On September 28th, the Xiangjie V8 officially started pre-sales at the new product launch events of the Zhijie RX and Hongmeng Zhixing. The pre-sale price starts at 329800 yuan, and customers who book now can enjoy a value of 6000 yuan worth of benefits. The first batch of exhibition cars across the country have arrived in stores one after another. The new car is positioned as the flagship MPV for home intelligence, the first MPV of the Xiangjie brand, and the only model in the Hongmeng Zhixing MPV matrix that clearly positions "home" as its core.

Yu Chengdong, Executive Director of Huawei, Director of the Product Investment Review Committee, and Chairman of Terminal BG, said at the press conference: "The Xiangjie V8 is born for home and positioned as the flagship MPV for home intelligence. Home cars should use the industry's highest standards. ”Behind this statement, HarmonyOS Intelligence has systematically replicated the logic of "8 Series price, 9 Series configuration" that has been widely used in the SUV market for the first time in the MPV category.

The current MPV market is at a point of structural change: the market is contracting, but the trends towards high-end and new energy are accelerating simultaneously. According to data from the China Association of Automobile Manufacturers, the retail sales of MPVs in China reached 75000 units in August 2026, a year-on-year decrease of 18.7%. The cumulative sales from January to August were 579000 units, a year-on-year decrease of nearly 20%. But new energy MPVs are on the rise, commercial MPVs are declining, and household MPVs have not yet been truly defined. The entry of the Enjoyment V8 coincides with this window period.

From the internal matrix layout of HarmonyOS, the positioning of the Enjoyment V8 is very clear. The Zunjie V800/V680 is positioned as an ultra luxury executive, targeting the million dollar market; Zhijie V9 is positioned as suitable for business and IKEA, with a main selling price exceeding 400000 yuan; The Xiangjie V8 targets family travel, with pre-sale prices starting at 329800 yuan. The three cars have formed a clear distinction in terms of price range and usage scenarios, and the Xiangjie V8 is tasked with "bringing the MPV threshold of Hongmeng Zhixing to an affordable range for family users".

Structural changes in the MPV market

MPV is a special category in the Chinese passenger car market with a small market share, but its internal structure is undergoing drastic changes. The annual sales volume of MPVs in 2025 is about 1.22 million units, accounting for only about 4% of the total number of passenger cars. Entering 2026, the market will further contract, but the top pattern has been completely rewritten by new energy vehicle models.

On the August MPV retail sales chart, the Zhijie V9 topped with 8312 units, followed by the Lantu Dreamer with 5769 units and the Tengshi D9 5532 units in third and fourth place, respectively. Wei brand Gaoshan New Energy with 4652 units and Buick GL8 New Energy with 3987 units followed closely behind, with new energy models dominating the top ten list.

The Buick GL8 petrol version, once synonymous with commercial MPVs, sold only 2327 units in August, falling to 13th place in the ranking. This change indicates that the business fundamentals are still in place, but the increment is tilting towards new energy and household scenarios.

The driving force behind this change is the changes in family structure and modes of transportation. The number of families with multiple children has increased, and three generations traveling together has become the norm; The rise of self driving travel and camping lifestyle has put forward higher requirements for the space and loading capacity of vehicles.

The shortcomings of SUVs in fully loaded scenarios are becoming increasingly apparent: the third row is the "emergency seat", and the trunk almost returns to zero when fully loaded. Elderly and children need to lift their legs to climb in and out of the car. The native architecture of MPV determines its low floor, sliding doors, flat flooring, and trunk even when fully loaded, which naturally make it more suitable for all passengers to travel.

But the supply side has not kept up with this change. The main products in the current MPV market, the Tengshi D9, Buick GL8, and Lantu Dreamer, are more commonly used in business shuttle scenarios. Their spatial layout and seat design prioritize the second row experience, while the performance of the third row and trunk in fully loaded scenarios often needs to be balanced. Products that are truly defined from scratch around the scenario of "family wide travel" are not commonly seen in the market.

Shao Mingfeng, the General Manager of Lantu Automotive CBO and Sales Company, once expressed a judgment: "Based on the changes in domestic family structure and the completion of MPV product shortcomings, it will be very suitable for large family users. I believe that the MPV market will continue to grow to a certain extent in the future. ”

The product definition of Xiangjie V8 follows this judgment. It is not making a 'better business MPV', but a 'MPV specifically designed for families'. The difference in positioning runs through every choice it makes in product definition.

The trump card of "8 Series price, 9 Series configuration"

As an 8 Series model, the Xiangjie V8 is equipped with multiple flagship configurations from the 9 Series, bringing the flagship experience to the more mainstream home MPV market with a pre-sale price of 329800 yuan. The official summary of this strategy is "9 series configuration, 8 series price".

From the configuration list, the entire series comes standard with an 800V high-voltage platform, the pure electric version is equipped with a 120kWh battery pack, and the rear wheel drive version CLTC has a range of 830km; The extended range version is equipped with a 1.5T extender, providing two types of batteries: 56kWh and 75.4kWh. The large battery version has a comprehensive range of up to 1465km.

The chassis adopts the Huawei Touareg platform and is made of all aluminum alloy. The entire series comes standard with ± 12 ° rear wheel steering and a minimum turning radius of 5.09m. This MPV, which is over 5.3 meters long, has a smaller turning radius than many compact SUVs.

On the level of intelligent driving, the entire lineup of Xiangjie V8 adopts an autonomous driving architecture design for L3 level, equipped with Huawei Qiankun Intelligent Driving ADS 5.0. The entire series is equipped with a four laser radar stereo matrix, with three laser radars on the side and rear of the car as standard. The forward perception scheme varies depending on the version: the Ultra version is equipped with a roof mounted 896 line laser radar, while the Max and Max+versions use an in cabin laser radar scheme.

The total number of perception sensors in the vehicle is 38, and the main difference between different versions is the forward long-range perception ability, while the rest of the perception hardware remains consistent. This means that the Xiangjie V8 is already prepared for L3 level autonomous driving in terms of hardware, and the subsequent opening of functions depends on regulations and OTA push. Furthermore, different perception schemes are provided through different versions, allowing home users to make choices based on their driving habits and budget.

The industrial logic of this configuration strategy is platform based cost reconstruction. The Xiangjie V8 shares the core technology base of Huawei Touareg chassis, Qiankun intelligent driving, and Hongmeng cockpit with models under the Hongmeng Zhixing brand. Platformization has diluted research and development costs, and large-scale procurement has lowered the unit price of components, which is why the "flagship configuration decentralization" is established at a price of 329800 yuan.

From the MPV matrix of Hongmeng Zhixing, what Xiangjie V8 needs to do is not to "make a more expensive MPV", but to "scale up the MPV". For MPVs and 7-seater SUVs in the same price range, the configuration list of the Xiangjie V8 is undergoing a recalibration of its value standards. The entire series comes standard with rear wheel steering, which means that even a 5.3-meter vehicle can have A0 level flexibility; The standard 800V high-voltage platform across the entire series means that energy replenishment efficiency is no longer exclusive to high-end cars. These configurations were previously only available on ultra luxury models such as the Zunjie V800/V680, but the Xiangjie V8 brought them to the 300000 yuan market.

It's not a 'bigger MPV', it's a 'more family oriented MPV'

'Born for home' cannot just remain a slogan. The solution of Xiangjie V8 is to break down the real pain points of family travel into perceptible details, and then connect these designs into a complete family travel solution. These details may seem like "comfort configurations" on the configuration table, but in the real life of home users, they are the difference between "whether they can be used" and "whether they are easy to use".

The first scene is the elderly and children getting on and off the car. The platform of traditional MPVs or 7-seater SUVs is relatively high, which makes it more difficult for the elderly to climb and carry children on board. The side sliding door opening of the Xiangjie V8 is 730mm, coupled with a 340mm long B-pillar armrest. When the air suspension is lowered to its lowest point, the platform height is only 380mm. The second row seats support a 45 ° electric rotation, which synchronously rotates outward to welcome guests when opening the door, making the process of elderly people sitting comfortably with the help of force. You don't need to "climb" to get on the car, you can "step" up.

The second scenario is the passage from the second row to the third row. Many MPVs require pushing sideways from the second to third row, making it difficult for the elderly and children to pass through, and adults are also prone to collisions. The central aisle width of the second and third rows of the Xiangjie V8 is 190mm, with a longitudinal height of 1352mm. A standard 7-year-old Asian child can walk upright from the front without stepping or bumping into an adult. The experience of entering and exiting the third row has changed from 'squeezing past' to 'walking past'.

The third scenario is loading during full load travel. When most 7-seater SUVs are fully loaded with 6 to 7 people, the trunk space is almost zero, and multi person travel requires a trade-off between carrying passengers and cargo. The Xiangjie V8 still has a trunk capacity of 674L when seven people are fully seated, which can hold three 28 inch or ten 20 inch suitcases.

More importantly, when the three row seats are used normally and not folded, the stroller can be placed directly in the trunk without folding. It should be noted that most 7-seater SUVs or MPVs must fold or fold down the third row to accommodate the baby stroller when fully loaded. After folding the three rows in half, the trunk space can be expanded to 1552L, which can further accommodate large items such as folding campers and skiing equipment. In addition, the MPV's first five proof hidden ground rail adopts a fully covered solution with rolled steel strips, which is zero level with the ground, making it difficult for snacks, debris, and dust to enter. Children walking inside the car are less likely to trip over the raised rail.

The fourth scenario is the whole family's riding experience. 2+2+3 layout, with a occupancy rate of 69.3%, an effective interior space of 3697mm, and a legroom of 964mm in the three rows, officially known as "true three row equality". The front row seat height is 360mm, the second and third rows seat height is 370mm, the front row headroom is 1070mm, the second row headroom is 1085mm, and the third row headroom is 974mm.

The whole car comes standard with 4 zero gravity seats, including front and second row zero gravity seats, supporting ventilation, heating, and massage functions. The third row seats also come standard with heating. This level of configuration is not commonly seen in 300000 level MPVs, and its significance lies not in stacking materials, but in allowing families in the third row to receive the same seating treatment as those in the front row.

Storage and charging configurations are also centered around home scenarios. There are storage spaces on both sides of the central aisle, door panels, and seat sides in the second and third rows, making it convenient for children to easily access toys and snacks. The charging interface covers the driver, passenger, second and third row seats, and trunk area, meeting the need for multiple devices to charge simultaneously.

Three row equality is not only about space, but also about safety. The Xiangjie V8 pioneered the "three rows and five layers of safety", with rear windshield airbags as standard across the range. The front three rows of seats can automatically return to their original position before a collision, and it is equipped with an integral metal collision back panel. The rear collision energy design meets the national standard by 3.18 times.

The third row of MPV is close to the rear of the car and has a small buffer space. Once it is rear ended, the risk is much higher than the first two rows, but the industry has long lacked targeted safety design. The Xiangjie V8 has raised the safety standards of the third row to the same position as the front row - children and elderly people sit in the third row, and the comfortable space cannot be small. Safety cannot be downgraded either.

The standards for household MPVs are being redefined

From the perspective of product definition, the differentiation of the Xiangjie V8 is very clear. The traditional MPV's square box design and business temperament make home users feel like they are driving like a driver. The design of the Xiangjie V8 eliminates the driver's feel, with a drag coefficient of 0.226 breaking the constraints of the MPV's "square box" shape, and the HarmonyOS Star Ring design language weakening the business temperament. It uses streamlined design to transform the MPV from a "business reception car" to a "car loved by the whole family".

The essence of this differentiation lies in the different starting points of product definition. Most MPVs start from business scenarios and then adapt to home use; The Xiangjie V8 redefines what an MPV should look like and how to use it, starting from a family scenario. The length, width, and height of the Xiangjie V8 are 5335mm, 2005mm, and 1805mm respectively, with a wheelbase of 3250mm. It adopts a golden three line design - tension roof line, elegant waistline, and clean side skirt line, with a closed whale nose structure. The rear waistline adopts a wide body design.

From the internal matrix layout of Hongmeng Zhixing, the Zunjie V800/V680 is positioned as a super luxury executive, the Zhijie V9 is more business oriented and suitable for IKEA, and the Xiangjie V8 is targeted at home users. The three cars have their own emphasis in price range and usage scenarios. The Xiangjie V8 undertakes the task of raising the MPV threshold of HarmonyOS to an affordable range for home users.

The fundamental difference between Xiangjie V8 and its competitors lies not in the configuration table, but in the starting point of defining the product. The question that Xiangjie V8 needs to answer is not 'how to make a better business MPV', but 'what kind of MPV do family users really need'. At present, many mainstream MPVs define their products as starting from business reception, while home use is only an extended scenario. The Xiangjie V8 reverses the order: first think about what the family needs for travel, and then decide how the car should be built.

In a quick question and answer session before the press conference, Yu Chengdong reviewed the accumulation of popular models in the home market of HarmonyOS: "HarmonyOS has successfully created a popular SUV for home use, which has been highly recognized and trusted by the market. ”He made it clear that the Enjoyment V8 is the next household blockbuster.

The logical basis of this judgment is not complicated. Several SUVs under the Hongmeng Zhixing brand have established benchmark products in their respective sub sectors, and the successful methodology of these products is to define products based on real household needs, establish value perception through advanced configurations and precise pricing.

What Xiangjie V8 is doing is moving this methodology from SUVs to MPVs. In terms of product definition and pricing strategy, the entire lineup of the Xiangjie V8 comes standard with rear wheel steering, an 800V high-voltage platform, and a four laser radar three-dimensional matrix. With a pre-sale price of 329800 yuan, family users can enjoy a flagship level technical experience.

This further indicates that the purpose of the Xiangjie V8 is not to compete with anyone for the business market, but to make families who originally considered 7-seater SUVs seriously consider MPVs for the first time. If this path can be taken, the market space for household MPVs will be redefined.