BAIC BluePark Says Stelato Partnership Unchanged; Yu Chengdong's Frequent Appearances Signal Huawei's Strategic Focus

A brand’s standing within a broader ecosystem is not always revealed in strategy documents—sometimes, the small details speak louder. Stelato (Xiangjie) is a telling example.

Recently, as adjustments to the AITO cooperation model sparked industry-wide discussion about the brand architecture of Harmony Intelligent Mobility (HIMA), rumors circulated that Stelato’s dedicated sales network signaled its independent operation. In response, BAIC BluePark clarified that Stelato remains a high-end luxury brand jointly developed by BAIC and Huawei, with the strategic partnership model of “automaker + Huawei tech ecosystem” unchanged. The company also confirmed that the dedicated network for Stelato was initiated after the launch of the S9T in 2025—not a recent reaction to market shifts.

With the cooperation model stable, a more pressing question emerges: Why is Huawei continuing to invest heavily in Stelato? The actions of Yu Chengdong over the past year may offer the answer.

From S9T to G9: Why Yu Chengdong Repeatedly Appears for Stelato

Over the past year, Yu Chengdong has been notably involved in Stelato product launches.

During the S9T launch, Yu personally participated in the release and promotion. When the Stelato G9 was introduced, he appeared multiple times to showcase and promote the vehicle. Additionally, on his personal public social media accounts, Yu has frequently shared content related to Stelato.

Of course, it is not uncommon for senior executives to engage in product promotion. A few public appearances alone do not necessarily indicate a strategic tilt in resources toward one brand.

However, from a brand-building perspective, the level of executive involvement often reflects a company’s focus on a particular business line. Given that Yu Chengdong has long been responsible for Huawei’s Intelligent Automotive Solution (IAS) BU and is a key driver of the HIMA ecosystem, his sustained engagement with Stelato sends a clear signal: Stelato is not a peripheral brand within HIMA, but a core luxury brand that Huawei is prioritizing as part of its high-end automotive strategy.

This level of attention aligns with Stelato’s current stage of development. From the S9 to the S9T, and onward to the G9 and V8, Stelato has become the first brand within HIMA to establish a complete flagship product matrix covering sedans, station wagons, SUVs, and MPVs. Building such a comprehensive brand system requires sustained investment from both the automaker and its ecosystem partners.

Stable Cooperation Model: Stelato Enters a Phase of Long-Term Development

BAIC BluePark’s recent clarification on the cooperation model further defines Stelato’s direction. The company stated that Stelato is a high-end luxury brand jointly created by BAIC and Huawei. Since the launch of the S9T, the partnership has evolved into a strategic alliance under the “automaker + Huawei tech ecosystem” framework, with no change in positioning.

Meanwhile, the construction of Stelato’s dedicated sales network is proceeding as planned. In fact, the network’s development began earlier than recent industry discussions about changes in the cooperation model. After the S9T launch in 2025, Stelato initiated related preparations, and since 2026, some dedicated stores and user centers have already opened for business.

This indicates that the dedicated network is not a sign of “brand independence,” as some outside observers have suggested. Rather, it is a natural extension of HIMA’s channel system as Stelato grows. For a high-end brand, sales channels serve not only as points of transaction but also as venues for brand experience and customer service. As the product line expands and the user base grows, building a service system that better matches the brand’s positioning becomes a necessary step for long-term development.

From this perspective, the rollout of Stelato’s dedicated network actually reflects deeper planning by both parties for the brand’s long-term sustainability.

Why Huawei Needs Stelato: The Answer Lies in the High-End Market

If Yu Chengdong’s repeated appearances reflect Huawei’s focus on Stelato, then the brand’s market role explains the rationale behind this investment.

In recent years, competition in the new energy vehicle (NEV) market has shifted from pure electrification to a battle of intelligence and brand strength. Within Huawei’s “Five Realms” brand lineup, Stelato’s unique advantage lies in its precise positioning in the “executive luxury” segment. From this base, it has built dual barriers in both product categories and manufacturing that are difficult to replicate. Stelato is not only the first HIMA brand to firmly establish itself in the 300,000 RMB-plus luxury NEV market, but it has also attracted a cohort of former BBA customers through its combination of executive sedans and station wagons.

In the high-end market above 300,000 RMB, consumers choose not just based on specifications, but also on brand perception, technological experience, and service systems. For Huawei, building the HIMA ecosystem requires different brands to cover different consumption scenarios. Stelato’s mission is to break through in the high-end luxury segment.

From a product planning perspective, Stelato is continuously reinforcing this positioning:

• S9: Targets the luxury sedan market
• S9T: Expands into the station wagon niche
• G9: Enters the flagship SUV segment
• V8: Will cover the family flagship MPV market

This multi-product, multi-scenario layout reflects a shift from “creating hit models” to “building a systematic brand.” Therefore, what the market should really focus on is not whether Stelato’s cooperation model has changed, but how Huawei and BAIC will continue to unlock synergies as the brand enters a deeper stage of development.

From Yu Chengdong’s sustained involvement in product promotion, to the stable strategic partnership positioning, to the planned rollout of the dedicated sales network—multiple signals point to one fact: Stelato is becoming a key high-end brand within the HIMA ecosystem.

In an industry where division of labor is deepening and full-chain collaboration is becoming the norm, a young NEV brand’s ability to secure sustained investment from a leading ecosystem partner is often a more decisive factor in long-term competitiveness than short-term sales figures. Based on its current development trajectory, Stelato—backed by Huawei’s deep integration and continuous resource allocation—is entering a new phase of brand building and scaling.