Seres to Expand AITO Brand to Sedans and MPVs Using 'Magic Cube' Platform
Seres Group plans to introduce sedan and MPV models under its AITO brand, leveraging its self-developed 'Magic Cube' technology platform. This move aims to broaden the brand's market reach beyond its current SUV offerings.
Chinese automaker Seres Group is planning to expand its AITO brand to include sedan and MPV (multi-purpose vehicle) segments in the near future. The company will utilize its self-developed "Magic Cube" technology platform, which supports the development of various vehicle types and powertrains, for this expansion. This announcement follows the recent unveiling of a new cooperation model between AITO and HarmonyOS Smart Solution.
Kang Bo, Vice President of Seres, confirmed the company's intentions in a statement addressing user and market queries. The strategy involves consolidating market share in the high-end SUV segment while also entering the sedan, MPV, and other competitive product markets. According to Seres, the "Magic Cube" platform is designed to flexibly support the development of B-class to D-class sedans, SUVs, and MPVs across various sizes.
The "Magic Cube" platform is described as capable of supporting multiple powertrain forms, including Extended Range Electric Vehicle (EREV), Battery Electric Vehicle (BEV), and hybrid (HEV) systems. It is built for platform-based, modular, and flexible production. Seres' future strategy emphasizes a "big single product" approach to improve R&D efficiency and reduce project uncertainties, with market entry decisions based on commercial viability.
Seres' partner, Huawei, has been instrumental in the AITO brand's development and its integration into the HarmonyOS ecosystem. The companies have deepened their collaboration, with new models expected to further solidify this partnership. Seres aims to strategically enter new markets only after careful consideration of market conditions and commercial potential.