Huawei overtakes Mercedes, BMW and Porsche in China with the launch of its luxury car

In China, Huawei is shaking up the very top end of the automotive market. Barely launched, its new model has taken the lead from Mercedes, BMW and Porsche. Now, in the luxury car segment, the game is changing fast for everyone.

A start that reshuffles the cards

According to data relayed by the trade press, bookings began pouring in as soon as the carnets opened. In other words, the first few days showed unusual commercial traction for a tech brand. What’s more, the company’s software ecosystem and agile communication were key factors in the decision to buy.

The Huawei Maextro S800 offers a 100% electric version and a range-extender version. Priced tens of thousands of euros below the S-Class, for 530 to 863 hp.

What’s new with the historic giants

This launch capitalizes on Huawei’s software expertise, from the connected cockpit to driving aids. In this way, the fast interface and continuous updates speak to a clientele accustomed to smartphones. In the battle of the luxury car, technology is becoming as strong an argument as the emblem.
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China speeds up product cycles thanks to shared platforms and market volumes. European brands, on the other hand, take a long time to validate each function, in order to preserve their reputation and margins. The difference in pace can be seen in screens, sensors and perceived finish at launch.

As a result, price becomes an immediate lever for adoption, especially when the equipment follows at no extra cost. As a result, buyers who were hesitating between internal combustion and electric vehicles are now more inclined to opt for a coherent package. From now on, the dealership experience and rapid delivery complement a sales pitch focused on value in use.

• Aggressive introductory prices and targeted discounts
• Two architectures: 100% electric and range-extender
• Power ratings from 530 to 863 hp
• Connected cockpit and frequent OTA updates
• Optimized network and delivery times in China

The face-off with established sedans

The Mercedes S-Class remains a benchmark luxury car, with its Maybach version. However, the price gap with the Huawei model reaches tens of thousands of euros.

The BMW 7 Series focuses on comfort, precise driving and an ambitious multimedia scene. As a result, its price remains tens of thousands of euros above the equivalent local offering.

The Audi A8, offered in a Horch version in China, boasts hushed comfort and meticulous insulation. However, its price remains tens of thousands of euros higher than the Huawei package.

When it comes to luxury cars, reason and desire are often equal parts. What’s more, the trade-offs involve range, home recharging and quality of service. So, if you’re getting out of a combustion limousine, you’ll be looking closely at test drives, lead times and future value.

The electric shift in the very high-end segment

The Porsche Panamera retains the advantage of a precise chassis and highly sought-after dynamic options. However, its entry ticket is still tens of thousands of euros higher than that of the Chinese competitor.

The Mercedes EQS wears the star’s electrics, with its finely tuned aerodynamics and extra-large screen. This luxury car is up against rivals who optimize local costs and fuel consumption.

What this means for the future

What remains is the industrial capacity to keep up the pace, without sacrificing quality control or after-sales service. Also, the availability of cells, chips and rare materials will weigh heavily on every schedule. As a result, the winner will be the one who delivers fast, listens to its customers and continuously improves.

The Bentley Flying Spur speaks to artisanal luxury, rare leathers and handcrafted finishes. On the other hand, this luxury car evolves in a market where image far outweighs technical specifications.

The Rolls-Royce Ghost aims for the absolute exception, with an experience of silence that still astounds. And its positioning is only partially in competition with the new Chinese offerings.

So the movement from Shenzhen is setting a tempo that is upsetting the plans of the big sedans. In short, the relationship between value, technology and service is becoming the strategic cursor for each player. In the global battle of the luxury car, advances win when they remain simple and useful.

• luxury car