Maextro has started pre-sales of the S800 to target the luxury sedan market. Huawei today also launched the updated Luxeed S7, and a new Stelato S9 variant.

Maextro, the new automotive brand jointly created by Chinese tech giant Huawei and Anhui Jianghuai Automobile Group (JAC), has unveiled its first model to target the ultra-luxury sedan market.

The sedan, called the Maextro S800, was unveiled at Huawei's new product launch event today and is available for pre-order.

The model is expected to be priced between RMB 1 million ($137,870) and RMB 1.5 million, and those interested can pay a RMB 20,000 intention deposit to reserve it, said Huawei's Richard Yu, managing director and chairman of the company's smart car solutions business unit.

The Maextro S800 measures 5,480 mm in length, 2,000 mm in width and 1,536 mm in height, with a wheelbase of 3,370 mm.

The model is the first to be built on Huawei's second-generation Tuling Intelligent Chassis and is designed under the L3 intelligent driving architecture, Yu said.

Huawei didn't go into much detail about the model or a specific launch date at today's event, and Maextro shared a video on its official Weibo account showing off some exterior details.

In a Weibo video last week, Yu said that the model is about 5.5 meters long, which may surpass 99.99 percent of sedans on the road.

Maextro is the fourth new brand Huawei launched with a local carmaker, and the most highly positioned under its HIMA (Harmony Intelligent Mobility Alliance) umbrella.

The other three brands under the HIMA business are Stelato, which Huawei co-built with BAIC Group, Aito, which it co-built with Seres Group, and Luxeed, which it co-built with Chery.

The Maextro S800 is aimed at the luxury executive sedan market, and potential competitors could include the Mercedes-Benz S-Class, BMW 7-Series, Audi A8, and Nio (NYSE: NIO) ET9.

The Nio ET9 was unveiled at Nio Day 2023 last December, with a pre-sale price of RMB 800,000 and deliveries expected to begin in the first quarter of 2025.

In addition to unveiling the Maextro S800, Huawei also launched the updated Luxeed S7 electric sedan at today's event, with upgraded comfort, performance, and intelligence, but at a lower starting price.

The updated Luxeed S7 is available in three variants with starting prices of RMB 229,800, RMB 269,800, and RMB 319,800 respectively, and deliveries will begin on December 1.

The Luxeed S7 was initially launched on November 28, 2023, when it was offered in four variants with starting prices of RMB 249,800, RMB 289,800, RMB 319,800 and RMB 349,800 respectively.

On April 11 this year, Luxeed re-released the S7 with the starting price of the entry-level variant unchanged at RMB 249,800, but the prices of the other variants have all been lowered by RMB 20,000

Huawei has also launched an Ultra Long Range version of the Stelato S9 today, with a starting price of RMB 429,800.

The Stelato S9 was initially launched on August 6, when it was offered in Max and Ultra variants at a starting price of RMB 399,800 and RMB 449,800 respectively.

($1 = RMB 7.2535)

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