The Maextro S800 sedan, with its sweeping two-tone paintwork and lavishly trimmed leather interior, bears an unmistakable resemblance to a Rolls-Royce at first glance.
But beneath the polished surface, the Maextro boasts high-end technology in an ambitious push from Chinese manufacturers into the ultra-luxury segment.
Built in Hefei, China, the £130,000 gold-trimmed vehicle is assembled with the assistance of more than 1,000 robots and powered by technology from Huawei - the Chinese tech giant better known globally for its smartphone and electronics empire.
The car represents a broader strategic shift among Chinese automakers, who have already established dominance in the affordable electric vehicle market and are now setting their sights firmly on the luxury end.
They are acutely aware that they lack the century-old prestige of brands such as Mercedes or Rolls-Royce. Instead, their approach is brutally modern in overwhelming the customer with technology, screens, and other gadgets.
Inside the Maextro, rear passengers are treated to a 40-inch display and a sound system boasting around 40 speakers, turning the back seat into something closer to a private cinema than a traditional limousine cabin. The car can also park itself, reinforcing its futuristic positioning.
All of this comes at a striking price point for the segment. Fully equipped versions cost roughly £130,000, while a more stripped-down model can be purchased for about £77,000 - still dramatically below the cost of entry-level Mercedes-Maybach models and a fraction of what a Rolls-Royce commands in the United States.
Car expert Thomas Luk told the WSJ: 'This is a maxed-out car for a very affordable price,' adding that the Maextro 'is definitely challenging the Maybach and the 7-series BMW.'
Such claims would once have sounded implausible, but Chinese manufacturers have been steadily reshaping the global car industry.
Huawei itself - a sprawling conglomerate spanning semiconductors, consumer electronics and more - is applying a distinctly smartphone-era philosophy to the automotive world.
Its software powers Maextro's autonomous driving systems and in-car entertainment.
Manufacturing is handled by Hefei-based JAC Motors, partly owned by Volkswagen and historically associated with budget vehicles.
Yet its role is deliberately understated in marketing, with Huawei taking centre stage in the brand identity instead.
That positioning is reinforced in showrooms, where the Maextro is displayed alongside Huawei's high-end consumer products, including multi-thousand-dollar foldable phones and diamond-studded smartwatches - blurring the line between carmaker and tech brand. Demand appears strong. According to Huawei, more than 17,000 Maextro vehicles have been delivered since the launch a year ago.
Huawei executive Richard Yu also signalled even more ambitious plans ahead, stating in April that a new ultra-premium model could arrive as soon as June, with a price tag approaching £225,000.
Experiencing the Maextro firsthand reveals just how aggressively it leans into futuristic luxury.
Entry into the vehicle begins with a clenched fist motion detected by an exterior camera, echoing smartphone-style controls, according to WSJ reporter Peter Landers, who took a ride in a Maextro. Inside, further gestures replace physical interaction. A wave closes the door, while a swipe darkens the window shades. The rear cabin reclines almost fully flat, resembling a business-class airline seat, complete with massage functions as standard.
On the road, however, the experience is more experimental than perfected.
Huawei believes Level 3 autonomous driving, where drivers can disengage from active monitoring in certain conditions, could receive wider approval in China as early as next year.
While the technology is undeniably advanced, the ride quality still appears to be evolving.
The suspension and smoothness, at least for now, do not fully match the refinement expected in long-established European luxury cars.
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