Huawei is doubling down on its Harmony Intelligent Mobility (鸿蒙智行) brand, emphasizing its importance to the company’s future in the automotive sector. This strategic directive comes from Xu Qinsong, President of Huawei Terminal China, who recently addressed all employees involved in the terminal intelligent-driving vehicle business.
Reinforcing the Harmony Ecosystem
Xu Qinsong’s internal address clarified that the AITO brand, while moving towards a more independent sales network, will not be completely decoupled from the Harmony Intelligent Mobility ecosystem. This means that while dedicated AITO stores will be established, a certain percentage of dealerships will continue to sell AITO models within shared Harmony Intelligent Mobility showrooms.
This approach aims to maintain the perception that AITO and Harmony Intelligent Mobility are still interconnected at a systemic level. The ultimate goal is to strengthen the brand perception of Harmony Intelligent Mobility and foster its development, alongside other related ventures often referred to as the ‘four realms’ (四界).
Restructuring for Centralized Control
A significant aspect of this new strategy involves consolidating the management and decision-making power of the four vehicle manufacturers collaborating within the Harmony Intelligent Mobility framework. This integration is intended to bring these partners more firmly under the umbrella of the Harmony Intelligent Mobility system, streamlining operations and brand direction.
Shifting Dealership Authorizations
The internal communication also revealed a shift in dealership authorization. Some Huawei stores that previously sold intelligent-driving vehicles will see their authorization switch from Huawei to Seres. ‘Originally, it was authorized under three realms, but now it might become authorized under AITO, making Seres itself responsible,’ a source familiar with the matter explained.
However, this change is not indicative of a breakdown in the partnership. ‘This does not mean the cooperation has broken down,’ commented an individual close to Huawei. The intention is to empower Seres in managing its own sales channels effectively while still leveraging the broader Harmony Intelligent Mobility network.
AITO’s New Development Phase
This strategic realignment follows recent announcements from both Harmony Intelligent Mobility and AITO on September 15th. A joint statement indicated that AITO would explore new cooperation models under the Harmony Intelligent Mobility framework, leading to AITO’s exclusive dealership strategy. This move signifies a new phase of development for AITO, with Seres taking the lead in product definition, design, brand marketing, channel retail, and service systems, while Huawei continues to provide crucial technological enablement.
Seres Group Director and Vice President, Kang Bo, addressed market concerns regarding the ‘exclusive dealership’ model potentially affecting the ‘Huawei content’ in AITO vehicles. Kang Bo reassured that AITO would continue to feature the latest, best, and most practical technologies and products from Huawei, along with robust supply chain support. He emphasized that this new cooperation model is a vital step in the strategic partnership between Seres and Huawei under Harmony Intelligent Mobility, marking a new stage of development for AITO.
Both AITO and Harmony Intelligent Mobility issued separate statements confirming their continued collaboration. AITO’s statement highlighted that they remain a member of the ‘big family,’ ensuring that all existing user rights and future services remain unaffected. Harmony Intelligent Mobility echoed this sentiment, assuring users that they are still part of the broader ecosystem and that their rights and services are protected.
The overarching message from Huawei’s internal directive is clear: the Harmony Intelligent Mobility brand is central to its automotive strategy. While brands like AITO will gain more operational independence in their sales channels, their integration within the larger Harmony Intelligent Mobility ecosystem will be maintained and strengthened. This approach aims to balance brand autonomy with the synergistic benefits of a unified ecosystem, driving future growth and market presence.
