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KEDE Auto is a global high-end customized car brand under the KEDE Group. Products include limousines, luxury business vehicles (MPVs), and special purpose vehicles. The brand's predecessor was the world-renowned modification brand KRYSTAL. After being wholly acquired by the KEDE Group in 2016, it was renamed.
KRYSTAL was founded in California, USA in 1989, and was the first in the US to complete car crash testing and receive certification for limousine manufacturing. It is also the largest limousine manufacturer in the world, mainly serving the US political arena and Hollywood celebrity field.After the acquisition, the brand established a global design and R&D center in the US, established R&D design institutes in Germany, Russia, and Turkey, forming a global layout of "US R&D, Global Manufacturing, China Customization".
In 2019, KEDE Auto established the Global Automotive Customization Center in Tianjin, China, obtained automobile manufacturing and modification qualifications, and since then gradually shifted the brand focus to the Chinese market.As of 2023, the brand holds over 20 invention patents, over 200 utility model patents, and over 400 design patents. In 2023, the KEDE Summit MH7 model won the national championship of the RA Automotive Customization and Modification Contest.
KEDE Auto's brand foundation is rooted in American limousine culture. In 1989, KRYSTAL was founded in California, USA, and rapidly became a benchmark in the global limousine manufacturing field, known for its high-standard safety certification and exquisite craftsmanship. In 1999, Ke Ruisi Auto Sales Co., Ltd. was established in China. In 2006, it obtained KRYSTAL authorization to handle its sales business in mainland China, Hong Kong, and Macau.
2016 became a turning point for the brand. KEDE Group wholly acquired KRYSTAL (including all global overseas subsidiaries and modification plants). The brand was officially renamed "KEDE," and simultaneously launched an upgrade of its global R&D system. In 2019, the Tianjin Global Customization Center was completed. The KEDE Summit, Bach, and Xueduibai three high-end customized MPVs, along with the Super Off-road Monster SV9 series, were launched successively in the Chinese market.
In 2021, KEDE successively obtained Ford and Mercedes-Benz authorization, becoming a registered modification plant officially approved by Fujian Mercedes-Benz, and gained the ability to use Mercedes-Benz V-Class, Vito, and Sprinter series products for special vehicle modification and sales. In 2022, the KEDE Wings series, KEDE WALD series (in cooperation with Japanese WALD), and KEDE Diya series debuted successively, and the product matrix expanded rapidly. In 2023, the Magician series, Winner series, and Space Master series, totaling five car models, made a strong debut. In 2024, KEDE launched the Summit MH7·New Era, the Ford Black Knight, and other models, and simultaneously held the global premiere of the Ford Bronco·KEDE Monster SV7 off-road vehicle at the Chengdu Auto Show.
In September 2025, KEDE showcased its Summit, Hiace, and Monster three major product series at the Tianjin International Auto Show, presenting the most complete all-scenario mobility solution matrix in the brand's history.
KEDE's product line is driven by luxury customized MPVs and high-end off-road SUVs as dual pillars, covering two major categories: customized modification and high-end customized complete vehicles.
The Summit Series is the brand's flagship MPV, built on chassis such as the Fujian Mercedes-Benz V-Class and Vito, and focuses on the million-level luxury business travel market. The product line includes the Summit MH7 (with sub-models such as the New Era and Crystal Crown Commemorative Edition), the Summit MH9 (Mountains and Rivers Series), and the Summit SV800. Among these, the MH7 once won the 2023 RA National Championship. The 2025 Summit model has evolved into a 2.0T mild hybrid power version, with guide prices ranging from 428,000 to 1,588,000 RMB.
The Bach Series is the second-tier business MPV under the Summit line, based on the Mercedes-Benz V-Class, with a manufacturer's guide price starting at 658,000 RMB.
The Xueduibai Series is the brand's first luxury MPV to integrate elements of traditional Chinese culture, with exterior inspiration drawn from the landmark building "Great Hall of the People." Its guide price starts at 1.68 million RMB.
The WALD Series is built on the Toyota Sixth Generation Hiace, in cooperation between KEDE and Japanese WALD. It offers 7-seat, 9-seat, and 7-seat partition layouts, with a maximum power of 210 kW. The exterior integrates Japanese wide-body style, with a guide price of approximately 1.4 million RMB.
The Winner Series is a deep-customized commercial MPV developed by KEDE and Ford China, built on the Ford Transit Custom. It is equipped with a 2.0T engine (162 kW / 350 N·m), paired with customized high-hood styling, a star waterfall grille, aviation seats, and other luxury configurations, positioned for high-end business reception and family travel.
The Monster Series is the brand's rugged off-road SUV product line. The first model, the Monster SV9, is a full-size American flagship SUV with a vehicle length of over 5.9 meters, equipped with a 3.5T turbocharged engine (over 380 HP / 670 N·m). The Monster SV7, developed based on the Jiangling Ford Bronco with official authorization, has independent registration approval for legal licensing and is an officially modified high-custom product of the Ford Bronco.
In addition, the brand also has the Wings, Kunlun (plug-in hybrid MPV), Mountains and Rivers, Magician, Space Master, and other series continuing to iterate and refresh. The KEDE Kunlun series is the brand's first plug-in hybrid electric MPV, with a guide price of 529,900 RMB, expanding the brand's new energy product line.
KEDE executes an ultra-high-end B2B customization strategy of "one car, one custom," positioned in the million-level luxury private customization market, filling the middle-market gap between business cars under 500,000 RMB led by the Buick GL8 and million-level plus imported luxury MPVs.
At the September 2025 Tianjin Auto Show, KEDE achieved, for the first time, the full series appearance of its three major product lines—Summit, Hiace, and Monster—on the same stage, covering the Summit MH7·Crystal Crown Commemorative Edition, the Mountains and Rivers MH9, the Mountains and Rivers Alpha MH7·Star Pavilion Edition, and the full series of limited-edition Monster SV7 models. The Summit MH7·Crystal Crown Commemorative Edition adopted a Rolls-Royce-inspired CMF design concept and the Huawei Neural Network Control System, blending craftsmanship with cutting-edge technology, representing KEDE's pursuit of the highest standard in the ultimate customization field.
In brand marketing, KEDE does not emphasize public sales data, instead targeting high-net-worth customer groups with limited releases and deep customization. As of 2026, KEDE has actively participated in core auto shows in Shanghai, Chengdu, Tianjin, and other cities, with its brand awareness and leadership position within the national customization modification circle steadily improving.
KEDE's core technology revolves around the two characters "Customization", forming a unique customization modification technology system.
Wide Body & Aerodynamic Kit: Redesigned front/rear bumpers, wide-body fenders, side skirts, hood and rear diffuser for base models like Mercedes V-Class, Vito etc., made using carbon fiber and composite materials, achieving lightweight and extreme visual effect.
Power Upgrade: Introducing 48V mild hybrid system in Summit 2025 full series, launched 2.0T mild hybrid MPV, achieving brand's first million-level MPV mild hybrid architecture; Plug-in hybrid model Kunlun equipped with PHEV technology, taking the first step of brand electrification transformation. Traditional high-end models equipped with 2.0T to 3.5T turbocharged engines, matching 8AT/9AT transmissions.
Luxury Interior: Using aviation-grade materials and NAPPA genuine leather full hand sewing, equipped for Summit MH9 etc. models partition cabin dual smart screens, cradle aviation seats (Supporting 10-way electric adjustment, ventilation massage, one-key rotation forming face-to-face guest mode and one-key flatting), detail embellished with Crystal Crown emblem, liftable starry sky ceiling etc. brand iconic elements.
Active Chassis and Suspension: Monster SV7 etc. models can be optionally equipped with customized suspension system and high ground clearance reinforced chassis, adapting to desert, Gobi and severe off-road etc. complex road conditions.
Supply Chain and Manufacturing Standards: KEDE Tianjin Customization Center possesses independent automobile modification and manufacturing qualifications, each customized modification product has independent MIIT announcement number, can be directly registered. Brand masters top-level craftsmanship and supply chain integration capability, from interior materials to chassis tuning, realizing transformation from factory car to customized explosion modification.
KEDE adopts a global positioning of "American brand, China deepening." The brand retains its design and R&D center in California, USA, while also establishing R&D design institutes in Germany, Russia, and Turkey, constructing a technology network spanning North America, Asia, and Europe. In 2016, when acquiring KRYSTAL, the brand integrated all of its global overseas subsidiaries, modification plant assets, and channels, retaining the brand's historical recognition among international political VIP clients and ultra-wealthy groups.
From a market focus perspective, China is KEDE's current core growth market. The Tianjin Customization Center undertakes global model assembly and delivery functions. Relying on the original KRYSTAL brand's legacy influence and channel foundation, KEDE also retains potential expansion space in high-end customized car consumption markets such as the Middle East and Southeast Asia, but has not yet established overseas KD plants.
KEDE is undergoing a strategic dimension upgrade, moving from single MPV customization to "MPV plus SUV" dual product lines, from fuel-dominated to "fuel plus new energy" multi-power, and from the domestic market to a "China plus overseas" diversified market.
In the new energy field, the plug-in hybrid model Kunlun has already been launched, and the Summit full series has introduced 48V mild hybrid technology. Subsequent plans are expected to include pure electric luxury custom models, forming a diversified matrix of fuel, mild hybrid, plug-in hybrid, and pure electric options. At the product level, the brand has established three major product spectrums: "Summit MPV," "Monster Off-road," and "Toyota Hiace series modification." For models such as the Monster SV7 with high customization, KEDE provides legally licensed independent announcements, offering Chinese high-net-worth off-road enthusiasts more compliant and convenient deep customization solutions.
In market strategy, KEDE will adhere to a "limited plus deep customization" business model, precisely serving discerning customers who pursue unique character and extreme style. The brand is committed to meeting "Made in China, Global Quality" standards, continuously seizing market share in the domestic million-level luxury custom modification car segment, becoming an industry benchmark enterprise leading the global high-end custom modification car market, and striving to represent Chinese high-end custom brands on the world stage.
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