A Luxury Brand You've Never Known Is Outperforming BMW and Mercedes | Carscoops

      Seres Group’s Aito brand has seen its sales triple over the past three years, surpassing every Western automaker in the Chinese luxury market.

      

      The top-selling luxury brand in China last year was the domestic Aito, which is owned by Seres Group and supported by smartphone company Huawei. In 2024, BMW sold 145,000 luxury vehicles in China, while Mercedes delivered 127,000, but Aito achieved sales of 151,000.

      It is well-known that Western brands have faced challenges in China after profiting significantly for years. Sales have declined as consumers increasingly favor domestic brands that are rapidly advancing and, in some cases, outpacing established automakers. In 2024, BMW and Mercedes were significantly outsold by a brand that had only been established four years prior.

      That brand is Aito, which you may not have heard of, even if you are familiar with other Chinese automakers like XPeng, Xiaomi, and Nio, which are often covered here at Carscoops. Aito was founded in 2021 when smartphone manufacturer Huawei partnered with Seres Group, a firm previously known for its basic mini trucks and minivans that had notably imitated BMW's kidney grille design.

      Two companies, one without expertise in high-end car manufacturing and the other entirely new to the automotive industry? This hardly seems like a foundation for a brand that could dominate the Western luxury car market in just a few years, yet that is precisely what has transpired. According to Bloomberg, Seres Group’s total vehicle sales tripled to 427,000, largely driven by Aito's success.

      Aito's breakout year saw it sell 151,000 luxury vehicles last year—defined as cars priced over ¥500,000 ($69k)—making it the leading brand in the luxury sector. BMW followed in second place with 145,000 units sold, while Mercedes was a distant third with 127,000 deliveries. Land Rover, in fourth place, barely reached 50,000 sales, and Porsche, which has faced significant challenges in China, secured fifth place with 48,000 units delivered, according to ThinkerCar’s data.

      Since many of Aito’s models are priced below the ¥500,000 luxury threshold, it was the brand's M9 SUV, comparable in size to China’s long-wheelbase BMW X5 and featuring a triple-screen dashboard along with a choice of range-extender and full electric powertrains, that significantly boosted sales at the high end.

      Aito is not slowing its momentum. This year, the company launched the M8, a slightly smaller version of the M9, which is just 40 mm (1.6 in) shorter, and it aims to further challenge Western luxury brands in 2025. Nonetheless, Aito must navigate a general decline in luxury car demand and a fierce price competition. Still, it is evident that the brand's swift rise is not merely coincidental.