Aito in Paris: Is China's new premium brand any good for Europe?

TVS News AI, editorially supervised, presents Aito in Paris: Is China's new premium brand any good for Europe.

5.30 meters long, up to 900 hp, and the headlights project the word "Bonjour" onto the surroundings – that's how the flagship SUV Aito 9 greets visitors at the stand of the young Chinese brand in Paris. What looks like a playful light installation at first glance is the kickoff for a rather concrete European offensive.

Aito was founded by the Chinese Seres Group and is using the Paris Motor Show, which runs until October 18, to display four models at once: the SUVs Aito 9, 8, 7, and 6. The appearance is generously sized and conspicuously staged – Aito wants not just to deliver in Europe, but to be perceived as an independent premium brand.

A flagship that doesn't hide

The Aito 9 is the model everything in Paris revolves around. The 5.30-meter luxury-class SUV comes in a two-tone paint job, with plenty of chrome trim and LED technology that doesn't just shine but communicates. For the premiere, the individually controllable light points of the headlights display the word "Bonjour"; at the rear, animated jellyfish appear to swim through the taillights. Luxury is meant to be visible here – a self-image that aims to combine upscale comfort, high-quality materials, and digital assistance systems.

The basis: electric power, combined with a range extender

The technical basis for all models is the so-called Seres MF platform. At its core, it uses electric drivetrains that can be combined with range-extender combustion engines – meaning electric drive for everyday use, a small combustion engine as a range extender for long distances. Aito is not yet revealing which models with which drivetrains will actually come to Europe. The vehicles are currently being adapted to European homologation requirements, road conditions, and driving habits.

Market launch autumn 2027 – five NCAP stars as the target

Europe is supposed to happen in autumn 2027 – that's the current plan. On the subject of safety, Aito is setting an ambitious target: five stars in the Euro NCAP crash test according to the 2026 standard. The assistance systems are to be specifically tailored to European traffic conditions. In parallel, Aito is building its own European service organization – plans include local spare parts supply, digital vehicle diagnostics, and a dedicated customer service.

Tailwind from China: over 1.2 million vehicles sold

In China, Aito has established itself as a provider of high-priced SUVs, according to the company – it speaks of more than 1.2 million vehicles sold. Premium is the segment in carmaking where particularly large sums of money are made; this calculation is currently driving several new luxury brands in China, for whom the home market no longer offers enough sales.

What this means for you

If you're considering an upscale EV in the coming months, you can likely expect more choices on the table. The actual Aito market launch, however, isn't announced until autumn 2027 – until then, it mainly means: watching to see which models and drivetrain combinations are actually announced.

The other side: when it comes to service, dealer/workshop network, and resale value, a young brand has nothing to show for itself in Europe yet. That's the bet you're making with any new Chinese premium provider – and it can only be assessed once the first vehicles are actually on the road here.

This article was produced in cooperation with SPS Spot Press Services. More background on the development of Chinese brands in Europe can be found in the original article from the Frankfurter Rundschau.