Seres denies AITO exit from Huawei stores, confirms channel restructuring by 2027
Following a September 15 joint statement, Huawei and Seres are restructuring their AITO partnership, shifting product, marketing, and sales leadership to Seres. Multiple dealers reported AITO would exit Huawei stores by January 2027, but Seres denied a full withdrawal, stating some stores will retain AITO sales. The HarmonyOS Smart Mobility app removed AITO from its brand list. Huawei executive Xu Qinsong said AITO will not fully decouple, with an independent sales network while retaining shared showrooms.
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Cross-source coverage
Common ground
- The restructuring is a strategic move, not a sudden breakup, with a planned three-year timeline showing confidence in both parties.
- Huawei will continue supplying technology to AITO, so the core product and software remain unchanged.
- The used-car price dip is a real market reaction, though opinions differ on whether it's temporary or structural.
- The other four HarmonyOS brands face challenges competing for retail space after AITO's departure.
Points of contention
- Whether Seres' financial losses are a sign of weakness or a normal investment phase in China's state-backed ecosystem.
- If the restructuring is about geopolitical risk management or purely business efficiency.
- Whether AITO's dependency on Huawei is a 'graduation' to independence or a 'dependency trap' that reveals a failed model.
- If the used-car price drop is temporary panic or a rational, lasting devaluation due to losing the Huawei store halo.
Blind spots
- The human impact on sales staff and workers being shuffled between brands during the transition.
- How this restructuring affects trust with potential Global South partners watching Huawei's treatment of Seres.
- The possibility that Huawei is quietly planning to exit all car retail by 2027, becoming a pure tech vendor with no liability.
- Whether Chinese consumers truly separate the brand from the storefront, or if the retail presence is key to the premium.
WorldAttention’s read
This debate shows that the AITO-Huawei-Seres restructuring is a carefully planned, three-year transition, not a crisis. While everyone agrees the technology stays the same and the move is strategic, deep disagreements remain: some see it as a healthy 'graduation' for Seres, while others call it a 'dependency trap' that reveals a failed model. The used-car price drop is real, but whether it's temporary noise or a lasting devaluation is still debated. What's often overlooked is the human cost for workers, the signal this sends to potential Global South partners, and the possibility that Huawei is quietly exiting car retail entirely. Ultimately, this is a stress test for China's smart EV ecosystem, and the real answer will come from consumer trust and market data over the next three years.
Reporting timeline
AITO Models Still Sold in HarmonyOS Stores but Face 'Either-Or' Choice as Seres Prepares Channel Split
A visit by reporters to multiple HarmonyOS Intelligent Mobility Alliance stores in Shanghai and Beijing reveals that AITO (Seres) models remain on sale despite a recent adjustment in the cooperation model between Seres and Huawei. Sales staff confirmed that no removal notices have been received, but stores face a 'either-or' decision by the end of 2024: either become an exclusive AITO store or continue selling multiple 'Four Realms' models. A joint statement on September 15 clarified that AITO remains part of the HarmonyOS family but will explore a new model where Seres leads product definition, design, marketing, channels, and service, with Huawei providing empowerment. An insider said AITO models will gradually move to Huawei-exclusive AITO stores by January 1, 2027. Sales staff indicated the channel independence is preparation for launching sedans and MPVs, as the current SUV-only lineup limits development. Seres has already opened five direct-sale stores. Analyst Cui Dongshu commented that short-term risks include market volatility and sales pressure, but long-term benefits include building independent core capabilities for Seres.
Read sourceAITO Partnership with Huawei Adjusted; User Rights Unaffected, Official Says
On September 17, market rumors emerged that AITO would withdraw from HarmonyOS Smart Mobility and Huawei exclusive stores starting January 1 next year. A source close to Seres clarified that Huawei specialty stores would instead be divided into two categories: one exclusively selling AITO models, and another offering a mix of other 'Four Realms' models. Kang Bo, Director and Vice President of Seres Group, stated that the exclusive dealership model builds on existing cooperation to further center on users and solidify the high-end brand value. AITO customer service assured that existing benefits and subsequent services for users will not be affected, and that any authorized AITO User Center or HarmonyOS Smart Mobility User Center can handle after-sales issues. Regarding rumors of a collapse in used AITO car prices, a used-car platform staff member denied significant price drops, stating that unless the brand goes bankrupt, used-car prices will not be affected. Seres' semi-annual report for 2026 showed operating revenue of 57.493 billion yuan, down 7.87% year-on-year, and a net loss of 1.717 billion yuan.
Read sourceHuawei Executive Says AITO Not Fully Decoupled, Integration Across Four Brands Continues
According to sources familiar with the matter, Huawei is internally recalibrating the positioning of its HarmonyOS Smart Mobility brand. On Monday, Xu Qinsong, President of Huawei’s China Consumer Business Group, delivered an internal address to employees involved in the smart car selection business. Xu emphasized strengthening the HarmonyOS Smart Mobility brand and noted that authorization for some Huawei retail stores would shift from Huawei to Seres, moving from a 'Three Realms' framework to AITO authorization with Seres taking full responsibility. A person close to Huawei commented that this does not imply a breakdown in cooperation. In the meeting, Xu stated that AITO would not completely detach from HarmonyOS Smart Mobility’s channel system. The approach involves advancing 'exclusive dedicated operations' and establishing an independent sales network for AITO, while retaining a certain proportion of stores to continue selling AITO models within shared HarmonyOS Smart Mobility showrooms. This arrangement aims to ensure that external observers perceive no 'complete decoupling' between AITO and HarmonyOS Smart Mobility, maintaining their connection at the systemic level.
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Seres Denies AITO Withdrawal From Huawei Stores, Confirms Contract Transition
According to Jin10 Data, citing the 21st Century Business Herald, the AITO 'Authorized Dealer Partner Comprehensive Service Cooperation Agreement' signing entity changed from Huawei Device Co., Ltd. to a Seres affiliate on September 16, 2026, with the previous agreement terminating. In response to rumors that AITO would withdraw from Huawei stores in 2027, Seres explicitly denied this, stating that some HarmonyOS Smart Mobility and Huawei exclusive stores will continue to sell AITO models. Seres clarified that Huawei has not withdrawn from AITO; the brand remains part of the HarmonyOS Smart Mobility alliance, and Huawei's technology supply and equity ties persist. AITO vehicles will still be available in Huawei's commercial mall stores, as most are operated by Huawei's digital channel partners where Huawei retains the leading role.
Read sourceHarmonyOS Smart Mobility App Revamps After AITO Partnership Model Adjustment
Following HarmonyOS Smart Mobility's announcement of an adjustment to its partnership model with Seres, the HarmonyOS Smart Mobility app homepage underwent a late-night redesign on September 18. The brand entry modules, previously listing 'Luxeed, Stelato, Maextro, Shangjie, and AITO,' were replaced with vehicle model names like 'G9, RX, V8.' Users can now sort manually or by default. Industry observers link this revamp to Huawei's shift to an asset-light approach with Seres, transferring leadership in product development, marketing, sales, and services to Seres. AITO will adopt an 'exclusive operation' model, with plans for Huawei exclusive stores to split into two types by January 1, 2027: one selling only AITO vehicles, and another mixing the other four brands. AITO has 1,146 authorized brand touchpoints, with 637 from Huawei consumer electronics automotive exclusive authorized touchpoints. The app revamp's impact on AITO remains to be seen, as apps serve as digital strongholds for user connection. AITO also upgraded after-sales services, including free car washing and quality dining. An industry insider called this a milestone calibration of the 'tech company + OEM' cooperation model.
Read sourceHarmonyOS Smart Travel App Redesigns Homepage After AITO Brand Cooperation Model Shift
Following the official announcement of a cooperation model adjustment between Huawei and Seres for the AITO brand, the HarmonyOS Smart Travel (Hongmeng Zhixing) app has undergone a homepage redesign. As of September 18, the app's brand entry module, which previously listed brands like Xiangjie, Zhijie, Zunjie, Shangjie, and AITO, now displays vehicle model entries such as G9, RX, V8, V800, S800, H5, and V9. Users can choose between manual and default sorting. However, the Huawei Mall app's secondary page for HarmonyOS Smart Travel has not yet been updated. This change is seen as directly related to the new cooperation model, where Huawei will adopt a lighter asset approach, handing over leadership in product, marketing, sales, and service to Seres. An insider revealed that by January 1, 2027, Huawei stores will be split into two types: one exclusively selling AITO and another selling the other four brands. AITO will adopt an 'exclusive franchise' model, retaining its current delivery centers. Industry analysts view this as a milestone calibration of the 'tech company + OEM' partnership model, which will test the host manufacturer's comprehensive capabilities. The article also notes that AITO has upgraded its after-sales services, including the return of the 'AITO Grand Hotel' offering free car washes and quality dining.
Seres Denies Rumor That AITO Will Exit Huawei Stores and HarmonyOS Smart Mobility
On September 17, a rumor circulated that multiple dealers had been informed by Huawei that starting January 1, the AITO (Wenjie) brand would officially withdraw from HarmonyOS Smart Mobility (Hongmeng Zhixing) and Huawei-branded stores. In response, Seres (Sai Lis), the automaker behind AITO, told the Beijing News that the rumor is false. An insider source stated that Seres and Huawei will further deepen their cooperation, aiming for the global high-end luxury market. On September 15, AITO and HarmonyOS Smart Mobility jointly announced a new cooperation model: Seres will lead product definition, design, brand marketing, channel retail, and service systems, while Huawei Terminal will participate in empowerment. All existing AITO user rights and subsequent services remain unaffected. The statement emphasized that AITO is still a core member of the HarmonyOS Smart Mobility family.
Read sourceHarmonyOS Smart Travel App Revamps Homepage After AITO Brand Cooperation Model Adjustment
Following the official announcement of a cooperation model adjustment between Huawei and Seres for the AITO brand, the HarmonyOS Smart Travel (Hongmeng Zhixing) App has undergone a homepage redesign. As of September 18, the previous brand entry module featuring 'Stelato, Luxeed, Stelato, Shangjie, AITO' was replaced by a vehicle model sorting display. This change is seen as a direct result of the new partnership structure, under which Huawei will adopt an asset-light approach, handing over leadership in product, marketing, sales, and service to Seres. The AITO brand will adopt an 'exclusive franchise' model for its sales channels. An anonymous source revealed that by January 1, 2027, Huawei stores will be split into two types: one exclusively selling AITO and another selling the other four brands. Industry experts view this as a milestone calibration of the 'tech company + OEM' cooperation model, which will test the host manufacturer's comprehensive capabilities. The article notes that the App serves as a crucial digital platform for direct user engagement, lead generation, and order conversion. Meanwhile, AITO has upgraded its after-sales services, including the return of the 'AITO Grand Hotel' offering free car washes and quality dining.
Read sourceAITO cars to exit Huawei stores, leaving owners confused about brand future
According to a NetEase self-media commentary, AITO vehicles will officially withdraw from HarmonyOS Smart Mobility and Huawei exclusive stores. Huawei has handed over all product development, marketing, sales, and services for AITO to Seres, retaining only technology output. The author, 'Sister Cat,' claims this severance is swift and that AITO cars will soon be hard to find in Huawei showrooms. The commentary notes that while Huawei states AITO remains a member of the HarmonyOS Smart Mobility family, the relationship has fundamentally changed, with Huawei's 'biological children' models (Zunjie, Xiangjie, Zhijie, Shangjie) receiving full Huawei-led collaboration. The author speculates that Seres may gain more autonomy and avoid hefty fees but questions whether Seres can sell cars independently. Reports of order cancellations and falling resale values for AITO cars are cited. The author suggests the AITO team should focus on selling cars after leaving Huawei stores rather than filing complaints.
Read sourceSeres Denies AITO Exit From Huawei Stores, Says Some Will Continue Sales
On September 17, reports emerged that AITO would officially withdraw from HarmonyOS Smart Mobility and Huawei exclusive stores starting January 1 next year, with dealers independently choosing to represent Huawei, HarmonyOS Smart Mobility, or AITO. Seres (601127.SH) denied this information to Red Star Capital Bureau, stating that 'some stores will be retained,' meaning certain HarmonyOS Smart Mobility and Huawei exclusive stores will continue selling AITO vehicles. On September 15, Seres and Huawei announced adjustments to their strategic cooperation model, giving Seres greater autonomy and decision-making power. Under the new model, product definition, design, marketing, channel retail, and service systems will be led by Seres, with Huawei Terminal participating in empowerment. AITO remains a core member of the HarmonyOS Smart Mobility family and will adopt an exclusive dealership model. Other brands under HarmonyOS Smart Mobility—Maextro, Stelato, Luxeed, and Shangjie—will continue with Huawei fully leading the cooperation. Huawei has not withdrawn from AITO, and AITO vehicles will still be available in Huawei's mall-based stores.
Read sourceHuawei Exclusive Stores to Split in January: AITO Solo, Four Other Brands Together
According to a report from Jin10 Data on September 17, citing sources familiar with the matter, Huawei's exclusive stores will be officially divided into two categories starting January 1 next year. One category will be dedicated exclusively to AITO vehicles, while the other will offer a mix of the other four brands under the HarmonyOS Smart Mobility umbrella. The division is set to be fully implemented on January 1. The report follows earlier claims that AITO is withdrawing from HarmonyOS Smart Mobility and Huawei exclusive stores. Huawei has not yet responded to these developments. The information was originally reported by Yicai.
Read sourceAITO to Withdraw from HarmonyOS Smart Mobility and Huawei Stores by January 2027
According to Jin10 Data, citing multiple dealers, Huawei has informed them that starting January 1, 2027, the AITO brand will officially withdraw from the HarmonyOS Smart Mobility ecosystem and Huawei exclusive stores. Dealers will be given the option to independently choose to represent the Huawei brand, the HarmonyOS Smart Mobility platform (which includes four other brands), or the AITO brand. AITO will retain its existing delivery centers to continue supporting after-sales service and vehicle deliveries. If a dealer chooses to operate solely under the HarmonyOS Smart Mobility brand, it will maintain the direct-operation model. Huawei has not yet responded to this report from Jiemian. The move marks a significant restructuring of Huawei's automotive retail strategy, separating the AITO brand from its direct sales channels.
AITO to Withdraw from HarmonyOS Smart Mobility and Huawei Stores by 2027
According to a Cailian Press report dated September 17, Jiemian News learned from Huawei’s channel partners that multiple dealers have been notified by Huawei that starting January 1, 2027, AITO will officially exit the HarmonyOS Smart Mobility alliance and Huawei retail stores. Dealers will independently choose to represent Huawei, HarmonyOS Smart Mobility (the other four brands), or the AITO brand. AITO will retain its existing delivery centers to support vehicle after-sales services and deliveries. If dealers opt to carry only HarmonyOS Smart Mobility products, they will maintain the direct-operation model. As of press time, Huawei has not responded to this news. The report was filed by Jiemian News reporter Li Jiaqi.
Read sourceAITO to Withdraw from HarmonyOS Smart Mobility and Huawei Stores on January 1, 2027
According to Jiemian News, citing Huawei's distribution channels, multiple dealers have been informed by Huawei that starting January 1, 2027, the AITO brand will officially withdraw from HarmonyOS Smart Mobility and Huawei exclusive stores. Following the withdrawal, dealers will independently choose to represent either the Huawei brand, the HarmonyOS Smart Mobility ecosystem (which includes four other brands), or the AITO brand itself. AITO will retain its existing delivery centers to support ongoing vehicle operations. The report is attributed to Jiemian News and was published on East Money's financial news platform. The announcement marks a significant shift in the partnership structure between Huawei and AITO, affecting dealership networks and brand representation.
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