Yijing X9 Launched at Approx. $38,861, Targeting Family Flagship Segment

Yijing X9 went on sale on September 24 at Guangzhou Nansha Gymnasium, offering four trims priced at approx. $38,861 to approx. $49,222 (China market 289,800-369,800 RMB). A limited-time launch discount brings prices to approx. $37,472 to approx. $48,314 (279,800-359,800 RMB).

The Dongfeng-Huawei co-created brand positioned its first model firmly in the family flagship segment. Zeng Qinglin, Yijing general manager, said the company surveyed more than 20,000 pre-order customers during development and found target buyers are middle-class and elite families willing to pay for genuine product strength but not for inflated brand premiums.

The pricing philosophy was summarized as "ultimate value without premium pricing, luxury without extravagance." Zeng acknowledged openly that the first model does not generate a profit. "Our priority as a new brand is to build awareness and achieve scale," he said.

Full-stack co-creation with Huawei

Zeng rejected the notion that Yijing is simply riding a "market window" by buying mature tech from Huawei. He described the relationship as two-way co-creation rather than one-directional technology export.

Dongfeng is the only automaker in China to receive the National Science and Technology Progress Award first prize, with deep accumulation in chassis tuning, powertrain integration, and automotive-grade chips, according to Zeng. Huawei brings leadership in intelligent driving and smart cockpits. The combined effort produced the Tianqiong Smart Shield safety architecture, which neither company could have achieved alone.

Because the integration runs deep at the platform level, Yijing participated in Huawei's early research and adaptation of upcoming systems. As a result, ADS 5 smart driving and HarmonyOS 6 cockpit both made their debut on the X9.

Cheng Jinwen, Yijing marketing vice president, added that a next-generation co-developed chassis and platform will be unveiled throughout next year, extending the depth of the partnership further.

On cost discipline, Zeng said the brand deliberately avoids the industry trend of downgrading batteries. The X9 uses CATL cells specifically for their higher quality consistency and lower defect rates, even though it raises upfront cost.

Channel strategy and delivery

Yijing's sales network is jointly backed by Dongfeng and Huawei. More than 60 percent of dealers are either top-100 national operators or regional leaders, many of whom previously ran Mercedes-Benz, BMW or Audi outlets. Hardware standards are set at what Zeng called "above industry average.」

Service operations were built in partnership with Huawei's Huitong customer-service division, with software and staff training running in parallel.

At the time of the September 24 launch event, Yijing had already opened nearly 360 outlets nationwide. The brand expects to reach 400 locations across 90 cities by October, 130 cities by year-end, and a service network touching more than 150 cities in total.

Deliveries began in late September through early October as production ramps up. Customers who locked orders within three days of launch receive priority allocation. Yijing commits to delivering each order within four weeks; delays trigger a compensation of 1,000 points per day with no cap.

Three-year plan: five models, family-only

Zeng declined to share specific sales targets, calling such questions "cruel" for a new entrant, but stated the brand aims to reach the top three in its class. The product roadmap is fixed at five models across three years, all targeting family vehicles. Yijing will not enter the hardcore off-road or business-luxury segments.

A pure electric model is scheduled to begin deliveries in December 2025, followed by three new launches next year spread across the first half, mid-year, and second half. Pricing will span both higher-end and more accessible tiers, including a five-seat entry model, all carrying the same "ultimate value" positioning.