EPICLAND X9 Debuts at Beijing Auto Show

Gasgoo Munich-At the 2026 Beijing Auto Show, the EPICLAND brand made its global debut with the X9, stepping firmly into the spotlight.

In 2025, Dongfeng's new energy vehicle sales climbed to 1.05 million — a 21% annual increase — while self-owned brands surpassed 1.5 million units, accounting for over 60% of total sales. Looking to 2026, the state-owned automaker has set even more ambitious targets: 3.25 million units in total sales, including 1.7 million NEVs and 600,000 exports.

To hit those numbers, Dongfeng needs a stronger product lineup, and the EPICLAND X9 is undoubtedly a critical piece in this strategic puzzle.

EPICLAND X9: Tech Specs and Market Positioning

Positioned as a flagship large six-seat SUV, the X9 measures 5,301 mm by 2,015 mm with a 3,120 mm wheelbase — a rare length exceeding 5.3 meters in its class. Targeting high-quality family buyers with a 2+2+2 layout, the vehicle is stepping directly into one of China's most fiercely contested segments: the premium large six-seat SUV arena. With over 20 such models already on sale, the competition is reaching a boiling point.

Image Source: EPICLAND Auto

The X9's competitive edge hinges on Huawei's full-stack intelligent solution. Jin Yuzhi, CEO of Huawei's Intelligent Automotive Solutions BU, confirmed at the show that the new model will come standard with Huawei Qiankun ADS 5 and an 896-line lidar across the lineup. It also features the "Red Rabbit" platform, powered by the HUAWEI XMC Qiankun digital chassis engine, paired with an all-aluminum chassis typically reserved for million-yuan luxury vehicles and tuned by a European team. Jin's assessment was blunt: "It doesn't lose to flagship SUVs costing over a million yuan."

Image Source: EPICLAND Auto

Inside, the X9 is among the first to feature the Harmony Space 6 cockpit, creating a mobile smart space with a full suite of ten screens. The front row debuts dual 17.2-inch "Butterfly Wing" displays that support independent NFC interaction, alongside HUAWEI XSCENE in-car laser projection.

Safety specifications are equally high-end. The X9 is among the first to carry Huawei's latest-generation Qiankun CAS 5.0 comprehensive safety system. Its body is built with 2,400 MPa ultra-high-strength steel, and it introduces a three-layer bulletproof-grade battery armor and a multi-redundancy rescue safety system.

On the distribution front, EPICLAND has established a sales network across 80 cities, planning to open over 300 "EPICLAND's Home" experience centers. Notably, 80% of these are converted directly from former BBA (BMW, Benz, Audi) dealerships, and 60% of its dealer partners rank among the nation's top 100.

Based on available information, the X9 will offer both pure electric and range-extender powertrains. It is scheduled to hit the market in the third quarter of 2026 with an estimated price point around 500,000 yuan. Looking ahead, the EPICLAND brand plans to launch five new models over the next three years to build a comprehensive premium product matrix.

From an industry perspective, the market the X9 is entering is defined by rapid technological iteration. Between January and September 2025, Huawei Qiankun intelligent driving was installed in 452,000 vehicles, capturing 27.8% of the domestic city navigation assist market. Its share surges to 52.7% in the luxury segment priced above 350,000 yuan. These figures indicate that high-end vehicles equipped with Huawei's driving tech have already won significant market validation.

For the X9, Huawei's technology serves as both a differentiator and a challenge: the brand must strike a balance between tech and price. With numerous other models on the market featuring similar driving solutions, consumers have plenty of options.

EPICLAND's Role and Positioning in Dongfeng's Transformation

On November 20, 2025, at the Huawei Qiankun Ecosystem Conference, Dongfeng and Huawei unveiled "EPICLAND," a new joint brand. This collaboration adopts a novel model: joint definition, joint development, and joint operations. Wang Junjun, general manager of Dongfeng Yipai Technology, summarized the approach as Huawei fully opening its product development and operational systems to collaborate with Dongfeng across the entire chain — from product definition and design to R&D, supply chain, and manufacturing.

Furthermore, Huawei will export its IPD (Integrated Product Development) and IPMS (Integrated Product Marketing and Service) operational mechanisms, along with full-process quality control standards and global supply chain management expertise to EPICLAND.

Classified under the "Jing" series within Huawei's Intelligent Automotive Solutions business, this model differs from the Harmony Intelligent Mobility Alliance (HIMA). Here, the automaker retains brand ownership and sales channels while Huawei provides core technology and R&D management systems. According to Huawei, the two models cater to automakers at different stages of development; they do not compete internally but rather form a complementary ecosystem.

Internally, EPICLAND's strategic role is clear. In June 2025, Dongfeng integrated the Nano, Fengshen, and Yipai brands to establish Yipai Technology, setting a five-year goal to reach a production scale of one million vehicles. EPICLAND is positioned as the core of Yipai Technology's "Intelligent Premium Series," tasked with entering the mid-to-high-end market.

Image Source: Dongfeng Motor

Within Dongfeng's self-owned passenger vehicle matrix, M-Hero targets the luxury off-road sector, Voyah covers the high-end market, and Yipai Technology focuses on the mainstream. EPICLAND fills the previously vacant "high-end intelligent family vehicle" tier. It distinguishes itself from M-Hero's rugged off-road positioning and Voyah's business-oriented tone, focusing instead on the comprehensive family needs for space, intelligence, and quality.

Overall, the EPICLAND brand serves as a crucial testing ground for Dongfeng Motor's shift from "scale expansion" to "value deepening." It attempts to answer a critical question: Can a state-owned automaker with over 50 years of history, through deep, full-chain collaboration with a tech company, build a truly high-end intelligent family car brand?

As the first product of this experiment, the market performance of the EPICLAND X9 will not only test the effectiveness of this partnership but also provide a benchmark for future models and the entire high-end trajectory of Dongfeng's self-owned brands.