Yu Chengdong Confirms Seres Takes Lead on AITO as Huawei Focuses on Four-Brand Strategy
nashnova research
Yu Chengdong confirmed on Sept 24 that the AITO brand handover was initiated by Seres, and that Huawei's device unit will concentrate resources on four remaining brands — Junjie, Xiangjie, Zhijie, and Shangjie — marking a formal shift from a five-brand spread to a four-brand focus.
Why is Huawei handing AITO back?
Speaking at a HarmonyOS Smart Mobility store in Hefei, Yu said: Seres has grown significantly through the partnership and now wants to take the lead — Huawei supports that.
This is the first public explanation from a Huawei executive since the Sept 15 announcement. The core message is one sentence: Seres asked for this; Huawei did not push it away.
This means → Huawei needs the market to read AITO's independence as a partner "graduating," not as a passive spin-off.
What cards does Huawei still hold?
Huawei's device unit now focuses on Junjie, Xiangjie, Zhijie, and Shangjie. Yu disclosed updates on the same day:
Junjie's ultra-luxury SUV is in pre-production review; Xiangjie G9 deliveries have begun in Beijing, with the V8 to follow.
Zhijie will launch two new models next week; Shangjie, built with SAIC, is deepening — SAIC has assembled a 5,000-plus dedicated team and upgraded its Jinqiao plant. The next Shangjie model targets the mid-to-large family SUV segment.
In plain terms = all four lines show tangible progress. Huawei's point: letting go of AITO is not about having nothing left — it is about channeling resources into brands it can deeply control.
How does Seres frame the split?
Chairman Zhang Xinghai called the new model "another innovation built on deepening cross-sector integration" at Seres' Sept 22 earnings briefing, framing it as an upgrade in systems and coordination.
Director Kang Bo added: AITO remains a core member of the HarmonyOS Smart Mobility family. As a 10% shareholder in Shenzhen Yinwang, Seres will continue to receive Huawei's core smart-car technology and supply support.
This means → Seres' language is carefully calibrated — it must signal "we can stand alone" without letting the market conclude it has decoupled from Huawei's technology stack. The 10% equity stake is the anchor for that message.
What to watch next?
The Sept 15 announcement made it explicit: AITO enters an "exclusive and dedicated" operating model — product definition, design, brand marketing, retail channels, and after-sales are all led by Seres. Huawei shifts to an enabling role.
In plain terms = Huawei used to manage both the technology and the showroom. Now it manages only the technology; Seres runs the business on its own.
The single verification point is straightforward: can AITO sustain its monthly sales volume and brand premium after Seres takes full operational control? If yes, it is a successful graduation. If not, the market begins to reprice.
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