SAIC and Huawei Collaborate on “Shang Jie” – The Fifth Brand Under Harmony Intelligent Mobility

SAIC Motor and Huawei are joining forces to launch “Shang Jie”, the fifth brand under Harmony Intelligent Mobility. This strategic partnership marks a significant shift for SAIC, which had previously been reluctant to adopt third-party intelligent driving solutions. With Shang Jie, SAIC aims to expand its presence in the competitive New Energy Vehicle (NEV) market, while Huawei continues to strengthen its role as a leading enabler of smart mobility.

Shang Jie: A Game-Changer in the Affordable NEV Market

The first model under the Shang Jie brand will be based on the Roewe ES39 platform, integrating Huawei’s intelligent cockpit and advanced driver-assistance system (ADAS). Key highlights of the vehicle include:

Two battery range options tailored for different customer needs.
A competitive price range of ¥150,000–¥250,000 (~$21,000–$35,000), making it the most affordable model under Harmony Intelligent Mobility.
Expected market launch in Q4 2025.

Huawei’s Harmony Intelligent Mobility ecosystem currently includes AITO, Luxeed, Stelato, and Accordio , which focus on premium segments ranging from ¥230,000 to ¥1 million (~$32,000–$140,000). The introduction of Shang Jie is a strategic move to target a broader customer base, expanding Huawei’s influence in the mass-market NEV sector.

SAIC’s Strategic Shift Amid Market Pressure

SAIC’s decision to partner with Huawei represents a major shift in its strategy, driven by increasing market competition:

Sales Decline: In 2024, SAIC’s total vehicle sales dropped 20.07% YoY to 4.01 million units, while BYD overtook SAIC as China’s top-selling automaker with 4.27 million units.
Challenges in the NEV Segment: SAIC’s self-developed NEV brands, including Feifan (飞凡) and IM Motors (智己), struggled to gain traction. Despite 70% YoY sales growth, IM Motors sold fewer than 70,000 units in 2024.
Organizational Restructuring: In early 2025, SAIC merged Roewe, Feifan, MG, SAIC International, R&D, Zero Beam Technology, and overseas mobility units into a new "Passenger Vehicle Division", adopting a competitive hiring system for its leadership team.

A Fierce Battle in Smart Driving

The Chinese automotive market is witnessing an intensified battle in intelligent driving technology:

BYD's Aggressive Move: On February 10, 2025, BYD announced that all its models will come equipped with high-level autonomous driving features at no extra cost, pushing the industry toward mass adoption of smart driving.
Huawei's Success in the Automotive Sector: The AITO brand, co-developed by Huawei and Seres, achieved annual sales of 440,000 units in 2024, demonstrating the strong market appeal of Huawei-powered vehicles.
SAIC’s Prior Investment in Smart Driving: Since 2021, SAIC has heavily invested in Momenta, a leading autonomous driving technology company, and became its largest institutional investor. However, despite these efforts, SAIC's smart driving technologies have yet to translate into significant sales growth.

Conclusion from NEPCON China

SAIC’s collaboration with Huawei on Shang Jie highlights the growing importance of intelligent driving and strategic partnerships in the NEV market. As competition heats up, automakers worldwide will need to adapt to the rapid evolution of smart mobility, digital ecosystems, and customer expectations. With Shang Jie, SAIC and Huawei are poised to make a strong push into the mass-market NEV sector, challenging industry leaders and reshaping the future of intelligent transportation.

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