On August 7, SERES released its July production and sales data. According to the figures, sales of new energy vehicles in July reached 44,581 units, a year-on-year increase of 5.70%. For the January–July period, cumulative sales stood at 216,689 units, representing a 10.87% decline compared with the same period last year. Of these, SERES-branded vehicles sold 41,675 units in July, up 3.44% year-on-year, with cumulative sales of 193,914 units in the first seven months, down 13% year-on-year. Other models sold 3,362 units in July, with cumulative sales of 29,857 units so far this year.
Consecutive Growth Since April
This marks the third consecutive month of year-on-year growth for SERES since April. Monthly sales were 31,488 units in April (+12.99% YoY), 39,982 in May (+17.15% YoY), and 46,086 in June (+4.44% YoY). Earlier in the year, however, sales declined due to the Lunar New Year holiday period and intensified domestic price wars. From January to March, sales were 22,430, 21,329, and 24,609 units, representing steep YoY declines of 45.82%, 39.4%, and 34.43%, respectively—explaining the overall negative cumulative growth from January to July.
New Model Launches to Drive Sales
To boost sales, SERES accelerated product launches in recent months. On March 20, the new AITO M9 and M5 Ultra were introduced. The 2025 M9 came in seven trims priced between 469,800 and 569,800 RMB, while the M5 Ultra started at 229,800 RMB. On April 16, the AITO M8 launched with six trims priced between 359,800 and 449,800 RMB. On July 25, the all-electric M8 began pre-sales starting at 378,000 RMB, with three versions—Max+ Long Range, Max+ AWD, and Ultra AWD—priced at 378,000, 398,000, and 448,000 RMB, respectively. SERES reported that the M8 EV received over 10,000 reservations within 8 hours and more than 15,000 within 72 hours. The model is expected to officially launch in August.
Currently, the AITO lineup includes the M5, M7, M9, and M8, covering mid-size, mid-to-large, and large SUVs in the 200,000–600,000 RMB price range. In July, SERES also revealed images of the new AITO M7, which will debut in September with both extended-range and pure EV versions.
AITO M7 as a Core Model
The AITO M7 is the brand’s second model and one of its best-sellers. Positioned as a mid-to-large SUV, it was launched in July 2022, priced between 249,800 and 329,800 RMB. In May 2024, the M7 Ultra debuted with four trims priced between 289,800 and 329,800 RMB. Data shows cumulative M7 sales reached 33,800 units in the first half of 2025. In 2024, it achieved 193,300 units, making it AITO’s top-selling model.
Role of Huawei and Financial Outlook
As SERES’ core brand, AITO owes much of its success to its partnership with Huawei. Before 2021, SERES was relatively unknown. After partnering with Huawei, the company gained visibility, though their first joint model, the SERES SF5, sold only 8,169 units in its launch year. Instead of giving up, the two companies doubled down, creating the AITO brand, which has since brought successful models like the M5 and M7 to market.
According to SERES’ latest preliminary H1 financial results, the company expects a net profit attributable to shareholders of 2.7–3.2 billion RMB, up 66.2% to 96.98% year-on-year. Excluding non-recurring items, net profit is estimated at 2.23–2.73 billion RMB, up 55.13% to 89.92% year-on-year. Analysts believe SERES’ breakout success stems largely from its collaboration with Huawei, whose strengths in smart driving, HarmonyOS-based cockpits, and brand influence significantly boosted SERES’ competitiveness.
