M-Hero CEO Says Price Wars Undermine Consumer Confidence, Vows Not to Join Discount Battle

At the 2026 China Auto Chongqing Forum, M-Hero CEO Wan Liangyu stated that the moat of luxury brands lies in irreplaceable value recognized by users—not price. He noted that the ongoing price war is eroding consumer confidence, with the proportion of pessimistic car buyers now exceeding that of optimistic ones. M-Hero has chosen not to follow the trend of price cuts but instead focuses on the premium intelligent off-road segment, directing resources toward enhancing customer value. Last month, the all-new M-Hero M817 launched pre-sales at the 2026 Greater Bay Area Auto Show, starting at RMB 370,000. The model is equipped with a 2.0T "Ji Meng" powertrain, featuring 43 technological upgrades and claiming nine class-leading benchmarks. Its system delivers a combined output of 715 kW and wheel-end torque of 13,685 N·m, with the brand asserting it maintains power even at high speeds of up to 161 km/h. In terms of range, it packs a 62.5 kWh battery, offering up to 301 km of pure electric range and a maximum combined range of 1,450 km, with a minimum fuel consumption of 6.99 L/100 km under low-battery conditions. It also debuts CATL’s Xiaoyao Off-Road Flagship Edition battery. On the intelligent features front, the new vehicle comes equipped with Huawei’s Qiankun next-generation dual-path imaging-grade LiDAR, Qiankun ADS 5 intelligent driving system, and HarmonyOS Cockpit 6.0. Additional amenities include a zero-gravity "Queen’s Seat" for the front passenger and an intelligent temperature-controlled refrigerator.