Yijing, a new brand jointly developed by Dongfeng and Huawei, launched its first model, the X9, on September 24 at the Nansha Gymnasium in Guangzhou. The large family SUV is offered in four trims, with a Chinese guide price before taxes and incentives ranging from 289,800 to 369,800 yuan (about $40,800 to $52,100). A limited-time launch discount brings the price down to 279,800 to 359,800 yuan (about $39,400 to $50,700).
According to PCauto, the pricing strategy was a central topic at the post-launch press conference. Yijing's marketing vice president, Cheng Jinwen, said the brand conducted surveys with more than 20,000 reservation holders and found that its target customers are quality-conscious middle-class and elite families. He said these buyers are willing to pay for good products and service but not for inflated brand premiums. This led to the brand's guiding philosophy of “extreme but not expensive, luxurious but not extravagant,” which involves cutting all premium markups and concentrating costs on features that customers can perceive.
Dongfeng-Huawei deep collaboration
Yijing's general manager, Zeng Qinglin, emphasized that the brand's cooperation with Huawei is not a simple technology supply but a full-stack co-development. Dongfeng is the first automaker in China to receive a first-class national science and technology progress award, with deep expertise in chassis, powertrain, and chips, while Huawei brings leading intelligent driving and cabin technology. The collaboration has enabled the X9 to debut Huawei's ADS 5 advanced driver assistance system and HarmonyOS cockpit 6. Cheng said the two companies will release a jointly developed next-generation chassis and platform next year.
Zeng admitted that the first model is not profitable. He noted that while many brands cut costs on batteries, Yijing chose CATL cells for their stable quality and lower defect rates. The priority, he said, is to establish credibility and word-of-mouth before scaling up.
Channel and delivery plans
Yijing's sales network is supported by both Dongfeng and Huawei. Over 60% of its dealers are among the top 100 national or leading regional operators, many with experience in luxury brands. Some stores were converted from former BBA (BMW, Mercedes-Benz, Audi) outlets. The brand had nearly 360 outlets on launch day, expected to reach 400 in October covering 90 cities, and 130 cities by year-end. Deliveries begin in late September to early October, with a promise of delivery within four weeks; for every day of delay, customers receive 1,000 loyalty points with no cap.
Yijing plans to launch five models in three years, all focused on family vehicles, avoiding off-road and commercial segments. A battery-electric model is scheduled for delivery in December, and three new models are planned for next year, spanning higher and lower price points, including a more affordable five-seater. The brand aims to rank among the top three in its segment.
