# Yu Chengdong

Huawei’s Favored Car Falters: Why the ‘Chosen’ Zhijie Brand Can’t Find Buyers

Zhijie, a Huawei-backed car brand within Hongmeng Zhixing, has seen sales collapse despite heavy investment and top-level support, delivering just 945 vehicles in February. The brand’s weakness stems from its awkward mid-market position between high-end models that benefit from Huawei’s experiential advantages and price-sensitive mass-market sedans; the upcoming V9 MPV is a make-or-break bet to reset its trajectory.