Seres, once a low-cost minivan maker, has surged past BMW in China’s luxury EV market with Huawei-backed Aito, redefining premium automotive success.
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| Backed by Huawei, Seres' Aito SUV brand outpaced BMW in China’s premium EV market, showing a shift in luxury car preferences and China’s tech-driven rise. Image Courtesy: Bloomberg |
SHANGHAI, China — May 19, 2025:
In a dramatic industry shake-up, Seres Group Co., a once-obscure Chinese automaker, has outpaced global giants BMW and Mercedes-Benz to become the top-selling luxury vehicle brand in China’s electric vehicle (EV) market. This meteoric rise comes on the heels of a strategic partnership with Huawei Technologies Co., launched in 2021 to develop the premium Aito brand, reads a Bloomberg post.
Formerly known for manufacturing 30,000 yuan ($4,200) minivans under the DFSK Motor brand, Seres has completely rebranded itself in less than four years. Its 2024 sales hit 427,000 units, tripling in three years, while its stock surged 120% on the Shanghai exchange.
The crown jewel of Seres' transformation is the Aito M9, a luxury SUV introduced in late 2023. It became China’s best-selling model priced above 500,000 yuan, with 151,000 units delivered in 2024. The M9 boasts Huawei’s HarmonyOS, a triple-screen cockpit, ambient lighting, and upscale features like a dual-zone refrigerator, redefining consumer expectations in the luxury EV segment.
“Aito’s success today is thanks to the market’s recognition and customers’ preferences,” said Seres Chairman Zhang Xinghai at the Shanghai Auto Show in April. The M8, Aito’s smaller SUV variant launched in early 2025, further extends the brand’s premium appeal.
Once considered immune to China’s rapid EV shift, the luxury car sector had remained dominated by foreign automakers—until now. Seres and Huawei’s success debunks the myth that luxury pedigree is essential to thrive in this high-end market.
Still, challenges loom. The Chinese luxury car market contracted by 23% in 2024, due to a broader economic slowdown. Seres’ sales fell 42% in Q1 2025, and in early 2025, Aito’s monthly deliveries dipped behind rivals: Mercedes delivered 22,160 vehicles, BMW 18,130, while Aito came in at 17,190.
Huawei’s expanding partnerships have also raised concerns. The tech firm has launched other EV brands, including Luxeed with Chery and Stelato with BAIC, which could cannibalize Aito’s market share. Even European rivals like BMW have begun integrating Huawei’s smart car tech, blurring competitive lines.
Nevertheless, Huawei remains committed. “It’s hard work every time we build a brand, especially luxury brands,” said Huawei’s Consumer Business Group head Richard Yu. “But we won’t give up… Every brand we launch with partners, including Aito, we aim to make a success.”
For now, Seres stands as a case study in how China’s tech-driven automotive firms are reshaping the global luxury market, challenging legacy brands, and setting new standards in high-end mobility.