Huawei and GAC team up to premiere a new brand aimed at luxury electric vehicle segment
In a significant move, Chinese tech giant Huawei and automaker GAC Group have announced a new partnership to create a premium electric vehicle (EV) brand, Qijing.
The collaboration, which was renewed in November 2024, marks a potentially new approach for Huawei in its partnerships with automakers. Under the agreement, GAC will prioritize Qijing as its top initiative, allocating its best resources to ensure the brand's long-term development.
The partnership follows Huawei's primary collaboration patterns with automakers: component supply, intelligent technology supply, and joint vehicle manufacturing, often referred to as the Zhixuan pattern. In this case, the partnership will involve the Zhixuan model, with Huawei providing its advanced technology and GAC handling the manufacturing and branding aspects.
GAC's board approved establishing a project company codenamed "GH" with registered capital of RMB 1.5 billion ($210 million) in January this year to collaborate with Huawei on vehicle development. The GH project's first model, slated for launch in 2026, will aim to establish an automaker-led structure with Huawei's deep involvement.
Qijing is a standalone brand operated by an independent company established by GAC. All Qijing vehicles will be equipped with Huawei's most advanced intelligent technology, Huawei Qiankun. The new brand targets the premium EV market, aiming to compete in China's rapidly growing EV sector from 2026 onwards.
This collaboration with GAC is distinguished by Huawei's involvement in the Avatr brand, a joint venture of Changan, CATL, and Huawei as a strategic partner. Notable for its luxury electric SUVs featuring advanced design and technology elements like biometric software and external windshield displays, Avatr has been successful in the market.
Huawei has also collaborated with several other Chinese car manufacturers, including BYD, Chery, Dongfeng, and BAIC, and cooperates with German brands like BMW and Audi for their cars in the Chinese market. Notable among these partnerships is the Aito brand, which saw significant sales growth in 2024, and models made with Chery or BAIC, which have lower sales figures.
Rumours suggest that Huawei may unveil a new collaboration model with automakers this year, granting them greater autonomy, according to a September 1 report by Chinese media outlet Caijing. This could signal a shift in Huawei's approach to collaborations with automakers, moving towards more independent partnerships.
With the launch of Qijing, Huawei continues to expand its footprint in the automotive industry, leveraging its technological expertise to create innovative and premium EV solutions. The partnership with GAC represents an exciting development in this journey, promising to bring cutting-edge technology and design to the premium EV market in China.
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