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Recently, the official website of the Trademark Office of the State Intellectual Property Office showed that Huawei is applying to transfer the "MAEXTRO" trademark, which is classified as Class 12 internationally and mainly covers vehicles, land, air and sea vehicles and their parts.

It is worth noting that at the Hongmeng Intelligent Travel S9 and Huawei's full-scenario new product launch conference held on August 6, Huawei has announced the names of the "four realms" of Hongmeng Intelligent Travel, namely AITO Asking World, LUXEED Intelligent World, STELATO Enjoying World, and MAEXTRO Deluxe World.

ZUNJIE is a car brand jointly developed by Huawei and JAC Motors. On May 20 this year, JAC Group announced that the luxury smart new energy vehicle jointly developed by JAC Group and Huawei will be launched soon. Subsequently, Richard Yu, Executive Director of Huawei, Chairman of the Terminal BG, and Chairman of the Smart Car Solutions BU, also revealed that the car model jointly developed with JAC may be a million-level car, which is very high-end.

"We have far surpassed the Maybach and Rolls-Royce Phantom in that we are more luxurious, high-end and comfortable than them. The Zunjie sells for more than one million yuan, which is very high-end.JAC is positioned as ultra-high-end, Xingjie is positioned as a high-end sedan, and Zhijie is positioned as a broad mid-range and mid-to-high-end, which means cars that a wide range of people can afford.The industry is mainly focused on SUVs," said Yu Chengdong.

At present, there are three main cooperation models between Huawei and car companies: one is the sale of standardized automotive parts products; the second is the Huawei Inside model (referred to as the "HI model") that provides full-stack smart car solutions; the third is the smart car model (Hongmeng Intelligent Driving) that deeply participates in product and vehicle design, and provides sales network channels.

Huawei has always emphasized that "it does not manufacture cars, but helps car companies manufacture and sell good cars". Among the three modes of cooperation with car companies, the smart car selection mode (Hongmeng Intelligent Driving) is the closest to Huawei's car manufacturing mode. It is deeply tied to the interests of car companies and deeply involved in various links such as product definition, styling design, marketing, user experience, and even in the pricing of cars. It has an important voice in cooperation with car companies.

At present, Hongmeng Intelligent Driving has gathered the "Four Realms", namely, Wenjie in cooperation with Seres, Xiangjie in cooperation with BAIC, Zhijie in cooperation with Chery, and Zunjie in cooperation with JAC. Huawei is also gradually transferring trademarks to car companies. In this regard, Yu Chengdong said: "Because national regulations require that the brand owner and the manufacturer must be one, the brand must be owned by the manufacturer, so we transferred all four 'realms' to the car manufacturers."

Huawei's transfer of trademarks such as "Wenjie" and "Zunjie" to car companies can be said to have further separated the Huawei brand from automobile trademarks. After the trademark transfer, the boundaries of Huawei's Hongmeng Intelligent Driving (Smart Selection Mode) have also become clearer, further demonstrating Huawei's position of "not making cars".

In March 2023, Huawei founder Ren Zhengfei signed the "Resolution on Huawei Not Making Cars", which clearly stated that Huawei will not make cars, the Huawei brand cannot be used in combination with car trademarks, and cannot appear in car promotional materials.

Written by: Nandu Wancaishe reporter Cheng Yang