According to the recently released "2026 Global Top 100 Most Valuable Auto Brands" report by Brand Finance, the world's sole independent third-party brand valuation and strategy consultancy, the AITO brand under SERES (09927) has secured the top position in brand value among Chinese luxury automotive brands. AITO is the only Chinese brand to rank within the global top 10 luxury automotive brands. The Brand Finance "Global Top 100 Most Valuable Auto Brands" list is recognized as a benchmark for brand valuation within the global automotive industry. This year's list features 24 Chinese brands, including AITO, BYD, Geely, and Li Auto. AITO achieved the number one spot among Chinese luxury brands with a brand value of $3.448 billion, setting a new record for Chinese auto brands on the global luxury stage.
Brand Finance is the only independent third-party brand valuation agency globally and a core developer of the ISO 10668 and ISO 20671 international standards. It holds a highly esteemed reputation worldwide for its methodology, which uses a royalty relief approach to calculate brand value based on key metrics such as financial performance, market influence, and customer loyalty.
Building a premium brand is not an overnight achievement, and the high-end new energy vehicle sector currently lacks a brand with the absolute dominance seen in the internal combustion engine era. AITO's success can be attributed to two main factors: sustained high investment in research and development to build a foundation of product strength, and continuous investment in brand building through operational expenditures, customer service, and enhancing user experience to boost brand recognition and let positive word-of-mouth represent the brand.
High-intensity R&D investment strengthens the brand's foundation. SERES has consistently prioritized research and development. In 2025, its R&D expenditure reached 12.51 billion yuan, a year-on-year increase of 77.4%, with compound growth over the past three years. This significant investment has led to the development of core technologies like the Magic Cube Platform 2.0, super range-extending systems, and intelligent safety features, all of which are implemented across AITO's vehicle models. Safety, considered the ultimate luxury, is a standout aspect of AITO's brand value, demonstrated through intelligent software-based safety systems and high-strength mechanical hardware. AITO is an industry leader in intelligent safety, pioneering a scenario-defined safety system with advanced technologies across nine areas, including active, passive, and health safety. In terms of manufacturing, SERES operates three super factories with over 5,000 robots, enabling flexible, transparent, automated, interconnected, and intelligent production. The results are evident, with AITO models receiving numerous safety awards from professional institutions. For example, in March, the AITO M7 achieved a comprehensive score rate of 95%, earning a C-NCAP (2024 version) 5-star+ safety rating, the highest score under the new standard. Furthermore, according to Jalan's "2025 New Energy Vehicle Product Quality Research" report, AITO ranked first in the 2025 NEV product quality brand list, with the M9, M8, and M7 models taking the top three spots in the mid-size and large SUV market segment.
Continuous brand building allows reputation to speak for the brand. As mentioned, building a premium brand requires a long-term strategy. AITO adheres to a long-term approach, closely linking brand building with users, primarily through two avenues: enhancing the driving experience via intelligent driving capabilities and improving the full-cycle after-sales service experience through user center development. Regarding the driving experience, AITO's March 2026 travel report indicated 500 million new kilometers of assisted driving for the month, with 754,000 active assisted driving users, representing 89.9% of its user base. This suggests assisted driving has become the default choice for daily commutes and long-distance travel. To date, cumulative assisted driving mileage for AITO vehicles has reached 6.63 billion kilometers. For after-sales service, AITO now operates 380 user centers covering 218 cities across China, achieving 100% coverage in all third-tier and above cities. By the end of 2025, its smart service system had provided 312,000 proactive services, saving users 495,000 hours in maintenance time, with service quality receiving high user approval.
These dual efforts have significantly bolstered the AITO brand, helping it maintain its leading position among high-end new energy brands. In terms of sales data for 2025, the AITO M9 sold over 110,000 units, retaining its title as the annual sales champion in the 500,000 RMB+ price segment. The AITO M8 sold over 150,000 units since its April launch, leading sales in the 400,000 RMB segment. The AITO M7 sold over 110,000 units, with the new model becoming the sales champion in the 300,000 RMB segment in its first quarter after a September launch. More importantly, AITO's recognition has expanded from public acclaim to national endorsement. The inclusion of the AITO M9 in the National Museum of China as the only new energy vehicle featured in the exhibition of achievements from China's 14th Five-Year Plan signifies that AITO has firmly established its leading position among Chinese premium brands.
In summary, AITO's achievement of ranking first in value among Chinese luxury automotive brands is well-deserved. Through a combination of superior product strength and strong user口碑, it continues to solidify its leadership in the high-end new energy vehicle market.
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