Seres Launches New Brand AIVA in Partnership with ByteDance

[Brand Strategy] Seres has separated from Huawei's HarmonyOS ecosystem and launched a new AI-focused automotive brand, AIVA, in collaboration with ByteDance's technology.

Core Development: Seres Declares Independence from Huawei Through AIVA

On June 9, AIVA, a new brand under Seres, was officially unveiled, positioning itself as an AI-powered smart vehicle brand. It was restructured and renamed from the former Landian Technology. The launch event opened with an AI host, underscoring its "All in AI" strategic direction. Unlike the previous Aito series, which was led by Huawei, this marks Seres' first fully independent brand initiative.

Strategic Foundation: ByteDance Serves Only as a Technology Provider, Not an Investor

Although market speculation has linked "SaiDou" to a combination of Seres and Doubao (ByteDance’s AI assistant), ByteDance clarified prior to the launch event that it will neither manufacture vehicles nor take equity stakes. Instead, it will solely provide intelligent cockpit technology support through its Doubao large model and Volcano Engine, assuming a role similar to Huawei’s early "enabler" position.

Industry Impact: Loss of HarmonyOS Endorsement Forces Trust Rebuilding for New Brand

AIVA’s predecessor, Landian, sold fewer than 20,000 units annually and suffered prolonged losses. Seres has invested RMB 6.6 billion to revitalize the assets, but having lost over 70% of its sales previously supported by Huawei’s Harmony Intelligent Mobility Alliance, it remains to be seen whether the company can win market acceptance through an AI-only narrative.