Huawei and Seres are reshaping their partnership around the AITO brand, moving to a so-called asset-light model in which Seres takes over the day-to-day running of the brand while Huawei steps back into a supporting role, according to Chinese tech news outlet Huxiu and other local media. The change, confirmed by an official statement from Harmony Intelligent Mobility Alliance (HIMA) on September 15, means Huawei will no longer lead product, marketing, sales or service operations for AITO, but will continue to "empower" the brand with technology and advice.
Why the change?
The adjustment is widely seen as a win-win. For Huawei, it frees up resources to focus on its other HIMA brands - Zhijie, Xiangjie, Zunjie and Shangjie - which have yet to replicate AITO's success. For Seres, the move gives it greater control over supply chain and costs. Seres reported a net loss of 1.717 billion yuan (about $242 million) attributable to shareholders in the first half of the year, swinging from a profit a year earlier, partly due to higher raw material costs and a model transition period. Taking over AITO's operations could help Seres cut costs by negotiating better supplier terms or sourcing parts from third parties instead of Huawei.
According to Huxiu, a source close to HIMA confirmed the adjustment, and Seres said the new model "will only make the AITO experience better," with service channels moving to a dedicated network to maintain or improve customer experience.
What changes for AITO owners?
For existing and future AITO owners, the practical impact is expected to be minimal. HIMA stressed that "existing rights and subsequent services will not be affected." The main visible change may be that AITO models will no longer be displayed in Huawei's retail stores, and the brand will be positioned as a sub-brand of Seres, according to unverified online chatter cited by Huxiu. However, the company has not detailed these specifics.
Huawei's involvement in the auto industry has taken several forms, from supplying components as a Tier 1 supplier to the deeper "Hi" model and the full-service "Harmony Intelligent Mobility Alliance" (HIMA) model, previously known as "Smart Selection." Under HIMA, Huawei led everything from product definition to sales. The new AITO arrangement effectively returns Huawei's role to something closer to the Hi model, where it provides technology but the automaker controls the brand and operations.
"This is a new exploration within the HIMA framework," an insider told Huxiu, noting that the cooperation still falls under the HIMA umbrella but with a different division of labor.
The shift comes as Huawei's HIMA has struggled to replicate the success of AITO with its other four brand partners. AITO's strong sales had demonstrated the potential of Huawei's smart car model, but questions remain about whether that success can be duplicated across multiple brands.
Huxiu notes that the adjustment is "a decision beneficial to both parties," but also acknowledges uncertainty: "Exploration itself has successes and failures." The market will ultimately judge whether the new model delivers on its promise of better service and cost efficiency.
