Huawei’s New “Shijie” Trademark Hints at a Sixth HIMA Brand With Global Ambition — Dongfeng Tipped as Partner

Huawei has filed a fresh auto trademark in China — and the name choice may have given away the strategy. The “Shijie” (世界, literally “World”) application is now in preliminary public review at the China National Intellectual Property Administration under Class 12 vehicles, covering BEVs, PHEVs, EREVs, vehicle chassis and tires. If approved, “Shijie” would become the sixth member of Huawei’s Harmony Intelligent Mobility Alliance (HIMA), joining AITO, Luxeed, Stelato, Maextro and the recently revealed Shanghe.

The Naming Convention That Gave It Away

Every existing HIMA brand uses a single Chinese character followed by “界” (jie, “realm” or “world”). AITO is 问界 (Wenjie) with Seres, Luxeed is 智界 (Zhijie) with Chery, Stelato is 享界 (Xiangjie) with BAIC, Maextro is 尊界 (Zunjie) with JAC, and Shanghe is 尚界 (Shangjie) with SAIC, debuting with the H5 sedan in mid-2026. “Shijie” (世界) fits the same family — but it breaks the one-character-plus-界 rule, using the complete two-character word for “world.” Industry watchers read that as a deliberate signal of international ambition rather than a domestic-realm marker.

Who Builds It

The most-cited candidate partner is Dongfeng Motor. An SUV prototype with body camouflage marked “Dongfeng + ? + Huawei” was photographed on road tests in early April 2025 — strong evidence that an undisclosed Huawei collaboration vehicle wearing a Dongfeng badge is well into development. Dongfeng’s existing premium lines (Voyah, Mengshi) operate independently of HIMA, so a “Shijie”-branded JV would be a parallel new line. FAW (the only Big-Three Chinese OEM not yet in HIMA) and GAC are the next-most-plausible candidates; Geely is unlikely given Galaxy and Zeekr commitments.

Where “Shijie” Could Slot In

HIMA’s existing portfolio already covers from the 150,000–200,000 RMB Shanghe to the 1,000,000 RMB+ Maextro. The remaining gaps are a sub-150,000 RMB volume model (low strategic priority for Huawei), a dedicated electric-pickup or off-roader (the rumored Dongfeng-Huawei prototype fits here), and an export-focused brand for international markets. The “world” naming convention has the strongest fit with the export thesis. Trademark approval is expected around Q3 2026 if no opposition is filed, with a vehicle reveal not realistic until late 2027 or early 2028 based on Maextro and Shanghe precedents. For the full CNIPA filing scope, the partner-speculation grid and the six-brand HIMA endgame analysis, see iEVChina’s full Shijie trademark deep-dive.

Source: Autohome.com