In a significant development in the Chinese luxury automobile market, the first flagship luxury sedan from Hongmeng Zhixing, the Xiangjie S9, has officially entered the product disclosure phase following its declaration of range-extended versionThis vehicle is slated for a launch in the second quarter of this year, introducing a dual-power layout characterized by both "pure electric and range-extending" capabilities, directly targeting the traditional luxury sedan market.

Traditionally, the luxury car segment in China has been dominated by the "BBA" triad — BMW, Mercedes-Benz, and AudiTheir stronghold is largely due to a historical brand prestige and product quality that has created an enduring market dominanceNevertheless, the advent of intelligent electrification is rapidly transforming this conventional understanding of luxury vehiclesWith technological advancements disrupting these long-established market positions, the industry is witnessing a reshaping of standards.

Leading the charge are indigenous brands like Hongmeng Zhixing and NIO, which have leveraged their strengths in smart technologies to find a competitive edge in this high-end luxury sectorThe ongoing industry restructuring is palpable, signaling a significant shift in consumer expectations and product offeringsIn fact, recent statistics reveal that Hongmeng Zhixing delivered a substantial 34,987 new vehicles in January 2025 alone, marking its position as the leading Chinese automotive brand in terms of average transaction price for nine consecutive monthsExecutive Yu Chengdong has been vocal about the brand's aspirations to ascend to the top of China's high-end vehicle market within the next five years.

These ambitions are bolstered by impressive data records

Advertisements

For instance, the previous model, the Wanjie M9, garnered 170,000 orders within ten months post-launch, securing a continuous top position with sales exceeding 500,000 luxury vehicles for seven consecutive monthsMeanwhile, the Xiangjie S9 has held its own, consistently topping sales charts for luxury electric sedans with more than 400,000 units sold over six months.

Industry analysts have posited that, due to the convenience of energy replenishment, the sales of pure electric versions of the same model are typically lower than their range-extended or plug-in hybrid counterpartsThe introduction of the Xiangjie S9’s extended-range version offers consumers a diversified set of options while simultaneously penetrating deeper into the traditional luxury market, positioning itself to compete head-to-head with established models such as the BMW 5 Series, Mercedes-Benz E-Class, and Audi A6.

As concerns over battery anxiety and the convenience of fueling persist among electric vehicle owners, the Xiangjie S9 addresses these issues through continuous technological innovationIt features a pure electric variant equipped with a 100 kWh Huawei 800V battery that offers a maximum CLTC composite range of 816 kilometersCoupled with the 800V high-voltage fast-charging platform, it can gain an additional 200 kilometers of range in the time it takes to enjoy a cup of coffeeThis not only rivals refueling speeds of traditional petrol vehicles but also significantly reduces energy costs, with figures showing that the energy consumption cost of the Xiangjie S9 is only 30% that of traditional gasoline vehicles, resulting in potential annual savings of several thousand yuan for users.

Moreover, the introduction of the range-extended version effectively alleviates consumer anxieties regarding refueling by employing a "fuel-electric hybrid" model

Advertisements

Initially considered a transitional solution for the electrification transition, the market performance and user acceptance rates of range-extended vehicles have exceeded expectations in recent yearsIn 2024, sales of range-extended models in China reached 4.519 million, reflecting an impressive year-on-year growth of 85.2%, now constituting 40% of the new energy vehicle marketThis data clearly indicates a shift, where range-extended models are transitioning from niche options to mainstream trends.

Many automakers are adopting the "pure electric + range-extended" dual-power strategy to cater to diverse consumer needs and expand market segmentsThe Wanjie M9, for instance, also features Huawei's efficient range-extending technology, with a pure electric range exceeding 200 kilometers and a combined range surpassing 1,000 kilometersSince its launch, it has amassed total orders exceeding 200,000.

Following Hongmeng Zhixing’s strategic product layout, it is anticipated that the Xiangjie S9 range-extended version will utilize Huawei's latest range-extending technology, potentially achieving a combined range exceeding 1,000 kilometers, thus meeting the rigorous range requirements of consumersThe prevailing trend indicates that, by 2025, numerous automakers are expected to introduce range-extended models characterized by larger batteries and smaller fuel tanksPositioned at the forefront of this wave, the Xiangjie S9 has the potential to significantly increase its market share due to its technological superiority, effectively encircling traditional luxury competitors like BMW, Benz, and Audi.

In a new era where luxury is defined by technology, what once were markers of sophistication, such as engine and transmission quality in fuel vehicles, have evolved

Advertisements

Now, intelligent technologies represent the cutting-edge in the electric ageYu Chengdong has emphasized that merging intelligent technology with ultimate luxury is redefining standards in the premium automotive market.

In the crucial areas of intelligent driving and smart cab technology, Huawei boasts a comprehensive set of technological reservesSupported by Huawei, Hongmeng Zhixing enjoys a unique and advantageous positionXiangjie S9 is the first model to debut Huawei's ADS 3.0 high-level intelligent driving system, which includes 192 lines of LiDARThis advanced LiDAR system offers point cloud density three times that of traditional LiDAR, allowing automatic emergency braking (AEB) to activate at speeds exceeding 100 km/h at nightAdditionally, it incorporates a comprehensive collision avoidance system (CAS 3.0) facilitating the recognition of diagonal crossing pedestrian vehicles and adaptive AEB for variable road surfaces, significantly reducing braking distances in slippery conditions, thereby enhancing overall safety for users.

Xiangjie S9 also pioneers a new end-to-end architecture, enabling smooth navigation across national circular highwaysThis translates to improved passage rates in complex road conditions and intersections and enhances driving experiences towards a more "human-like" qualityIt includes an industry-first function for intelligent driving from parking space to parking space, seamlessly connecting parking facilities with public roads and underground environments, ensuring the vehicle operates effectively in all scenarios, whether on city streets or highways.

The parking capabilities of Xiangjie S9 have been further upgraded with the introduction of commercialized autonomous parking solutions, addressing common pain points such as finding parking spots, thereby enhancing user convenience

With the Huawei Tu Ling platform, the vehicle achieves excellent driving control through the collaboration between air suspension and continuously variable damper technologyWhether navigating high-speed turns or bumpy roads, the Xiangjie S9 assures stability and comfort, making it not only easy to drive but also pleasant to ride in.

The Xiangjie S9 embodies more than just a vehicle; it represents a mobile intelligent spaceIt is equipped with the Hongmeng cabin system that supports seamless integration of over 5,000 Hongmeng applications to deliver an avant-garde smart experienceThe newly introduced rear secretary screen enhances business efficiency, while the vehicle-grade projection screen and Huawei's top-tier sound system recreate an immersive environment akin to a personal theater.

Moreover, it features pioneering rear "zero-gravity" seats equipped with eight-point airbag massage functionalityWith seven sunshade curtains and double-layer sound-insulating glass, the interior noise at speeds of 120 km/h is maintained at just 58 decibelsThe Hongmeng ALPS cabin system incorporates a 24-hour fresh air system utilizing patented absorption and degradation materials that ensure a fresh and odorless cabin environment.

Additionally, the Xiangjie S9 is expected to feature intelligent interaction headlights that can project welcome mats and lane guidance light effects, adding a new dimension of experience in vehicle use.

Evidently, the Xiangjie S9 spares no effort in enhancing user experiences, delivering comprehensive and fulfilling features across the board.

Market Disruption

From Leading Parameters to Transformative Experiences

As the definition of luxury vehicles transforms, the once-premium pricing power of the BBA brands is eroding

Today's consumers prioritize smart cockpits, advanced intelligent driving, and contextualized services over traditional mechanical qualitiesRecent data shows that, among new middle-class consumers aged 30 to 45, 72% consider the "level of intelligence" as the foremost factor in car purchasing, surpassing "brand premium" at 18% and "performance" at 10%.

Inheriting Huawei's intelligent DNA, the Xiangjie S9 optimizes comfort, handling, and driving experience, merging the proud mechanical qualities long associated with traditional luxury vehicles with Huawei's comprehensive intelligent technologyIt thus delivers a true technological luxury car, a transformation that stems not just from leading tech specifications but from profound insights into consumer needs.

While competitors are still defining luxury through leather thickness and mechanical excellence, the Xiangjie S9 has achieved a comprehensive elevation of experience through Huawei's end-to-end black technologyThis new paradigm of "intelligent luxury" adeptly meets the dual desires of a new elite generation for technological edge and status symbols, making it a favorite in the market and a formidable rival against traditional luxury sedans from BBA.

Public records indicate that over the past five years, Huawei has continuously invested heavily in the smart and connected vehicle space, with annual R&D expenditures amounting to hundreds of millions, far exceeding the total R&D investments of BBA firms on intelligent driving technology over three yearsHuawei has built a workforce of over 7,000 R&D personnel dedicated to solutions covering smart driving, smart cockpits, intelligent vehicle control, smart vehicle clouds, and onboard optics

This technological advantage provides the Xiangjie S9 with generational progress over traditional luxury vehicles in terms of intelligence.

In 2024, BMW, Mercedes-Benz, and Audi experienced respective sales declines in China, recording 714,500, 683,600, and 649,400 units sold—a year-on-year decrease of 13.4%, 7%, and 10.9%. These setbacks for luxury frontrunners have opened doors for domestic luxury brands.

As per McKinsey’s forecasts, the global luxury car market is expected to maintain an annual compound growth rate of 8% to 14% from 2021 to 2031. This indicates that indigenous brands represented by Hongmeng Zhixing are well-positioned to capitalise on opportunities during this new wave of luxury market competitionThe Xiangjie S9, by virtue of Huawei’s vertical integration capabilities, has transformed high-end features like laser radar from exclusive offerings to standard equipment across the lineup, dismantling traditional luxury car hierarchies and achieving "technological equity". Furthermore, it promotes seamless connectivity across the "human-vehicle-lifestyle" spectrum through the Hongmeng ecosystemAdditionally, the Huawei ADS 3.0 system enables monthly OTA updates, a frequency unmatched by traditional automotive companies that typically offer annual redesigns.

This dual offering of the Xiangjie S9, combining "pure electric and range-extending" models, will refine Hongmeng Zhixing's product matrix while broadening its presence in the high-end marketThe pure electric version is designed to attract tech-savvy newcomers, targeting the under-35 demographic that traditionally favors BBA, while the range-extended version aims to convert potential consumers within the 56E replacement user base who have higher range requirements.

As the range-extended model is set to launch in the second quarter, the Xiangjie S9's market potential will further be unleashed, positioning it to elevate monthly sales to unprecedented levels

Advertisements

Advertisements