Morgan Stanley comments on Huawei-backed AITO’s M9 launch

Huawei-backed automaker AITO unveiled its latest M9 SUV on Tuesday, hitting the market with a starting price of Rmb469.8k. The M9 lineup offers both EREV (extended-range electric vehicle) and BEV (battery electric vehicle) versions, with the BEV variant priced Rmb40k higher.

The vehicle’s price exceeded the lowered market expectations, yet Morgan Stanley described the vehicle’s specifications and technological features as “compelling”.

“Without including a cheaper PLUS version in the portfolio, M9’s starting price came in higher than the market’s expectation of sub-Rmb450k”, wrote Morgan Stanley analysts in a note.

In line with M9’s claim as the “top SUV below Rmb10mn,” the M9 includes features such as urban ADS, 800V charging (for the BEV model), air suspension systems, AR-HUD, and smart voice control the comes standard across all versions.

Post-launch discussions with investors revealed an anticipation for the entry-level M9 EREV to be competitively priced between Rmb400-450k, aligning it with rival offerings like Li Auto (NASDAQ:)’s L9 in the market segment.

However, sales professionals interviewed by Morgan Stanley expressed confidence in the AITO M9’s advanced features justify the vehicle’s premium pricing. They believe the M9’s specs give it a significant edge over similarly sized SUVs/MPVs from foreign brands in the market.

Notably, the M9 swiftly rolled out for test drives across more than 250 retail stores, with an initial batch slated for delivery by January’s end and mass deliveries expected by February’s close.

According to Morgan Stanley, feedback from the supply chain indicates that pre-orders for the M9 have exceeded 50,000 units prior to the official launch. Investors are closely monitoring the conversion of these pre-orders into confirmed orders.

Initial feedback from the supply chain hints at a feasible 20-30% conversion rate, substantiated by the M9 locking in 10,000 confirmed orders within two hours of its debut, as per AITO’s reports, a trend Morgan Stanley analysts find promising.