- The best-selling luxury brand in China last year was homegrown Aito.
- Aito is owned by Seres Group and backed by smartphone firm Huawei.
- BMW sold 145k luxury cars in China in ’24 to Benz’s 127k, Aito’s 151k.
It’s no secret that Western brands are having a tough time in China after making bank for years. Sales are falling as buyers turn to domestic brands that are gaining ground fast and in some instances overtaking legacy automakers. BMW and Mercedes were comprehensively outsold in 2024 by a brand that didn’t even exist four years earlier.
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Also: Aito Gets 70,000 Pre-Orders For New M8 EREV
That brand is Aito, one that you might not have heard of even if you’re familiar with other Chinese automaker like XPeng, Xiaomi and Nio that we frequently cover here at Carscoops. Aito was born in 2021 when smartphone maker Huawei teamed up with Seres Group, a company once known for its basic mini trucks and minivans whose twin kidney grilles were shameless rip-offs of BMW’s.
Two brands, one with no high-end car-building expertise and the other completely new to to car game? It doesn’t sound like the basis for a company that could crush the kings of Western luxury carmaking within a few short years, but that’s exactly what has happened. Seres Group’s total vehicle sales trebled in three years to 427,000 according to figures quoted by Bloomberg, and Aito’s success was a major driver.
Aito’s Breakthrough Year
Atio sold 151,000 luxury cars last year – defined as vehicles costing over ¥500,000 ($69k) – making it the most popular brand in the luxury segment. BMW came second with 145,000 units and Mercedes was a distant third having delivered 127,000 cars. Fourth-placed Land Rover scraped 50,000 sales and Porsche, whose China woes are well known, secured fifth spot with 48,0000 units delivered, ThinkerCar’s data shows.
Because most of Aito’s models fall below the ¥500k luxury threshold, the heavy lifting at the high end was handled by the brand’s M9, an SUV that’s roughly the same size as China’s long-wheelbase BMW X5 and comes with a triple-screen dashboard and a choice of range-extender and full EV powertrains.
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Aito isn’t slowing down. The company launched a slightly smaller version of the M9 this year called the M8, which is just 40 mm (1.6 in) shorter, and it’s set to continue cranking up the heat on Western luxury brands in 2025. However, even Aito has to contend with a general slowdown in luxury car demand and an all-out price war. Still, it’s clear that the brand’s rapid ascent is far from a fluke.
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