In China, a saloon unknown to the general public in Europe has just achieved a symbolic feat. Since September 2025, the Maextro S800 has been the best-selling car over the 100,000 dollar mark, beating Mercedes, BMW and Porsche to the punch. A success that is still limited in terms of volume, but rich in lessons for the automotive industry.
Dantesque performance in a locked-in segment
In the very exclusive club of luxury saloons costing more than 800,000 yuan (around $100,000), the Maextro S800 has succeeded where few Chinese manufacturers have ventured before. The model co-developed by JAC and Huawei has dominated this segment since September 2025. In November, its monthly deliveries even exceeded those of the Porsche Panamera and BMW 7 Series combined. With just over 2,000 monthly deliveries at the end of the year, the S800 remains a niche model, far from the volumes of the more accessible premium segments. But in this price bracket, where brand image and historical legitimacy play a key role, the symbolism is extremely strong. It is a new Chinese entrant taking the lead in a market long reserved for European icons.
Behind the S800 is Maextro, a premium brand created jointly by state-owned manufacturer JAC and Huawei. The initial agreement, signed at the end of 2023, was strengthened in 2025 to give rise to a range that is clearly positioned in the ultra-luxury technological segment. JAC is responsible for industrial production at its Hefei plant, while Huawei is contributing its software building blocks, digital ecosystem and intelligent driving solutions. The S800, the brand’s first model, will be launched commercially at the end of May 2025. Its positioning is very clear: a status saloon designed to compete head-on with the Mercedes S-Class, BMW 7 Series, Audi A8 and Porsche Panamera, with prices ranging from around 708,000 to over one million yuan depending on the version.
Solid sales figures, fragmented data
After six to seven months on the market, the Maextro S800 is said to have passed the 10,000 mark in terms of units produced or delivered. The first few days were particularly dynamic, with several thousand orders in just a few weeks, a sign of real market appetite for this atypical proposition. However, the nature of the data available needs to be emphasised. The figures come mainly from private firms, market aggregators and official communications from industry partners, and not from consolidated public statistics. In an ultra-premium segment with little transparency, this is a classic limitation, but it does impose a certain caution in the analysis.
Sales aside, the S800 is above all a demonstration of technological strength. The saloon is available in range-extending electric versions, combining a 1.5-litre turbo engine with two or three electric motors. The batteries, supplied by CATL, are based on an 800-volt architecture. Particularly aggressive recharging times are on offer, with recharge times from 10% to 80% predicted to take between 10 and 12 minutes, depending on the version. On paper, this performance surpasses that of many current European luxury saloons.
Experience for the elite, a strategic signal
Inside, the Maextro S800 is all about an immersive experience. The ubiquitous screens, panoramic display, rear passenger features and audio system with over 40 speakers are all designed to meet the expectations of a wealthy Chinese clientele. The S800’s appeal lies not just in its price and performance, but in its ability to embody a new social status, where technology and innovation take precedence over historical heritage.
The Maextro S800 does not signal the end of large European luxury saloons in China. Volumes remain limited and the ultra-premium segment remains structurally narrow. Chinese carmakers, backed by technology giants such as Huawei, are now able to compete with the historical benchmarks, even beyond the symbolic threshold of 100,000 dollars. For the global automotive industry, the lesson is clear: the battle for luxury is no longer being waged on prestige and comfort alone, but on mastery of software, electrification and user experience.
Sources: ECC Intelligence – bloomberg.com – straitstimes.com
