A new automotive brand developed in partnership between Huawei and SAIC Motor is set to unveil its first model by mid-2025, according to insights from the China Securities Journal. The brand is anticipated to be named Shangjie (尚界) and aims to attract a younger demographic, with pricing for the initial model expected to range between RMB 150,000 and RMB 250,000 (approximately $20,500 to $34,300), depending on specific configurations.
SAIC president Jia Jianxu elaborated on the collaboration during a recent event, noting that the new brand will build upon the foundations laid by the Zhixuan model, which was subsequently rebranded as HIMA (Harmony Intelligent Mobility Alliance). This rebranding signifies the evolution of Huawei’s collaborative efforts in the automotive sector, moving towards a more cohesive partnership with vehicle manufacturers.
Huawei is currently active in the automotive landscape through three distinct collaboration models. The first serves as a supplier, where Huawei provides various components alongside its HarmonyOS system. The second, termed “Huawei Inside,” offers comprehensive full-stack solutions that encompass smart cockpit systems and autonomous driving technologies. The development of joint brands, such as the one with SAIC, marks Huawei’s most engaged approach to automotive collaboration.
This new brand will join Huawei’s expanding HIMA portfolio as its fifth addition. Although neither Huawei nor SAIC have officially confirmed the name Shangjie, local media reports suggest that the inaugural model may be derived from a vehicle within SAIC’s sub-brand, Roewe. Furthermore, all vehicles under the Shangjie brand will be marketed through the dedicated sales channels set up under the HIMA initiative, as reported by Chinese media outlets.
