On November 26th, Huawei released the super luxury car S800 at its Mate brand press conference at the same time, and China Exportsemi also tracked the matter. Difficult! He expressed concern about the market prospects of the S800. In this regard, many ordinary consumers may have similar questions: "Can a domestic million-level luxury car really open up the market?" The editor of China Exportsemi believes that when evaluating the MAEXTRO S800, perhaps it should not only be from the perspective of personal consumption, but should examine the meaning behind it from a higher industry perspective.
In the midst of the booming global new energy vehicle market, Huawei and JAC Motors have jointly created the S800, which has quickly attracted wide attention from the industry and consumers with its unique "luxury" design and excellent product performance. In the view of the editor of China Exportsemi, the launch of the MAEXTRO S800 is not only a challenge to the market pattern of luxury cars, but also a new attempt on technology, brand and market.
In this article, China Exportsemi will take you to understand the market positioning, design highlights, intelligent technology and the possible market impact behind this car.
1. Market positioning: the ambition of a million-level domestic luxury car
The pre-sale price of the S800 is set at 1 million to 1.5 million yuan, which is directly in line with the top international luxury models such as Mercedes-Benz S-Class, Maybach and BMW 7 Series. Traditionally, this market has long been dominated by German and British luxury brands. According to the data for the first three quarters of 2023, Mercedes-Benz S-Class sales reached 11,869 units, BMW 7 Series sales reached 11,453 units, and Porsche Panamera also had a market performance of 8,650 units. In contrast, it is difficult for domestic brands to get a share of this area.
But the MAEXTRO S800 is clearly prepared. From Huawei's point of view, this is not just a car sale, but an experiment about Chinese brands breaking through the ceiling: pursuing the ultimate at the product level, and at the same time opening up new horizons for domestic luxury cars through Huawei's technology and brand power.
2. Design & Configuration: The ultimate combination of technology and art
The exterior design of the S800 fully reflects Huawei's understanding of "technology is art". The body length reaches 5480mm and the wheelbase is 3370mm, making the vehicle look elegant and domineering. Its unique "vertical and horizontal Xinghan" front face design and crystal texture Xinghan headlights fully integrate the sense of luxury and technology.
Inside the car, this high-end experience continues to be everywhere. The intelligent starry sky roof in the car, combined with the meteor lighting design, creates a very futuristic atmosphere. Huawei is also equipped with the exclusive HarmonyOS intelligent cockpit system in the car, providing drivers and passengers with a highly intelligent interactive experience. Whether it is the multi-angle memory function of the seats or the 12-channel hi-fi audio, these configurations show the top level of domestic luxury cars.
3. Intelligent Driving: Technological breakthroughs lead the future
The technical highlights of the S800 are reflected in its intelligent driving system. Huawei's second-generation Turing platform has the industry's most advanced L3 autonomous driving capabilities. Combined with the latest ADS advanced intelligent driving system, the vehicle can achieve safe and efficient assisted driving functions in complex road conditions.
In addition, Huawei's unique space-to-earth connectivity technology provides the S800 with extremely strong communication capabilities, allowing it to maintain unimpeded network connectivity even in remote areas. This "technology-as-a-service" design concept not only enhances the value of the product, but also provides users with a smart travel experience that exceeds expectations.
4. Market impact: Break the monopoly of international brands
The launch of the S800 is an important attempt by Chinese car companies in the field of million-level luxury cars. Previously, this field was almost monopolized by foreign brands, and domestic brands appeared to be weak here. However, Huawei dared to enter this market by virtue of years of technology accumulation and market layout. It not only hopes to challenge the market position of traditional giants, but also tries to promote the dual upgrade of China's auto industry to achieve intelligence and high-end.
It is worth noting that the impact of the S800 on the market is not limited to sales. It could also prompt the global luxury car market to reassess the value of "Made in China". This transformation is of far-reaching significance for Chinese brands to enhance their global competitiveness. In fact, the S800 is not alone. In the field of luxury new energy vehicles, Chinese brands have made collective efforts. For example, BYD's Yangwang series has performed well in overseas markets, with cumulative sales exceeding 200,000 units, becoming a pioneer force in domestic luxury car brands. And Xiaomi is also rumored to launch a supercar priced at 800,000+, intending to enter the high-end market. In addition, GAC Aion's Haobo series and other new products are also poised to launch, further enriching the product matrix of China's luxury new energy vehicles.
These layouts are not only to seize the market opportunities of new energy vehicles, but also to collectively build the brand image of super luxury cars by Chinese car companies. It is foreseeable that as more and more Chinese brands deepen their cultivation of the high-end market, the "Made in China" luxury car label will become more and more dazzling in the global market, forming a pattern of competition with traditional foreign brands.
5. Reasons why netizen doubt who will buy MAEXTRO S800
From the perspective of mass consumers, the million-level pricing of the MAEXTRO S800 is undoubtedly hesitant. But in fact, the market size of this level of ultra-luxury cars is not large, and "volume" is not their goal. To put it mildly, "We can't afford it, it just means that we are not the target customer for this car." "And for if anyone is willing to pay? Real data may be the best answer. According to Huawei's official data, within 48 hours of the scheduled opening, the number of reservations for the S800 reached 2,108 units.
Figure: Huawei's official data shows that within 48 hours of the scheduled opening, the number of reservations for the S800 reached 2,108 units.
For many, luxury cars are more than just a means of transportation, they are a status symbol. In this area, brand history and market identity are often more important than technology. Although Huawei is a tech giant, its seniority in the luxury car sector is still immature, which may be the biggest obstacle to its market expansion.
However, skeptical voices are not necessarily a bad thing. It shows that consumers are concerned and have expectations for the product. As long as Huawei can impress core target users with its product strength and services, the S800 may not have a place.
6. The future of the S800: the key to success
Can the S800 be successful? The editor of China Exportsemi believes that this depends on three key elements:
1. Brand recognition
Huawei needs to use marketing strategies and user education to make consumers gradually recognize its luxury car identity. This takes time, and it needs the support of the actual product force.
2. User experience
In the luxury car space, the user experience is at the heart of the purchase decision. The S800 needs to win the reputation of consumers through high-end service and stable performance.
3. A global perspective
If the S800 is limited to the domestic market, its market space will be limited. In the future, Huawei needs to promote this product to the international market and lay the foundation for its global layout.
4. Conclusion: A domestic luxury car worth looking forward to
The launch of the S800 is not only an attempt by Huawei in the field of smart cars, but also a symbol of China's high-tech brand's impact on the global market. Although there are constant doubts at present, whether it is product design, technological breakthroughs or market positioning, the MAEXTRO S800 shows the new possibilities of domestic brands. In the future, whether it can gain a firm foothold in the million-level luxury car market remains to be tested by time.
In any case, the S800 has taken an important step – a small step that may be a big step in the rise of China's high-end car brands. Let's wait and see if this car can bring a real change to the global luxury car market.
