750 km of range, 890 horsepower, and Huawei technology in AITO’s new push into Europe
AITO is returning to Europe in a very different situation from when it first made its debut. The Chinese brand will be present at the Paris Motor Show, held from October 12 to 18, as part of a new attempt to regain the international prominence it sought two years ago. Moreover, it will do so with a lineup that bears little resemblance to its initial offerings.
The brand belongs to the Seres group and was born from its partnership with Huawei, a relationship that has made AITO one of the key players in China’s premium automotive market. However, significant changes have occurred in recent weeks regarding responsibility allocation: Seres has taken control of product development, design, marketing, distribution, and after-sales services for AITO, while Huawei retains its role as a technological partner.
The move comes at a time when AITO is trying to give new momentum to its expansion outside China. In 2024, the brand used the Paris Motor Show as a platform to announce its entry into Europe, even bringing several of its models to the French capital after traveling about 15,000 kilometers from China. However, that entry did not materialize as planned, and the European project was put on hold.
Spain played a particularly important role in those plans. The Seres Group had intended to replace the name Seres with AITO in Europe and use our country as one of the first markets for the new brand. The Invicta Group, which was already importing Seres in Spain, was tasked with handling the distribution of the AITO M5, AITO M7, and AITO M9, with a dealership network that had to meet the standards of a brand aiming to compete in the premium segment.
That project, however, did not succeed in reaching a successful outcome. The distribution agreement meant to facilitate AITO’s entry into Spain eventually disappeared, leaving the brand to rebuild its commercial strategy in Europe. It is precisely for this reason that its presence in Paris is particularly interesting: it’s not just about showing off their cars again, but to determine whether there is a real plan this time to sell them in Europe.
The AITO M9 as a flagship
To achieve this, AITO has more than enough arguments. The best example is the AITO M9, a massive luxury SUV that has become one of the brand’s most important models in China and which now receives a major update. Richard Yu, head of Huawei’s consumer business unit, claims that the M9 has been the best-selling model in China for two consecutive months among vehicles priced over 500,000 yuan.
This success is particularly significant because the AITO M9 competes in China against luxury models from traditional manufacturers, including the Mercedes-Maybach GLS and the Audi Q8. AITO’s offering combines a very high level of equipment with driver assistance systems and technology that has become one of the key reasons supporting its market position in China.
The refreshed AITO M9 is available in two mechanical configurations: electric and electric with range extender (EREV). In both cases, it offers all-wheel drive and an 800-volt electrical architecture. The electric version uses a 120 kWh battery supplied by CATL and achieves a CLTC range of between 700 and 750 kilometers depending on the configuration.
According to our estimates, this figure would be approximately between 609 and 653 kilometers under a WLTP-based cycle. The difference between these two homologation protocols is significant, as China’s CLTC tends to yield higher range figures than those seen in Europe.
The electric version combines two motors with a combined power of 497 kW (666 HP). In the case of the EREV, AITO also retains two electric motors but uses batteries of 60 kWh and 75.4 kWh, offering electric ranges of 340 and 422 kilometers CLTC respectively. According to our estimation, these figures are likely around 296 and 367 kilometers.
In front is a 1.5-liter turbocharged gasoline engine with 118 kW (158 HP). Its role is not to drive the wheels directly but to act as a range extender by generating electricity when the battery needs support. This approach allows for essentially electric driving without relying solely on a high-capacity battery.
But the most spectacular variant is the AITO M9 Ultimate EREV. This version uses three electric motors that boost the combined power to an impressive 664 kW (890 HP), while maintaining all-wheel drive. The battery has a capacity of 75.4 kWh and provides 378 kilometers of CLTC electric range, which is equivalent to approximately 329 kilometers according to our estimates.
In this case, the range extender also increases to 2.0 liters and delivers 133 kW (178 HP). The result is a large SUV capable of offering performance that is uncommon even among larger premium models.
The standard M9 is 5.29 meters long, 2.03 meters wide, and 1.85 meters high, with a wheelbase of 3.13 meters. The M9 Ultimate increases the wheelbase to 3.24 meters and reaches a length of 5.40 meters, while keeping the width and height virtually unchanged.
The interior adheres to the same philosophy of technological luxury that defines the model. AITO focuses on high-quality materials, extensive customization options, and a wealth of advanced technology, whereas the Ultimate version adds specific elements such as wooden trim and more exclusive finishing details.
One of the M9’s major strengths is also its driving assistance system. The model features Huawei ADS 5.0, supported by six LiDAR sensors, five millimeter-wave radars, 12 ultrasonic radars, and 12 cameras. This system enables advanced road assistance functions and automated parking.
In addition, AITO is entering Paris after having established a much stronger position in its home market. The brand has already delivered over one million units, and Seres and Huawei have just signed a new five-year partnership agreement aimed at strengthening the business and establishing a dedicated structure for AITO.
The big question now is no longer whether AITO has a product to compete in Europe. The M9 and the rest of its lineup prove it does. The issue is something else: whether Seres will be able to build a strong sales and after-sales network this time to convince European buyers.
Spain will be particularly interesting to watch as it relates to AITO’s progress. The country was chosen as one of AITO’s entry points into Europe, but that project never really took off. Now, with Seres leading the brand and Huawei focusing on providing technology, AITO has a second chance to make real its two-year-old plan for European expansion.
