Chinese EV makers target luxury and off-road segments

The Chinese automotive market is seeing intense competition in the high-end and off-road electric vehicle segments. Luxeed, a brand involving Huawei and Chery, is focusing on a 2.0 strategy to define its own brand identity through high-end products like the V9 and RX. Luxeed executive Zhao Changjiang noted that high-end users prioritize technology and driving experience over low prices, with data showing a high preference for advanced L3 architecture and premium configurations.

Simultaneously, Geely has launched the Galaxy Zhanjian 700, an AI-powered hard-core SUV based on its new energy off-road architecture, with prices starting from 16.98万元. BAIC's off-road brand, Taishan, has also entered the market with the Taishan 700, utilizing Huawei's smart driving and CATL batteries. Despite strong initial pre-orders, the brand faces the challenge of establishing luxury status while using aggressive pricing strategies to lower entry barriers.