AITO M9 Reboot Sees Strong Orders Amid Huawei Tech Dilution and Intensifying Premium Market Competition

The all-new Aito M9 has garnered over 70,000 pre-orders prior to its official launch. Within one hour of its market debut, it secured more than 11,000 firm orders, surpassing 20,000 within 24 hours. Priced starting above RMB 500,000, the top-trim variant exceeds RMB 600,000. According to He Gang, CEO of Huawei’s Consumer Business Group, orders for the top-spec model account for over 40% of total bookings, while mid-trim variants priced between RMB 500,000 and RMB 600,000 represent over 45%. Since the initial M9 launched in late 2023, cumulative sales have reached 289,000 units, making it the best-selling Chinese-brand SUV in the RMB 500,000+ segment. Co-developed by Huawei and Seres, the Aito M9 integrates multiple mass-producible core technologies from Huawei’s Intelligent Automotive Solution BU (HI), including urban navigation-assisted driving, multi-screen interaction, intelligent chassis systems, and a large SUV design. Its positioning as a vehicle that “brings Huawei’s full suite of technologies onboard” became a key early purchase driver. Many high-budget buyers chose the M9 not based on price but due to their trust in Huawei’s technological capabilities. The new M9 further upgrades its intelligence and chassis systems, debuting Huawei’s advanced intelligent driving system supporting L3 to L4 autonomous driving. It features steer-by-wire, fully active suspension, and—on the top trim—an extended body length of 5.4 meters, along with four zero-gravity seats, enhancing its executive luxury appeal. The market landscape has changed significantly since the original M9’s launch. Over 40 new energy SUVs now compete in the RMB 500,000+ segment, including rivals like the Li L9 Livis, NIO ES9, and Zeekr 9X—all emphasizing spacious interiors, advanced intelligent driving, active suspension, and premium cabin experiences. Li Auto focuses on family-oriented comfort, NIO highlights design and battery-swap services, while Zeekr emphasizes performance and flagship presence. Some competitors even claim technical specifications that match or surpass those of the M9. Meanwhile, Huawei’s technology empowerment is expanding beyond Aito. Within Huawei’s Harmony Intelligent Mobility Alliance, five distinct brands now exist. Additionally, Huawei’s automotive unit has partnered with Dongfeng Motor to launch the Yijing brand, whose first model—the Yijing X9—explicitly targets the M9, featuring Huawei’s high-end intelligent driving system, LiDAR, Harmony Cockpit, and chassis control technologies, while leveraging Dongfeng’s strengths in manufacturing and safety. Voyah has also adopted Huawei’s HI solution to integrate relevant capabilities. However, due to low consumer awareness of differing collaboration models, the exclusivity of the “Huawei Inside” label is gradually diminishing. Moreover, rapid technological iteration has heightened user concerns about hardware upgrade rights. Following the introduction of Huawei’s next-generation 896-line LiDAR, Aito announced factory-return upgrade or trade-in subsidies for first owners of the 2024 M9, alongside paid hardware upgrade options for select trims. Despite intensifying competition and the dilution of Huawei’s technological differentiation, the Aito M9 retains a first-mover advantage. Storefront surveys indicate it still dominates the RMB 500,000+ new energy SUV market, with roughly half of showroom visitors considering only the M9 or opting to delay purchase altogether. However, as high-end models increasingly converge on similar feature sets, the M9 must establish a clearer product identity to sustain its high-trim conversion rate and long-term market appeal.