On August 7th, Finance Associated Press (FA) reported that with the launch of Enjoy S9, the cooperation between Huawei and JAC will become the most important focus of Hongmeng Zhihang's future development.

More than half a month after the “Unofficial” announcement of the naming of the Enjoy brand, Yu Chengdong, CEO of Huawei's Terminal BG and the Chairman of the Intelligent Automotive Solution BU, announced the latest plan for the "Four Realms" at the "Hongmeng Zhihang Enjoy S9 and Huawei Full-Scene New Product Launch" on August 6th. "Hongmeng Zhihang will have AITO Wenjie in cooperation with Chongqing Sokon Industry Group Stock (Sokon), LUXEED Zhijie in cooperation with Chery, STELATO Enjoy in cooperation with BAIC, and MAEXTRO Zunjie in cooperation with JAC. "Yu Chengdong said.

Regarding the issue of trademark attribution of Hongmeng Zhihang, Yu Chengdong once stated that because national regulations require that the brand owner and manufacturer must be consistent, Huawei will transfer the trademarks of the "Four Realms" to host factory partners.

According to the latest trademark registration progress exposed recently, this is indeed the case. The applicant for the MAEXTRO brand logo trademark in International Classification 12 is Huawei Technologies Co., Ltd. The registration application was opened on July 23, 2024, and the trademark is currently in the "application receipt" stage of trademark transfer as of August 1, 2024. At the same time, Huawei has also applied for the registration of multiple related trademarks of MAEXTRO with different color styles and fonts.

After entering 2024, the relevant work of the Enjoy project on the JAC side is also speeding up. On August 7th, Finance Associated Press learned from insider sources that JAC has accelerated the recruitment related to this project, and the positions include quality system experts, quality review experts, product line quality experts, production quality experts, whole vehicle quality experts, whole vehicle parts quality experts, quality supervision experts, improvement experts, etc. "The position reports to the project chief quality officer, and the position requires more than 8 years of experience in high-end vehicle projects, and it must be a model of above 0.3 million yuan, with a priority for joint venture backgrounds."

According to the above-mentioned insiders, the first model of Enjoy is expected to be launched in the first quarter of next year. JAC is currently hoping to manufacture 38 test vehicles. "These positions currently belong to the group quality department with a team of 100 people and belong to the first-level department of the group. Later, it will be upgraded to the JAC quality management center with a scale of 300 people."

Earlier this year, the relevant information of JAC's new factory located on the southwest side of Feixi Zhongpai Area of JAC was exposed. It will build two platforms DE and X6, the latter is a new luxury new energy platform that cooperates with Huawei's intelligent selection vehicle mode. It covers the vehicle level from B to D+ and can adapt to various types of vehicles such as sedans, SUVs, MPVs, etc., for common platform development. According to the plan, JAC's passenger car sales will exceed 0.5 million units in the next five years. Among them, the newly added DE and X6 platform products will achieve a production and sales scale of more than 0.2 million units. The first model under the X6 platform is an MPV with a length of 5.2 meters and a wheelbase of 3.2 meters, with a planned annual production capacity of 0.035 million units.

"After the Wenjie, Zhijie, and Enjoy all unveiled their first models, the pressure is now on Zunjie. The success of this cooperation will directly affect Huawei's development prospects in the million-level high-end car market," said an industry insider. The Enjoy brand will be the best and most important opportunity for Huawei and JAC to enter the high-end automobile market, and it cannot be missed.