Yijing, the new brand jointly created by Dongfeng and Huawei, launched its first model, the Yijing X9, at a ceremony in Guangzhou on September 24. In a group interview after the event, brand general manager Zeng Qinglin and marketing deputy general manager Cheng Jingwen admitted that the car's price leaves no profit margin, according to Sina Auto.
The X9 is priced significantly lower than comparable Huawei-powered models from Aito, despite sharing similar technology. Cheng said the pricing was driven by the target customer base, not by cost or market competition. "We are targeting the family flagship segment, not the commercial luxury segment," he said. "Even affluent middle-class families are mostly salary earners. They want value, not high premiums, but they still demand excellent product, experience, and service." He acknowledged the pressure: "Setting this price is indeed stressful. We are definitely not making money, but we want to quickly establish the brand and scale up."
Full-stack native co-creation
Zeng rejected the idea that the brand is exploiting a temporary market window. He said Yijing's model is a "full-stack native co-creation" between Dongfeng and Huawei, a deep partnership that goes beyond simple supplier-client ties. He cited the new Tianqiong Zhidun safety architecture, developed jointly by the two companies, as an example of what this model can produce. "If it weren't for Dongfeng, Huawei alone couldn't have launched this safety architecture with any other brand," he said, adding that Dongfeng's expertise in chassis and safety, combined with Huawei's intelligent driving capabilities, allows them to break out of conventional thinking.
Zeng also highlighted Dongfeng's credentials, noting it was the first automaker in China to win a first-class National Science and Technology Progress Award. He said the partnership with Huawei will continue to yield new technologies, including next-generation platforms and chassis co-developed for release next year.
Pricing and profitability
Asked about the X9's price and margins, Zeng was blunt: "To be honest, the first car doesn't make money. You can calculate it yourself." He listed the expensive components, including Huawei's full suite of features—such as the pixel headlights, ADS 5, and 896-line LiDAR—plus a battery from CATL. He defended the choice of CATL, citing its low defect rate (DPPM) compared to other brands. "We want to show our sincerity with the first product," he said, echoing a phrase from singer Aaron Kwok, who appeared at the launch.
The X9 is a large six-seat SUV. The company has not released official prices in the article, but Zeng indicated future models will range from slightly below the X9 to higher-end versions, with a five-seat variant and additional models planned for next year.
Sales network and delivery
Yijing has established nearly 360 sales outlets across China, including user centers and mall showrooms, with plans to reach 400 outlets in 90 cities next month and 130 cities by year-end. Many dealers previously sold premium brands like BBA, and the company is using Huawei's customer service system. Zeng said delivery will begin in late September or early October, with a guarantee that orders locked within three days will be delivered within four weeks, or customers receive 1,000 points per day of delay.
Zeng set a sales target of being among the top three in its segment. He also revealed that a pure electric (BEV) version will start deliveries in December, followed by three new models next year. "We will continue to push technology to the limit," he said, hinting at surprises in the coming year.
