Luxeed RX leaves the numbers behind — Huawei goes for emotion

© Luxeed

Luxeed is preparing a new model called the RX and has already revealed it in a teaser. The brand, which Huawei is developing together with Chery, will launch the newcomer in the fall — and it will be the first model in the HIMA alliance to step away from the usual numerical naming pattern.

The short video shows the RX with a sporty coupe-style silhouette, a sloping roofline, a stretched rear and a full-width taillight strip. A LiDAR unit is visible on the roof, and the front end is expected to carry an illuminated Luxeed logo. In other words, the car is being framed not as a plain electric crossover but as a tech-driven premium product with a focus on driver assistance and a recognisable design.

The current Luxeed line-up already includes the S7 sedan, the R7 coupe SUV and the V9 minivan, unveiled last month. The RX is meant to push the range towards a more emotional model. Chinese media reported earlier that Luxeed is working on a high-performance coupe that may head to the Nürburgring Nordschleife for an image lap against foreign supercars.

That move echoes the Xiaomi EV playbook: a fast lap, a sporty image and a conversation not only about range but also about brand status. In China’s overheated EV segment, electronics alone are no longer enough — the buyer needs a reason to remember the brand.

Luxeed wants to consolidate its position in 2026 and reach one million annual sales by 2030. The RX looks like an attempt to add emotion on top of Huawei’s tech, without which premium quickly turns into just a set of screens.