Huawei’s brand is facing fresh challenges. Dongchedi, an automotive platform launched by ByteDance, reported that brake-pedal brackets broke in all three Maextro V800s it tested during repeated emergency braking from 100 km/h. The failures occurred on the second to fourth braking attempts—not the first. The luxury MPV, priced from RMB 766,000 to RMB 1,016,000, is manufactured by JAC under Maextro, a brand jointly developed with Huawei within the Harmony Intelligent Mobility Alliance. It features Huawei driving-assistance, cockpit and chassis technologies. JAC shares hit their daily downward limit on October 8. Separately, Huawei’s federal criminal trial began in Brooklyn, New York, in September. Huawei has pleaded not guilty.

Branding is all about bestowing a sense of premium quality upon a product. Take slicing an orange as an example: with different creative approaches, the happiness derived from eating it is completely different. If a product addresses physical attributes and basic functions (such as providing vitamin C and hydration), then branding and creativity address emotional value, psychological suggestion, and a sense of ritual in life. A sense of premium quality is never hollow self-indulgence. Rather, through exceptional control over details—quality, design, culture, and service—it ensures consumers feel respected and experience a genuine elevation in their taste for life throughout the consumption process.