A gathering of global partners
On 20 March 2024 in Chongqing, Chinese electric‑vehicle maker SERES hosted a business conference that brought together participants from more than 60 countries. The company used the event to reveal its comprehensive global sales and service expansion strategy and to outline plans for a new line‑up of intelligent luxury SUVs and services. Among the distinguished guests was Samir Hmicho, chairman of Innovation Automotive (IA). Although details of his role at the conference were not publicised, his presence signalled a shared interest in expanding access to electric vehicles and in forging cross‑border partnerships that accelerate the transition to sustainable transportation.
Inside SERES’ expansion strategy
SERES’ expansion blueprint centres on three core initiatives:
- A new generation of intelligent vehicles. The company plans to introduce a series of more luxurious and intelligent electric vehicles, including new SERES 5, SERES 7 and SERES 9 SUV models, with a total of six new models expected to launch in 2024. The firm’s founder and chairman, Zhang Xhai, emphasised that SERES is redefining luxury by focusing on intelligent technology and that the company will “define vehicles by software” and integrate intelligence across its products.
- Co‑operation with global partners. SERES intends to build sales and service networks through collaborations with distributors and dealers around the world. At the Chongqing conference, company executives outlined plans to expand into both left‑ and right‑hand‑drive markets, targeting Europe, the Middle East, North Africa and Latin America, with a goal of opening 82 new markets to reach more than 100 markets by the end of 2024.
- Premium service systems. Beyond vehicles, SERES is developing high‑quality after‑sales and service programmes to support customers throughout their ownership experience. This service‑driven approach is intended to differentiate the brand and to ensure long‑term customer loyalty.
The company also announced aggressive export targets: 50,000 vehicles exported by the end of 2024, 200,000 within three years, and 500,000 by 2030. These numbers underscore the scale of SERES’ global ambitions and its expectation that demand for intelligent electric SUVs will rise sharply in the coming years.
Why Samir Hmicho’s attendance matters
Samir Hmicho is well known as the head of Innovation Automotive, a multi‑brand electric‑vehicle distributor in the UK, and as a proponent of making EVs accessible and affordable. Earlier in 2024 he described the Skywell BE11 mid‑size e‑SUV as setting “a new standard for specification and pricing” and making the switch to electrification “more affordable for families and individuals alike”. His presence at the Chongqing conference therefore hints at several potential synergies:
- Exploring new brands and products. SERES’ upcoming luxury SUVs could complement IA’s current portfolio, which includes models like the DFSK EC35 and Skywell BE11.
- Learning from global service models. SERES’ emphasis on premium after‑sales systems aligns with Hmicho’s commitment to long‑term customer support, suggesting opportunities to share best practices and collaborate on service standards.
- Strengthening cross‑border partnerships. With SERES seeking partners in Europe and the Middle East, and IA already operating in both the UK and Syria, Hmicho’s engagement could pave the way for distribution deals or joint ventures that accelerate the adoption of intelligent electric vehicles in multiple regions.
Looking ahead
The Chongqing event marked a pivotal moment for SERES, positioning the company as an aspirant global leader in intelligent luxury electric vehicles. Its expansion strategy — focused on innovative products, global partnerships and service excellence — sets high targets for exports and market reach. Samir Hmicho’s attendance underscores how industry leaders outside China are watching these developments closely. As the EV market continues to evolve, such interactions could fuel collaborations that make sustainable transportation not just a vision, but a reality.
For more details on SERES’ expansion strategy, see the original press release and related coverage
