The luxury car market is undergoing a reshuffle, and the Xiangjie S9 initiates a "value war".

After years of fierce competition in the new energy vehicle market, the high-end market has become a crucial battlefield for domestic brands.

In 2024, the top-selling luxury SUV priced above 500,000 yuan has been conquered by a domestic brand, while the luxury sedan sector has become the only remaining reliance on sales and profits for traditional car companies. In 2025, domestic brands are following up with their victories.

The Distinguished Realm S800, priced between 1 million and 1.5 million yuan, has unveiled its veil, challenging traditional luxury with intelligent technology. And the Enjoy Realm S9 is gearing up to launch an extended-range version, aiming at the heartland of traditional car companies.

Behind the "technology trend" in the luxury car market, the consumption logic in the Chinese automotive market is changing: Porsche, which captures users with performance and handling, has established an intelligent driving and intelligent cockpit team in China to meet the new needs of customers; Mercedes-Benz, which focuses on design and quality, is betting on L2+ advanced assisted driving and an intelligent voice system in its new models.

Traditional luxury brands have realized that intelligence is a compulsory course if they want to retain Chinese users. A new value war is about to unfold in the luxury car market.

Entering the Heartland of Traditional Car Companies, Enjoy Realm S9 Unveils Its Technology

In the firmly held luxury car market, brand power is an important factor influencing consumers' decisions.

Compared with traditional brands like "BBA" with a century-old history, it is not easy for new luxury brands to establish and gain consumer recognition. However, brand power is not only created by time and years. Technological and product revolutionary changes will give birth to new luxury labels.

Under the automotive industrial revolution led by new energy, electric drives replace engines and transmissions, making automotive power "equalized"; intelligence has changed the design logic of automotive cockpits and also broken the price boundaries of automotive functions.

Traditional luxury labels are being torn off one by one, and new energy vehicles are shaping new leading signs. Intelligent driving and intelligent cockpits have successfully seized the technological discourse power.

When the "parking space to parking space" full-scenario intelligent driving function will be launched, whether the "end-to-end" technical route is adopted, the accuracy of voice recognition in the vehicle system, and whether a better connected experience can be provided... These new functions with "intelligence" as the background have become the key for consumers to judge whether new energy vehicles are leading.

With the industry-leading R & D speed and product experience, Huawei Hongmeng Zhixing stands out. Moreover, with the hot sales of multiple models, Huawei Hongmeng Zhixing has continuously accumulated user word-of-mouth and initially has brand appeal.

In August 2024, the Enjoy Realm S9, equipped with Huawei's most advanced automotive technology and multiple first-release configurations, began to enter the public's vision. Once released, this vehicle has become a new luxury symbol. Currently, the Enjoy Realm S9 has remained the sales champion of luxury pure electric sedans priced above 400,000 yuan for six consecutive months.

As the first flagship sedan under Huawei Hongmeng Zhixing, the Enjoy Realm S9 is the first to be equipped with the Huawei ADS 3.0 intelligent driving system and is also the first product in the market to support the full-scenario intelligent driving function. After the release of the Enjoy Realm S9, the industry quickly entered the race to preempt the "parking space to parking space" intelligent driving function.

In 2025, the Enjoy Realm S9 launched an extended-range version to further address the pain points of users in the segmented market.

The extended-range system with a 118kW power engine and a 227kW electric drive combination enables the Enjoy Realm S9 to provide a stable energy replenishment method and endurance. Its maximum comprehensive endurance is expected to exceed 1,000 km, which undoubtedly can directly solve users' concerns about endurance.

Moreover, it can be seen from the public information of the Ministry of Industry and Information Technology that the perception hardware of the Enjoy Realm S9 has been further upgraded. The 192-line lidar carried by the pure electric version of the Enjoy Realm S9 gives it an environmental perception ability that surpasses products of the same level.

The extended-range version adds a high-precision solid-state lidar, which is the same configuration as the Distinguished Realm S800, a model priced between 1 million and 1.5 million yuan. It can be inferred from the new functions released by the Distinguished Realm S800 that the Enjoy Realm S9 will also have more excellent intelligent driving and active safety capabilities.

Also, at the critical moment when intelligent driving is moving towards the L3 level, the Enjoy Realm S9 is expected to continue to be a leader.

From Luxury "Price" to Luxury "Value"

In the past, traditional car companies held the pricing power in the automotive market. Due to the limited options, luxury cars have always been in a seller's market.

"High premium" has thus become the core label that distinguishes luxury cars from ordinary models.

The rise of domestic brands represented by Enjoy Realm has accelerated the shift of the luxury car market from a seller's market to a buyer's market.

As the current sales champion of pure electric sedans priced above 400,000 yuan, the Enjoy Realm S9 has successfully made consumers realize that the survival of luxury cars should not be the luxury price, but the luxury value.

The rise of domestic brands represented by Enjoy Realm has accelerated the shift of the luxury car market from a seller's market to a buyer's market. As the current sales champion of pure electric sedans priced above 400,000 yuan, the Enjoy Realm S9 has successfully made consumers realize that the survival of luxury cars should not be the luxury price, but the luxury value.

Traditional luxury brands use design, configuration, and functions to distinguish the value of each price. Moreover, such value also requires users to make a "either-or" choice: Choose a comfortable ride or a good driving experience?

However, price is determined by value. The first step of Enjoy Realm is to break the product value system deliberately blocked by the brand and use sufficient advanced technology to create a truly luxury product for users.

For example, simultaneously focusing on the core demands of drivers and passengers, the Huawei Tuling platform enhanced by intelligence is the confidence of Enjoy Realm. Through pre-scanning and intelligent computing, the suspension of the Enjoy Realm S9 can self-adjust according to the different road undulations to achieve the most comfortable shock absorption effect.

In addition to the control of the suspension system, the Huawei Tuling platform can also reduce steering roll and suppress brake dive. Under the product concept of "software-defined vehicles", the chassis is no longer a fixed part determined once and for all, but will be optimally adjusted according to user needs.

This is an advanced technology that traditional luxury cars do not possess. The influence of Huawei Hongmeng Zhixing is continuously expanding, and the consumption concept of defining luxury by value is gradually becoming the mainstream in the market.

And to break through the blockade of "BBA", the second step of Enjoy Realm is to be people-oriented and meet the hidden needs that "BBA" has not yet noticed.

Enjoy Realm has a very thorough understanding of luxury sedans. This is not a family car that can be sold well with "both-and" features, but an essence product that reflects personal value and meets individualized emotions.

For example, for the "boss seat" in the rear row, the highlight of traditional luxury cars is space and design, without more practical touches. But the Enjoy Realm S9 fully understands user needs. It uses a projection screen in the rear row to achieve a partition between the front and rear rows, and at the same time, achieves voice noise reduction between the front and rear rows through acoustic technology, which not only protects passengers' privacy but also adds an entertainment experience.

At the same time, through the One-Box design concept, it breaks through the comfort dilemma caused by the small rear space of sedans and is the first to use a zero-gravity seat that can support a 108-degree bend of the waist in a luxury sedan.

The brand connotation of "Enjoy Realm" is to be people-oriented, use technology to meet more new needs, and allow users to truly enjoy using the car. All these have built the good reputation of the Enjoy Realm S9.

Finally, the reason why the Enjoy Realm S9 will completely change the market consumption demand also lies in its progress speed.

In August 2024, the pure electric version of the Enjoy Realm S9 was launched. To meet the needs of more users, half a year later, the extended-range version of the Enjoy Realm S9 was listed on the new vehicle announcement list of the Ministry of Industry and Information Technology and is expected to be officially launched in the second quarter of 2025.

Moreover, the extended-range version adds a high-precision solid-state lidar device, closely following the development pace of the latest intelligent driving technology. In front of luxury car users who are particularly sensitive to "leadership", Huawei has proved its luxury status with its strength.

While traditional luxury cars are still catching up with the launch of the parking space to parking space function, the Enjoy Realm S9 has evolved to a more delicate experience and is even at the forefront of L3-level intelligent driving.

In today's rapidly changing automotive technology, products only have two fates: to be disruptive or to be disrupted.

As a representative of the new energy luxury brand, the first flagship model S9 pure electric version of Enjoy Realm has already disrupted the value system of traditional luxury cars when it was first introduced. With the arrival of the extended-range version, the smoke of the luxury car market will extend from the value war to a more intense sales war.