Intelligence, Localisation and the New Language of Luxury

By Natasha Dury

Munich in September is where the global auto industry takes its pulse. This year, a new heartbeat cut through the noise: AITO’s first-ever appearance at IAA Mobility. Under the banner “Intelligence Redefining Luxury,” the high-end intelligent EV brand under SERES stepped onto the world stage not with concepts but with globalised, Middle East–ready variants of its three core nameplates: AITO 9, AITO 7, and AITO 5.

From the stand at Hall B3, Booth D40, AITO’s message was unambiguous: luxury is no longer just leather, chrome and a 0–100 sprint—it’s software-first safety, seamless intelligent driving, and region-specific engineering wrapped in a refined design language. “AITO is committed to becoming a glocal brand,” said Leon He, President of SERES Auto, as he outlined a strategy that places the Middle East at the front of the brand’s international roll-out.

A brand built in fast-forward

Founded in December 2021, AITO has moved at rare speed. The brand crossed 100,000 units in just 15 months and, by August 2025, had amassed 770,000+ cumulative sales in China across four models—anchored by the flagship M9, which has led China’s ¥500,000 premium segment for 17 consecutive months. Those domestic credentials matter in Munich: they underpin the confidence with which AITO is now globalising.

What “new luxury” looks like in 2025

AITO’s thesis is simple: “Safety is the ultimate luxury,” and intelligence is how you deliver it. The brand’s “new luxury” framework spans five intelligent pillars – Driving, Safety, Cockpit, Chassis, and Service, each one expressed through tangible tech rather than brochure buzzwords.

• Intelligent Driving: AITO’s full-stack ADAS brings an “one-touch arrival” experience, using a fusion perception suite (multi-radar, cameras, LiDAR—up to 192-laser LiDAR and 27 sensors on flagship trims) to handle real-world tasks like roundabouts, narrow U-turns and gated entries.
• Intelligent Safety: Beyond five-star crash logic, AITO layers in scenario-defined protection—from battery and body integrity to data privacy, cyber security and in-cabin health. Its AEB has already triggered 2M+ times in the field, a pragmatic metric of risk actually avoided.
• Intelligent Cockpit: Multi-screen, multi-device interaction (think three-finger swipe across displays) and LLM-enhanced voice/intent mean the car adapts to you—not the other way round—be it for work modes, family media, or smart-home control.
• Intelligent Chassis: Millisecond-level body sensing pairs with active suspension that scans the road 20x/sec and adjusts 100x/sec, translating into glide-calm ride comfort and high-speed composure.
• Intelligent Service: OTA keeps the car current (over 5.47M intelligent-driving software updates already completed by end-June 2025), while Vehicle History Record (VHR) enables proactive diagnostics through the car’s lifecycle.

The hardware story: range-extending intelligence

AITO’s headline tech is its 5th-gen SERES Super Range-Extender. It’s not a stopgap generator; it’s an integrated energy system with 44.8% thermal efficiency and a 3.65 kWh/L fuel-to-electric conversion rate—numbers that matter in regions where charging access can vary, temperatures soar, and distances are long. The driving feel stays distinctly EV: near-silent NVH, instant torque and a calm, linear response.

Underpinning the portfolio is the AITO MF platform, a software-centric architecture that’s uniquely compatible with three power paths—range-extended electric, battery electric, and ultra hybrid—plus flexible chassis options (single/double air suspension, CDC, rear-steer). For manufacturing and body integrity, AITO leans on integrated die-casting (up to 9,800-ton equipment on M9 rear body), consolidating hundreds of parts into a handful of castings for stiffness, precision and weight savings—the engineering behind the refinement you feel from the driver’s seat.

Three premieres, one clear intent

AITO 9 — All-Scenario Intelligent Flagship SUV

A five-seat flagship with the stance and serenity of a lounge on the move. The range-extender AWD outputs up to 365 kW / 675 N·m, with 0–100 km/h in 4.9s and an NEDC combined range up to 1,305 km (with 228 km pure-electric capability). Inside: Nappa seats, white ash wood, and second-row cinema via a 32-inch screen and lie-flat relaxation. Structural safety is a calling card—submarine-grade steels and record domestic crash scores set the tone.

AITO 7 — Intelligent Large-Size Comfort SUV

A six-seat family flagship focused on comfort + range. The range-extender delivers 330 kW / 660 N·m, 0–100 km/h in 4.8s, and up to 1,050 km WLTP combined range with 162 km EV-only. Cabin packaging is a highlight: best-in-class interior length (3,338 mm), reclining second row with legrests, integrated tablet for rear entertainment, and optional work table for road-warrior parents.

AITO 5 — Range-Extended Mid-Size Sport SUV

The driver’s pick: dual-motor AWD with 365 kW / 675 N·m, 0–100 km/h in 4.3s and up to 1,130 km WLTP. A 100% aluminium-alloy chassis (rare in class) pairs with double-wishbone/multi-link suspension for agility that reads more “grand-tourer” than “family crossover.” Inside, the brief is modern cosseting: first-class seats with multi-mode massage, 128-colour ambient light and a panoramic roof.

Built for the Middle East from day one

Many brands “enter” the Middle East; fewer engineer for it. AITO’s IAA story leant heavily on regional adaptation—and not just language packs. The intelligent cockpit supports Arabic/English/Chinese with local ecosystem integration; thermal systems are uprated for heat; sand-proofing extends to cameras, bumpers and lamp units; active grille shutters are removed where appropriate; eCall compliance meets UAE standards; and regional features such as 120 km/h overspeed alerts, full transparent glass, and Arabic labels are standardised.

Crucially, AITO confirmed UAE market entry certification for the new lineup, with a UAE subsidiary and Dubai-based central warehouse forming a dedicated Middle East hub for rapid delivery and parts logistics. Dealer and partner networks are scaling across Qatar (ELYSEE Cars) and Egypt (Kasrawy Group), alongside multi-market agreements signed in April 2025.

Why it matters

For a region where charging infrastructure coexists with long inter-city drives and extreme climate, the range-extended EV is a pragmatic bridge: daily EV serenity with worry-free long-haul capability. Layer on AITO’s assertive ADAS roadmap, OTA cadence, and lifecycle service model, and you get a definition of luxury that resonates with Middle Eastern buyers: safety, ease, comfort, and tech that quietly does the heavy lifting.

AITO arrives with answers

Plenty of brands talk “smart luxury.” AITO’s Munich debut shows its work: validated tech, disciplined localisation, and a clear service spine. If “glocal” becomes more than a buzzword in the EV era, the UAE, and the wider Middle East, will be one of the places that proves it.

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