Yu Chengdong has declared his intent to concentrate on the remaining “four brands” in addition to AITO, and this vision is swiftly becoming a reality. Recently, a 2027 new product roadmap for the Harmony Intelligent Mobility Alliance has been making the rounds in the industry. The image reveals that four brands—Shangjie, Luxeed, Aoxia, and Maextro—will introduce 16 models next year, encompassing all-new models, new variants, and facelifts. Notably, AITO, which previously took the lead in product definition, is no longer part of the Harmony Intelligent Mobility Alliance’s new brand plans for the upcoming year.

On September 15th, the Harmony Intelligent Mobility Alliance and AITO jointly announced a shift in their collaboration model. Seres will now spearhead product definition, design, brand marketing, channel retail, and service systems for AITO, with Huawei transitioning to a technology-enabling role. Huawei will continue to provide technical support, including the Harmony cockpit and Qiankun Intelligent Driving. AITO’s channels will operate independently and exclusively, while the other four brands will maintain Huawei’s full-process leadership model.

Later, on September 24th, Yu Chengdong, Chairman of Huawei’s Automotive BU, responded by stating that Seres initiated this adjustment due to its growing capabilities, and Huawei expressed its support. He emphasized that the Harmony Intelligent Mobility Alliance team would now focus on Maextro, Aoxia, Luxeed, and Shangjie, ensuring each brand receives more abundant resources. This will enable the team to dedicate more effort to refining products and enhancing user experiences, thereby accelerating the growth of the four brands and fostering the joint development of the Harmony Intelligent Mobility Alliance. Meanwhile, JAC, BAIC, Chery, and SAIC have all successively expressed their commitment to maintaining their collaboration models with Huawei.

Based on the content of the aforementioned image, the 2027 new brand plans for the four brands of the Harmony Intelligent Mobility Alliance are as follows:

Q1: Shangjie H8 (300,000 yuan segment), Luxeed V9 all-electric four-seater (500,000 yuan segment).

Q2: Shangjie H9 (400,000 yuan segment), Luxeed R8 mid-size SUV (400,000 yuan segment), Luxeed S7 facelift (200,000 yuan segment), Aoxia large sedan (500,000-700,000 yuan), Aoxia S9/S9T facelift, Maextro to launch MPV Collector’s Edition, SUV 800 (expected in April), and SUV 600. This will mark the most intensive launch period for the Harmony Intelligent Mobility Alliance throughout next year.

Q3: Shangjie Z7/Z7T facelift, Luxeed R9 large SUV (500,000 yuan segment), Aoxia 7-series SUV (300,000-400,000 yuan), Maextro SUV Collector’s Edition.

Q4: Shangjie H5 facelift, Maextro S800 major facelift.

This roadmap has yet to be officially confirmed, and its authenticity remains unverified. However, from a trend perspective, “pushing into higher price brackets” is the key theme in the 2027 new brand plans for Shangjie, Luxeed, and Aoxia. For instance, Shangjie, previously perceived as the lowest-positioned brand within the Harmony Intelligent Mobility Alliance, has announced plans for approximately 4-5 future models, which will be launched gradually rather than all at once, aligning with market and brand development rhythms. In terms of product pricing, there will be “no strict upper limits,” implying that the 150,000-300,000 yuan range is not a predefined boundary for the brand.

Judging by the current and upcoming product lineups, aside from facelifts, almost all new models from the remaining four brands of the Harmony Intelligent Mobility Alliance are positioned in higher price brackets. Specifically, Shangjie, which originally targeted the 200,000 yuan market, will directly enter the 300,000-400,000 yuan segment with the H8 and H9 models. The H8 is positioned as a 300,000 yuan mid-to-large SUV, while the H9 targets the 400,000 yuan market. A few days ago, SAIC also announced an additional 1 billion yuan investment to upgrade its Jinqiao dedicated factory, reflecting its optimism about Shangjie’s future development.

Luxeed, after successfully entering the 400,000+ yuan market with the V9, will solidify its position in the 400,000-500,000 yuan segment with three new models: the V9 all-electric four-seater, R8, and R9. Aoxia’s core move in 2027 will be to launch a large sedan priced between 500,000-700,000 yuan, directly competing with flagship models from traditional luxury brands.

From the 2027 product roadmap, the void in the 300,000-500,000 yuan SUV segment within the Harmony Intelligent Mobility Alliance will be filled by Shangjie and Luxeed. Aoxia is positioned higher than Shangjie and Luxeed, serving as a transition between these brands and Maextro.

Among the four brands, Maextro, the ultra-luxury brand, will have the most product activity next year. Starting from Q2, Maextro will launch a new model each quarter, including the MPV Collector’s Edition, SUV 800, SUV 600, SUV Collector’s Edition, and the S800 major facelift, totaling at least five projects throughout the year. Following this timeline, by Q3 next year, Maextro will have achieved full coverage across three major categories—sedans, MPVs, and SUVs—with each category featuring a “Collector’s Edition” high-end model, forming a complete ultra-luxury product lineup. This makes it the most comprehensively positioned Chinese ultra-luxury brand to date.

In terms of sales, AITO remains the sales leader within the Harmony Intelligent Mobility Alliance, contributing over half of the total sales. Except for the ultra-luxury Maextro, the overall sales performance of the other three brands has been relatively unstable. Taking August this year as an example, the Harmony Intelligent Mobility Alliance had few models exceeding 10,000 monthly sales. Among them, Luxeed sold 9,237 units with the support of the V9, Shangjie sold 7,888 units, and Aoxia sold 1,627 units (with the G9 beginning deliveries in late September). Among these brands and models, the Luxeed V9 currently shows the most potential for sustained strong sales, having secured the top spot in the MPV market for two consecutive months.

This can be attributed to AITO having previously captured the greatest market attention, while the Harmony Intelligent Mobility Alliance has also invested significant efforts into AITO.

In addition to product planning, marketing, channel, and service resources for the Harmony Intelligent Mobility Alliance will also become more focused on these four brands. Regarding channels, starting from January 1st next year, AITO will officially withdraw from Harmony Intelligent Mobility Alliance and Huawei stores. The vacated display space in AITO’s stores will provide greater exposure opportunities for the four brands, particularly benefiting Shangjie and Luxeed, which have stronger volume-driven missions.

As for AITO’s future product planning, Kang Bo, Vice President of Seres, previously stated in an interview that Seres’ subsequent operational focus will be on launching high-quality models and managing each product for long-term success, achieving market recognition and user satisfaction. AITO’s M5, M6, M7, M8, and M9 already cover different price segments, and AITO will continue to enhance its ability to manage major models, striving for a leading market position in their respective niche markets. In the future, Seres will also “seize opportunities” to enter the sedan, MPV, and other competitive product markets.

This implies that AITO’s product planning will become more flexible, breaking free from the current Harmony Intelligent Mobility Alliance product planning framework. For AITO, this presents both opportunities and challenges. As for how the Harmony Intelligent Mobility Alliance will exist in the future, it remains uncertain. Everything depends on the subsequent development of AITO and the other four brands.

Regardless, everyone now stands at a crossroads of fate.