Core Conclusions:
- The breakthrough effect is significant; the Zunjie MPV has expanded beyond its original Hongmeng Smart Mobility user base. Among the 6 deeply interviewed users, 4 were purchasing a Hongmeng Smart Mobility vehicle for the first time, with 3 of them buying a new energy vehicle for the first time. Zunjie S800, in particular, has influenced within luxury circles, reaching more potential users.
- High-end users never pursue the “most expensive,” but the “most suitable.” Luxury users require a vehicle that can serve as the mainstay in their garage. As family, business, commuting, and long-distance needs overlap continually, luxury for a single scenario is insufficient; users need a new high-end vehicle that spans multiple identities.
- User decision-making is quicker, with little to no comparison made to competitive products prior to purchasing the Zunjie MPV. 80% of users make a quick purchase either at first sight or after brief hesitation.
- Users with high purchasing power pay for core capabilities. Before the Zunjie V800, there were ultra-high-priced MPVs, but no ultra-luxury MPVs. Features like assisted driving, mechanical quality, seat comfort, and privacy are essential selections for users.
On the afternoon of August 5, 2026, the Zunjie V680 and V800 were officially launched. The V680 Premium Edition is priced starting at 648,000 RMB; the larger Zunjie V800 offers Premium, Executive, and Leader editions, starting at 766,000 RMB, 866,000 RMB, and 1,016,000 RMB respectively.
The market reacted swiftly. Within 1 hour of the launch, firm orders for the two models reached 2,115; within 24 hours of launch, firm orders surpassed 3,500. On August 31, Zunjie V800 began its first delivery batch.
This speed of launch occurred in a market not lacking products.
In recent years, luxury brands originating from China have rapidly risen, capturing a significant number of high purchasing power users. However, it is evident that the luxury MPV market is a tougher nut to crack. The million-level MPV market has long been dominated by Toyota Alphard and Lexus LM, even becoming the king of price markups in the Chinese automotive market. Can Chinese luxury brands not produce a million-level MPV? In 2026, Zunjie finally provided its answer.
This also makes the first batch of firm order users for Zunjie V680 and V800 a group worth observing: Who is buying these two vehicles? What were they driving before? Are they purchasing for Huawei’s technology, a luxury experience, or a new main vehicle that can simultaneously accommodate family and business?
In response, 42 Garage collected valid questionnaires from 20 firm order owners and selected 6 for one-on-one in-depth interviews.
The final results are noteworthy: Of the 20 users, 16 made a quick purchase at first sight, and 14 previously owned overseas luxury brand vehicles. Among the 6 deeply interviewed users, 4 were first-time buyers of the Hongmeng Smart Mobility brand, and even 3 were first-time buyers of new energy vehicles.The results demonstrate that AITO is beginning to convince a group of overseas luxury car enthusiasts, as well as those who have never purchased a new energy vehicle, to make their first choice in the high-end bracket of one million yuan.
In these genuine choices, we discover that the value coordinates of million-level MPVs are shifting: brand heritage and a boss seat no longer solely define luxury; instead, catering simultaneously to family, business, long-distance travel, and intelligent needs grants the privilege of occupying the primary spot for high-purchasing-power users. AITO is traversing the threshold between traditional luxury and intelligent luxury.
Meanwhile, these users represent a tasteful and discerning group within the automotive market. They have compared luxury brand MPVs and luxury large SUVs but quickly narrowed down their choices: some vehicles excel in business, others in family use, and some in intelligence, yet rarely does one accommodate various usage scenarios. Ultimately, this group chose the AITO V680 and V800 because it allowed high-purchasing-power users to make fewer trade-offs.
Luxury Car Veterans Becoming AITO Newcomers
The initial AITO V680 and V800 customers exhibit very distinct characteristics, predominantly aged between 31–40, with over half having families with children. They generally hold a Bachelor’s degree or higher and are presently employed in technology, finance, and cultural media fields. In terms of assets, nearly all of the initial customers own at least two properties.
More importantly, they are the most loyal users of luxury brands. Their usual choice of vehicles falls into these categories:
- Overseas luxury brand models: Maybach GLS 600, S480, LAND ROVER Defender 90, FAW Audi A8L, Lexus LX570.
- Domestic new energy vehicles: BYD U8, AITO S800, LI L9.
- MPV models: Lexus LM 350h, Toyota Alphard, Vellfire, ZEEKR 009, Xpeng X9.
However, they are not a homogeneous group of “elderly bosses.” They include business operators, professionals in finance, automotive, and technology sectors; multi-car users, as well as young families purchasing their first MPV after owning sedans like the BMW 5 Series or Benz E-Class.
Our analysis categorizes deep-dive users into four types: frequent business commute type, mobile meeting and office type, tech showcase and industry social type, and business-standard family type.
These types are not mutually exclusive, as individual users often juggle roles as operators, drivers, and family members. They are all seeking an MPV that can transition between business, commuting, and family roles, securing a primary spot in their garage. Tasks that traditionally required two separate vehicles now fit into a single set of needs.
Traditional luxury MPVs presume a chauffeur, with the owner in the second row, but this group’s roles are not fixed. Mr. Lin and his wife both drive, hence choosing the V680, which is better suited for urban use; Mr. Liu alternates between driving himself and having a driver; Ms. Zhu plans to work or rest in the back seat during intercity journeys.
They require reduced driving burden in the front, along with comfort, privacy, and mobile office space in the rear. The same vehicle might be used during weekdays for self-driving commutes or client receptions, and on weekends for family outings. High-end users are purchasing not a fixed “boss seat” but a versatile vehicle experience that adapts to different driving roles.
Irreplaceable in Users’ Minds
First Impressions: Exceeding Expectations in Space and Luxury
6 users had different paths to encountering the ZunJie, yet what convinced them was the “completeness” it presented when integrated into real life.
Ms. Zhu’s car purchasing experience is quite typical. During this year’s Spring Festival, she experienced her friend’s ZunJie S800, and what struck her most was the comfort.
Months later, while in the process of selecting a car, she explored the most expensive MPVs available, yet none matched the experience of riding in the ZunJie S800. That’s when Ms. Zhu decided to explore the ZunJie MPV and directly visit the store for an experience.
Ms. Zhu shared an amusing story from her car viewing. While sitting in the ZunJie V800, she opened images of the Toyota Alphard on her phone, saying, “I just flipped through the pictures, and that night I decided, it’s this—ZunJie.”
Arguably, the ZunJie S800 has propelled the brand into the luxury circle, while the V680 and V800 transformed this circle’s reputation into new orders.
Mr. Wang, who works in Zhengzhou, had a more straightforward reaction to the physical vehicle. He felt the second row resembled a living room; switching from a BMW 5 Series to this felt like “moving into a flat, with a luxury upgrade.” This difference doesn’t require a spec sheet explanation; it’s evident upon first experience.
Mr. Lin didn’t need to build trust from scratch with the actual vehicle. Already owning an S800, AITO M9, Alphard, and ZEEKR 009, his prolonged experience made him aware of what the next MPV necessitated. He paid a deposit when the V680 was in pre-sale, committing fully after the launch event: “There’s virtually nothing to compare with the ZunJie; you must buy it as soon as it’s available.”
For existing HarmonyOS users, experiencing the actual vehicle isn’t starting trust from zero but rather enhancing the already luxurious experience.
High-end consumers aren’t inherently more impulsive. It’s precisely their extensive exposure and driving experience that enables them to discern which features are mere additions on a spec sheet, and which capabilities genuinely transform life.
The interviewees considered Lexus LM, Alphard, Vellfire, and compared new energy MPVs like ZEEKR 009, LI MEGA, and Xpeng X9. Traditional luxury MPVs offer established business recognition, while new energy MPVs boast strengths in intelligence or family experiences; users don’t dismiss these values but wish to minimize trade-offs.Therefore, when users claim there are “no competitors,” it doesn’t mean there are no other models of the same price or size in the market; instead, it’s challenging to find a vehicle that simultaneously covers genuine three-row seating, full passenger load, long-distance comfort, Huawei QianKun intelligent driving, privacy space, and a business aura.尊界 aims to conquer tasks traditionally handled by two or three family cars.
Decision-Making Pathway: Almost No Hesitation
In the questionnaires we collected, 60% of users placed their orders after brief hesitation, 20% made up their minds instantly without hesitation, and only four waited for a test drive. Why can users make quick decisions with almost no hesitation?
Mr. Liu is a typical example of the latter. As someone employed in the automotive industry and a frequent buyer of new energy vehicles, he has purchased models like the仰望 U8, ZEEKR 009, and Xpeng X9. The new vehicle serves both as a sample of technology and a business carrier for client meetings.
After the尊界 MPV release teaser, he began to pay attention and reserved immediately once pre-orders opened. After seeing the car in advance to confirm seats, interiors, and the business atmosphere, the price range of 800,000—1,200,000 yuan also matched his expectations. His concern was not about making a wrong purchase but about missing out on the first batch of orders: “I’m anxious, afraid I won’t be among the first batch to secure an order.”
The decision-making process for major buyers, represented by Mr. Liu, can be summarized as: Emergence of vehicle needs → Quick narrowing of choices → Validation through real vehicle experience or technical trust → Final consultation with family → Major order.
Family members also influence model and configuration choices but rarely change the already determined brand.
Before the launch of the尊界 V800, Mr. Wang closely followed the car and shared its release and test drive videos with his wife. After viewing, his wife believed that the尊界 V800 was particularly suitable for the travel needs of a two-child family, and the next day, she transferred the deposit to Mr. Wang. Her criteria were very simple — “as long as it’s comfortable to sit in” — leaving the driving feel and performance of the assisted driving to Mr. Wang, who drives more frequently.
Mr. Lin’s wife mainly takes their children to and from daily activities and previously encountered challenges with the size and parking when driving the Benz V260 L. Thus, she hoped their next car would be smaller. Ultimately, Mr. Lin directly ordered two尊界 V680s. Mr. Lin emphasizes it “has nothing to do with the budget,” rather, the key is whether the size, safety, and assisted driving features suit high-frequency users.
Configuration Decisions: They Buy Not More Configurations, But Fewer Regrets
Configuration choices follow two paths: one employs high-end configurations to reduce decision-making costs, while the other evaluates each configuration item to determine if it can fit into real life.Mr. Wang, working in Shanghai, chose the top-spec V800 Navigator Edition, with second and third-row privacy glass that suits his frequent business negotiation needs. Additionally, Mr. Wang opted for the Yunshui Tianqing package and the private drink bar, bringing the total cost to nearly 1.2 million yuan. He remarked, “If there’s a top-spec option, I’ll take it. Comparing others feels like a waste of time.”
Mr. Lin selected the active suspension, steer-by-wire system, and seat comfort package, forgoing the private drink bar, which he deemed of low utility. He didn’t even check the price before placing the order: “Without active suspension, I might not have placed an order.”
Mr. Liu made similar choices. Not being a coffee drinker, he bypassed the private drink bar and starlit roof but retained the more practical privacy box, choosing the active suspension, steer-by-wire system, and Huawei QianKun intelligent driving among other core packages.
These choices indicate that high-end users are willing to pay for core functionalities like assisted driving, mechanical architecture, seating, and privacy, but no longer measure luxury by the number of features. The notion of “all-in-one” means not filling every option slot but ensuring no gaps in high-frequency experiences.
Feeling Premium Upon Entry
In the realm of traditional luxury cars, brand and price often establish value before experience. Yet, when facing a relatively new brand, every interior detail must serve as a direct testament to its value.
Mr. Mao’s luxury perception of the V800 stems from a series of very specific details: wool carpets, leather handles with rivets, stainless steel tracks, and crystal lights. “The material choices in the details set it apart from other cars.” This isn’t about winning with feature counts, but achieving completeness in visual, tactile, and atmospheric aspects.
Mr. Wang, working in Zhengzhou, likens the rear seats to a “luxuriously finished flat,” while Mr. Lin feels the V680 “looks expensive,” with seat contouring and leather texture advancing beyond his previous MPV. The value of premium materials lies in passengers feeling their worth without naming them when the doors close.
Mechanical capabilities have also started influencing luxury judgments. Mr. Lin regards active suspension as essential, and other respondents similarly are willing to pay for active suspension, steer-by-wire systems, and safety redundancies.
Previously, the core of a luxury MPV was leather, wood finishes, quietness, and a sufficiently relaxing second-row seat. Now, factors such as easy driving, graceful cornering, stability on complex roads, and redundant active safety features are determining whether users are willing to pay a seven-figure sum.
Thus, luxury extends from static to dynamic: it should feel premium upon entry and continuously justify its price on the road.Furthermore, status has not vanished from high-end consumption; rather, its validation methods are evolving.
Mr. Wang, working in Zhengzhou, anticipates that 70% of the scenarios for his ZunJie V800 will be work-related post-delivery. He hopes that partners will have an excellent experience from seeing the vehicle’s exterior to experiencing the interior materials, privacy, and intelligent features. Mr. Liu, who is in the automotive industry, notes that his clients are naturally interested in cutting-edge technology; for him, the ZunJie V800 is the industry’s first MPV equipped with an 800 V full active suspension + steer-by-wire and an architecture aimed at L3, forming a business conversation with clients. He says, “Once clients see it, they’ll want to experience it too.”
In the past, social value was derived from whether others recognized a car brand; today’s status display also requires passengers to experience differences in materials, technology, privacy, and space firsthand. For business users, this translates to allowing clients to enjoy a quiet, dignified journey and naturally engage in discussions about new technologies. It demonstrates not only spending power but also the owner’s judgment on new technologies and industry trends.
Million-Dollar Luxury Truly Begins After Delivery
This interview occurred before the official handover, yet all six users have vivid visions of future scenarios. Most mentioned are assisted driving, active safety, and long-distance comfort.
Once, the discomfort of long-distance travel seemed to accompany every major car owner. Mr. Wang, who commutes 100 kilometers daily in Zhengzhou, suffers from neck discomfort. Ms. Zhu frequently travels 300 kilometers across cities, and Mr. Mao has long-distance needs of five to six hours, hoping the vehicle reduces the fatigue of driving or riding. With the L3 topic heating up, they have also begun focusing on the underlying architecture; public information shows the V800 uses dual redundancy in key aspects such as computing platform, steering, braking, and power distribution.
In terms of space, luxury MPVs of the past often defined value around the second row: as long as the boss’s seat was comfortable enough, much of the mission was considered accomplished. However, in this user group, the second row is only a part. Users refuse to accept the third row as mere “emergency seats”; instead, they demand equal rights for every seat and enough luggage space even when fully loaded.
The driver is no longer a neglected entity in the luxury narrative. Users care about rear seats and are equally concerned with NVH of the driver’s seat, long-distance fatigue, turning radius, and parking needs. Additionally, they consider scenarios like whether the child can lie down to rest and whether the elderly can easily get in and out of the car.
Clearly, the unit of value for MPVs has shifted from the “boss seat” to the “whole car experience.”
Beyond the “hardware luxury” provided by exterior and interior, the “service luxury” delivered through showrooms, after-sales, and issue resolution is equally important. While the vehicle creates the first impression, service determines whether this experience can be sustained.Mr. Mao looks forward to pick-up and drop-off services, accident handling, and door-to-door service; Mr. Lin wishes for a single call to handle car pick-up, processing, and return. They all point to the same need: less time consumed, less coordination required by the user.
For ultra-luxury brands, luxurious hardware determines whether users will make a purchase, while luxurious service determines if the brand can retain these users.
In Conclusion
The first batch of large order users of V680 and V800, who have rich luxury car experience, are at a stage where career, family, and vehicles are being upgraded simultaneously. Their quick decision to purchase stems from V-Zone’s commitment to not compromising on aspects like intelligence, multi-person travel, business image, and long-distance comfort. Among 6 in-depth interviewed users, 4 had no prior experience with HarmonyOS smart cars, indicating that V-Zone is reaching beyond the existing owner circle.
Moreover, we can summarize four clearer industry insights.
First, ultra-luxury MPVs are shifting from scarcity premiums to experience premiums. Previously, import identity, brand history, and supply scarcity could sustain high prices; today, while these elements still hold value, they are no longer enough for a million-level price. High prices must translate into spacious interiors, dynamic capabilities, intelligent safety, private experiences, and sustainable services for users to feel the money is well spent on the vehicle.
Second, ultra-luxury MPVs are transitioning from executive cars to the new main vehicle for high-purchasing-power families. Career and family are not distinctly separate; a car needs to shuttle clients on weekdays, transport children on weekends, allow parents to rest on long trips, and enable seamless switching between personal driving and chauffeur-driven experiences, capturing the core value of next-generation ultra-luxury MPVs.
Third, intelligence has become the entry ticket for million-level luxury. Features like assisted driving, active safety, steer-by-wire, and active suspension are now listed alongside leather and wood trims on configuration tables.
Fourth, the anchor of prestige is moving from brand recognition to verifiable experiences. High-end users have not abandoned social value but are no longer satisfied with others recognizing a logo from a distance. They want passengers to step in and feel the owner’s taste and choice through space, materials, privacy, technology, and the overall vehicle aura.
For these users, who lack neither luxury cars nor choices, buying a more expensive car is not difficult, but finding one truly suited to them is. It must handle business receptions and family outings, offering ease of driving and comfort for all passengers. The “perfect fit” means no longer sacrificing other key experiences for one form of luxury.
Clearly, what V680 and V800 have captured is the high-purchasing-power users’ demand for luxury. As business and family car scenes continue to merge, V680 and V800 will set a new benchmark for high-end main vehicles in people’s minds.
This article is a translation by AI of a Chinese report from 42HOW. If you have any questions about it, please email bd@42how.com.