On Nov 9, Cailian Press reported, citing people familiar with the matter, that Maextro may launch a new sub-brand priced around 400,000-500,000 yuan, focused on SUVs. The sources also said the Maextro-Maserati collaboration is a separate project, and details of the sub-brand have not been finalized. On the same day, Peng Lei, product director of Huawei's smart-car selection business (S9 series), announced that the S9 G9 completed 1,435 ToC deliveries in the first week of November, at an average price above 500,000 yuan.

Maextro Sub-Brand Rumors and Current Product Lineup

Maextro is a luxury car brand launched by Huawei and JAC Motors under the HIMA (Harmony Intelligent Mobility Alliance) model. Its first model, the Maextro S800 sedan, was released last May at 708,000-1,018,000 yuan, equipped with four lidar units, 13 forward sensors, 11 rear sensors and 8 side sensors. In August this year, deliveries began for the Maextro S800 Grand Design collector's edition and the Maextro V800/V680 flagship MPVs, all targeting the high-end market.

In September, Yu Chengdong, Huawei's executive director, chairman of the Product Investment Review Committee and chairman of the Terminal BG, said during a visit to a HIMA offline store that Maextro's large ultra-luxury SUV would go on sale early next year. If the 400,000-500,000 yuan sub-brand rumor materializes, Maextro's price band will extend further downward.

On the Maextro-Maserati collaboration, IT之家 previously reported market rumors that a three-way tie-up between Maserati parent Stellantis, Huawei and JAC is close to landing, with two new all-electric models planned and assembly to be handled by the Maextro super factory. The two vehicles are a mid-to-large all-electric SUV and a large all-electric GT, each targeting a different market segment. The Cailian Press report made clear that this collaboration is a separate project from the Maextro sub-brand.

S9 G9 Delivery Ramp and Market Performance

The S9 G9 is HIMA's first tech-luxury off-road SUV, launched in August this year at a starting price of 429,800 yuan. It debuts HIMA's intelligent all-terrain system, 800V fully active disconnectable stabilizer bars and adaptive dog-clutch differential locks, and supports features such as a raiseable electric roof tent and a tailgate kitchen. It notched more than 5,000 locked orders within 24 hours of launch.

Peng said the S9 G9 only began first deliveries in late September, with October being its first full production and delivery month, and output did go through a ramp-up. As production at the S9 super factory ramps up, the S9 G9 completed 1,435 ToC deliveries in the first week of November at an average price above 500,000 yuan, with a full-month target of 5,000 consumer deliveries.

The S9 G9 completed 1,435 ToC deliveries in the first week of November at an average price above 500,000 yuan, with a full-month target of 5,000 consumer deliveries. — Peng Lei, product director of Huawei's smart-car selection business (S9 series)

What to Watch

  • The specific positioning, model plans and launch timing of the new Maextro sub-brand, which the company has not officially confirmed;
  • Progress and manufacturing division of labor for the Stellantis-Huawei-JAC three-way collaboration;
  • The S9 G9's production ramp pace and whether it meets its full-month November delivery target;
  • How HIMA's multi-brand matrix is positioned and coordinated across the 400,000-1 million yuan price band.