Luxury electric vehicle brand Luxeed S7, a collaborative effort between Huawei and Chery Automobile, marked Huawei’s entry into the automotive industry. Initially unveiled in November 2023, Luxeed S7 faced production challenges due to component shortages, leading Huawei to “re-launch” the EV in mid-April 2024.
Yin Tongyue, Chery’s Chairman, stated that production issues have been fully resolved, with a Luxeed S7 rolling off the production line every minute.
Coinciding with the mid-April commencement of Xiaomi’s deliveries of its SU7 electric vehicle, the Chengdu Business Daily recently reported that the re-launched Luxeed S7 is “poaching” orders from the Xiaomi SU7.
Huawei Luxeed S7
Specifically, customers who purchase any version of the Luxeed S7 are eligible for a direct deduction of 5,000 yuan from the Xiaomi SU7’s deposit. As per Xiaomi’s policy, the 5,000 yuan (approximately $732) deposit for the Xiaomi SU7 is non-refundable under any circumstances.
Customers only need to provide proof of having placed a deposit for the Xiaomi SU7 to qualify for this Huawei incentive. Subsequently, regardless of whether they proceed to purchase the Xiaomi SU7, they will receive a 5,000 yuan discount when paying the balance for the Luxeed S7.
Huawei’s intent is evident: to entice potential Xiaomi SU7 buyers to switch to the Luxeed S7 without hesitation due to the potential loss of their deposit.
The Chengdu Business Daily contacted an authorized Huawei experience store in Chengdu, Sichuan to verify the information. A store representative confirmed, “This policy is indeed in place.” The representative further stated, “All stores nationwide can offer this to customers.” This temporary policy has reportedly been implemented at Huawei stores across the country since the launch of the Xiaomi SU7 and will remain in effect through the end of May.
However, there is no mention of this subsidy policy on Huawei’s experience stores, official website, or other public channels.
The store representative added, “Some potential Xiaomi SU7 customers are considering other brands due to the extended delivery time. When customers express such intentions, we proactively introduce the incentive policy. We compensate for the deposit lost by the prospective Xiaomi buyer.”
Xiaomi SU7
In China, the Luxeed S7 is available in five variants: Pro, Max, Max+, Max RS 4WD Performance Edition, and Ultra 4WD Ultimate. Prices start from 249,800 yuan for the base variant and go up to 349,800 yuan for the Ultimate variant. In comparison, the Xiaomi SU7 has a lower price range, starting from 215,900 yuan for the standard version and going up to 299,900 yuan for the top-end SU7 Max variant.
According to previous reports from Huawei’s Executive Director, Yu Chengdong, the Luxeed S7 received an average of over 1,000 orders per day on April 14 and 15 and has now commenced mass deliveries nationwide. Huawei is reportedly aiming to deliver over 4,500 units of the Luxeed S7 in April.
