[DigitalToday reporter Choi Jae-won] AITO, the premium electric vehicle brand of China’s Seres Group, will enter the European market in the autumn of 2027. AITO, which has grown through cooperation with Huawei, is moving beyond China to challenge European luxury car brands such as BMW and Mercedes-Benz.

Elektrek reported on Oct. 12 local time that AITO unveiled four models at the 2026 Paris Motor Show, including the large sport utility vehicle (SUV) AITO 9, as well as the AITO 8, 7 and 6, and announced its plan to enter Europe.

Clifford Kang (클리퍼드 강), a Seres Group vice president, said, "AITO's new luxury is the point where traditional luxury and technological luxury meet," stressing a brand strategy built around advanced technology.

The unveiled vehicles are SUVs sold in China as battery electric vehicles and extended-range electric vehicles (EREV). The top-end AITO 9 has an overall length of 5,285 mm and a wheelbase of 3,125 mm. Maximum output is 497 kW and the 0 to 100 km/h time is 4.6 seconds. The AITO 6 is a two-row SUV with an overall length of 4,960 mm and produces up to 340 kW in the battery electric version.

Preparations for European sales are also under way. AITO is pursuing European Union (EU) type approval for all models and is targeting a five-star rating in Euro NCAP crash safety tests. It is also pushing vehicle settings suited to local roads, multilingual voice control, localisation of driver assistance features and the build-out of a service network.

AITO grew after selling 426,000 units in China last year, but its performance has slowed this year. Seres Group posted a net loss of 1.72 billion yuan (343.4 billion won) in the first half.

There was also a change in its business structure. Last September, Seres took over product planning and design, as well as sales and service operations, while Huawei adjusted its role to focus on technical support.

Tariffs and regulations are also variables for entering Europe. The EU’s additional tariffs on Chinese-made electric vehicles and restrictions on hybrid imports could affect price competitiveness.

AITO has not yet disclosed European sales prices, the first countries it will enter or distribution partners. Local certification, building a service network and establishing brand recognition are expected to be key to settling into the market.