Is Askar Going Its Own Way? Don’t Worry, It’s Actually a Sign of Growth
On September 15th, the automotive industry was shocked by a rather significant announcement: both HarmonyOS Auto and Askar issued statements saying that Askar would adopt a new model of “exclusive operation” within the framework of HarmonyOS Auto.
Many people’s first reaction was: “Is Askar breaking away from Huawei? Will it no longer have the Huawei vibe? Who will take care of my car from now on?”
As someone who closely follows financial and business news, I carefully read an exclusive interview with Kang Bo, a director and vice president of Seres Group, by Yicai. After reading it, my conclusion is that this is not a break-up at all, but rather an “industrialization ceremony” after becoming independent.
Askar has transformed from a “baby deeply empowered by Huawei” into a “young adult with its own ability to generate revenue.” However, this does not mean it has left Huawei’s embrace; rather, it has adopted a more mature and efficient way of cooperation.
Below, I will break down this change into five key points to help you fully understand the underlying logic.
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1. Why the sudden move to “exclusive operation”? Because the child has grown up and can no longer rely solely on a nanny
When Askar was first launched in 2021, Seres and Huawei worked together in a deep collaboration, with Huawei guiding Seres on how to build and sell cars. There was no existing model to follow, so they had to figure things out as they went, and Askar grew from zero to a brand that sold over one million vehicles.
But now, Askar is a major brand with millions of users. It’s like a child who, although once in need of comprehensive care from a “nanny” (Huawei), now needs its own space, style, and social circle.
The core logic of “exclusive operation” is refined management:
- Previously: HarmonyOS Auto was a large platform that included Askar, Zhijie, Xiangjie, and Zunjie, all sharing the same channels and service standards.
- Now: Askar wants to be “exclusive.” People who buy luxury cars seek a sense of luxury and belonging; they don’t want their car parked next to a cheaper one, or to share the same salesperson.
- The goal: To make the Askar brand more distinct. Seres will take the lead in brand marketing and retail channels, emphasizing the premium value of the Askar brand, so customers feel they are buying an Askar, not just a car from one of Huawei’s channels.
In one sentence: This is not about breaking away from Huawei, but about making the Askar brand stand out even more to premium customers.
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2. Will Huawei still be in charge? Will the “Huawei presence” decrease?
This is a common concern. Kang Bo reassured in the interview: “Huawei is not leaving; instead, its involvement has become even stronger through its shareholder status.”
Here’s an important fact that many people haven’t noticed: Seres is a shareholder in Shenzhen Yiwang Company, holding a 10% stake.
- What is Yiwang? Yiwang is an independent company that specializes in Huawei’s intelligent vehicle solutions. You can think of it as Huawei packaging its core technologies, such as autonomous driving and HarmonyOS, into a separate entity.
- What does this mean? Previously, Huawei was a partner; now Seres is a shareholder. As a shareholder, Askar will have access to Huawei’s latest, best, and most practical technologies and supplies.
So, the new division of labor is as follows:
- Seres leads: Product definition (what the car looks like, price), product design, brand marketing, retail channels, after-sales service.
- Huawei provides support: Core technologies (autonomous driving, infotainment systems), supply chain assurance, brand endorsement.
To put it simply: Huawei used to handle everything for Seres; now Seres is in charge, but Huawei remains the most powerful “technical advisor” and “resource provider.” The “Huawei presence” in Askar won’t decrease; in fact, Seres may even have priority in accessing these technologies as a shareholder.
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3. If I buy an Askar, will my rights and services change?
Not at all; they might even improve.
Kang Bo emphasized that all existing rights and services will remain unchanged.
- Who is in charge? Seres has always been in charge of delivery and after-sales service; Huawei mainly focused on technology and branding. So this change will have minimal impact on the after-sales system.
- Service improvements: Askar has introduced new services, such as “Smart Home Service,” “AI Cloud Inspection” (remote vehicle checks), “Extended Compensation for Slow Repairs,” and the user-friendly “Askar Hotel” service.
- Channel coverage: Askar already has over 400 service centers in more than 200 cities. These centers will focus more on the Askar brand, providing more specialized and premium services.
In one sentence: Your car remains the same; OTA updates will continue, and warranty coverage will be maintained. The service environment will be more Askar-specific, with salespeople who are more knowledgeable about the Askar brand.
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4. Will there be new Askar models in the future? Will they just rely on the M9?
Yes, and the plans are ambitious.
Kang Bo revealed two key points:
1. Deepening existing models: The Askar M5, M6, M7, M8, and M9 cover different price ranges. The focus is on making these models the best in their respective segments, such as maintaining the M9’s dominance in the luxury SUV market.
2. Expanding into new models: After strengthening its SUV position, Askar will consider entering the sedan and MPV markets.
This means you may see Askar sedans (comparable to the Mercedes S-Class or BMW 7 Series) and MPVs (comparable to the Toyota Alphard or Lexus LM) in the future.
Why can they do this now?
Because Seres has its own “superfactory” and “digital quality management system.” Previously, it relied on Huawei for car production; now it has the capability to build luxury cars independently (quality control, supply chain, R&D). With this foundation, it can venture into more challenging segments like sedans and MPVs.
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5. Is Seres capable of handling Huawei’s technologies on its own?
This is the main question from the outside world: “Is Seres just an assembly factory? Can it handle Huawei’s technologies?”
Kang Bo’s answer is confident: “Seres has completed three major transitions and is now a strong, established player.”
- 40 years of car-making experience: Seres is not a new company; it has a 40-year history. In the past 10 years, it has focused on new energy, and in the past 5 years, it has worked closely with Huawei, learning how to develop, manufacture, and control quality.
- Supply chain control: Seres has partnered with 20 world-class suppliers (such as CATL for batteries, Huawei Qiankun for autonomous driving). It actively manages its supply chain rather than passively receiving parts.
- Data-driven R&D: The data generated by its one million users every day is a valuable asset. Seres can use this data to optimize product design and technology development. This is the concept of “coming from the user, going to R&D, and returning to the user.”
Key changes:
Previously, Seres was a “student” with Huawei as the “teacher.”
Now Seres is a “partner” with Huawei as both a “technology provider” and a “shareholder.” Seres no longer just implements Huawei’s ideas but has its own brand vision, product planning, and market strategies.
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Summary for consumers:
1. Greater confidence in buying a car: Askar remains a core member of HarmonyOS Auto, with Huawei’s technical support, and Seres’ shareholder status may ensure more stable access to technologies.
2. Premium services: Exclusive channels offer a more pure brand experience, enhancing the sense of luxury.
3. Richer product range: Future models may include Askar sedans and MPVs, providing more choices.
4. Greater confidence in international expansion: Askar will debut at the Paris Auto Show in October, aiming for a global market with premium prices, not just competing domestically.
In simple terms: Askar’s new exclusive operation is not a break with Huawei; it’s a sign that Seres has grown up and can walk on its own, but it still holds onto the “golden key” (technologies) and the “foundation” (brand endorsement) provided by Huawei.
For consumers, this is good news: You’re getting a mature luxury car that combines Huawei’s cutting-edge technology with Seres’ independent brand identity.