The global automotive space continues to evolve, and so are the customers who are continuing to grow aware each day. Amid this, the luxury car segment is seeing a new car emerge, not from a place that most people would expect.Huawei, traditionally known for its smartphones and tech innovations, is stepping into the luxury car market with high-end electric vehicles (EV). The launch of this absolute luxury comes at a time when the global automotive industry is shifting towards electric vehicles, and Chinese manufacturers are gaining significant ground.Huawei’s Maextro S800 seems to be a total game changer in the industry, being priced at over 1 million yuan or Rs.1,23,46,420. This marks a significant milestone for Huawei and its partner, Anhui Jianghuai Automobile Group Corp. (JAC), who have launched the sedan in Shenzhen with hopes of capturing the attention of not only China’s increasingly wealthy, tech-savvy consumers, but also people across the globe, “The Chinese auto industry is advancing toward the top of the world’s value chain,” as Richard Yu, Huawei’s consumer business group head, said according to a Bloomberg report.
Huawei’s Maextro S800 (Photo: @Jacqueline13969/X )
What makes the car stand out
The car comes packed with features, including a triple-screen dashboard, over 30 sensors, and a crystal shimmer ceiling, an innovative touch inspired by Rolls-Royce, with the goal of offering an elevated driving experience. But Huawei’s ambitions go beyond just creating a luxury car; they’re placing the Maextro S800 as a disruptor, shaking up the global luxury car market with advanced technology and competitive pricing.
Charges quicker than a phone
The Maextro S800, with its impressive 700 km range and ultra-fast 12-minute charging capabilities, possibly faster than a phone, places Huawei as a serious contender in the race for electric luxury vehicles. According to a Bloomberg report, this venture into the high-end market follows the success of its Aito brand, which was the top seller in the 500,000 yuan and above category in China last year, surpassing models from global giants like BMW and Mercedes-Benz.
Other top brands are ‘scared’!
Investment banker and advisor Sathak Ahuja also weighed in on the same topic in his LinkedIn post, saying that in just three months since its launch, Huawei has reportedly racked up 12,000 orders for the Maextro S800, bringing in around $1.5 billion in revenue. Meanwhile, traditional European luxury carmakers are facing a slowdown in China, one of their biggest markets. Sales for Mercedes, BMW, and Audi dropped between 7 and 13% in 2024, and Porsche saw a sharper decline of over 25%.
Photo: Sarthak Ahuja/ LinkedIn
“Mercedes, BMW, and Audi are now scared of an even bigger player, which is walking in to eat away their entire market share… and it’s not Rolls-Royce or Porsche. It’s Huawei,” said Sarthak Ahuja. He also pointed out that the Maextro S800 is being directly compared to the Maybach S-Class in many review videos, offering similar or even better features, but at a much lower price.This launch points towards a broader change in how luxury is defined in the automotive industry. No longer is it just about high price tags and exclusivity. Consumers now demand top-tier quality, advanced technology, and affordability.
