The new Aito Enjoy S9 has officially launched with a starting price of 309,800 yuan, immediately shaking up the luxury sedan segment and paving the way for a new “SBBA four-pillar landscape.”

For years, when people thought of luxury sedans, the default answer was still the traditional BBA trio. But as consumer expectations evolve, that long-standing dominance is beginning to shift. With a strong feature set, sincere pricing, and impressive early sales, the Enjoy S9 is becoming the standout “dark horse” in the 300k-class luxury market and is raising the benchmark for what luxury should mean in the intelligent-vehicle era.

Historically, BBA brands held the upper hand thanks to their heritage. However, modern buyers expect more than traditional craftsmanship. Many customers complain that even after paying a premium, basic features often require costly add-ons. The outdated, sluggish infotainment systems of traditional brands have also become a major pain point, and the high brand premium often feels disconnected from the actual product value.

Today’s luxury-car buyers aren’t just looking for prestige — they want genuine comfort, top-tier safety, advanced intelligence, and emotional satisfaction. They expect smooth, smart interactions, hassle-free daily use, and a sense of ceremony that enhances every drive. The slow progress of legacy brands in these areas has created an opportunity for Chinese smart EV makers to rise — with the Enjoy S9 standing out as one of the strongest challengers.

As a flagship launch for Hongmeng Smart Mobility, the Enjoy S9 showed its potential early, gaining more than 20,000 preorders within just 13 days. Even more telling is that many customers who originally planned to purchase a BBA model switched to the Enjoy S9 after test-driving it, demonstrating its genuine class-leading strengths.

Its success comes from targeting the weak spots of traditional luxury cars and achieving a strategy of “what others lack, we offer; what others offer, we excel at.”

On the intelligence front, the Enjoy S9 is equipped with Huawei’s cutting-edge ADS 4 smart-driving system, supported by 36 high-precision sensors for full 360-degree awareness. The P2P 2.0 navigation feature enables nationwide point-to-point assisted driving, capable of handling complicated city roads and multi-level parking areas with no human intervention. Inside, over ten screens pair seamlessly with the HarmonyOS smart cockpit for smooth transitions between entertainment and navigation. Voice control, gesture-based features, Starflash digital keys, and the upgraded Xiaoyi assistant enhance the futuristic experience even further.

In terms of luxury experience, the S9 offers top-tier comfort right from the base model. Every variant includes Shuyun seats with ventilation, heating, and massage. Optional zero-gravity seating for the front or rear adds even more comfort for long journeys. The million-pixel intelligent headlights can project welcoming animations like “Starry Universe,” and the BGM light carpet elevates the sense of ceremony. The Yuezhang premium audio system provides concert-hall sound quality, while its mic-free K-song 2.0 feature transforms the cabin into a mobile karaoke room.

Safety is another area where the S9 excels. The body structure uses 81.4% high-strength steel and aluminum alloy, while the passenger cell is built entirely from submarine-grade hot-formed steel. With nine airbags and the Full-Scenario Collision Avoidance 4.0 system, the S9 delivers comprehensive protection. Additional features like “door guard” help prevent accidents during daily use.

Altogether, the new Enjoy S9 represents a major breakthrough in the luxury sedan market. It challenges the outdated value structure of traditional premium brands and redefines what a 300k-class luxury car should offer in the smart-electric era. For today’s buyers, the Enjoy S9 is not just a means of transportation — it is a smart, versatile partner that can meet the needs of family, business, and personal enjoyment all at once.