. More than 50% of customers opted for the top-tier 'Ultra' edition, despite the vehicle's premium price range of 399,800 to 529,800 yuan ($55,000–$73,000). This preference for the most expensive configuration suggests that Huawei’s brand equity is translating effectively into the high-end automotive space.
The Luxeed brand, a joint venture between Huawei and Chery Automobile, represents a key pillar of Huawei's strategy to dominate the 'smart living room on wheels' concept. By integrating its HarmonyOS cockpit and advanced autonomous driving systems (ADS), Huawei is positioning itself as the indispensable intelligence provider for legacy Chinese automakers looking to compete in the new energy vehicle era.
The MPV segment in China has traditionally been a conservative stronghold for business fleets and large families, dominated by established players like Buick and Toyota. However, the rapid adoption of the V9 indicates that the market is pivoting toward 'intelligent luxury,' where software capabilities and connectivity are beginning to outweigh traditional mechanical prestige.