Is it gearing up for a potential listing? Zhijie is seeking independent vehicle manufacturing qualifications, and Harmony Intelligent Mobility Alliance is accelerating its restructuring and consolidation.

Recently, Anhui Luxeed New Energy Automobile Co., Ltd. appeared in the list of "newly to-be-admitted vehicle manufacturers" in the latest batch of *Announcement of Road Motor Vehicle Manufacturers and Products* released by the Ministry of Industry and Information Technology. This means that Luxeed will become the first automotive brand with independent production qualification among the five brands under Harmony Intelligent Mobility Alliance.

(Source: Ministry of Industry and Information Technology)

So what does Luxeed's application for independent vehicle manufacturing qualification mean? Will it affect its future cooperative relationship with Harmony Intelligent Mobility Alliance?

Independent qualification brings greater autonomy to Luxeed

Public information queried by Dianchetong from open platforms shows that Anhui Luxeed New Energy Automobile Co., Ltd. was established in January 2025. Currently, Chery holds 85% of its shares, and the remaining 15% of equity was transferred by Chery to three Luxeed executives in June this year, namely Guo Rui, General Manager of Luxeed, Zhu Xiaodong, Executive Deputy General Manager, and Zhao Changjiang, Executive Vice President.

In other words, Chery still has absolute control over Anhui Luxeed New Energy Automobile Co., Ltd., and Luxeed is also marked as a member enterprise of Chery Group in the public notice of the Ministry of Industry and Information Technology.

Then why does Luxeed apply for independent production qualification?

According to Yicai Media, an internal source of Luxeed Auto has confirmed to the media that the qualification obtained by Luxeed this time comes from Chery's transfer of its factory to Luxeed, and Luxeed also has a plan for further independent listing in the future.

In this case, the reason for Luxeed to obtain independent qualification is very clear: by acquiring its own qualification, it can build an independent system covering production, sales and after-sales services, so as to better carry out cost and profit accounting and pave the way for subsequent listing.

(Source: Luxeed)

In addition to Luxeed, Voyah also applied for independent qualification in this batch of public notices from the Ministry of Industry and Information Technology. Does this mean that Voyah will have the possibility of independent financing and listing in the future?

However, looking at the entire automotive industry, it is quite common for a large automotive group to obtain multiple qualifications, while the case where a sub-brand exclusively owns one qualification is relatively rare.

For example, Zeekr and Lynk & Co, two brands under Geely, are both operated by Zeekr Technology Group, a relatively independent subsidiary under Geely, but the models under these two brands still use the production qualification of Zhejiang Geely Automobile Co., Ltd.

The same goes for all sub-brands under BYD: Yangwang, Fangchengbao and Denza do not have independent production qualifications, and all of them produce vehicles with the qualification of BYD Auto Industry Co., Ltd.

From this, we can also see that Luxeed is now taking a brand-new path different from other sub-brands of large automotive groups: under the framework of Chery Automobile, it owns independent production qualification and factory production lines, as well as independent sales and after-sales channels, and even will carry out independent financing and listing in the future.

Combined with the event that Chery transferred 15% of its shares in Luxeed to three executives in July this year, it can also reflect the attitude of internal reform within Luxeed to a certain extent. By allowing professional managers to hold a certain proportion of the company's shares, the enthusiasm of executives can be better stimulated, so as to promote the sustainable development of the Luxeed brand.

So among the brands under Harmony Intelligent Mobility Alliance, is Luxeed the only one that has made relevant adjustment moves? What are the other brands doing?

Strategic layout: Harmony Intelligent Mobility Alliance is stepping up efforts

At this stage, in addition to Luxeed, AITO and Enjoy, the two other brands under Harmony Intelligent Mobility Alliance, have also made adjustments to a certain extent in their own operations.

First of all, for the AITO brand, Seres and Huawei have renewed their cooperation on October 1 this year, reaching a new five-year cooperation. The official announcements of both parties show that the two sides will "jointly form a dedicated team for AITO business, further upgrade the AITO business, and provide better services for users through exclusive dedicated operation."

(Source: AITO)

In other words, Huawei's all-round empowerment on AITO brand products will continue in the new five years with deeper involvement, but it will give AITO greater autonomy in sales channels, allowing AITO to expand sales channels more flexibly, so as to improve terminal sales performance.

Next is the Enjoy brand. In the new product public notice of the Ministry of Industry and Information Technology in June this year, the rear logo of multiple Enjoy models was changed from BAIC Group to BAIC New Energy, and the vehicle brand was renamed from Huazhang Brand to Enjoy Brand.

Although this is a detail adjustment that does not involve the product and enterprise operation itself, Dianchetong (ID: dianchetong233) believes that this subtle change also shows that the internal adjustment of the Enjoy brand is quietly underway.

Previously, the brands registered on the vehicle driving license and certificate of conformity of Enjoy vehicles were all Huazhang Brand, which was not unified with the Enjoy brand at the sales level, and even caused a certain degree of negative public opinion attacks, affecting its own development.

After Enjoy completes this adjustment, its vehicle brand name can be unified with the actual sales brand. For this brand, it can not only achieve a legitimate brand status, but also reduce consumers' doubts about the brand, so as to better support vehicle sales.

So why are AITO, Luxeed and Enjoy all changing one after another this year?

In the view of Dianchetong (ID: dianchetong233), the current adjustments of the brands under Harmony Intelligent Mobility Alliance are actually a new start after the rapid expansion in previous years.

In fact, the rapid development of Harmony Intelligent Mobility Alliance in previous years has also covered up some problems to a certain extent. For example, Harmony Intelligent Mobility Alliance previously restricted each cooperative brand under it to be responsible for different model categories, leading to a lack of competition among brands, which also affected the business enthusiasm of brands to a certain extent. In addition, the sedans and sports SUV models of Enjoy and Luxeed rely on the ONE BOX design concept, leading to low user acceptance, which also affected the sales of the two brands to a certain extent.

The emergence of these problems not only restricts the further development of each brand, but if left unchecked, it will eventually affect the overall competitiveness of Harmony Intelligent Mobility Alliance.

Fortunately, Harmony Intelligent Mobility Alliance did not choose to cover up the problems, but actively cooperated with partner brands to make adjustments, so as to further stimulate the enthusiasm of brands. So this year, we can see that Enjoy has begun to make efforts in the hardcore off-road and SUV tracks, and Luxeed has begun to explore flagship MPVs, sporty crossover SUVs and other segments. Even AITO, which has been sticking to the SUV track, has stated that it will explore sedans and MPV models after gaining a firm foothold in the SUV market.

Measures such as the cooperation renewal between Seres and Huawei, Luxeed's application for independent qualification, and Enjoy's unified brand name are actually moderate optimization and adjustments made by major brands under Harmony Intelligent Mobility Alliance in combination with their own actual development and market competition needs.

From these details, we can also see that Harmony Intelligent Mobility Alliance is constantly making adjustments in accordance with its own development rhythm and the needs of its partner brands. Although the overall sales of Harmony Intelligent Mobility Alliance are slightly sluggish at this stage, Dianchetong (ID: dianchetong233) believes that after the adjustments of all brands under Harmony Intelligent Mobility Alliance are completed and each brand embarks on a development path more suitable for itself, the sales of Harmony Intelligent Mobility Alliance will surely usher in a further rebound.

Final notes

For consumers, the change of a car brand's qualification has almost no impact on actual vehicle usage.

But such a subtle change can also reflect the transformation of an automaker's operation mode.

Luxeed's application for independent qualification this time is not only the first exploration among the five brands under Harmony Intelligent Mobility Alliance, but also a boost to its long-term development. Whether Luxeed can make the new model work and achieve sales growth under the new mode also has great reference significance for the other four brands.

Similarly, some of the current adjustments of the other four brands can also be applied to the Luxeed brand, so that Luxeed can achieve further development on the existing basis.

The internal reform of Harmony Intelligent Mobility Alliance has quietly begun. It is believed that with the continuous optimization, adjustment and self-innovation of all brands, Harmony Intelligent Mobility Alliance will usher in a new stage of development, and both sales performance and market confidence will be significantly improved.

This article is from "Dianchetong", authorized by 36Kr for release.