- Huawei and Chery launched the Luxeed RX with coupe‑SUV styling to capture share in the fast‑growing FUV segment, targeting buyers prioritizing design and driving dynamics over conventional utility.
- Luxeed priced six RX variants from RMB 259.8K to 389.8K, with the 896‑line LiDAR–equipped model starting at RMB 319.8K and entry price about RMB 26K–30K above direct rivals.
- Direct competitors Xiaomi YU7 and VOYAH Passion S face similar positioning, but Luxeed risks slow ramping, regulatory uncertainty around L3 claims, and pressure to convert launch interest into sustained volume.
Huawei and Chery officially launched the Luxeed RX on September 28, with six variants priced from RMB 259.8K to 389.8K. All versions are priced RMB 10K below their previously announced pre-order prices.
The entry-level RX is approximately RMB 26K more expensive than the Xiaomi YU7 and RMB 30K above the VOYAH Passion S.
The RX’s exterior is one of its key selling points. Its low-slung, coupe-style SUV design features a long hood and a short rear, giving it a sporty GT profile. Similar styling can be found on the YU7 and Passion S. All three belong to the fast-growing FUV segment, a category that has attracted considerable attention in recent years.
The three models are also similar in size, with all positioned as mid-to-large SUVs. Compared with conventional family SUVs, these vehicles place greater emphasis on distinctive styling and driving dynamics.
Intelligent driving technology is another major selling point for the RX. The SUV comes equipped with Huawei’s in-cabin LiDAR, a 896-line LiDAR sensor and the ADS 5 driver assistance system. Its technical approach shares similarities with that of the VOYAH Passion S.
However, the RX variant equipped with the 896-line LiDAR starts at RMB 319.8K, roughly RMB 90K more than the Passion S, which starts at RMB 229.9K and includes the same LiDAR specification as standard equipment.
Luxeed says the relevant RX variants are designed around an L3-level autonomous driving architecture. However, China has yet to finalize the regulations governing L3 autonomous driving. Whether consumers are willing to pay a premium of tens of thousands of yuan for this architecture remains to be seen.
Handling is another key selling point. Richard Yu said at the launch event that the Luxeed RX set a new lap record for mass-produced SUVs from Chinese brands at Zhejiang International Circuit, clocking 1:43.210.
The Xiaomi YU7 GT, meanwhile, holds the record for the fastest SUV lap at the Nürburgring. The VOYAH Passion S has also demonstrated its handling capabilities through a test in which it completed a 360-degree rotation along a tunnel’s ceiling before landing smoothly.
All three models are using track records and extreme driving challenges to reinforce their performance-oriented identities.
Luxeed’s sales figures offer a glimpse of the challenge ahead. The brand recorded 9,237 retail sales in China in August, of which the Luxeed V9 accounted for 8,312 units. Cumulative deliveries reached 38,848 units in January-August.
Luxeed set an annual sales target of 300K–350K vehicles at the start of the year, putting its current target completion rate at approximately 11.1%–12.9%.
The RX’s potential as a new growth driver may become clearer by looking at comparable models. The Xiaomi YU7 ramped up rapidly after launch, delivering more than 150K units in the second half of 2025 before settling at around 10K units a month. The VOYAH Passion S recorded 1,803 sales in its first month.
These figures suggest that coupe-style SUVs with distinctive styling and a focus on driving dynamics can attract attention at launch but may struggle to sustain high sales volumes.
A report from China Automotive Technology and Research Center’s CCRT also found that consumers place greater emphasis on vertical cabin space, rear-seat headroom and cargo-area flexibility. Coupe-style SUVs therefore remain a niche segment.
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