Once seen as a long shot in the global auto industry, Seres has now officially surpassed BMW in Chinese luxury EV sales—and the rest of the world is starting to take notice.
Seres, a high-end Chinese carmaker backed by tech giant Huawei, has rapidly climbed the luxury rankings by pairing sleek vehicle design with next-gen smart systems. After quietly building momentum over the past two years, it now outsells BMW in one of the most competitive EV markets on Earth.
And while some critics see this as a domestic anomaly, Seres’ strategy suggests it may just be getting started.
From outsider to top-tier
Seres first gained international attention through its partnership with Huawei, which powers the automaker’s premium lineup with its proprietary HarmonyOS in-car operating system. The vehicles have become known for their intuitive interfaces, intelligent driving systems, and seamless smart-home connectivity—all while maintaining a luxury aesthetic.
Earlier this year, Seres’ flagship AITO M9 SUV began outselling the BMW X5 in China—a stunning reversal from just a few years ago when BMW held a dominant lead in that segment. The momentum has continued, with Seres posting more than 80,000 units sold in Q1 2025, surpassing both BMW and Mercedes-Benz in the luxury EV category for the first time.
Huawei’s bet on mobility
Much of Seres’ rise can be credited to its tight integration with Huawei, which views mobility as the next frontier for its smart ecosystem. Huawei doesn’t manufacture cars directly, but its backing has given Seres a major edge in terms of software, supply chain access, and marketing muscle.
The strategy mirrors what Apple once did for the smartphone—building a consumer-first product experience that prioritizes software innovation as much as hardware design.
BMW, Mercedes, and the response
Legacy brands are responding. BMW has accelerated its “Neue Klasse” EV platform rollout, while Mercedes is racing to update its infotainment systems and autonomous features. But many of these overhauls won’t arrive until 2026 or later.
Meanwhile, Seres already offers Level 2+ assisted driving, over-the-air software updates, and integration with Huawei’s massive app ecosystem. It’s what younger, tech-forward Chinese consumers are demanding—and Seres is giving it to them faster than the Germans.
What’s next for Seres?
The company is now eyeing expansion in Southeast Asia, the Middle East, and parts of Europe. If it can maintain momentum and deliver on its global rollout plan, Seres may soon be a global brand in the same league as the companies it once chased.
Its rise isn’t just a one-off success story. It’s a symbol of China’s shifting position in the global luxury car hierarchy—and a wake-up call for traditional automakers who thought prestige alone would protect their market share.
