Huawei (华为) executive Yu Chengdong names actors Huang Bo (黄渤) and Yu Hewei (于和伟) as ambassadors for HarmonyOS Smart Mobility Wenjie (鸿蒙智行·问界) M9

Announcement

It has been reported that Yu Chengdong (余承东), Huawei’s (华为) executive director, chair of the Product Investment Review Committee and chairman of the Terminal Business Group (终端 BG), announced actors Huang Bo (黄渤) and Yu Hewei (于和伟) as brand ambassadors for the HarmonyOS Smart Mobility Wenjie (鸿蒙智行·问界) M9. Short and simple: Huawei is using star power to raise the profile of its high-end smart EV line.

Celebrity ties

Huang Bo has previously been described as an M9 celebrity owner and served as a HarmonyOS Smart Mobility experience officer. It has also been reported that Yu Hewei in 2024 released a video in which he “confessed” to acting as an impromptu salesman for the M9 — a candid endorsement that the brand will now formalize. Celebrities are a familiar marketing lever in China; Huawei is leaning on recognized faces to turn tech credibility into consumer desire.

Product timing and pricing

The company has scheduled a product launch for the new Wenjie M9 series on May 27 at 14:30. The M9 went on pre-sale on April 22 and comes in two versions: a standard-size model and an Ultimate 领世加长版 (extended) model, with pre-sale prices announced at RMB 499,800 and RMB 669,800 respectively.

Why it matters

Why does a telecom giant need movie stars? Because Huawei’s push into vehicles is part commercial ambition and part strategic diversification — building hardware, software (HarmonyOS), and services to mitigate pressure from US sanctions that have limited access to advanced chips and components. Celebrity ambassadors will help the M9 compete for affluent buyers in a crowded smart-EV market, but the real test will be whether Huawei’s systems-level approach can translate into sustained automotive credibility.