Maextro is Huawei's bid to win against Maybach & Rolls-Royce

Huawei unveiled the ultra-luxury Maextro, a Huawei-JAC venture to rival Maybach and Rolls-Royce. JAC expects to first launch an MPV model with its X6 platform.

globalchinaev

| Aug 8
Maextro is Huawei's bid to win against Maybach & Rolls-Royce

During the August 6 launch conference of the Stelato S9, Huawei's Executive Director Richard Yu (Yu Chengdong) announced that the fourth HIMA (Harmony Intelligent Mobility Alliance) brand in cooperation with JAC will be named Maextro.

Maextro will help Huawei and JAC move into the ultra luxury new energy market to compete with brands like Maybach and Rolls-Royce.

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The first Maextro model has entered the vehicle verification stage and is scheduled to roll off the assembly line by year-end and to launch in the first quarter of 2025.

JAC will introduce two new platforms, the DE and X6, with the latter being the joint effort with Huawei to support vehicles from B to D+ class and can be adapted for the development of sedans, SUVs, and MPVs.

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The first model uses the X6 platform and will be an MPV with a length of 5.2 meters and a wheelbase of 3.2 meters with production capacity of up to 35,000 units.

Maextro Logo

According to trademarks filings, Maextro will be adopting the above diamond-shaped logo.

JAC currently plans to manufacture 38 test vehicles and increase the headcount of its quality management team from 100 to 300 people.

JAC's strategy of developing both passenger and commercial vehicles has shown slow progress as its three main passenger vehicle segments experienced YoY decline from January to June 2024 of 37.1%, 18.3%, and 11.2%.

Maextro unveiling by Richard Yu

JAC is the fourth HIMA partner joining force with Huawei. The other three are Seres, Chery, and BAIC, which have launched new brands AITO, Luxeed, and Stelato, respectively.

AITO currently only sells extended-range and electric SUV models ranging from the M5, M7, and M9. Meanwhile, Luxeed sells the pure electric mid-end sedan Luxeed S7 and Stelato introduced a pure electric executive sedan called Stelato S9.

Stelato S9 Launch

Stelato S9 is the most expansive sedan under the HIMA alliance, recently launched at a price of CNY 399,800 to 449,800. The S9 features the lowest drag coefficient of any mass-produced luxury vehicle in the world with a CLTC range of up to 816 km and an average electric consumption of 13.2 kWh per 100 km.

Richard Yu previously announced that the models under the JAC-Huawei partnership will be priced at the million yuan level and be benchmarked against Mayback and Rolls-Royce. In China, only BYD's Yangwang sub-brand and Geely's Lotus compete in this ultra luxury vehicle segment.

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JAC is widely expected to improve its brand image, technological level, and market competitiveness as it has been known for its mass-market passenger vehicles and commercial trucks bearing the JAC brand.

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