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EXEED is the premium brand under China's well-known automaker Chery Automobile Co., Ltd., carrying the core mission of elevating the Chery Group's brand image. The brand takes "Dare to Surpass" as its spiritual core and is dedicated to becoming a new luxury, intelligent, and globalized high-performance luxury brand. Within Chery's brand landscape, EXEED is positioned at the "tip of the pyramid," benchmarking Audi for Volkswagen and Lexus for Toyota. It serves as Chery's strategic core for its third attempt to break into the high-end market, following Riichi and Qoros.
"EXEED" means surpassing, symbolizing the constant surpassing of boundaries and the pursuit of extreme performance. Since its inception, EXEED has adhered to the differentiated positioning of "tech new luxury," leveraging strong technical R&D capabilities and deep insights into user needs to build a unique brand value system. EXEED's brand spirit lies in creating a luxury brand with an independent soul and value proposition, striving to achieve spiritual resonance with the upwardly mobile young generation who benefit from new quality productive forces.
The development of the EXEED brand is an important exploration of Chery's advancement towards high-end and globalization.
Brand Naming and Inception (2017-2018). In September 2017, Chery unveiled the new premium product sequence "EXEED" and its first model EXEED TX (internal code M31T) at the Frankfurt International Auto Show, officially launching the curtain on entering the high-end automobile market and becoming Chery's third important attempt on the path to premiumization. In November 2018, Chery officially named it EXEED (Xing Tu). "Xing" (Star) represents the starry sky, implying the brand's boundless future; "Tu" (Journey) represents the expedition, implying the enterprising heart of constantly surpassing.
Brand Launch and Product Expansion (2019-2024). In April 2019, the EXEED brand officially debuted in the Chinese market prior to the Shanghai Auto Show. The first mass-produced models TXL/TX were launched, introducing a total of 6 mid-size SUV models, with a price range of 125,900 to 175,900 yuan, marking this all-new premium brand's formal entry into the Chinese market competition. In October of the same year, the compact SUV model EXEED LX also went on sale. In 2020, the flagship mid-large SUV EXEED Lanyue was launched, further enriching the product matrix and demonstrating the brand's firm determination to move towards its "tower top" positioning. After years of market exploration and product iteration, EXEED gradually built a product system based on fuel vehicles and oriented towards new energy..
Strategic Upgrade and Brand Renewal (2025 to Present). On December 22, 2025, EXEED officially launched its brand renewal strategy at the "EXEED Brand Night", announcing a full entry into the 3.0 era, positioned as a "Global Performance Luxury Brand". The core content of the strategy includes concept renewal, category renewal, quality renewal, and value renewal, aiming to accelerate towards the grand goal of "Global Performance Luxury Brand" by reshaping brand tone and product systems. The new brand logo, trendy technology visual system, and the brand proposition of "Performance-based" officially debuted. In terms of product architecture, the two major sequences "EXEED" and "Star Era" are established. The EXEED series covers fuel and PHEV models such as Zhuifeng, Lingyun, Yaoguang, and Lanyue. The Star Era series focuses on high-end pure electric and extended-range models such as ES and ET, jointly building a powerful product matrix facing the global market.
The EXEED brand has formed a complete product layout with two major sequences—"EXEED" and "Star Era"—covering four power forms: fuel, plug-in hybrid, pure electric, and extended range. This creates a "445" product matrix: 4 fuel models, 4 hybrid models, and 5 electric models, positioned in the price range of 150,000 to 400,000 RMB.
EXEED Series is the sales cornerstone of the brand, covering fuel and hybrid models. The EXEED Lingyun is positioned as a mid-size SUV, equipped with Chery's self-developed 2.0T and 1.6T engines, offering both fuel and plug-in hybrid versions. Its cumulative sales in 2025 reached approximately 8,000 units. The EXEED Yaoguang is positioned as a mid-size high-performance SUV and is the first model equipped with the M3X Mars Architecture 2.0. The Yaoguang C-DM, as the family's plug-in hybrid version, features the Kunpeng Super Energy Hybrid C-DM system, with a comprehensive range exceeding 1,300 km. The EXEED Lanyue is positioned as a mid-large flagship SUV, serving as the brand's flagship benchmark model. It offers both fuel and plug-in hybrid powertrains and is equipped with the Qualcomm Snapdragon 8155 chip and the Lion 5.0 intelligent cockpit system, reflecting the brand's technological heritage. The EXEED Zhuifeng is positioned as a compact SUV, focusing on the high cost-performance entry market.
Star Era Series is the strategic core of EXEED's layout in the high-end new energy market, focusing on pure electric and extended-range dual energy routes. The Star Era ES is positioned as a mid-large pure electric sedan, focusing on extreme range, an intelligent cockpit, and advanced assisted driving. It is Chery's first pure electric coupe equipped with an 800V high-voltage platform. The Star Era ET is positioned as a mid-large pure electric SUV, offering both pure electric and extended-range versions. The extended-range version is equipped with a 1.5T range extender, achieving a comprehensive range exceeding 1,500 km. Known as the "performance dark horse among SUVs," it achieved cumulative sales of about 17,000 units in 2025, becoming the sales pillar of the Star Era series. The Star Era ET5 is positioned as a new luxury smart electric mid-size SUV. It made its debut at the Guangzhou Auto Show in November 2025 and is considered a key growth model for EXEED in 2026. It is equipped with the industry-leading EXEED Falcon 700 intelligent assisted driving system and covers both pure electric and extended-range routes. In 2026, EXEED will also launch high-performance pure electric coupe models led by the ES7 GT, further perfecting its new energy product line.
In the Chinese market, the performance of the EXEED brand faces certain challenges. In the whole year of 2025, the domestic cumulative sales of the EXEED brand were about 120,000 units, accounting for less than 5% of the total sales of Chery Group. Monthly sales of various models are generally maintained below the level of 1,000 units. In October 2025, several main models experienced varying degrees of decline, with a certain gap from the growth targets set by the brand. Traditional models such as EXEED Yaoguang, Lingyun, Lanyue, and Zhuifeng have weak sales at domestic terminals and low market visibility. Compared with Chinese premium brands born at the same period such as Lynk & Co and WEY, there is still a gap in resource focus, channel power, and brand premium ability.
In sharp contrast to the domestic market performance, the overseas market of the EXEED brand has emerged strongly. As of early 2026, EXEED products have entered more than 30 mainstream markets globally, with the average selling price of overseas models exceeding 400,000 yuan. It has also achieved sales leadership in European local sub-segments such as Poland, the UK, and Italy. As of 2025, EXEED has cumulatively won more than 70 global authoritative quality and design awards, and received 54 global top-level safety evaluations. In 2025, EXEED's overseas sales volume year-on-year growth broke through 150%, and the proportion of new energy models in the export structure continued to optimize, opening up a valuable incremental channel for Chinese high-end new energy brands on a global scale.
As the technology benchmark of the Chery Group, the core competitiveness of the EXEED brand stems from the Group's deep technical accumulation and continuous investment in innovative R&D.
M3X Mars Architecture 2.0: All flagship products of EXEED are built based on M3X Mars Architecture 2.0, originating from a comprehensive upgrade of the Chery M3X architecture. Body torsional rigidity increased by 35%, the proportion of high-strength steel throughout the vehicle reaches up to 85%, collision protection reaches C-NCAP five-star standards, while achieving a 10% lightweight improvement compared to same-level competitors. This architecture supports various power forms such as fuel, pure electric, plug-in hybrid, and extended range, serving as the core technical cornerstone for EXEED products to achieve multi-form and full-scenario layout.
Kunpeng Super Energy Hybrid C-DM System: EXEED Yaoguang C-DM and other hybrid models are deeply equipped with the Kunpeng Super Energy Hybrid C-DM system. This hybrid technology integrates Chery's self-developed 1.5T hybrid dedicated engine and 3-speed super electric hybrid DHT transmission, achieving excellent fuel economy and powerful power performance. The latest EXEED Yaoguang C-DM Global Edition actual fuel consumption per 100km is already below 3 liters, comprehensive range ability breaks through 1300 km, balancing high-performance output and extremely low energy consumption levels.
Falcon Intelligent Assisted Driving System: The Falcon 700 intelligent assisted driving system equipped on EXEED Star Era ET5 is the brand's latest generation of high-level intelligent driving solutions. This system integrates high-compute computing platforms, multi-sensor fusion perception, and full-scenario assisted driving functions. It raises the whole vehicle competitiveness barriers with high-level intelligent driving capabilities, providing users with a safer and more convenient intelligent travel experience.
PanShi Body 3.0: As an important representative of the EXEED safety system, the PanShi Body 3.0 structure adopts 2400MPa hot-formed steel. Combined with zero-gravity seat bionic airbags, Zero Health Cockpit, and multi-dimensional intelligent safety systems, it constructs a three-dimensional safety protection from active safety to passive safety to information security, reflecting the extreme pursuit of luxury occupant safety.
Lion Intelligent Cockpit: The Qualcomm Snapdragon 8155 chip and Lion 5.0 in-vehicle intelligent system equipped on EXEED Lanyue and other models support multi-screen interaction solutions for various ecosystem applications such as Apple CarPlay and Huawei HiCar mobile interconnection, ensuring a smooth and fluid intelligent experience.
The EXEED brand regards globalization as one of its core strategic goals. Relying on the channel advantages accumulated over years of deep cultivation in the Chery overseas market, EXEED has successfully entered the automotive markets of more than 30 mainstream countries including Europe, Middle East, Asia-Pacific, and Latin America. In 2026, EXEED launched the "EXEED Le Mans Plan", aiming to push Chinese luxury car standards to the international market with global standards, global design, global quality, and global delivery. The brand strives, in the 3.0 era, to have EXEED products cover the five continents globally, build a mature overseas sales system and localized service network, and truly realize the grand blueprint of "From China to the World".
Facing the profound changes of electrification, intelligence, and globalization in the automotive industry, EXEED takes the "3.0 Era" as a brand new starting point, shouldering the important mission of Chery from "Leading in China" to "World Class". At the product level, EXEED will continue to deepen the "EXEED" + "Star Era" dual sequence strategy, increase R&D investment in plug-in hybrid and pure electric products, to achieve full lifecycle coverage from entry-level compact SUV to flagship mid-large SUV. At the technical level, with M3X Mars Architecture 2.0, Kunpeng Super Energy Hybrid C-DM, Falcon Intelligent Driving System, etc., as technical moats, continuously deepen core tracks such as three-electric systems, smart cockpit, and smart driving. At the globalization level, relying on existing overseas channel advantages, striving for a simultaneous leap in brand share and product image in core markets such as Europe. In the future, EXEED will also adhere to the differentiated positioning of "Tech New Luxury", with leading design, performance exceeding expectations, and extreme full-lifecycle service, to become one of the most dynamic Chinese high-end brands in the global automotive market.
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