According to the latest announcement from the Ministry of Industry and Information Technology, Hongmeng Zhixing has officially completed the declaration of its first luxury flagship sedan, the Xiangjie S9 range-extended version. It has entered the product announcement phase and is expected to launch in the second quarter of this year. This means the Xiangjie S9 will target the traditional luxury sedan market with its “pure electric + range-extended” dual power layout. For a long time, BBA has dominated the luxury sedan market. Their brand strength and product quality have created a solid market position. However, the wave of smart electrification is breaking and reshaping the traditional definition of luxury cars. BBA’s market position and brand barriers are increasingly challenged by technological innovation. Self-owned brands like Hongmeng Zhixing and NIO are leveraging smart technology to gain an edge in this high-end luxury market. The industry reshuffle is accelerating. Recent data shows that Hongmeng Zhixing delivered 34,987 new cars in January 2025, maintaining the highest average transaction price among Chinese automotive brands for nine consecutive months. Yu Chengdong openly expresses Hongmeng Zhixing’s ambition to become the leader in China’s high-end car market within five years. This ambition is backed by data. The AITO M9, launched 10 months ago, achieved 170,000 orders and has remained the top luxury car in sales for over 500,000 units for seven months. Meanwhile, the Xiangjie S9 has consistently ranked first in luxury pure electric sedan sales for six months, both securing a place in the luxury sedan market.
Some experts believe that pure electric versions of the same model usually sell less than range-extended or plug-in hybrid versions. The arrival of the Enjoy S9 range-extended version offers consumers more choices. Enjoy will also delve deeper into the traditional luxury market. It will compete directly with the BMW 5 Series, Mercedes-Benz E-Class, and Audi A6. Dual power layout meets diverse needs. Range anxiety and charging convenience have always troubled new energy vehicle owners. The Enjoy S9 addresses this issue through continuous technological innovation.
The Xiangjie S9 electric model features a 100kWh Huawei 800V giant whale battery. It boasts a CLTC range of up to 816 kilometers. With the 800V high-speed charging platform, users can add 200km of range in the time it takes to buy a coffee. Its charging speed rivals traditional fuel vehicles, and its charging costs are significantly lower. Data shows the energy cost of the Xiangjie S9 electric model is only 30% of that of traditional fuel cars. This means users can save tens of thousands of yuan annually. The addition of the range-extended version eliminates consumers’ charging anxiety through a “fuel and electricity complement” model. Once seen as a transitional solution for electrification, range-extended technology has exceeded market expectations in recent years. In 2024, China’s sales of range-extended models reached 4.519 million, an 85.2% increase year-on-year, capturing 40% of the new energy vehicle market. This data indicates that range-extended models are shifting from a “niche choice” to a “mainstream trend.” Many automakers adopt a “pure electric + range-extended” dual power mode to meet diverse consumer needs and expand market reach. The Wenjie M9 also features Huawei’s efficient range-extended technology, offering an electric range of over 200km and a total range exceeding 1000km. Since its launch, it has secured over 200,000 pre-orders. According to the product layout of HarmonyOS, the Xiangjie S9 range-extended version may utilize Huawei’s latest range-extended technology, potentially achieving over 1000km of total range. This meets the high range demands of users. The mainstream trend suggests that by 2025, more automakers will introduce range-extended models with large batteries and small fuel tanks. In this trend, the Xiangjie S9 is likely to leverage its technological advantages to expand its market share, encircling traditional luxury models dominated by BBA. Technology sets a new standard for luxury. In the era of fuel vehicles, core technologies like engines and transmissions defined BBA’s success. In the new energy era, intelligent technology becomes the trump card for independent brands. Yu Chengdong has clearly stated that the combination of intelligent technology and ultimate luxury is redefining the standards of the high-end automotive market.
In the core areas of intelligent driving and smart cabins, Huawei has a complete technology system. With Huawei’s support, HarmonyOS Intelligent Driving gains unique advantages. The Enjoy S9, the first model with Huawei’s ADS 3.0 high-level intelligent driving system, comes standard with a 192-line lidar. Its point cloud density is three times that of traditional lidar. The nighttime AEB activates at speeds over 100 km/h. Additionally, the Enjoy S9 features the CAS 3.0 omnidirectional collision avoidance system. It recognizes pedestrians and vehicles crossing lanes and adapts AEB to road conditions. This significantly shortens braking distances on slippery surfaces, ensuring comprehensive safety for users. The Enjoy S9 also introduces an end-to-end new architecture. It can drive nationwide, improving success rates in complex road conditions and intersections. The driving experience feels more human-like. It features the industry’s first intelligent driving function from parking space to parking space, connecting parking lots to public roads and public roads to parks, achieving seamless integration across all scenarios. Whether on city streets or highways, it promises safe nationwide driving. With Huawei’s ADS 3.0, the Enjoy S9’s parking capabilities have upgraded. The valet parking service is now commercially available, allowing the vehicle to park autonomously. This addresses user pain points like finding parking spaces and saving time. The Huawei Tuling platform powers the Xiangjie S9. It uses air suspension and continuously variable damping to deliver an excellent driving experience. The S9 maintains a smooth ride on curves and bumpy roads. It offers comfort and ease of driving. The Xiangjie S9 is more than a car; it is a mobile smart space. Its HarmonyOS cockpit system supports over 5,000 applications for seamless use, providing a leading smart experience. The addition of a rear secretary screen enhances business efficiency. The vehicle-grade projection screen and Huawei’s premium audio system create a private theater experience. The industry-first rear zero-gravity seats feature an 8-point airbag massage function. The S9 includes a 7-blind system and double-layer soundproof glass, keeping cabin noise at just 58 decibels at 120 km/h. The Harmony ALPS cockpit system offers a 24-hour fresh air supply, using patented materials for a fresh, odor-free environment. Additionally, the Xiangjie S9 may feature smart interactive headlights. Similar to the Wenjie M9, these lights can project welcome carpets and lane guidance, enhancing the driving experience. The Xiangjie S9 spares no effort in user experience, achieving full-featured excellence.
Market Breakthrough From Parameter Leadership to Experience Disruption Luxury car definitions are changing. The past brand premiums of BBA are fading. Consumers now prioritize smart cabins, advanced driving intelligence, and contextual services over traditional mechanical qualities. Data shows that 72% of new middle-class consumers aged 30-45 consider “level of intelligence” as their top buying factor, far exceeding “brand premium” and “power performance.” With Huawei’s smart technology, the Xiangjie S9 deeply optimizes comfort, handling, and driving experience. It merges traditional luxury car mechanics with Huawei’s comprehensive smart technology, delivering a true tech luxury sedan. This transformation goes beyond leading technical parameters; it reflects a deep understanding of user needs. While competitors still define luxury by leather thickness and mechanical quality, the Xiangjie S9 has elevated the experience through Huawei’s advanced technology. This new paradigm of “smart luxury” meets the dual demands of the new elite: technological leadership and a status symbol. It has become a market favorite, challenging traditional luxury brands like BBA.
Public information shows that Huawei has focused on automotive intelligence and connectivity over the past five years. The company invests over 10 billion yuan annually in research and development. This amount equals the total R&D investment of BBA in smart driving over three years. Huawei has built a team of over 7,000 R&D personnel. It has established five major solutions: intelligent driving, smart cockpit, smart vehicle control, intelligent cloud, and onboard optics. This technological advantage enhances product strength. The Xiangjie S9 surpasses traditional luxury sedans in intelligence. In 2024, BMW, Mercedes-Benz, and Audi sold 714,500, 683,600, and 649,400 units in China, respectively. Their year-on-year declines were 13.4%, 7%, and 10.9%. The struggles of top luxury brands create opportunities for Chinese luxury brands. McKinsey predicts that from 2021 to 2031, the global luxury car market will grow at an annual rate of 8%-14%. This growth allows domestic brands, represented by Hongmeng Zhixing, to seize opportunities. The Xiangjie S9 integrates Huawei’s vertical capabilities. It offers high-end features like lidar as standard, breaking traditional luxury car hierarchies and achieving “technological equality.” The Hongmeng ecosystem enables seamless connections among people, vehicles, and life. Huawei ADS 3.0 uses cloud computing for monthly OTA upgrades, far exceeding the annual update pace of traditional automakers. The Xiangjie S9’s “pure electric + range extender” strategy will enhance the Hongmeng Zhixing product matrix and expand its presence in the high-end car market. The pure electric version attracts tech-savvy customers under 35, while the range extender version targets users with higher range needs among those considering a switch from 56E. With the range extender version launching in the second quarter, the Xiangjie S9’s market potential will further unfold. Monthly sales may reach new levels, creating a breakthrough in BBA’s traditional market and initiating a new reshuffle in the luxury car segment.
