Huawei’s luxury brand is considering a major shift: fewer sedans, more SUVs, and prices that are more affordable.
10/11/2026 15:30
Updated to
10/11/2026 15:30
Selling sedans worth over 90,000 euros brings prestige, but it doesn’t fill a factory. That seems to be the conclusion reached by Maextro, the luxury brand created by Huawei and the Chinese manufacturer JAC under the HIMA partnership, which is now considering launching a sub-brand focused on SUVs. According to sources close to the project, their prices would range from 400,000 to 500,000 yuan, equivalent to 52,000 to 65,000 euros.
The details are not yet finalized, and according to those same sources, it is a plan separate from the collaboration with Maserati. Currently, Maextro operates in the league of cars priced at one million yuan, and a sub-brand would allow it to reach many more customers without affecting the image of its flagship models. Maextro is considered a luxury brand, just like Rolls-Royce or Yangwang, a BYD division that recently launched the Yangwang Altier.
A range starting at over 84,000 euros
Its first car, the Maextro S800, is on sale since May 2025. It costs between 728,000 and 1,018,000 yuan (about 94,600 to 132,300 euros), with the Grand Design collector’s edition starting at 1,388,000 yuan (around 180,400 euros). It measures 5.48 meters long, and its main rival is the Mercedes-Maybach S-Class. In China, it has received excellent reception despite not being cheap or small.
The S800 is available as a pure electric model or with extended range, featuring two or three motors and an 800-volt system. The electric version is equipped with a 97 kWh battery and claims 702 kilometers of range according to China’s CLTC cycle, while the extended range version uses a 65 kWh battery and can charge from 10% to 80% in 10.5 minutes. In August, the Maextro V800 and V680 SUVs were released. The V680 is only available in the Executive version, starting at 648,000 yuan (around 84,200 euros), whereas the V800 costs between 766,000 and 1,016,000 yuan (roughly 99,600 to 132,100 euros).
From rapid success to declining sales
The S800 had a strong start: it surpassed 18,000 confirmed orders in its first 175 days, and by December 2025, 4,223 units had been delivered. However, since February of this year, its sales have dropped below 1,000 units per month, with September’s figure at 486, a 74.3% decrease from the previous year.
In the 400,000 to 500,000 yuan range, both Chinese premium brands and traditional luxury manufacturers compete, with the Aito M9 already available within this segment, priced between 469,800 and 589,800 yuan (around 61,100 to 76,700 euros). Above that, Maextro has unveiled a large luxury SUV set to launch early next year, expected to be positioned above its current range.
Maserati, a separate project
Meanwhile, talks of a partnership between Stellantis, Huawei, and JAC have resurfaced, involving two electric vehicles for Maserati: a mid-to-large SUV and a large luxury sedan. The first model is set to go into production by the end of 2027 at the Maextro factory in Hefei, and it will be sold under the Maextro name in China while bearing the Maserati trident logo in other markets.
To enable export, the blank chassis would be manufactured in Hefei and shipped to Italy, where the interior would be installed and final adjustments made. It should be noted that JAC has only acknowledged discussions with Huawei and Stellantis, without any binding agreements signed. This partnership would represent significant support for Maserati, which delivered only about 7,900 units worldwide in 2025, resulting in losses of around 198 million euros that year.