An Aito M9 SUV on display at the Beijing Auto Show in April 2026. Credit: CnEVPost
- Aito will remain in HIMA, while Huawei will continue to lead operations across the alliance’s 4 other brands.
- Aito will establish an independent sales network, with some HIMA stores to be transferred to Seres to sell Aito vehicles exclusively.
Huawei will hand Seres (HKEX: 9927) the lead in Aito’s products, marketing, sales and service, marking a major shift in their automotive partnership.
Huawei-led HIMA (Harmony Intelligent Mobility Alliance) said Tuesday that Aito would explore a new cooperation model within the alliance, effective immediately, with Seres taking the lead and Huawei providing support.
The changes cover product definition, product design, brand marketing, retail channels and service operations. They give Seres broader responsibility for running the brand beyond its existing manufacturing role.
Local media outlet Cailian first reported the arrangement earlier today, saying leadership of Aito’s products, marketing, sales and service would shift from Huawei to Seres.
The adjustment will allow HIMA to focus resources on accelerating the success of Luxeed, Stelato, Maextro and Shangjie, strengthening the alliance’s industry and market position, the report said.
Aito is HIMA’s first brand and its largest sales contributor, best known for the premium Aito M9 SUV (sport utility vehicle). The shift puts this core brand under a different cooperation model from the alliance’s other members.
HIMA stressed in its statement that Aito remains a member of the alliance and that all existing customer benefits and future services will be unaffected.
The changes do not affect the other 4 brands. Luxeed, Stelato, Maextro and Shangjie will continue under a model in which Huawei leads the entire process.
Sales channels will be a key part of the shift. Aito will adopt a dedicated sales model and establish an independent network, National Business Daily and Lanjinger reported, citing people familiar with the matter.
Alongside directly operated and franchised stores, some existing HIMA outlets will be transferred to Seres to display and sell only Aito vehicles, according to Lanjinger. HIMA’s official statement did not disclose these details.
Huawei and Seres formed their automotive partnership in 2021 under Huawei’s Zhixuan model, which involved close collaboration between the companies. Huawei previously led product definition, vehicle design and sales channels, while Seres handled manufacturing.
Deliveries of their first jointly developed Aito model, the M5, began in March 2022. Aito’s 1 millionth vehicle rolled off the production line in January this year.
Seres had already been gradually increasing its control over the brand’s assets. In July 2024, the company announced a 2.5 billion yuan ($369 million) deal to acquire Aito-related trademarks and design patents held by Huawei.
In August that year, Seres announced it would acquire a 10% stake in Huawei’s Yinwang, also known as Newcool, for 11.5 billion yuan. It completed payment in September 2025.
The shift in operational leadership comes as Seres faces pressure on profitability. The company posted a net loss attributable to shareholders of 1.72 billion yuan in the first half of 2026, compared with a profit of 2.94 billion yuan a year earlier.
Seres previously attributed the loss to higher prices for key components and substantial asset impairment charges. First-half revenue fell 7.87% year-on-year to 57.49 billion yuan.
HIMA’s overall growth is also under pressure. The alliance delivered 42,101 vehicles in August, down 5.52% year-on-year, marking its third consecutive monthly decline from a year earlier. HIMA previously said cumulative deliveries in the first 8 months of this year rose 10.8%.
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