From China to Europe: How AITO is redefining luxury on the global stage

As it prepares to enter the European market in 2027, Chinese luxury car brand AITO is at the Paris Motor Show to announce its upcoming arrival – and model line-up – to a global audience, taking its place among the movers and shakers of the automotive world.

Its large stand signals both intent and the breadth of its line-up, as the brand presents its "Intelligence Redefining Luxury" philosophy, and its vision of intelligent luxury, to European drivers.

In China, AITO is already a household name. Europe is the next chapter of its global journey, and the company intends to become just as familiar here. Paris marks an important milestone on that path: AITO has announced its European launch for 2027, and preparations for dealer partnerships are already under way.

For European customers, industry stakeholders, investors and potential dealer partners, the arrival of a new luxury brand raises an obvious question: what makes AITO worth choosing, and worth trusting?

The new era of luxury

AITO's answer begins with its philosophy. In the company's view, luxury today combines two things: the qualities traditionally associated with high-end cars, and what it calls technological luxury.

That means luxury is measured not only in materials and design, but also by intelligence and safety – what AITO calls the new luxury. Of these, the brand argues, safety is the greatest luxury: a car thinking several steps ahead and anticipating what its occupants need.

Behind the brand is 40 years of industrial experience. Its parent company, SERES Group, has been manufacturing since 1986 and is recognised as one of China's Top 500 Enterprises. It also holds an AAA rating from MSCI ESG.

Building on that foundation, AITO has developed into a luxury automotive brand.

From philosophy to capability

AITO translates that philosophy into innovation through three foundations: its platform, supply chain and factory.

At its core is the SERES MF Platform, the technology platform beneath AITO’s top models. It supports multiple powertrain options: battery electric vehicle (BEV), range-extender electric vehicle (REEV) and plug-in hybrid vehicle (PHEV). Built on a foundation of intelligent safety, it integrates advanced intelligence into every layer of the vehicle, including the chassis, cabin, driving systems, central computing, and services. AITO says the approach starts with real-world driving scenarios, with protection extending from occupants and the vehicle itself to health and data privacy, across the whole of ownership.

To build on it, AITO brings together top-tier global partners, including Bosch and major battery supplier CATL, as part of a global supply chain designed to produce high-end vehicles and deliver a consistently high-quality experience to users worldwide.

Production takes place at the SERES Super Factory, which is powered by an intelligent industrial brain and combines intelligent manufacturing with rigorous quality management to ensure precision and consistency throughout the production process.

Proven in China: Recognition from industry and users

If the philosophy is the promise, AITO's record in China is the proof, recognised by industry assessors and customers alike.

On brand value, AITO was ranked among the top 100 most valuable automotive brands worldwide in Brand Finance's 2026 rankings, and was the only Chinese brand among the top 10 global luxury automotive brands.

Its flagship, the AITO 9, achieved number one in the overall C-NCAP safety assessment and has ranked first in sales among luxury models in its segment in China for two consecutive years. Customers have been just as positive: the AITO brand ranked first among new-energy luxury brands for customer advocacy in a J.D. Power brand study.

AITO now has more than 1.2 million users, whose vehicles are connected online around the clock and have collectively travelled more than 40 billion kilometres, 71% of it powered by electricity. More than 10.6 billion kilometres have been driven with AITO's intelligent driver assistance systems, 40% of driving mileage was completed with driver assistance engaged in a single month. According to AITO, those systems have proactively prevented more than four million potential collision risks.

For a brand Europe is only beginning to get to know, it’s a substantial body of real-world evidence.

Technology, manufacturing and a proven market record: together, AITO argues, these are what set it apart in the new era of intelligent luxury.

From China to Europe: AITO sets its sights on 2027

The groundwork for that arrival is already being laid. AITO is working towards compliance with key European requirements, including Whole Vehicle Type Approval (WVTA) and the General Data Protection Regulation (GDPR), while aligning with relevant local industry policies across European markets.

The company is also building around the needs of European consumers, through localised product development, market adaptation and service capabilities.

For AITO, the Paris Motor Show is an important milestone in a broader global vision ahead of its planned official entry into the European market in 2027. Europe is the next chapter: the brand arrives proven in China and with a clear idea of what luxury should be.

AITO's own message to European drivers is a simple one: see you on the road. On the evidence of its first four decades, and its first million customers, it’s a promise worth watching.

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