AITO M9 Sales Analysis: How the 500,000 RMB SUV Defied Luxury Brand Barriers

Over the past 15 months, AITO M9 deliveries have exceeded 200,000 units. On the streets of Shanghai, sightings of the AITO M9 are becoming increasingly common. For a vehicle in the RMB 500,000 price segment, an average monthly delivery volume of nearly 14,000 units is sufficient proof of its success, indicating that the AITO M9 has already cracked the code to sales dominance.

An analysis of the sales data from the past year reveals another interesting phenomenon: The AITO M9 is not only the top-selling luxury SUV in the RMB 500,000 segment. Even when the price range extends down to the RMB 300,000 level, no other SUV outsells the M9.

Furthermore, the RMB 500,000 segment has long been considered a "forbidden zone" for domestic brands. It was even more unlikely for them to defeat joint-venture luxury brands such as Mercedes-Benz, Audi, and BMW (BBA), which have long dominated this price tier. However, the M9 has achieved both feats.

Clearly, the fundamental reason why the AITO M9 can outperform competitors in its class and price segment lies in its comprehensively strong product capabilities and its continuous technological breakthroughs, keeping it at the forefront of the industry.

A report on the first batch of AITO M9 owners conducted by Jielanlu indicates that these owners are affluent and forward-thinking, with an average after-tax household annual income of RMB 920,000. Smart cockpits, driver assistance, brand reputation, safety, and comfort were cited as the core reasons for their purchase. These key dimensions collectively established the AITO M9 as a top-tier performer.

01Intelligence Determines the Outcome

Buying a new car in 2025, smart features have become an essential choice for the vast majority of consumers. For the first batch of AITO M9 owners, in particular, assisted driving and smart cockpit experience were placed as the top priority. However, the smart experience varies across different brands and price points. If you are truly looking for a vehicle with top-tier intelligence, the AITO M9 is likely one of the few options available.

At its launch in 2024, the AITO M9 was equipped with ADS 2.0, becoming the first to offer map-free assisted driving available nationwide. Subsequently, through OTA software updates, the AITO M9 upgraded to ADS 3.0, again taking the lead by implementing parking space-to-parking space assisted driving and features such as VPD valet parking.

Following the launch of the 2025 AITO M9, the driver assistance hardware has been upgraded from its previous configuration to an omnidirectional stereo fusion perception system, adding three high-precision solid-state LiDARs and five 4D millimeter-wave radar matrices as new perception hardware.

In the most recent OTA update, the AITO M9 upgraded to ADS 3.3, enabling its driver assistance system to easily navigate through highway toll stations. On the 2025 AITO M9, when the driver assistance system is activated, blue lights will illuminate on both the front and rear of the vehicle, enhancing its visibility.

In the second half of this year, based on the current hardware of the AITO M9, ADS 4 will also be upgraded.

It can be said that since the launch of AITO M9, its driver assistance features have been among the first to go live. With continuous OTA updates and enhanced experiences in new models, it has remained at the forefront of advancements in driver assistance technology.

The same applies to the smart cockpit.

Over the past two years, from cars priced at a few tens of thousands of yuan to luxury vehicles costing over a million, manufacturers have been ramping up efforts on smart cockpits. Large screens, application ecosystems, and phone-to-car connectivity are now standard features. However, when it comes to actual user experience, the AITO M9 still delivers its own distinct differentiation.

Sitting inside the AITO M9, you can see an interface featuring up to 11 screens in the entire vehicle. This includes a triple-screen setup in the front row, the HUAWEI XHUD immersive head-up display, and the HUAWEI XPIXEL intelligent interactive language headlights, which can project forward. There are also projection screens for the middle and rear rows, four tablets mounted behind the seats, and finally, an LCD control screen, the MagLink Mini, located at the rear of the center armrest.

In the 2025 model year AITO M9, Huawei Language System 2.0 officially debuts. The HUAWEI XPIXEL intelligent interactive language headlights integrate with ADS and NearLink to achieve autonomous intelligent lighting. In situations such as meeting oncoming traffic, the AITO M9 can precisely mask light beams to avoid dazzling other drivers, thereby enhancing nighttime driving safety. Additionally, it can project dynamic light carpets onto the ground. Whether in assisted driving or manual driving scenarios, the headlights can project the vehicle's forward trajectory, providing prompts such as precise following through curves and lane changes, recognizing narrow lanes, and autonomously indicating width.

The HUAWEI XHUD immersive head-up display system has also been upgraded. By linking with ADS, it can provide risk warnings on the HUD. During manual driving, this HUAWEI XHUD system supports lane-level navigation functionality.

For the rear passengers, the newly added MagLink Mini is likely to be well received. Especially when you are tired and do not want to wake the voice assistant, you can simply use your hand to control many vehicle functions on this 6.58-inch screen. The overall operation logic is basically the same as that of a smartphone, making it easy to get started.

Tired of small screens while watching shows? The AITO M9 has prepared a 32-inch projection screen for you. On the 2025 AITO M9, the projection resolution has been increased to 1920 by 1080, and it also supports 98 percent DCI-P3 color gamut, providing a better viewing experience.

Of course, behind these ten screens runs the same HarmonyOS, giving all occupants a consistent, premium experience. The intelligent cockpit experience crafted by AITO M9 through deep integration of hardware and software is collectively missing from traditional luxury brands.

Clearly, the AITO M9 has showcased its best capabilities in both driver assistance and the smart cockpit, making it a natural choice as a technology flagship.

02Safety and Comfort in Equal Measure

As a luxury vehicle in the 500,000 yuan price range, safety and comfort are equally core concerns for users when choosing a car. "Safety is the greatest luxury" has become an industry consensus.

In terms of active safety, the AITO M9 relies on its full-vehicle sensors to deliver omnidirectional active safety features.

One of the key functions of active safety is AEB. The AITO M9 can achieve collision avoidance capabilities for forward speeds of 4 to 150 km/h, lateral speeds of 30 to 130 km/h, and rearward speeds of 1 to 60 km/h. It also features emergency steering assist and emergency lane keeping, and can perform adaptive AEB based on road conditions.

In fact, the AITO M9’s active safety capabilities are the result of continuous evolution over the past few years. We believe that subsequent OTA updates will further expand the functional boundaries of its active safety features.

Regarding passive safety, the AITO M9 has achieved a G+/G+/G+/G Super Safety Rating from Zhongbaoyan and exceeded five-star standards in safety tests conducted by Zhongqizhongxin. These excellent test results stem from multiple aspects:

The AITO M9’s ‘Xuanwu Body’ utilizes integrated die-casting technology to enhance torsional stiffness. Additionally, it employs hot-formed steel with a strength of 2,000 MPa in the A-pillars, B-pillars, and inside the doors.

The AITO M9’s ‘Xuanwu Architecture’ features a dual anti-collision beam design and a rigid body structure with eight horizontal and five vertical beams.

The battery cells are wrapped in five layers; in the event of a collision, power is cut off promptly to ensure the safety of occupants inside the vehicle.

The vehicle is equipped with nine airbags in total, and mechanical release switches are installed inside all four doors.

Beyond active and passive safety, health safety is another aspect that is often overlooked.

According to official information, the AITO M9 achieves zero formaldehyde emissions and low radiation levels inside the cabin, while also featuring a sterilization system to ensure fresh air quality. The 2025 AITO M9 adds UWB (Ultra-Wideband) occupant detection to prevent users from accidentally leaving pets or infants in the vehicle.

On top of safety, luxury and comfort features are essential—areas where traditional luxury brands have long held an advantage. What can the AITO M9 offer in this regard?

In the five-seat version of the AITO M9, the second row is equipped with two quasi-zero-gravity seats. With the center armrest folded down, the vehicle effectively becomes a four-seater. Additionally, the front passenger seat can fold flat, creating more space for rear "executive" seating.

The six-seat version offers even more flexible interior layouts. When the third-row seats are folded down, the AITO M9’s spacious four-seat configuration can accommodate additional luggage. For family camping trips, folding down the first-row seats allows the first and second rows to form a large bed.

At the same time, the AITO M9’s standout comfort feature is its zero-gravity seats. Activated with one button, they allow occupants to recline into a semi-supine position for maximum comfort.

Luxury and comfort extend beyond seating space; the AITO M9’s trunk also delivers a premium feel.

The five-seat AITO M9 comes standard with dual sliding rails, which can be supplemented by optional multi-functional loading trays, custom storage boxes, and aluminum luggage limiters; the Shanhai seats are also available as an option.

These features are typically found in traditional ultra-luxury brands, where they require significant additional expenditure. For the AITO M9, these luxurious configurations effectively elevate the vehicle's market positioning.

It is precisely this combination of luxurious equipment, comprehensive safety, and powerful intelligence that constitutes the AITO M9’s core product strength. These key attributes serve as a moat, firmly safeguarding its position in the luxury car market.

03The High-End 'Social Code'

In the 15 months since its launch, the AITO M9 has established itself as the preferred choice for China’s new business elite, leveraging its positioning as a 'technology flagship.'

Among AITO M9 owners, many were previously loyal to traditional luxury brands such as Mercedes-Benz, BMW, Audi, and Porsche, yet now consider the AITO M9 a mandatory purchase.

In the initial owner survey, as many as four in ten owners stated that they would not have purchased a car if the AITO M9 had not been available. Meanwhile, the average after-tax annual household income of the first batch of AITO M9 owners reached RMB 920,000, a profile that aligns closely with the standards for 'high-net-worth individuals.'

This is precisely why AITO M9 owners today include numerous entrepreneurs and social elites. Meanwhile, according to media reports, several celebrities—including Yu Hewei, Liu Yijun, Hu Jun, Ma Li, Yan Hexiang, Huang Bo, Ma Dong, Han Geng, and Liu Tao—have also become AITO M9 owners.

Today, the AITO M9 is even becoming a key to entering high-end social circles. The vehicle is no longer just about luxury, intelligence, or mobility; it has acquired a distinct social attribute.

This represents another powerful strength of the AITO M9 beyond its product capabilities.

In terms of detailed luxury configurations, the AITO M9 also cultivates a sense of ritual for high-end travel. From the moment you approach the vehicle, four electric doors allow for elegant entry and exit. Once inside the second row, lowering the privacy screen and activating the sound shield function effectively protects the privacy of rear-seat passengers. These details have become added advantages for the AITO M9 in business and social contexts.

In fact, the AITO M9 and the Hongmengzhixing brand are mutually reinforcing. Just last month, Hongmengzhixing brand sales reached 44,000 units. Since June, the brand’s weekly sales have consistently ranked first among new energy vehicle brands.

Traditional luxury car enthusiasts largely believe that the AITO M9 lacks brand power. However, an average transaction price exceeding RMB 400,000 and a Net Promoter Score (NPS) ranking first in the industry already demonstrate that both the Hongmengzhixing brand’s strength and the AITO M9’s product capabilities are comprehensively robust.

After a year of in-depth use, it is clear that AITO M9’s sales surpassing 200,000 units in just 15 months was no accident. Leveraging advanced intelligent features, robust safety and comfort design, and a brand positioning tailored to high-net-worth users, the vehicle is reshaping the landscape for Chinese brands in the RMB 500,000 luxury car segment. This dual approach of 'technology plus experience' is driving Chinese new energy vehicle brands toward higher-end markets.

Written by: James Edited by: James