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Seres Group
How did Seres Group become a premium EV contender?
Seres Group pivoted from commercial vehicles to high-end intelligent EVs after launching the AITO M9 in late 2023, then scaled rapidly through 2025 via a Huawei partnership and software-led differentiation. The shift repositioned the brand toward premium, tech-centric buyers.
Seres combines a hybrid retail model, digital-first marketing and premium positioning to win market share; key campaigns emphasize intelligence, design and connectivity to convert traditional buyers into NEV adopters. See Seres Group Porter's Five Forces Analysis
How Does Seres Group Reach Its Customers?
Seres Group combines a dual-channel sales strategy that leverages Huawei’s retail network and Seres’ own delivery and user centers to create an omnichannel Direct-to-Consumer approach focused on lower acquisition costs and strong post-purchase service.
Retail Partnership
Seres uses the Huawei Smart Selection model to access over 1,000 flagship and high-end stores across China as of early 2025, exposing vehicles to urban consumer-electronics foot traffic.
Proprietary Service Centers
Dedicated Seres Delivery Centers and User Centers handle deliveries, maintenance, and high-touch service to improve retention and lifetime value.
Digital DTC Platforms
The AITO App and official website enable vehicle configuration, deposits, and delivery tracking, synchronizing online browsing with offline test drives for a seamless funnel.
Regional Penetration
By 2025 Seres strengthened presence in Tier 2 and Tier 3 cities via partner retailers while retaining strict pricing and brand standards to protect margins and positioning.
The hybrid model—Huawei retail reach plus Seres’ manufacturing and service—helped AITO achieve peak monthly deliveries exceeding 30,000 units in 2024–2025 and materially reduced customer acquisition cost versus traditional 4S networks.
Channel Impact & Metrics
Key outcomes show faster urban adoption, deeper regional penetration, and a DTC-aligned funnel that emphasizes digital conversion and aftersales revenue.
- Access to > 1,000 Huawei flagship stores (early 2025)
- Peak monthly AITO deliveries > 30,000 units (2024–2025)
- Lowered acquisition cost vs 4S model via consumer-electronics retail placement
- Expanded service footprint through Seres Delivery and User Centers to support LTV growth
See strategic context in the company values and positioning: Mission, Vision & Core Values of Seres Group
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What Marketing Tactics Does Seres Group Use?
Seres Group's marketing tactics center on a data-driven Software-Defined Vehicle narrative, leveraging autonomous driving and cockpit intelligence to convert tech-curious consumers into loyal users.
Technical Superiority as Lead Asset
Campaigns foreground the Huawei ADS 3.0 and HarmonyOS Smart Cockpit to showcase competitive advantages in autonomy and in-cabin experience.
Platform-Centric Content Marketing
Weibo, WeChat and Douyin content emphasizes real-world demos like automated valet parking and collision avoidance to build trust and intent.
Audience Segmentation & Targeting
Paid search, SEO and programmatic ads target high-net-worth individuals and tech-savvy families, segmented by safety, technology and premium lifestyle interests.
High-Production Launch Events
Major launches use live-streamed events with Seres and partner executives to amplify partnership credibility and drive earned media.
Analytics-Driven Personalization
Advanced analytics map the customer journey; personalized follow-ups and targeted promotions are delivered via the AITO user community.
Influencer & Expert Partnerships
Carefully chosen tech reviewers and automotive experts produce deep-dives on engineering and software integration to boost credibility and conversion.
Marketing Tactics combine digital precision with lifestyle positioning to treat the vehicle as a third living space linked to users' digital lives and premium habits.
Execution & Measured Outcomes
Key execution elements and performance indicators track effectiveness across acquisition, engagement and retention channels.
- SEO and paid ads increased organic and paid lead share; digital channels accounted for over 60% of leads in 2025 for new-model campaigns.
- Live-streamed launch events attracted audiences exceeding 1.2 million concurrent views on peak broadcasts, generating measurable spikes in test-drive requests.
- AITO community-driven promotions improved 90-day retention rates by approximately 18% through targeted firmware and feature updates.
- Influencer deep-dives and technical demos contributed to a 25% higher conversion rate among tech-segment prospects versus general audience campaigns.
For context on audience targeting and demographic focus, see Target Market of Seres Group which complements Seres Group sales strategy and Seres Group marketing strategy discussions.
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How Is Seres Group Positioned in the Market?
Seres Group positions itself at the intersection of automotive craftsmanship and intelligent technology, promising Intelligence, Safety, and Luxury; by 2025 the brand is framed as a premium, high-tech national champion with strong customer satisfaction and industry recognition.
Core Brand Promise
Seres markets vehicles as intelligent assistants rather than mere transport, emphasizing advanced driver assistance, connected services, and secure software integration.
Visual & Tonal Identity
Minimalist, aerodynamic design language pairs with a professional, visionary, and reassuring tone of voice across touchpoints from UI to delivery centers.
Market Differentiation
By 2025 Seres differentiates from legacy luxury makes and EV startups by integrating Huawei-era ecosystems and domestic software excellence as a key selling point.
Customer Promise
Positioned for buyers prioritizing intelligent driving, Seres highlights reliability from manufacturing heritage and peak Chinese R&D in smart driving systems.
Key evidence supporting positioning includes high satisfaction scores and awards; Seres reported year-over-year retail growth in 2024–25 and industry recognition for intelligent driving benchmarks, reinforcing the Seres Group marketing strategy and Seres Group market positioning.
Target Audience
Affluent tech-savvy buyers and professional families seeking premium safety and an integrated smart driving experience in China.
Unique Selling Proposition
Market-leading intelligent driving stack and deep integration with domestic technology ecosystems deliver a distinct Seres Group competitive advantages.
Consistency Across Touchpoints
From in-car UX to premium delivery centers, brand cues reinforce luxury, safety, and intelligence to support Seres Group brand messaging strategy.
Competitive Context
Unlike Li Auto's family comfort focus and Tesla's minimalist prestige, Seres emphasizes local software leadership and manufacturing reliability.
Performance Metrics
Independent trials and industry awards through 2025 rank Seres among the top performers in intelligent driving accuracy and driver-assist safety metrics.
Supporting Commercials
Brand positioning feeds Seres Group sales strategy and Seres Group revenue model by justifying premium pricing and higher lifetime value from connected services.
Brand Actions & Evidence
Concrete initiatives and results that validate positioning and support Seres Group business plan.
- Integrated smart platform adoption rates reported growth of user engagement in 2024–25.
- Customer satisfaction indices placed Seres above several domestic rivals in 2025 industry surveys.
- Recognition for intelligent driving performance in multiple 2024–25 award programs.
- Delivery experience and retail aesthetics standardized to reflect premium, high-tech cues.
For an in-depth analysis of marketing programs and channels that execute this brand positioning, see Marketing Strategy of Seres Group.
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What Are Seres Group’s Most Notable Campaigns?
The Key Campaigns chapter highlights landmark marketing moves that reshaped the company's positioning in premium NEVs, notably the late-2023 AITO M7 relaunch as the M7 Ultra and the 2024–2025 King of the Road push for the AITO M9; both campaigns drove rapid order growth and reinforced the Seres Group sales strategy and marketing strategy across digital and experiential channels.
M7 Ultra Relaunch (Late 2023–2024)
The relaunch emphasized upgraded active safety systems and new smart driving software to reclaim SUV market share; a massive social media blitz plus public safety demos produced over 100,000 firm orders within months, validating rapid product iteration and customer-centric messaging.
M9 King of the Road (2024–2025)
Targeting the ultra-luxury segment, the M9 campaign used high-profile collaborations and a bold 'best SUV under 10 million RMB' positioning, generating heavy press coverage and engagement across financial and automotive outlets, strengthening Seres Group market positioning.
Digital & Social Push
Both campaigns employed targeted digital ads, influencer partnerships, and short-form video to accelerate lead generation; the digital marketing approach improved conversion rates and lifted online reservations by an estimated 60% year-on-year in H1 2024.
Safety Demonstrations & PR
Public safety demos translated technical specs into tangible benefits—peace of mind and reliability—boosting trust among affluent buyers and supporting the Seres Group customer acquisition methods focused on experiential proof points.
The campaigns materially impacted financial performance and market perception, contributing to a reported revenue surge of over 500% in H1 2024 versus H1 2023 and helping the company solidify top rankings in premium NEV sales through 2025; these outcomes informed ongoing Seres Group business plan and revenue model adjustments.
Sales Funnel Optimization
Campaigns tightened the sales funnel via lead scoring, CRM follow-ups, and online-to-offline test-drive scheduling, shortening time-to-purchase and improving close rates among premium buyers.
Pricing & Value Messaging
Value-based pricing for the M9 and feature-led pricing for the M7 Ultra clarified the Seres Group pricing strategy for EVs and positioned products competitively against legacy luxury brands.
Partnerships for Credibility
Collaborations with business leaders and celebrities amplified trust and reach, aligning with the Seres Group partnership strategy for growth in premium segments.
Distribution Channel Strategy
Integrated online sales platforms with flagship experience centers to support international sales expansion plans and improve aftersales touchpoints under the Seres Group distribution channels strategy.
Brand Messaging & CRM
Messaging simplified technical advantages into consumer benefits, while CRM-driven retention programs improved repeat purchase propensity and lifetime value.
Performance Metrics
Key KPIs reported internally included 100,000 firm M7 orders, digital reservation growth of 60%, and revenue up over 500% in H1 2024—evidence of effective Seres Group sales performance review and campaign ROI focus.
Campaign Takeaways
The campaigns converted product-led engineering into consumer-centric propositions, driving market share gains, higher average transaction prices in the premium segment, and strengthened competitive advantages in active safety and software. Read a detailed analysis in Growth Strategy of Seres Group
- Proven product-market fit for upgraded M7 Ultra
- Successful luxury positioning for the M9 under 10 million RMB
- Digital-first customer acquisition methods improved scalability
- CRM and experiential demos increased purchase confidence
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