Luxeed R9 Spy Shots Reveal Full-Size Flagship SUV Amid Market Struggles
Chinese media outlet Sohu has published early spy shots of the upcoming Luxeed R9, a full-size luxury SUV jointly developed by Huawei and Chery Automobile under the HIMA (Harmony Intelligent Mobility Alliance) brand umbrella. According to HIMA’s product roadmap, the official unveiling is scheduled for November.
The R9, still in its testing phase, showcases Luxeed’s signature design elements, including distinctive headlight styling and a large front hood. Compared to the smaller R7, the R9 features a revised front grille and larger dimensions, emphasized by an indentation at the B-pillar—a sign of an extended wheelbase. Its rear window design and overall silhouette suggest influences from station wagon styling, further emphasizing its luxury utility character.
Inside, the R9 continues Luxeed’s high-tech interior approach with a compact steering wheel, floating central display, and full digital instrument panel, mirroring the R7’s layout. Powertrain options are expected to include both pure electric and extended-range (EREV) variants, according to Sohu.
Despite the flagship model’s ambitions, Luxeed faces serious headwinds in the Chinese EV market. As reported by Sina, the brand has struggled with production delays, quality control issues, and subpar sales performance. In June, Luxeed recorded fewer than 2,500 units sold, lagging behind other Huawei-backed EV brands such as Aito and Stelato.
Analysts suggest that part of Luxeed’s underperformance stems from a lack of internal prioritization by Chery, which continues to focus on its core lineup. Unlike Seres or BAIC, Chery has yet to position Luxeed as a central strategic brand, complicating Huawei’s efforts to gain traction in an increasingly competitive market.