Automakers are fusing tech, bold design, and practicality to connect with a new generation of savvy, trend-driven buyers.

More than 100 new energy vehicle (NEV) models debuted in China this year, with SUVs comprising over half of the launches. Domestic automakers are not only challenging established joint ventures but are also capturing significant market share in the SUV category as they strive for market leadership.

Amid intensifying competition in SUVs, manufacturers are shifting their focus to sedans, particularly premium electric models—a segment where Tesla’s Model 3 has a strong foothold.

Notable launches are driving momentum in the sedan space. Xiaomi’s SU7 secured over 80,000 preorders within 24 hours of its unveiling, while Xpeng Motors’ Mona 03 recorded 10,000 units sold in its first month. Other key entrants include the IM L6, equipped with a unique “crab walk” function, and Zeekr 001, a consistent bestseller. Models targeting younger and female consumers have shown higher adoption rates.

Buyers aged 25–34 account for nearly 49% of China’s NEV market, with women representing 27% of this demographic, according to a recent report. This generation, known for its tech-savviness and trend-consciousness, is shaping demand in the premium sedan market.

In response, Huawei revamped its Luxeed S7, the first sedan running on its HarmonyOS platform, to appeal to these key segments.

Design is king

A JD Power study shows that nearly 49% of Chinese millennial car buyers prioritize exterior design—a significantly higher figure than in European and American markets. Xiaomi’s SU7 exemplifies this trend, sparking widespread discussion online about its design on the day of its debut. Similarly, Huawei’s Luxeed R7 reaffirmed the importance of aesthetics, securing over 30,000 preorders within just two weeks and accounting for half of the traffic in Huawei’s retail stores.

Women make up a substantial portion of Luxeed R7’s customer base, drawn to its sleek design and exclusive phantom purple color option. Building on this momentum, the newly revamped Luxeed S7 introduces four new color options: phantom purple, aqua green, sunny blue, and metropolitan red. Meanwhile, classic shades like white, black, and warm nebula have been updated into single-color designs.

Aqua green stands out in particular, thanks to its sophisticated dual-layer paint finish that shimmers like rippling water under sunlight. As younger consumers shape market trends, automakers are moving away from traditional color schemes like performance-inspired reds and chromed silvers, embracing softer, more vibrant hues like latte beige, orange-reds, blues, and greens. Even Tesla, with its minimalist aesthetic, has adopted bold red as a signature color in its refreshed Model 3.

The new palette not only enhances the Luxeed S7’s aesthetic appeal but also ensures it captures attention—proving that a car’s color often registers with buyers long before its features.

Smart features are now a prerequisite

For Chinese electric vehicle buyers, smart features are now a standard expectation. Vehicles lacking intelligent driving capabilities or a smart cockpit are increasingly considered uncompetitive in today’s market.

The rise in EV adoption has driven significant shifts across the industry. For instance, more than 60% of buyers for models such as the Luxeed R7 and Aito M7 opt for premium variants equipped with advanced intelligent driving systems, which are increasingly becoming decisive factors for consumers.

The latest Luxeed S7 is equipped with the latest version of Huawei’s intelligent driving system, enabling driver assistance for scenarios ranging from parking to complex maneuvers like roundabouts, U-turns, and tollbooth crossings.

Huawei’s system has undergone rigorous real-world testing across multiple HarmonyOS models, ensuring reliability and stable performance. In addition, as more Huawei-equipped cars hit the road, data accumulation will help drive further improvements.

The new S7’s HarmonyOS 4.0 system, powered by Huawei’s Pangu large model, delivers an enhanced user experience. Its voice assistant, Xiaoyi, has become capable of interpreting nuanced commands. For example, when navigating a city with two airports, Xiaoyi can guide the driver without requiring the airport name, requiring only cues like cardinal directions.

As features like refrigerators, TVs, and large sofas become commonplace in vehicles, automakers are under pressure to innovate and meet the changing demands of drivers. Addressing overlooked pain points is now essential for standing out in an increasingly crowded NEV market.

Huawei’s Luxeed S7 tackles a key challenge for sedan users: limited storage options for the varied hobbies of younger drivers. Its trunk includes hidden compartments spacious enough for items like rackets and foldable tents. Future accessory options promise greater customization, enabling buyers to tailor storage for specific needs, bridging the gap between functionality and style.

Inside the cabin, the remastered S7 introduces a flat dashboard with a dual-access storage compartment, ideal for organizing small essentials. When parked, the dashboard transforms into a work or dining surface, adding a practical dimension to its design. These subtle innovations align with the lifestyles of younger consumers, offering enhancements that elevate daily driving experiences and boost satisfaction.

In China’s competitive NEV market, automakers are leveraging every tool at their disposal, from refined aesthetics to advanced technology and thoughtful interior design. Huawei’s update of the Luxeed S7 exemplifies this approach, delivering a car designed to meet the evolving needs of users. While technological breakthroughs lay the foundation, true success comes from understanding—and fulfilling—consumer expectations.

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