Chinese EV to Challenge Rolls-Royce, Maybach

An automotive joint venture between two Chinese companies, consumer electronics giant Huawei and automaker Anhui Jianghuai Automobile Group (JAC), is developing an battery-electric entrant in the ultra-luxury segment already occupied by Rolls-Royce and Mercedes-Benz’s Maybach brand.

The new model, named Maextro (Zunjie in Chinese), is the highest-positioned of four battery-electric vehicles now overseen by Huawei and its HIMA (Harmony Intelligent Mobility Alliance) component supply program.

Huawei and JAC announced in December they would join forces on the conception, development, production and sales of a range of new high-end BEVs.

Maextro models are initially planned for sale in China. But Richard Yu, chairman of Huawei’s smart car solutions division, has confirmed they are also intended for eventual export to global markets as part of a push by the company to build an automotive industry-leading components and software supply ecosystem with global reach and influence similar to that of German Tier 1 suppliers Bosch and ZF.

The first Maextro model is planned to be unveiled by the end of the year before going on sale in China during the first half of 2025, according to JAC Chairman Xian Xingchu.

Bodystyle details aren’t confirmed, but JAC has revealed models planned under its partnership with Huawei that will be based on a new BEV platform called the X6.

Previous comments from Xian indicated the first Maextro model would be an advanced multipurpose vehicle with limousine-like equipment levels and features. However, recent reports have suggested it will be an electric-powered sedan.

Maextro joins three existing new EV brands established by Huawei and a Chinese automaking partner under the so-called HIMA program.

They include Aito, founded with Seres (pictured, above); Luxeed, run in cooperation with Chery; and Stelato, created with state-owned BAIC.

In July, deliveries of models produced under the Huawei-led HIMA program in China, including those from Aito and Luxeed, reached 44,090 units. The cumulative delivery volume for HIMA models from January to July stands at 238,287 units.

Officials confirmed the Maextro name during the Aug. 6 launch of the first model from the Stelato brand, the BMW i7- and Mercedes-Benz EQS-rivaling S9 sedan. It is the first in a range of new Stelato models planned to be produced by Huawei and BAIC.Established in 1964, JAC also operates joint venture development and production with the Volkswagen Group, including the manufacture of the newly launched Cupra Tavascan in Hefei, China.