AITO Asset-Light Cooperation Model Shifts Operations to Seres

AITO Adopts New Asset-Light Cooperation Model

On September 15, AITO and the Harmony Intelligent Mobility Alliance (HIMA) announced a change to their cooperation structure, moving away from the previous Smart Selection model toward a new asset-light cooperation model. Under the revised arrangement, Seres Group Co Ltd will assume responsibility for product definition, product design, brand marketing, retail channel operations, and the service system. Huawei Device Co Ltd will provide technological support within the HIMA framework. The companies said the change takes effect immediately, while existing AITO user rights, benefits, and ongoing services will remain unaffected.

Seres Takes Broader Operating Responsibilities

The revised structure gives Seres a more comprehensive role across AITO's product and commercial operations. Its responsibilities will cover the development and definition of products, design activities, brand marketing, retail channel management, and customer service. This represents a move toward a dedicated operating model in which responsibilities are more clearly divided between the vehicle business and its technology partner. Huawei Device will continue contributing technological capabilities rather than leading the full operating process. The companies presented the arrangement as an adjustment to how their cooperation is organized, with the underlying relationship continuing under the HIMA framework.

Other HIMA Brands Retain Existing Cooperation Model

The change is specific to AITO and does not extend to HIMA's other brands. Maextro, Stelato, Luxeed, and Shangjie will continue operating under their existing cooperation arrangements, with Huawei continuing to lead the process across those brands. This distinction creates a more differentiated structure within HIMA rather than applying a single operating model across its entire brand portfolio. AITO will therefore follow the newly established asset-light approach, while the other four brands remain under their current framework. The separate treatment of the brands is intended to support more tailored operating strategies within the broader HIMA ecosystem.

Cooperation Continues Under the Revised Framework

AITO and HIMA emphasized that the operating adjustment should not be interpreted as a termination of their cooperation. The two sides described the change as a strategic upgrade designed to create greater differentiation among brands and enable more refined brand operations. Their core cooperation framework remains in place, and they said they will continue working together to expand their presence in the premium intelligent vehicle sector. For AITO users, the companies stated that existing rights, benefits, and services will not be affected by the transition, maintaining continuity for customers while the new operating responsibilities take effect.

Strategic Rationale Behind the Operating Shift

Industry analysts characterized the move toward a light-asset, dedicated sales and service structure as an important step in HIMA's effort to differentiate the operations of its multiple brands. Under the revised arrangement, Seres can focus on AITO's product, commercial, and service functions, while Huawei can concentrate its resources on the development of the other four brands. The intended result is a more specialized allocation of responsibilities across HIMA's portfolio. This approach could help the alliance pursue clearer brand positioning and more focused operating strategies while maintaining cooperation in the premium intelligent vehicle segment.

Industry Impact & Outlook

The AITO restructuring illustrates how a multi-brand intelligent vehicle alliance can adjust operating responsibilities to pursue greater differentiation between brands. Giving Seres broader control over AITO's product, retail, marketing, and service activities could create a more dedicated operating structure for that brand, while Huawei's continued focus on the other four HIMA brands could allow resources to be allocated according to each brand's strategy. The immediate priority will be implementing the revised responsibilities without disrupting existing customer services. The broader significance will depend on how effectively the new structure strengthens brand differentiation and supports HIMA's continued development in the premium intelligent vehicle market.

Frequently Asked Questions

What changed in the AITO and HIMA cooperation model?
The AITO and HIMA cooperation model has shifted from Smart Selection to an asset-light structure with revised operating responsibilities. Seres will lead product definition, design, brand marketing, retail channel operations, and services, while Huawei Device will provide technological support. The change applies specifically to AITO and does not alter the existing cooperation arrangements for Maextro, Stelato, Luxeed, or Shangjie. AITO users will retain their existing rights and benefits, and ongoing services are expected to continue without interruption under the revised operating framework.