Gasgoo Munich-On June 16, AITO launched the pure-electric M6 Max and Max+ trims, priced at 229,800 yuan and 249,800 yuan respectively. That represents a cut of 50,000 yuan and 30,000 yuan compared to the existing Max+ Long Range model, which sells for 279,800 yuan.
The price cuts are blunt, and the market’s reaction has been equally immediate: with such steep discounts, what exactly has been sacrificed?
A Precise "De-contenting" Move
First, look at the most significant change: the battery.
The Max+ Long Range carries a 100 kWh ternary lithium battery from CATL, offering a CLTC range of 760 km or 715 km. The two new versions, however, swap in an 81 kWh lithium iron phosphate (LFP) battery from SVOLT. The Max trim now delivers 602 km of CLTC range, while the Max+ manages 630 km.
That’s a reduction of nearly 20 kWh in capacity and a shift from ternary lithium to LFP chemistry, shaving off over 100 km of range. That trade-off is the primary arithmetic behind the 30,000 to 50,000 yuan price drop.
Image source: AITO
Yet the differences don’t stop at the battery.
The pure-electric Max trim further streamlines the chassis and intelligent driving hardware. It features Continuous Damping Control (CDC) with adjustable stiffness, but lacks air suspension. For driver assistance, it carries three millimeter-wave radars and one LiDAR sensor.
The Max+ trim retains CDC dampers while adding single-chamber air suspension, allowing adjustments for both height and stiffness. Its sensor suite matches the Max+ Long Range: five millimeter-wave radars and three LiDAR units (896-line dual-optical solid-state image-grade LiDAR).
Simply put, the Max trim ditches the air suspension and downgrades the LiDAR from the roof-mounted "hump" setup to an interior-based vision solution. The Max+ keeps the air suspension and high-end driver-assist hardware, settling only for a smaller battery.
Powertrain specs remain identical across all three: a rear-mounted single motor with 227 kW maximum power and 320 N·m of peak torque. Exterior, interior, dimensions, and wheelbase are unchanged. Features like the 26.1-inch W-HUD and HarmonyOS Smart Cockpit also carry over from the Long Range version.
Lowering the Barrier, Filling the Matrix, Driving Volume
The M6 is AITO’s fifth mass-production model, having launched on April 22 with four variants (two extended-range, two pure-electric) priced between 259,800 yuan and 299,800 yuan. Positioned as a mid-to-large SUV with five seats, it slots between the M5 and M7.
With the new trims, the entry price for the electric M6 drops from 259,800 yuan straight down to 229,800 yuan. That undercuts the pure-electric M5 (239,800 yuan), making the M6 the most affordable EV in AITO’s lineup.
The pricing strategy sends a clear signal: reach downward to capture customer segments that previously lay beyond AITO’s grasp.
In AITO’s existing portfolio, the M5 starts around 230,000 yuan, while the M7’s base price has risen to roughly 280,000 yuan. The M6 originally debuted at 259,800 yuan, sitting squarely between them. Yet the 250,000 to 300,000 yuan bracket is crowded with heavyweights like the Li Auto L6, Tesla Model Y, Xiaomi YU7, and XPENG G6. To steal share in this arena, a 229,800 yuan entry point is far more lethal than 259,800 yuan.
Market performance has already offered positive feedback. In May, M6 deliveries hit 18,148 units, with the pure-electric version accounting for 10,142 units — or 55.9% of the total. The model surged 51 spots to crack the top five in May’s SUV sales rankings. Cumulative deliveries have surpassed 30,000 units in just 54 days.
Breaking 20,000 monthly sales is the next external benchmark for the M6. With these new trims, that target no longer seems out of reach.
Image source: AITO
But the M6’s significance for AITO goes beyond raw volume. In the brand’s matrix, the M9 pushes the ceiling upward, while the M6 secures the foundation below. The M6’s mission is to bring high-end safety, smart chassis tech, and driver-assistance capabilities to a broader, younger demographic.
Adding these two electric variants is essentially a fine-grained segmentation of the M6 platform. By swapping range and premium specs for a lower price tag, AITO aims to capture consumers who are less sensitive to battery life or air suspension but far more focused on cost. The Max trim targets city commuters with home charging and tighter budgets; the Max+ appeals to those who prioritize air suspension and advanced driving tech but don’t require long daily range.
Three electric trims, three price tiers spanning 229,800 to 279,800 yuan. Through this "de-contenting" strategy, AITO has transformed the M6 electric lineup from a "one-size-fits-all" approach into a tiered portfolio designed to meet diverse needs.
The shift also signals AITO’s pivot from a premium positioning to a more pragmatic volume-driven logic in the electric mid-size SUV market. Swapping a 100 kWh ternary lithium battery for an 81 kWh LFP unit, making air suspension optional instead of standard, and varying LiDAR specs all represent tangible cost reductions. Yet AITO is betting that at 229,800 yuan, consumers are willing to trade some range and features to gain entry into the "Huawei ecosystem."
