According to information from Qichacha App, Huawei has recently successfully registered the trademark “Juejie” (literally meaning “Extreme Realm”). In terms of the trademark classification, it falls under Class 12 covering means of transport. Public information shows that the applied scope of goods/services includes automobile wheels, automobile seats, electric vehicles, automobile bodies, hybrid vehicles, self-driving vehicles, etc.
Huawei’s registration of the “Juejie” trademark has also sparked extensive discussions among netizens. Some netizens pointed out: “It seems like a defensive registration; there probably won’t be a new ‘Jie’ series vehicle for the time being.” Other netizens commented, “It should be a protective measure, and it might not necessarily be used.” It is worth mentioning that Huawei had previously applied for several trademarks with the character “Jie” (Realm), such as “Xianjie”, “Tianjie”, “Junjie”, “Zhengjie”, and “Jiangjie”.
Currently, Hongmeng Intelligent Mobility has five “Jie” series brands, namely Wenjie, Zhijie, Xiangjie, Zunjie, and Shangjie, which are co-launched by Huawei in cooperation with Seres, Chery, BAIC BluePark, and JAC. These brands cover the price range of 230,000 to 1,000,000 yuan. Among them, Wenjie and Zhijie are positioned as mid-range models; Xiangjie targets the mid-to-high-end market; Zunjie is oriented towards the high-end market, with its first model Zunjie S800 making its debut and opening for pre-sales in November last year, with a pre-price range of 1,000,000 to 1,500,000 yuan. Shangjie was released on April 16 this year as the fifth “Jie” series brand under Hongmeng Intelligent Mobility, and it will adopt Huawei’s Smart Selection vehicle model. As planned, the first model of the Shangjie brand will be launched in autumn this year. Regarding the positioning and pricing of the Shangjie brand, many industry insiders previously revealed that Shangjie is positioned to be more youthful, and its first model is expected to adopt two intelligent driving solutions: Huawei’s visual and lidar, with a price likely in the range of 150,000 to 250,000 yuan.
Data shows that Huawei’s cooperation models with automakers mainly include three business models: the traditional parts supplier model, the HI model, and the Smart Selection model. Among these three models, the parts supply model mainly provides ICT (Information and Communications Technology) components; the HI model is upgraded to provide a complete solution for the intelligent part of the vehicle, selling Huawei’s full-stack intelligent automotive solutions to automakers with strong technical capabilities. The cooperation in the Smart Selection vehicle model is more in-depth: Huawei not only deeply participates in the R&D and design of products but also can sell them through Huawei’s channels. The earliest automaker to participate in this cooperation model was Seres. After Seres achieved success, Chery, BAIC BluePark, JAC, and SAIC Group successively joined this cooperation model. In November 2023, it was upgraded and renamed “Hongmeng Intelligent Mobility”.
Although Huawei has always reiterated that it will not build cars, under the leadership of Yu Chengdong, more and more automakers have chosen to cooperate with Huawei through the “Smart Selection vehicle” model. Of course, currently, most of the sales of Hongmeng Intelligent Mobility still come from Wenjie, which is a cooperation with Seres. Relevant data shows that the cumulative sales of Hongmeng Intelligent Mobility last year were 429,900 units, among which the cumulative sales of Wenjie were 385,900 units, accounting for most of the sales of Hongmeng Intelligent Mobility. The latest sales volume of Hongmeng Intelligent Mobility in July was 47,752 units, of which Wenjie’s sales in July were 40,753 units.
According to the official plan, Hongmeng Intelligent Mobility will challenge the new height of 1,000,000 units in sales this year. Two days ago, according to Yu Chengdong, Executive Director of Huawei, as of August 25, the cumulative deliveries of Hongmeng Intelligent Mobility have exceeded 900,000 units, and it is expected that the deliveries will break 1,000,000 units in October this year. Later, with the arrival of new Shangjie models, the sales of Hongmeng Intelligent Mobility are expected to further increase.
Regarding Huawei’s registration of the new “Juejie” trademark this time, industry experts pointed out that as domestic new energy vehicle competition becomes increasingly fierce, Huawei’s trademark registration this time is more of an advance layout, reserving space for subsequent brand expansion and product innovation. At the same time, it can also effectively prevent potential trademark risks.
