BMW And Porsche Just Lost China’s Luxury Market To A $100,000 Newcomer

- Maextro S800 is China’s best-selling car over $100,000.
- Undercuts Mercedes while offering Maybach-level luxury.
- Signals rising demand for Chinese high-end car brands.
When Huawei partnered with JAC to launch the Maextro S800, few took the brand’s aim of challenging Maybach and Rolls-Royce at face value. For a new Chinese marque to set its sights on the pinnacle of automotive luxury seemed like a stretch.
One year on, it’s Maextro that has the last word. Their flagship sedan has become China’s best-selling vehicle priced above $100,000.
More: New Ultra-Luxury Sedan For The People Gives Rolls-Royce A Run For Its Money
Until recently, foreign automakers had a firm grip on China’s high-end car market. That grip has loosened. Local buyers are increasingly turning to domestic brands, even when shopping in the upper echelons, something that would’ve seemed far-fetched just a few years ago.
European Brands No Longer Lead the Pack
As Bloomberg reports, the Maextro S800 outsold both the Porsche Panamera and BMW 7-Series combined in November. It had already taken the top spot in September.
The S800 also surpassed the Mercedes S-Class and, somewhat ironically, the Maybach variant, despite (or perhaps because of) its resemblance to a mash-up of Maybach and Rolls-Royce.
More: The Chinese Brand That Fell On Stairs Now Aims For Le Mans Glory
Weibo user Chu Xiaomin notes that Maextro received 18,000 orders for the S800 within just 175 days of launch. The company says it’s currently selling more than 2,000 units a month and intends to ramp up production to reach 4,000 per month.
How Did Maextro Pull It Off?
A major part of the S800’s appeal is price. At 215.7 inches (5,480 mm) long, this is a proper full-size luxury sedan, yet it’s priced between ¥708,000 and ¥1,020,000 (equal to $100,600 to $144,900 at current exchange rates).
For reference, the BMW 7-Series starts at ¥919,000 ($130,000), the Porsche Panamera at ¥1.1 million ($156,200), and the Mercedes S-Class at ¥1.47 million ($208,800). A Rolls-Royce Phantom? That’ll be ¥8.47 million ($1.2 million).
But competitive pricing alone doesn’t explain its traction. The Maextro S800 is heavy on features. There’s a triple-screen dashboard, a 40-inch rear projector that turns the back seat into a private cinema, automatic doors, crystal-effect buttons, and a starlit ceiling reminiscent of Rolls-Royce.
The cabin is finished with wood and leather, and the ADAS system comes courtesy of Huawei’s tech suite.
Speaking with CCTV, Richard Yu, Chairman of Huawei’s Consumer Business Group, said: “Maextro S800 is the first time that a Chinese brand has managed to get a foothold in the 1 million yuan ultra-luxury segment. We’re in the intelligence and electrification era and we’re leading through smarter technologies and innovation.”
German Giants Lose Their Footing
Bloomberg reports that BMW, Mercedes, and Audi continue to lose market share in China, struggling to keep up with the local competition in terms of pricing and tech features. Huawei’s challenge now is to maintain this momentum, not just spark early interest.
Meanwhile, rival brand YangWang, owned by Chinese-powerhouse BYD, is also pushing into six-figure territory with models like the U8 SUV, which starts at around $150,000. It also offers the YangWang U7 sedan, positioned slightly lower between ¥628,000 and ¥708,000 ($89,200 to $100,600).


















