by Unexpected Success of a New Player
When Huawei joined forces with automaker JAC to launch the Maextro brand and the S800 model, many were skeptical of its stated intention to compete with luxury giants like Maybach and Rolls-Royce. The idea of a new Chinese brand aiming for the pinnacle of the automotive world seemed too bold. However, within a year, the Maextro S800 proved its viability by becoming the most popular car in China priced from $100,000.
Changing Leaders in the Premium Market
Until recently, foreign manufacturers, especially European ones, firmly held the Chinese market for expensive cars. However, the situation is changing rapidly. Local buyers are increasingly choosing domestic brands even in the luxury segment, which would have been hard to imagine a few years ago. According to Bloomberg, in November, the Maextro S800 outsold not only the Porsche Panamera or BMW 7-Series but also their combined sales figures. It also surpassed the Mercedes S-Class and, notably, the Maybach variant.
Formula for Success: Price and Technology
A key factor in the S800’s appeal is its competitive price. With a length of over 5.4 meters, matching a full-size luxury sedan, the car costs from 708,000 to 1,020,000 yuan. For comparison, the BMW 7-Series starts at 919,000 yuan, the Porsche Panamera at 1.1 million, and the Mercedes S-Class at 1.47 million. However, it’s not just about price. The Maextro S800 offers a lot: a triple-screen instrument panel, a 40-inch projector for the rear seats, turning the cabin into a private cinema, automatic doors, crystal buttons, and a starry sky roof effect. The interior is finished with wood and leather, and the driver assistance system is based on Huawei’s technologies.
Maextro S800 is the first case where a Chinese brand has managed to establish itself in the ultra-luxury segment from 1 million yuan. We live in an era of intelligence and electrification and lead through smarter technologies and innovations.
Serious Consequences for Traditional Brands
As analysts report, German giants like BMW, Mercedes, and Audi continue to lose market share in China, struggling to compete with local manufacturers on price and the range of technological features. The task for Huawei and Maextro now is not just to create initial hype but to sustain this momentum in the long term. Simultaneously, other Chinese brands, such as BYD’s YangWang, are also actively entering the price segment over $100,000 with their models, further intensifying competition.
The rapid sales growth of the Maextro S800, which received 18,000 orders in the first 175 days and is now selling over 2,000 cars per month, is a clear marker of deep transformations. The Chinese auto industry is demonstrating its ability to create not just affordable electric vehicles but also full-fledged products for the highest class, redefining the concept of luxury by basing it on advanced digital technologies. This forces a reevaluation of the established hierarchy in the automotive world and predicts a further strengthening of Chinese manufacturers’ positions in the global premium car market.
