Huawei-backed Maextro enters ultra-luxury MPV market as Chinese brands move upmarket

Huawei-backed Maextro on Wednesday launched the V800, its first ultra-luxury multi-purpose vehicle (MPV), marking another step in Chinese automakers' push into one of the last premium vehicle segments long dominated by imported brands.

Co-developed and manufactured by Jianghuai Automobile, the lineup starts with the V680 at 648,000 yuan (about US$90,000), while the flagship V800 is priced between 766,000 yuan and 1.016 million yuan (about US$107,000–142,000).

Huawei says the V800 integrates its latest intelligent cockpit and driver-assistance technologies, powered by a CATL battery with a claimed comprehensive driving range of up to 1,335 kilometers. Measuring more than five meters in length and approximately two meters in width, the vehicle was designed with a height of 1.85 meters, allowing it to fit into most underground parking garages in China.

The MPV also introduces enhanced voice interaction with gesture-assisted controls, allowing passengers to point at an object – such as a window shade or seat function – and activate it through voice commands. The feature is available from every seat, underscoring the growing emphasis on rear-seat comfort in chauffeur-driven vehicles.

The launch comes as Chinese automakers accelerate their move upmarket. At this year's Beijing Auto Show, brands including Huawei-backed Stelato, Zeekr and GAC unveiled premium MPVs targeting family and business users, with most priced in the several-hundred-thousand-yuan range. The V800 goes a step further, targeting the chauffeur-driven luxury market long associated with imported models such as the Toyota Alphard, Lexus LM and Mercedes-Benz V-Class.

The shift reflects a broader transformation taking place in China's automotive industry.

After establishing a strong presence in the mass market EV segment, Chinese automakers are increasingly filling the remaining gaps in their product portfolios, expanding into executive sedans, luxury SUVs and now chauffeur-driven MPVs. The strategy is not only about selling more expensive vehicles, but also about strengthening brand value and moving further up the value chain.

Speaking at the launch event, Yu Chengdong, Huawei's executive director and chairman of the consumer business group, said Maextro aims to combine advanced design, craftsmanship and intelligent technologies while driving the broader upgrading of China's automotive supply chain.

That ambition is backed by an increasingly integrated industrial ecosystem.

The Guangdong-Hong Kong-Macao Greater Bay Area has become one of China's most comprehensive automotive clusters, bringing together vehicle manufacturers, battery suppliers, autonomous driving developers, lidar companies, chip designers and automotive electronics producers. The close proximity of the supply chain has helped shorten development cycles, accelerate technology integration and reduce the time required to bring new products to market.

Whether Chinese automakers can establish themselves in the ultra-luxury market will ultimately depend on more than intelligent features or larger screens. Long-term reliability, safety and consumer trust – built over years rather than product cycles – may prove to be the industry's most important test.

(CGTN's Huang Yi also contributed to the story)