Seres Takes Over AITO Operations as Huawei Shifts to Light-Asset Model

The AITO brand has entered a new chapter in its partnership with Huawei, with domestic reports confirming that the Chinese automaker Seres will now take the lead on product development, marketing, sales and after-sales service — while Huawei transitions to a lighter, technology-focused role.

HarmonyOS Intelligent Driving, the broader EV alliance that includes AITO, Stelato, Luxeed, Maestro and Shangjie, confirmed the调整 (adjustment) but stressed that existing AITO owners will see no changes to their rights or after-sales support. The other four brand marques under the alliance will continue under Huawei's full-process, full-stack model.

The shift marks a significant repositioning for what has been the cornerstone of the HarmonyOS Intelligent Driving lineup. In August 2026 alone, AITO — through Seres — delivered approximately 24,200 new-energy vehicles, accounting for roughly 49 percent of the alliance's total 42,100-unit delivery volume. Earlier in January 2026, AITO became the first Chinese "new force" brand to cross the one-million-vehicle milestone, reaching that mark in just 46 months since launch.

From Seres' perspective, the transition follows three converging developments: AITO's proven sales scale, deepening brand equity and Seres' strengthened position as a shareholder in Yinwang Intelligent Technology, Huawei's automotive-tech subsidiary. Seres committed 11.5 billion yuan (approx. $1.6 million) to acquire a 10 percent stake in Yinwang, with full payment completed in September 2025 and corporate registration finalized in March 2025, making Seres one of three major shareholders.

For HarmonyOS Intelligent Driving, the change is framed as a resource reallocation rather than a retreat. The alliance's full-process model — spanning vehicle definition, design, core technology, quality management, brand marketing, channel retail and service — is resource-intensive. With the other four brands still in growth phases, reducing direct operational involvement with the already-mature AITO line frees up manpower and capital.

Product planning is also expected to loosen. Under the previous arrangement, AITO focused exclusively on SUVs to avoid overlap with sibling brands. With Seres now driving product strategy, the brand can explore sedans, MPVs and other segments — a direction Seres outlined in an August 2026 investor relations document, stating the priority is "building good cars well" before selectively expanding into new categories.

Seres' move toward channel independence began in earnest in 2024, when it announced plans to build its own flagship stores and actively recruited dealers from premium brands including Mercedes-Benz, BMW and Audi. By April 2026, Seres reported operating more than 390 dedicated AITO locations, with 380 user centers covering 218 cities nationwide by year-end 2025 — all positioned to operate without depending on Huawei's retail infrastructure.