Huawei And SAIC Are Getting Serious, Will Launch New Brand Targeting Young People's Market

JAKARTA - The collaboration between technology and automotive companies is increasingly real in China, most recently Huawei is rumored to have collaborated with SAIC Motor, and both will create a new automotive brand.

Citing from the CNevpost page, Wednesday, February 12, based on reports from local media 36kr citing from several sources, the new brand of collaboration between the two companies is named Shangjie, and will become the fifth brand under Huawei's HIMA (Harmony Intelligent Mobility Alliance) business.

Huawei has three approaches in partnering with auto companies, with a new brand launch approach that involves Huawei the most. The model was originally known as Zhixuan, which was upgraded in November 2023 to HIMA. In Huawei's least-involved approach, the tech giant provided only components and HarmonyOS systems.

Under the HIMA business, Huawei and local car manufacturers jointly created four new brands such as Aito from Seres Group, Luxeed from Chery, Stelato from BAIC Group, and Maextro from Anhui Jianghuai Automobile Group (JAC).

Back to Huawei and SAIC collaborations, new brands will target a younger market, this new brand model will remain in the medium to high price range.

"The first model of this new brand will be based on the original product of the Rising Auto SAIC sub-brand, with some exterior changes, but will take advantage of Huawei's electrical and electronic architecture, as well as smart technology," the report said.

The report also revealed that Huawei will use its product and marketing experience to recreate the product, and its new car is expected to enter the market in the fourth quarter of 2025.

"This partnership is running fast, with the Huawei team having sent workers and SAIC having formed a team of hundreds of people," the report read.