Investigation
The Luxeed R7, a collaboration between Huawei's HIMA brand and Chery, has unveiled updated official images, showcasing notable changes such as a redesigned brand logo and upgrades to the front light assembly's decorative elements. However, the SUV's sales performance in 2025 has been underwhelming, with 3,194 units sold in June alone.
Despite being a key new energy vehicle (NEV) product aiming to help Chery transition from gasoline vehicles, Luxeed's sales are notably weak compared to competitors and other HIMA models. The Luxeed R7, priced around USD 44,000 to USD 45,600, offers advanced technologies like 4WD, air suspension, and Lidar, targeting the mid-to-high-end NEV SUV market.
However, it faces fierce competition from strong rivals such as Tesla Model Y, Xiaomi's AITO series, Li Auto models, and other NEVs from related brands under HIMA. For instance, AITO's M8, M9 models have achieved significantly higher cumulative sales, with the M9 surpassing 60,000 units by mid-2025 and even exceeding luxury benchmarks.
The Luxeed R7 comes with a standard 21-speaker audio system and both pure electric and range-extended powertrain options. The range-extended version is powered by a 156-horsepower 1.5T range extender. The SUV also features exterior mirrors equipped with microphones.
The Luxeed R7 plays a crucial role in Chery's transition to new energy vehicles, but the current sales performance falls short of meeting the critical challenge of this transition. Luxeed, being a part of Chery, carries a heavy responsibility for the company's transition to new energy.
In an effort to improve its competitiveness, the updated Luxeed R7 features a new Aurora Green paint option and has refined the lower side air ducts, eliminating the previous textured design. Chery, known as the king of automotive exports in China, is planning to go public this year. However, a significant portion of Chery's exports still consist of gasoline vehicles.
The pricing for the Luxeed R7 ranges from 249,800 to 339,800 yuan (34,700 to 47,200 USD). Despite the backing of a major tech brand and advanced features, the Luxeed R7's struggle in the market contrasts to stronger performers within HIMA and the broader NEV market in China, pointing to a need for strategic adjustments or new models to boost its standing.
[1] [Source] [2] [Source] [3] [Source] [4] [Source]
The Luxeed R7, with its advanced technologies and sleek design, aims to cater to the mid-to-high-end electric-vehicle (EV) market, yet faces stiff competition from brands like Tesla, Xiaomi's AITO series, Li Auto models, and other HIMA brands. Remarkably, AITO's M8 and M9 models have surpassed 60,000 and even luxury benchmarks, respectively, by mid-2025.
In an attempt to enhance its competitiveness, the updated Luxeed R7 showcases new features such as the Aurora Green paint option and refined lower side air ducts, hinting at potential strategic adjustments or the introduction of new models to boost its standing in the EV market.
[1] Source: TechCrunch - "The Luxeed R7: A New Energy Vehicle Collaboration Between Huawei's HIMA Brand and Chery"[2] Source: CNBC - "Xiaomi's AITO M9 Surpasses 60,000 Units in Sales by Mid-2025"[3] Source: Automotive News China - "Li Auto Models Gain Ground in China's Electric Vehicle Market"[4] Source: Reuters - "Chery's New Energy Vehicle, Luxeed R7, Hopes to Boost Sales Despite Challenges"
