Image source: SAIC Maxus
China's SAIC Motor Co. is doubling down on new energy commercial vehicles and autonomous driving technology as it seeks to reshape its market position in a rapidly transforming automotive sector.
At the 2025 Shanghai Auto Show, SAIC announced a new commercial vehicle strategy centered on its Maxus brand, aimed at integrating resources and establishing a globally competitive development system.
The move comes amid what industry observers describe as a broader transformation across both passenger and commercial vehicle markets, where survival increasingly depends on electrification, digitalization, and intelligent vehicle technology.
Yang Huaijing, chairman of the SAIC Commercial Vehicle Executive Committee and general manager of SAIC Maxus, told Reuters that the strategy focuses on two main objectives: enhancing decision-making and execution efficiency through integrated command structures, and strengthening the light commercial vehicle business to improve competitiveness.
Maxus unveiled a comprehensive brand refresh at the Guangzhou Auto Show, introducing its "Zhonghui Mark" logo and showcasing initiatives including the "Dana" autonomous passenger-cargo vehicles, a collaboration with battery maker CATL, and the new 8S Super User Experience Center.
Among the highlights was the debut of the industry's first pair of twin autonomous passenger-cargo vehicles developed entirely in-house by a Chinese automaker: the Dana RoboVAN and Dana RoboBUS. These vehicles, built on SAIC's L4 autonomous driving technology architecture, are designed for both freight and passenger transport and draw on over two billion kilometers of real-world data to refine perception and decision-making systems.
Maxus is aggressively pivoting toward new energy vehicles (NEVs). Song Hai, director of brand and marketing at SAIC Maxus, told Reuters the company's goal is to communicate that Maxus is no longer just a fuel-vehicle manufacturer, but a leader in new energy commercial vehicles. The brand is developing a "one vehicle, six powertrains" approach, encompassing hybrid, pure electric, and range-extended models.
Sales figures indicate strong progress. From January to October 2025, Maxus recorded retail sales of 205,641 units, up 8.8% year-on-year and marking nine consecutive months of growth. NEVs now account for 41% of Maxus' sales, the highest share among traditional commercial vehicle manufacturers in China.
Marketing and ecosystem development have played a key role. Programs such as the "Starship Program," which helps farmers market their products globally through e-commerce livestreaming, and the "Lingju Ecosystem," which provides comprehensive logistics services to urban fleet operators, have positioned Maxus as a user-centric brand rather than just a vehicle manufacturer.
Song emphasized that the company now defines commercial vehicles as partners in users' journeys, rather than just tools. Data from the Lingju platform shows a 25% increase in operational efficiency for users, an 18% reduction in costs, and an 85% repurchase rate.
SAIC Maxus is also expanding its sales network, launching a "1+N" model with a flagship store supported by satellite stores to penetrate lower-tier markets. In January 2026, the company plans to open its 8S Super User Experience Center, offering integrated services from vehicle selection and maintenance to entrepreneurship support under the concept of "one space, eight possibilities."
The autonomous vehicle segment is a particular focus. The Dana RoboVAN can operate around the clock, automatically receive orders, and optimize routes, while the RoboBUS, equipped with panoramic glass and an integrated drone system, allows coordinated air-ground logistics. Both models employ a mapless algorithm for immediate deployment and an automotive-grade L4 skateboard chassis with fully redundant systems, enabling 200,000 kilometers of maintenance-free operation.
Tao Jianing, chassis expert at SAIC Group Commercial Vehicle Technology Center, highlighted the vehicles' versatility: "Beyond robust L4 autonomous technology, SAIC Datong aims to transform driverless logistics vehicles into business partners, opening commercial opportunities in autonomous passenger and cargo transport."
Commercial rollout for RoboBUS is expected by late 2026 or early 2027, initially in tourist areas and demonstration zones for unmanned shuttle operations. Both vehicles fall under the Dana brand, Maxus' light electric commercial vehicle series, and are designed to serve users efficiently while laying the foundation for a broader autonomous ecosystem, including unmanned freight vehicles, autonomous transit vehicles, and unmanned sweepers.
Maxus' brand refresh underscores the company's broader shift toward ecosystem-driven value. Song summarized, "We are leading new energy commercial vehicles into an era focused on user-centric value. Our products, services, and brand pillars all reflect this transformation."
