Huawei has officially unveiled a new automotive brand, SAIC Shangjie, in partnership with state-owned automaker SAIC Motor (SHA: 600104), marking the latest expansion of its electric vehicle (EV) ambitions under its Harmony Intelligent Mobility Alliance (HIMA) business.
The Shangjie brand was introduced at a product launch event hosted by Huawei, with Richard Yu, managing director and chairman of Huawei’s terminal business group, announcing that the brand aims to launch its first model this fall. Shangjie becomes the fifth brand to operate under HIMA, joining Seres Group’s Aito, Chery’s Luxeed, BAIC Group’s Stelato, and JAC’s Maextro.
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SAIC president Jia Jianxu said the new brand will launch its debut EV later this year, supported by an initial investment of RMB 6 billion ($820 million) and a team of more than 5,000 people. The company will utilize SAIC’s advanced production facilities and plans to establish a dedicated factory for the new brand. Jia emphasized that Shangjie will focus on “style, technology, and a high-quality traveling experience.”
The joint venture follows a cooperation agreement signed on February 21 in Shanghai. Under the partnership, Huawei and SAIC will work together across the EV development chain, including product design, manufacturing, supply chain integration, and sales and services.
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The companies have not disclosed technical details about the first Shangjie model, but reports from Chinese media suggest it will be an affordable EV, likely priced around RMB 150,000, aimed at younger buyers.
According to local outlet Yicai, the inaugural model will be based on SAIC’s Roewe sub-brand and an internal project known as “ES39.” All Shangjie vehicles are expected to be sold through HIMA’s retail network.