Today, this Chinese premium marque is outselling BMW, Mercedes, and even Porsche in the luxury segment. And it's not through aggressive discounting in the mainstream market—it's happening right where German flagships once ruled unchallenged, alongside near-sacred luxury names.
From Smartphones to Ultra-Luxury Sedans
The story is an unexpected one. Huawei, best known for consumer electronics, partnered with automaker JAC to launch a standalone automotive brand—Maextro. Their debut model is the full-size executive sedan S800, clearly inspired by the design language of Maybach and Rolls-Royce—and they aren't shy about it.
The exterior doesn't aim to reinvent the wheel: a substantial body, clean lines, and a commanding presence. The focus isn't on shock value but on evoking "timeless expensive elegance"—and the sales numbers prove it worked.
Price as the Ultimate Trump Card
The base Maextro S800 starts at an estimated market price of $95,000–$105,000 in the U.S. Fully loaded versions reach approximately $140,000–$155,000. That's where things get interesting: even an entry-level Mercedes S-Class is noticeably more expensive, while genuine Maybach or Rolls-Royce models easily climb past $400,000–$500,000.
Technically, Maextro competes in a slightly lower tier, but to buyers it feels like "true luxury without paying purely for the badge." And apparently, that's exactly what many have been waiting for.
Sales Figures That Shock Even the Skeptics
In the first 24 hours after launch, roughly 1,600 orders were placed on the S800. A week later, that number hit 3,600. Within six months, it surpassed 18,000 units. For context: Rolls-Royce sells just over 5,000 cars globally in an entire year.
The S800 didn't just find buyers—it became the best-selling vehicle in China priced above $100,000. It outperformed the Porsche Panamera and BMW 7 Series combined, leaving the Mercedes S-Class in its wake. For the established German brands, this is, to put it mildly, an uncomfortable wake-up call.
Electrification Where It Was Least Expected
One standout feature is the powertrain. The Maextro S800 is primarily a full electric vehicle. A 1.5-liter gasoline engine is available, but it serves solely as a range-extending generator. Interestingly, this type of setup was previously associated with more affordable models rather than flagship luxury cars.
The irony is that Maextro has achieved something Mercedes has struggled with in the premium space for years: making electric propulsion genuinely desirable for affluent buyers.
What This All Means
Maextro isn't the next Rolls-Royce or a true Maybach rival. But it's a remarkably accurate hit at the European brands' Achilles' heel: delivering status, advanced technology, and value in one package. So far, this success is confined to the Chinese domestic market. However, if this formula expands internationally, the balance of power in the global luxury segment could shift far faster than anyone anticipates.
