The shooting brake coupe has found its Chinese answer.

Which automotive category will Huawei collaborate with car manufacturers to enter? It has become an unavoidable topic in the industry. In the high - end SUV market, Huawei - associated models have continuously topped the sales charts, and in the luxury sedan market, they have outsold Maybach... Huawei's saturation - style approach in the automotive industry has almost become synonymous with the "formula for creating blockbusters".

As of today, the shooting brake coupe category has been targeted by Huawei. From public information, we can see that Qijing, a new automotive brand jointly launched by Huawei Qiankun and GAC, has a shooting brake coupe as its first model.

It has to be said that this is an insightful product observation. The large - sized SUV market has become extremely competitive, with intense head - to - head competition. There has always been a lack of an "uncompromising" all - around product in the personalized market. The performance of new - energy blockbuster coupes, boutique small cars, and even the station wagon market in the past two years is sufficient proof that the personalized automotive market is not shrinking but rather gearing up for development.

The shooting brake coupe originated from the hunting lifestyle of European aristocrats. It can shuttle through woodlands and provide enough space to carry game, which in itself represents a lifestyle of individuality, elegance, and composure.

Today, this trend is resonating with the demands of the new generation of Chinese consumers. Moreover, with the support of electric and intelligent technologies, space, convenience, and safety can be fully integrated in this product.

The first model of Qijing was born out of such a keen sense of market trends. When the shooting brake coupe meets intelligent electrification, a new star in the personalized automotive field has emerged.

The explosion of the personalized market: a new solution for shooting brake coupes

At the beginning of 2026, the automotive market heated up even before the Spring Festival. Tesla took the lead in offering ultra - low - interest loans for seven years, quickly prompting eight car manufacturers such as Li Auto and Xiaomi to follow suit. Nine major brands participated in the competition, making the competition in the automotive market at the beginning of the year extremely fierce.

The Chinese automotive industry is at a delicate turning point. When the mainstream SUV and sedan markets are caught in the deadlock of "configuration involution" and "price war", the industry is urgently seeking new growth poles. The shooting brake category, once exclusive to the high - end circle, is gradually coming to the forefront and entering the vision of the general consumers.

The origin of this transformation first comes from the proactive change on the supply side. For a long time, car manufacturers have focused on large - scale market competition, resulting in increasingly similar product forms. Once the technologies used by various manufacturers gradually converge, opening up a new track has become an inevitable choice to break the deadlock.

The shooting brake, with its unique design and functional positioning, provides a differentiated outlet for the homogenization dilemma. It is no longer just a competition of configuration and price, but a redefinition of the vehicle - using scenarios and aesthetic needs, as well as an expression of lifestyle and value orientation.

Firstly, it breaks out of the framework of traditional sedans and SUVs and finds a balance between aesthetic design and practical functionality. Secondly, the new - energy shooting brakes launched by domestic self - owned brands currently have design concepts originating from Europe, but the product paradigms are strengthened. Simply put, it makes the personalized more personalized and the practical more practical, while adding the unique attributes of intelligent technology.

This picture is generated with the participation of AI.

Meanwhile, the high - efficiency R & D and engineering capabilities, as well as the mature industrial chain, make it possible to mass - produce shooting brakes to meet niche demands. In the past, shooting brakes were often regarded as luxury items in the automotive market. For example, the Ferrari GTC4Lusso, with its million - level price tag, was exclusive to a few people. Now, with the highly mature electrification technology, domestic shooting brake coupes are also rising rapidly.

From a deeper perspective of consumption changes, the rise of shooting brakes is not only a product of technology but also a microcosm of the evolution of consumption concepts. People no longer buy cars just for functional needs but also for expressing a lifestyle. After the abundance of material resources, vehicles have gradually evolved from means of transportation to an extension of personal taste.

The "self - pleasing consumption" trend is gradually emerging, and cars have changed from tools to carriers of lifestyle attitudes. The shooting brake combines the aesthetics of a coupe and the functionality of a station wagon, satisfying both the passion for driving and the needs of family and long - distance travel. This dual characteristic exactly echoes the complex lifestyle of the new generation, who are urban elites on weekdays and outdoor explorers on weekends.

In recent years, some new - energy shooting brake coupe models in the market have achieved breakthroughs, providing consumers with new choices. At the same time, more and more car manufacturers have officially announced the launch of shooting brake coupes, expanding this market, and niche products are gradually becoming mainstream choices.

"New - energy shooting brakes have more advantages than traditional fuel - powered shooting brakes," said Li Bo, an expert from the Jilin Automobile Industry Association, in an interview with a reporter from China Automotive News.

Picture source: China National Radio Network

With the full support of intelligent and electric technologies, the shooting brake category is about to undergo a structural transformation.

The resonance between shooting brakes and intelligent electrification

The electric vehicle platform, through the integrated layout of the battery and chassis, has achieved a combination of low center of gravity and high space utilization, providing an engineering foundation for the typical long and slender body proportion and practical space of shooting brakes.

From the spy photos of the product, we can see that Qijing's shooting brake coupe, with a body length of over 5 meters, a width of nearly 2 meters, and a height of about 1.5 meters, creates a typical shooting brake proportion that is long, elegant, and has a low center of gravity. Its wheel - to - body height ratio is close to 50%. Coupled with wide tires and full wheel arches, it not only enhances the stability of handling but also creates a low - slung and sporty posture visually, as if it is ready to go even when stationary.

Meanwhile, the high - integration of the electric drive system has freed up space for chassis layout. Combined with the configurable air suspension and CDC continuous damping control system, the model can achieve more precise calibration between dynamic handling stability and long - distance comfort.

These changes have made shooting brakes no longer just niche models with unique designs but have gradually become versatile products with both design sense and space practicality. In the first half of the electrification transformation, the market has formed a series of electric shooting brake models represented by Zeekr 001, Zeekr 007GT, Denza Z9GT, and NIO ET5.

Of course, the product form and experience innovation in the shooting brake market are still in the early stage. The new generation of consumers, who have grown up in the wave of the mobile Internet, still expect the intelligent experience to be carried over to automotive products.

Especially with the rapid evolution and maturity of intelligent technologies, shooting brakes will be substantially upgraded in terms of convenience, comfort, and safety. Through the integration of lidar and multiple sensors, the vehicle's assisted - driving ability in scenarios such as inter - city highways and long - distance travel has been improved; the intelligent cockpit and related functions (such as automatic parking and driver status monitoring) have also further enhanced the convenience and safety of using the vehicle.

According to data from the Ministry of Commerce, as of the end of 2025, new - energy vehicles accounted for 60% of the total sales of passenger cars. At the same time, the intelligent index of passenger cars rose to 38.7 in December, reaching the highest level in 2025, reflecting the continuous progress of automotive intelligence.

Therefore, in 2026, the competition in the shooting brake market has entered the 2.0 era. It not only needs to be visually appealing in design but also needs to truly understand users at the intelligent level.

The first shooting brake coupe of the Huawei ecosystem: replicating the formula for blockbusters

As the first shooting brake coupe of the Huawei ecosystem, Qijing undoubtedly carries the potential for Huawei to create a blockbuster.

From the Wenjie M9 firmly holding the sales championship among models priced over 500,000 yuan to the Zunjie S800 delivering 4,376 vehicles in December last year, surpassing the total of luxury brands in the same class, "Huawei - associated cars" have established industry benchmarks.

In 2025, "Hongmeng Smart Mobility" delivered nearly 590,000 vehicles throughout the year, a year - on - year increase of 32%. In 2026, the growth momentum remains strong. In January this year, about 58,000 vehicles were delivered, a year - on - year increase of 65.6%. Now, this proven blockbuster - creating system and capabilities are being fully injected into Qijing, targeting the high - end shooting brake coupe segment.

Different from other models empowered by Huawei's HI mode, Qijing has introduced Huawei's IPD (Integrated Product Development) and IPMS (Integrated Product Marketing and Service) systems from the very beginning, establishing a deep - level closed - loop between "creating the right product" and "selling the product in large quantities".

The Qijing team works in collaboration with Huawei Qiankun, jointly participating in product definition, vehicle R & D, and quality verification. Organizationally, through the "cross - functional team", they integrate Huawei's algorithm capabilities, large - scale manufacturing experience, and quality management system; in terms of process, they unify the standards for R & D, testing, and delivery; in terms of resources, they gather the full - stack capabilities of Qiankun Intelligent Driving, Hongmeng Cockpit, etc., moving towards in - depth empowerment beyond simple hardware stacking.

Liu Jiaming, the CEO of Qijing Automobile, once said that Huawei and the Qijing team "even have disagreements and arguments over a single detail", which stems from the shared concept of "putting users at the center" in car - making.

It is reported that Qijing's shooting brake coupe will be equipped with Huawei Qiankun's full - stack solutions, including Qiankun Intelligent Driving, Hongmeng Cockpit, HUAWEI XMC Qiankun Digital Chassis Engine, etc. It can be regarded as the culmination of the "Huawei Qiankun package", which enables it to reach the level of million - level luxury cars in terms of intelligent experience, jointly forming Qijing's "intelligent cornerstone".

Meanwhile, Qijing has also integrated top - tier supply - chain resources such as CATL, Bosch, and Fuyao. Key components such as batteries, brakes, and glass all come from industry leaders, almost fully equipping the vehicle with high - end configurations at once.

What's more, Qijing's vehicle has the hardware strength for high - speed L3 conditional autonomous driving. This means that once relevant regulations are lifted, Qijing users will be among the first to use L3 autonomous driving.

Qijing was born in the fertile ground of China's intelligent electric vehicle industry and stands on the shoulders of Huawei Qiankun and GAC. Entering the market in the form of a shooting brake coupe, with top - notch manufacturing and all - around intelligence, it will undoubtedly stir up a new storm in the automotive market.