Aito, the premium automotive brand jointly developed by Seres and Huawei, has formally launched its international expansion, targeting the Middle East after gaining traction in China’s domestic market.
The brand said on Friday it had signed a strategic cooperation agreement with Performance Plus Motors, a subsidiary of Abu Dhabi Motors (ADM), to enter the United Arab Emirates. The agreement was signed at Aito’s headquarters in Chongqing and marks the official start of the brand’s overseas growth phase.
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Under the partnership, Performance Plus Motors will handle sales, delivery and after-sales services for Aito vehicles in the UAE, while also establishing brand experience and service centres. ADM will use its local market knowledge to support marketing and brand positioning aimed at premium consumers.
“Our collaboration with ADM is an important milestone in Aito’s globalization strategy and marks a new starting point for joint exploration of the luxury NEV market in the Middle East,” said Jason Wang, president of Seres Auto’s overseas business unit.
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Aito said its vehicles have completed required hardware and software localisation as well as regulatory certifications for the UAE. The brand’s flagship model, the Aito 9 — sold as the Aito M9 in China — has begun local user test drives, and vehicles have already arrived at Dubai port ahead of the official market launch.
Performance Plus Motors is part of ADM, which has operated in the Middle East luxury automotive sector for about four decades and is among the region’s largest premium dealer groups.
“Aito’s technological capabilities, product quality, and luxury brand positioning align closely with the demands of the Middle East’s high-end market,” said Syed Faiz Karim, chief executive of ADM.
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Aito was launched in December 2021 as the first brand under Huawei’s Harmony Intelligent Mobility Alliance (HIMA). In China, it currently offers the M5, M7, M8 and M9 SUV models. Last month, the brand marked the production of its one-millionth vehicle, with the milestone unit being the M9, which starts at 469,800 yuan ($67,350), among the highest-priced vehicles from a Chinese domestic brand.
