Huawei enters million-level mpv market, the game changer?

Not long ago, Huawei Executive Director and Chairman of the Terminal BG, Richard Yu, reposted the official video of the Zunjie V800 and wrote: “With class-leading space and luxurious ride comfort, it explores a new travel experience in the ultra-high-end MPV segment.”

This new model, positioned as an “ultra-high-end MPV,” is the second mass-produced vehicle from Harmony Intelligent Mobility’s Zunjie brand after the S800.

As the first MPV from the Chinese brand to enter the million-level price range, the launch of the Zun Jie V800 not only signifies the transition of the Zun Jie brand from a single model to a multi-product matrix stage but will also have a profound impact on the long-dominated high-end MPV market by imported brands.

Zunjie brand， “Single-Product Breakthrough” “Dual vehicle advancement”

Since the launch of its first model, the S800, in May 2025, the Zunjie brand has delivered more than 17,000 units in total and has ranked first in sales among Chinese luxury car brands priced above RMB 700,000 for seven consecutive months.

In less than a year, the S800 has proven that China’s high-end consumers are willing to pay for a domestically made million-yuan luxury sedan.

However, a sedan cannot ultimately cover all the needs of the ultra-luxury market.

Image source: Zunjie

The arrival of the Zunjie V800 marks Zunjie’s formal transition from a “single-model breakthrough” phase to a matrix-based operating phase with two vehicles advancing in parallel: the S800 targets the ultra-luxury sedan market, while the V800 fills the crucial gap in the ultra-luxury MPV segment.

From the perspective of product positioning, the V800 is by no means a simple "MPV version of the S800."

According to MIIT filing information, the Zunjie V800 measures 5,495 × 2,006 × 1,850 mm in length, width, and height, with a wheelbase of 3,430 mm, making it currently the largest domestically produced MPV in terms of size. The vehicle has a curb weight of up to 3,190 kg. Its exceptionally large body dimensions provide the physical foundation for “class-above space.” Inside, it offers both four-seat and seven-seat layouts, while the third row supports folding and rearward flipping, balancing the needs of both business reception and family travel.

In addition, the V800 will be equipped with Huawei's QianKun ADS advanced driving system, HarmonyOS smart cockpit, dual 17.2-inch screens, and onboard laser projection, along with the "Huawei full suite" configurations. The inclusion of innovative features such as a built-in coffee machine has also attracted widespread attention.

For the ZunJie brand, the significance of the V800 lies not only in the enrichment of the product line but also in the continuous amplification of brand momentum.

In the ultra-luxury automotive market, brand perception often needs to be reinforced through repeated exposure across multiple categories and scenarios before it becomes firmly established. Porsche has the Cayenne, Panamera, and Taycan; Rolls-Royce has the Phantom, Cullinan, and Spectre. The path to advancement for ultra-luxury brands is invariably one of continuously expanding product categories to strengthen the “ultra-luxury” label.

The entry of the Zunjie V800 into the new million-yuan MPV segment precisely follows this brand-building logic: using the S800 to establish the cognitive anchor of a “domestically produced million-yuan luxury car,” and then using the V800 to extend that perception from the sedan context to the MPV context, ultimately forming a strong association in consumers’ minds that “Zunjie = domestically produced ultra-luxury.”

V800 enters the market, reshaping the landscape of the high-end MPV segment?

For a long time, China’s MPV market has exhibited a dumbbell-shaped structure with “small at both ends and large in the middle.”

The mid-to-high-end market is dominated by models such as the Buick GL8 and Toyota Sienna, while the new energy wave has given rise to homegrown premium models like the Denza D9 and Zeekr 009, making competition in the 400,000 to 600,000 RMB price segment increasingly intense.

However, the truly million-yuan MPV market has long been dominated by the imported Toyota Alphard and Lexus LM, with virtually no effective domestic competitors.

The official guidance price of the Lexus LM starts at 1.199 million yuan, and the actual landing price is higher after terminal price increases. However, its product strength still has room for improvement: the 2.5-liter hybrid power system seems conservative in the face of rapid advancements in new energy technology, and its intelligent configuration is rather lackluster. This gap in the market is precisely the opportunity window that the Zunjie V800 is targeting.

Image source: Zunjie

At present, the Zunjie V800’s competition with the Alphard and the Lexus LM is not simply a case of “domestic substitution,” but rather a dimensionality-reduction strike driven by a generational gap in new energy and intelligent technologies.

At the powertrain architecture level, the V800 is likely to adopt an extended-range or fully electric solution, which offers a generational advantage over the Alphard’s gasoline-powered system in energy efficiency, quietness, and power response. On the intelligent features front, the combination of Huawei’s Qiankun ADS advanced intelligent driving system and the HarmonyOS cockpit brings L2+ autonomous driving capabilities and full-scenario voice interaction to the MPV segment—areas that are precisely the weakest links of the Alphard and Lexus LM.

When a domestically produced MPV with a starting presale price of RMB 1.6 million comprehensively surpasses imported rivals in space, intelligence, and luxury features, the value benchmark of the million-RMB MPV market will be redefined.

In recent years, the upmarket push by Chinese domestic brands in the MPV segment has become increasingly evident, but it has largely stopped at the 600,000-yuan price range, with the million-yuan market long regarded as a “forbidden zone.”

The debut of the Zunjie V800 is equivalent to opening a new window on the price ceiling of domestic MPVs: it will test the premium pricing power of Chinese brands in the million-yuan MPV market and pave the way for more homegrown brands to enter the ultra-high-end MPV segment.

Of course, the outlook for the Zunjie V800 is not without challenges.

The million-level MPV segment is inherently a niche market, with a very limited target customer base. Brand trust and social status play a central role in purchasing decisions. The Zunjie brand has been established for only one year, and its brand heritage still lags significantly behind Alphard’s decades of market accumulation.

In addition, the pre-sale price of the V800, ranging from 1.6 million to 2 million yuan, means that its target customer base overlaps significantly with that of the S800. Whether there will be internal competition between the two models, and how to achieve differentiated positioning, are also issues that the Maextro brand needs to carefully balance.