Chinese tech giant Huawei and SAIC Motor are set to introduce a new electric vehicle (EV) brand, Shangjie (尚界), with its first model based on a Roewe sub-brand vehicle, according to local media reports. The vehicle, expected to launch in the fourth quarter of 2025, will start at around RMB 150,000 ($20,700), making it the most affordable model under Huawei’s Harmony Intelligent Mobility Alliance (HIMA) umbrella.
The initial model, internally codenamed “ES39,” will incorporate Huawei’s smart cockpit and advanced driving technologies. It will be available in two battery-electric vehicle (BEV) variants and target the mid-range EV segment priced between RMB 150,000 and RMB 250,000, according to sources cited by Yicai. The model will be sold exclusively through HIMA’s distribution channels.
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SAIC and Huawei are reportedly in early discussions regarding the development of a second model for the Shangjie brand, with plans to design it from the ground up. This marks Huawei’s latest strategic collaboration within the HIMA business, which has already launched four joint EV brands: Aito with Seres Group, Luxeed with Chery, Stelato with BAIC Group, and Maextro with Anhui Jianghuai Automobile Group (JAC).
Huawei operates under three levels of partnership with automakers, ranging from component supply to full-scale brand co-development. The Shangjie brand represents Huawei’s most involved collaboration model, previously referred to as “Zhixuan” before being rebranded as HIMA in November 2023.
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Earlier reports suggested that SAIC and Huawei initially considered collaborating through SAIC’s Rising Auto sub-brand, using Huawei’s technology to revive the ES37 project. However, the companies opted for Roewe’s ES39 platform instead, internally rebranding it as RH-A.
The introduction of Shangjie underscores Huawei’s continued expansion into the automotive sector, reinforcing its role as a major player in China’s intelligent EV market.