Beijing – AITO, the automotive brand backed by Huawei and Seres, is reportedly accelerating the facelift schedules for its popular M7 and M9 models. According to a recent report by LatePost Auto, the updated AITO M9 is slated for launch in the near future, almost a quarter ahead of the original plan. This strategic move aims to preempt a wave of new energy vehicle (NEV) launches from competitors, signaling a proactive approach to maintaining market share in China’s increasingly crowded EV landscape.
Early Facelifts Driven by Competitive Pressure
The decision to expedite the model refresh comes as AITO faces mounting pressure from both established players and emerging challengers, including tech giant Xiaomi, which is poised to enter the market with its YU7 model. The report suggests that AITO intends to avoid price wars in 2025, opting instead to enhance its product offerings through accelerated facelifts.
AITO doesn’t plan to lower prices this year, so accelerating the facelift schedule is to resist the challenges, a source close to Seres was quoted as saying.
AITO M8 to Debut at Shanghai Auto Show 2025
Further expanding its product portfolio, AITO is also planning to introduce a new model, the M8, around the Shanghai Auto Show in April 2025. The M8 will be available in both extended-range electric vehicle (EREV) and pure electric versions, positioned below the M9 in terms of size and features. With an estimated price range of 350,000 to 450,000 RMB, the M8 is expected to become a key model alongside the facelifted M9 and M7.
M7 Facelift to Reposition in the Market
The mid-cycle refresh of the AITO M7 is also being brought forward from the end of this year to the summer season. The updated M7 is expected to receive a price and positioning adjustment to differentiate it from the Luxeed R7, another model within the Huawei-backed ecosystem. This strategic repositioning will also allow the M7 to avoid direct competition with Xiaomi’s upcoming YU7, scheduled for launch in the middle of the year.
In terms of design, the facelifted M7 is likely to adopt a family design language similar to the AITO M9, Luxeed S9, and Luxeed S7/R7, creating a more cohesive brand identity.
AITO M9 Facelift Details Emerge
Earlier this month, the Ministry of Industry and Information Technology (MIIT) in China revealed details of the facelifted AITO M9. The updated model will be available in both EREV and pure electric versions, utilizing ternary lithium-ion batteries from CATL.
The dimensions of the new M9 are 5230mm x 1999mm x 1800mm, with a wheelbase of 3110mm. The EREV version has a total mass of 3145kg/3165kg, while the pure electric version weighs 3130kg. The approach and departure angles are 18/20 degrees, with front and rear track widths of 1707mm and 1713mm, respectively. Tire options include 265/45R21, 285/45R21, 265/40R22, and 285/40R22.
Visually, the new M9 retains the family design language, with minor modifications to the details. It is expected to feature four LiDAR sensors (front, rear, and sides). The EREV version will be powered by a Chongqing Sokon HG15T engine, with drive motors rated at 42kW/72kW and peak power of 165kW/200kW. The engine has a maximum net power of 115kW. The pure electric version will use Huawei Digital Power Technology’s YS210XYA03/TZ210XYA03 motors, with power outputs of 160/230kW. The drive motors are rated at 62kW/88kW and have peak power of 160kW/230kW.
Optional features for the AITO M9 include different wheel styles, electric side steps, and towing equipment.
Conclusion
AITO’s strategic acceleration of its model facelift plans demonstrates a proactive approach to navigating the increasingly competitive Chinese NEV market. By enhancing its product offerings and maintaining its pricing strategy, AITO aims to solidify its position and fend off challenges from both established rivals and new entrants. The upcoming launch of the M8 and the repositioning of the M7 will further strengthen AITO’s product lineup and cater to a wider range of consumers. The company’s ability to execute these plans effectively will be crucial in determining its success in the evolving NEV landscape.
References
- IT之家. (2024, February 27). 消息称问界 M7、M9 车型提前改款：赶在竞品集中上市前，2025 年不打算降价. Retrieved from https://www.ithome.com/0/753/088.htm
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