HiMode Quietly Undergoes a Strategic Overhaul.

On September 24th, Yu Chengdong made an appearance at an offline store in Hefei, addressing the frontline sales team and subsequently releasing a pivotal official statement. This time, Huawei clarified its future operational strategy for HiMode: all core resources, focus, and energy will be channeled into four key brands—MAEXTRO, ENJOYXT, STELATO, and Luxeed.

The announcement was packed with significant details, clearly outlining the progress and plans for each brand. However, industry insiders quickly noted a notable omission: AITO, the former flagship brand, was not mentioned at all.

The most intriguing development followed shortly after.

Immediately after the announcement, the official Weibo accounts of MAEXTRO, ENJOYXT, STELATO, and Luxeed took coordinated action, reposting the announcement with identical captions: 'HiMode, the future looks promising.' The synchronized response was striking, with each brand taking a clear and unified stance.

AITO, in contrast, remained silent, with no reposts or statements issued.

HiMode was once defined by 'Five Brands Operating in Parallel, with AITO Leading the Charge.' Now, the narrative has shifted to 'Four Brands Ascending Collectively, with AITO Stepping Back.' It’s clear that the script for HiMode’s era has undergone a complete transformation, with a new protagonist taking center stage.

01. Major Decision: Huawei Consolidates Efforts; All Resources Directed to Four Brands

This was not merely an update but Huawei’s definitive decision on HiMode’s brand strategy.

Yu Chengdong began by acknowledging the challenges faced by the frontline team, admitting that the industry has become fiercely competitive in recent years, with store sales, product design, and marketing teams all pushing their limits. However, after recognizing these challenges, he made a clear and decisive strategic shift without hesitation.

The core strategy is straightforward: abandon the scattergun approach and concentrate resources for a focused battle.

Going forward, Huawei’s R&D, talent teams, channel traffic, and marketing budgets will prioritize the four major brands: MAEXTRO, ENJOYXT, STELATO, and Luxeed.

The objective is clear: to stop dividing attention across multiple brands, allowing teams to focus on refining details, enhancing the user experience, and building a strong reputation. This will enable the four brands to quickly gain traction, establish themselves, and achieve sustainable growth.

The closing remark of the announcement, while seemingly mild, carried a firm undertone: 'No matter which brand you choose, we hope this car will be a reliable companion in your daily life.'

In simpler terms: the future of HiMode now rests solely with the four brands. The protagonist of the old era has made its exit.

02. Full Implementation! Tangible Progress for the Four Brands, No Empty Promises

Unlike many brands that make bold claims without delivering, the information shared by Yu Chengdong this time is concrete and actionable. From ultra-luxury vehicles to family SUVs, from new car deliveries to major launches, each brand has a clear roadmap.

MAEXTRO | Targeting the Pinnacle: HiMode’s Ultra-Luxury Car Debuts

MAEXTRO is HiMode’s flagship for breaking into the high-end luxury market.

Yu Chengdong personally oversaw pre-production styling reviews for the ultra-luxury SUV at the JAC factory, demonstrating Huawei’s serious commitment to this project.

Positioned as HiMode’s luxury flagship, this car aims to dominate the domestic luxury segment. All preparatory work is now in full swing, and its official debut is imminent. MAEXTRO’s success will be crucial for HiMode’s influence in the high-end market.

ENJOYXT | Immediate Impact: Dual-Car Strategy Dominates Family Market

ENJOYXT is currently the fastest among the four brands to deliver results.

Recently, the ENJOYXT G9 began its first batch of deliveries in Beijing, winning over early adopters with its genuine luxury feel and robust product strength.

Moreover, ENJOYXT is not slowing down. A new model, the ENJOYXT V8, will soon be launched, targeting everyday travel for ordinary families.

No flashy gimmicks—just comfort, spaciousness, and family suitability. In Yu Chengdong’s view, family cars ultimately compete on thoughtful daily details. Based on this positioning, the ENJOYXT V8 is poised to become a hit in the family SUV segment.

STELATO | Explosive Week Ahead: Two Major New Cars Launching

STELATO is about to steal the spotlight, with two highly anticipated new cars launching next week. Display cars have already arrived at stores nationwide, and test drives are fully available.

This dual-car lineup is packed with诚意 (sincerity): The STELATO RX focuses on ultimate handling, dubbed 'HiMode’s best-driving car,' catering to driving enthusiasts seeking a premium experience. The STELATO R7 has undergone a complete ¥500 million overhaul, offering a high-end Series 7 experience at a more affordable price—a clear case of overdelivering value.

One car for handling, one for comfort; one for sportiness, one for luxury. Together, they form STELATO’s core product matrix.

Luxeed | Backed by SAIC’s Strength: A 5,000-Strong Team Supports

Luxeed represents a major collaboration between HiMode and SAIC, with substantial resources invested.

SAIC has assembled a dedicated team of over 5,000 people exclusively for Luxeed, handling R&D, iteration, and operations full-time. Simultaneously, SAIC is upgrading its Jinqiao factory to ensure top-notch production, quality control, and supply chain management—providing Luxeed with a solid foundation.

On the product front, Luxeed is preparing its next new car: a mid-to-large family SUV focused on comfortable travel for large families. Combining SAIC’s manufacturing expertise with Huawei’s smart technology, its competitiveness is unmatched. The upcoming launch is definitely worth anticipating.

03. AITO’s Silence: Still in the Game, But Already Out

While the four brands bask in the spotlight, AITO—the former 'top star'—remains conspicuously silent.

Industry insiders know that HiMode originally featured 'Five Brands Operating in Parallel,' with AITO as the sales leader and brand face. However, this strategic announcement made no mention, reference, or collaboration with AITO—three consecutive omissions that were clearly deliberate, not accidental.

In reality, AITO has already entered 'solo flight mode.' Seres has fully taken over operational control, with Huawei stepping back completely. The partnership has shifted from 'Huawei-led, Seres-manufactured' to a new model of 'Seres-operated, Huawei-ecosystem-enabled.'

This explains the current awkward situation: Huawei is fully promoting the four brands and directing all core resources their way, leaving AITO unable to join in the reposts or show support. However, officially, AITO still remains under the HiMode ecosystem and hasn’t fully detached.

In short: nominally still part of the family, but already separated in terms of resources and development.

Once the leader of HiMode, AITO has now exited Huawei’s core resource support tier, facing the market alone. Meanwhile, MAEXTRO, ENJOYXT, STELATO, and Luxeed form the new Four-Brand Matrix, officially taking over as HiMode’s mainstream forces.

04. New Landscape Emerges: Huge Opportunities, But Real Challenges Ahead

Focusing on the four brands and streamlining the layout is undoubtedly a smart move for HiMode, but the new path ahead comes with genuine challenges.

The four brands cover multiple segments, including ultra-luxury, mid-range flagship, and mainstream family markets. Fully penetrating and stabilizing these segments requires continuous investment. How to allocate resources reasonably and prevent internal competition among the four brands is a core issue Huawei must address next.

Additionally, pressure on retail stores is high. With four brands and multiple models targeting different segments, can sales teams clearly articulate the differences and accurately match user needs? Can stores nationwide maintain consistent service standards and uphold HiMode’s premium reputation? These details will directly determine whether the new strategy can succeed.

Meanwhile, AITO, now flying solo, faces its own uncertainties. Without Huawei’s core resource support and relying solely on Seres’ independent operations, can it maintain its current market position and sustain sales and reputation? That remains to be seen.

Final Thoughts

From 'Five Brands Operating in Parallel' to 'Four Brands Uniting,' HiMode has completed a clean and decisive 'strategic slimming.'

Yu Chengdong’s public statement this time officially declares: the era of AITO’s dominance is over, and a new race among the four brands has begun.

With a complete lineup covering ultra-luxury, mainstream family, and mid-range flagship segments, the four brands are ready to make their move. Meanwhile, AITO, now on its own, has embarked on an independent trial.

The track has been reconfigured, and the landscape has been completely refreshed. Who will stand firm and come out on top in the second half of the new energy vehicle era? The answer lies in sales and market reputation—let the numbers speak for themselves. HiMode’s new story has only just begun.

Disclaimer: This article is solely a commentary by Zhi Finance and does not constitute any investment advice. All corporate data and regulatory events mentioned are sourced from publicly available information and are for reference only, subject to official releases. Images sourced from the internet; if copyright issues exist, please contact for removal.