According to information from the Qichacha app, Huawei has recently successfully registered the trademark “Juejie.” The trademark is classified under Class 12 for transportation vehicles. Public information shows that the registered goods/services include car wheels, car seats, electric vehicles, car bodies, hybrid cars, and autonomous vehicles.
The registration of the “Juejie” trademark has sparked extensive discussion among netizens. Some users suggest that it may be a defensive registration and that there might not be any new “Juejie” vehicles for now. Others commented that it could be a protective measure, which may not necessarily be used immediately. It’s worth mentioning that Huawei has previously filed for trademarks related to the word “Jie,” such as “Xianjie,” “Tianjie,” “Junjie,” “Zhengjie,” and “Jiangjie.”
Currently, under the Hongmeng Zhixing brand, there are five “Jie” models, which are the result of collaborations between Huawei and various car manufacturers such as Seres, Chery, BAIC Blue Valley, and JAC. These include the Wenjie, Zhijie, Xiangjie, Zunjie, and Shangjie brands, which cover price ranges from 230,000 yuan to 1 million yuan. Among them, Wenjie and Zhijie are positioned as mid-range models, Xiangjie targets the mid-to-high-end market, and Zunjie focuses on the high-end market. The first model, Zunjie S800, debuted last November and started pre-sales, with a price range of 1 to 1.5 million yuan. Shangjie was released on April 16 of this year as the fifth brand under Hongmeng Zhixing, adopting the Huawei Smart Selection car model. The first model under Shangjie is planned for release in the fall of this year. Industry insiders have also indicated that the Shangjie brand is targeted at a younger audience, and the first model is expected to use both Huawei’s vision and lidar smart driving solutions, with a price range of 150,000 to 250,000 yuan.
Huawei’s cooperation with car manufacturers currently revolves around three main business models: traditional parts supplier, HI (Huawei Inside) model, and Smart Selection model. In the parts supplier model, Huawei provides ICT (Information and Communication Technology) components. The HI model offers a full set of vehicle intelligence solutions, selling Huawei’s full-stack intelligent car solutions to car manufacturers with strong technical capabilities. The Smart Selection model is more in-depth, with Huawei not only deeply involved in product development and design but also involved in sales through Huawei’s own channels. Seres was the first car manufacturer to adopt this model, followed by Chery, BAIC Blue Valley, JAC, and SAIC, with the model being upgraded and renamed “Hongmeng Zhixing” in November 2023.
Although Huawei has repeatedly stated that it does not manufacture cars, more and more car manufacturers are choosing to collaborate with Huawei under the “Smart Selection” model, led by Yu Chengdong. Currently, most of Hongmeng Zhixing’s sales come from the Wenjie series, which is a collaboration with Seres. According to relevant data, Hongmeng Zhixing’s total sales last year amounted to 429,900 units, with 385,900 units coming from Wenjie, accounting for the majority of the sales. In July, Hongmeng Zhixing’s latest sales were 47,752 units, with Wenjie selling 40,753 units.
According to official plans, Hongmeng Zhixing aims to reach a new sales milestone of 1 million units this year. Recently, Huawei Executive Director Yu Chengdong revealed that as of August 25, Hongmeng Zhixing had delivered over 900,000 units, and it is expected that the delivery will surpass 1 million units by October. With the arrival of the Shangjie models, the sales of Hongmeng Zhixing are expected to rise further.
Industry experts suggest that Huawei’s registration of the “Juejie” trademark is a strategic move in response to the increasingly competitive domestic new energy vehicle market. The registration is likely a way for Huawei to lay the groundwork for future brand expansion and product innovation while also preventing potential trademark risks.
