Shangjie H5 aims for monthly sales of 20,000 units. Shangjie will launch two new models next year | Exclusive from 36Kr
On August 25th, pre - sales of the Shangjie H5 were launched, with a pre - sale price starting from 169,800 yuan. Within 18 hours after the pre - sales began, the Shangjie H5 received over 50,000 small orders. This small - order data has given the Shangjie team more confidence in achieving the sales target of the Shangjie H5.
According to 36Kr Auto's interviews with multiple industry insiders, SAIC and Huawei have set a monthly sales target of 20,000 units for the Shangjie H5, the first model of the Shangjie brand. In combination with subsequent new models, they have recently released a material - preparation plan for an annual sales volume of 400,000 units to the supply chain.
As 36Kr Auto has learned, the Shangjie brand will launch two new models next year. One is a sedan, and the other is an SUV, with the SUV to be launched in the first half of the year.
To ensure the delivery of Shangjie models, SAIC and Huawei have made full preparations in terms of production capacity and sales channels.
In terms of production capacity, SAIC has not only built an exclusive factory for Shangjie in Lingang but also acquired some production lines of SAIC - GM's Jinqiao Factory.
In terms of sales channels, in addition to being sold at the HarmonyOS Smart Mobility user centers, Shangjie models will also be available at the exclusive user centers jointly built by SAIC and Huawei, thus forming a dual - network service system to ensure that the new Shangjie models can achieve high sales volumes as soon as they are launched.
Currently, Shangjie is widely recruiting dealers to increase the density of its sales channels. On August 14th, Shangjie stated that it had received applications from over 1,500 dealers, including those from 4S stores of luxury brands such as Porsche, Volvo, and Lotus.
The capital market has also shown great enthusiasm for Shangjie.
On August 20th, Yu Chengdong, the Executive Chairman of Huawei, announced on Weibo that the Shangjie H5 would start accepting small orders on August 25th. Subsequently, SAIC's stock price rose rapidly. By the end of that trading day, SAIC Group's stock price had risen by 10%, closing at 19.8 yuan per share, and SAIC's total market value reached 229.2 billion yuan.
In February this year, SAIC and Huawei Terminal announced their cooperation under the smart - selected vehicle model to create the Shangjie brand, targeting the 200,000 - yuan - level market, which complements the market positioning of brands such as Zhijie, Xiangjie, Zunjie, and Wenjie.
After the cooperation was reached, SAIC assigned Zhu Yong, the deputy general manager of SAIC Passenger Vehicle Company, to be in charge of the Shangjie cooperation department. 36Kr Auto has also learned that Fang Chao and Yang Siyao, the head and deputy head of the Shangjie marketing department on the SAIC side, are equivalent to the general - manager level at SAIC, which allows them to mobilize more resources from SAIC. In addition, SAIC has announced an initial investment of approximately 6 billion yuan in the Shangjie vehicle production project and has assembled a team of over 5,000 people.
On the Huawei side, as 36Kr Auto has learned, Huawei has not only sent personnel who participated in the Zunjie project to the Shangjie project team but also arranged some Wenjie management personnel to support Shangjie, hoping that they can replicate Wenjie's successful experience in the Shangjie brand. Even Yu Chengdong himself has started to cultivate a youthful image to support Shangjie's marketing efforts.
All these show the high level of attention that both parties have paid to the Shangjie brand.
Huawei May Create Another Blockbuster in the Market Below 200,000 Yuan
The Shangjie H5, the first model under the Shangjie brand, is positioned as a mid - sized new - energy SUV, offering both extended - range and pure - electric power options. At the pre - sale press conference, Yu Chengdong stated that this vehicle will come standard with the HarmonyOS cockpit across all models and will be equipped with the HUAWEI ADS 4 assisted - driving system, the HUAWEI XMOTION digital chassis engine, and CATL batteries.
Among them, the pure - electric version will be equipped with 64.6 - kWh and 80 - kWh batteries, while the extended - range version will be equipped with a 32.6 - kWh battery, with a comprehensive range of 1,360 km and a pure - electric range of 235 km.
The new vehicle will be officially launched on September 23rd and will start delivery during the National Day holiday.
Both SAIC and Huawei have high hopes for the Shangjie H5 and have set a monthly sales target of 20,000 units. Except for models such as the Geely Xingyuan and the Wuling Hongguang MINI EV with a starting price of less than 100,000 yuan, only a few models such as the Xiaomi SU7 and the Li L6 have achieved monthly sales of 20,000 units in the market above 100,000 yuan.
Whether the Shangjie H5 can achieve the same success as these models will test Huawei's ability to create blockbusters in the market below 200,000 yuan.
Huawei's ability to create blockbusters has been verified through other brands under the HarmonyOS Smart Mobility. For example, within 8 minutes after the Wenjie M8 was launched in April this year, it received over 8,000 large orders. The Zunjie S800, with a starting price of 708,000 yuan, received over 10,000 large orders within 67 days after its launch, with an average transaction price of approximately 900,000 yuan, while the Mercedes - Benz S - Class with a similar price sold 16,000 units last year.
Obviously, the high - end and luxury market is Huawei's comfort zone. With its intelligent core, luxurious exterior, and strong marketing ability, the brand premiums of Wenjie and Zunjie have been easily recognized by consumers.
However, Huawei has now entered the market below 200,000 yuan.
Consumers in the market below 200,000 yuan are often price - sensitive. Brand and intelligence level may not be the factors that can attract them, and cost - effectiveness is what they care more about.
The success of Leapmotor in this market fully illustrates this point.
In the first half of this year, Leapmotor delivered 221,700 new vehicles, becoming the sales champion among new - energy vehicle startups. In July, Leapmotor's monthly delivery volume exceeded 50,000 units, making it the only new - energy vehicle startup to achieve a monthly delivery volume of over 50,000 units this year. However, the most prominent label on Leapmotor is "half - price Li Auto" rather than intelligence.
Therefore, when the Shangjie H5 leaves the high - end and luxury market where Huawei excels and enters a more affordable price range, whether Huawei's previous logic of creating blockbusters can be applied remains to be verified.
However, judging from the small - order data, the Shangjie H5 still has great potential to become a blockbuster.
SAIC, Striving for Breakthroughs
In addition to Shangjie, other self - owned passenger - vehicle brands under SAIC are also striving for breakthroughs.
While the Shangjie H5 has set a monthly sales target of 20,000 units, IM Motors, another new - energy brand under SAIC, is also trying to turn things around with the LS6.
In addition to four pure - electric versions, the IM LS6 also has four extended - range versions. This is the first time that IM Motors has launched an extended - range model, which means that IM Motors has entered a larger - scale market.
In addition, IM Motors has equipped the LS6 with a series of high - end configurations: the same 66 - kWh CATL extended - range hybrid battery as the Zunjie S800, an 800V high - voltage platform, and 4C fast - charging technology, and has set the starting pre - sale price at 209,900 yuan. IM Motors clearly intends to boost its brand sales through cost - effectiveness.
The market has given a pleasant response to IM Motors: within half an hour after the pre - sales started, the number of small orders exceeded 10,000.
MG, another brand under SAIC, is also looking for a way to break the deadlock.
MG was acquired by SAIC from the UK. For a long time, the sales of the MG brand have mainly come from overseas markets, and it has been relatively inactive in the domestic market.
To change this situation, Chen Cui, the former senior director of ID marketing at SAIC Volkswagen, has been transferred to be the general manager of the MG brand division. After taking office, he has launched models such as the 2026 MG5, the 2026 Cyberster, and the all - new MG4.
Among them, the MG4 targets the pure - electric small - car market, competing with the BYD Dolphin but with a starting price 26,000 yuan lower. This model received over 10,000 small orders within 24 hours after the pre - sales started.
Compared with other brands, the over - 10,000 small - order data of IM Motors and MG is not particularly outstanding. However, it is a good start for SAIC itself, as the last SAIC model to achieve monthly sales of over 10,000 units was the fuel - powered Roewe i5 launched in 2018.
The latest moves of brands such as Shangjie, IM Motors, and MG jointly depict a SAIC that is undergoing drastic changes. Once, Yu Chengdong publicly stated that Huawei could not produce models below 200,000 yuan and could only focus on "value competition." However, now, with an innovative SAIC and a "value - competitive" Huawei, the Shangjie H5 seems to have more confidence in achieving its monthly sales target of 20,000 units.
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