Chinese Luxury Brand Maextro Overtakes Mercedes and BMW in Record Time
Until recently, it seemed unimaginable that a domestic Chinese manufacturer could seriously threaten the dominance of established European giants in the ultra-luxury sedan segment. Brands like Mercedes-Benz, BMW, and Porsche have long held an iron grip on the market for vehicles priced above 100,000 euros. However, the automotive landscape in China has undergone a dramatic and rapid shift over the last twelve months. The local premium brand Maextro has successfully suppressed these European icons in just one year, proving how significant the threat from Chinese automakers has become. The Maextro S800, a new luxury model developed through a collaboration between Huawei and JAC, has now claimed the title of the best-selling car in this exclusive price bracket.
The sales figures from November illustrate this complete change in the balance of power within the industry. During that month alone, the Maextro S800 recorded more sales than the BMW 7 Series and the Porsche Panamera combined. This surge in popularity means the Chinese newcomer has effectively dethroned the Mercedes-Benz S-Class, and even its ultra-luxurious Maybach variants, from their long-standing leadership positions. For domestic manufacturers, this represents a historic milestone that signals a new era of automotive production. Conversely, for European premium marques, these statistics serve as a major alarm bell that can no longer be ignored as a passing trend.
Buying habits in China reveal that customers no longer view European heritage as the default choice for quality or status. The Maextro S800 is a full-fledged luxury sedan measuring nearly 5.5 meters in length, yet it enters the market with a price tag between 85,000 and 120,000 euros. This pricing strategy significantly undercuts its German competitors while offering a level of technological opulence that appeals to modern buyers. The interior features a “starry” sky ceiling, projection systems for rear passengers, automatic doors, and a digital ecosystem deeply integrated with Huawei’s advanced software. Luxury in this market is now defined by digital innovation and the feeling of exclusivity relative to the money invested, rather than just a badge on the hood.
This structural shift is evident as legacy brands like BMW, Mercedes, and Audi continue to see their market share erode in the region. Domestic manufacturers are aggressively entering the highest price classes, with BYD’s luxury division Yangwang also introducing models that exceed the 100,000-euro threshold. The rapid rise of the S800 demonstrates that Chinese consumers are prioritizing immediate technological benefits over decades of foreign brand history. As local automakers continue to refine their offerings with partners like Huawei, the pressure on international importers is likely to intensify further.
Please let us know if you think European luxury brands can recover their dominance in the Chinese market in the comments.
