On December 22, 2025, EXEED hosted a grand brand night, officially launching its new brand logo, updated positioning, mission and vision. In a major showcase of its future strategy, the brand unveiled a “4+4+X” product matrix, debuted four all-new models—EXEED ES8, ET8, ET9 and ES7 GT—and announced a strategic partnership with the 24 Hours of Le Mans. This landmark event marks EXEED’s official entry into Era 3.0, completing its strategic transformation from a high-end sub-brand of “Technology Chery” to a global “new tech luxury” brand.
Brand Refresh: Redefining Luxury with Emotion and Technology
The new EXEED logo features a refreshed visual tone that aligns with the aesthetic preferences of young consumers. Alongside the logo update, the brand clarified its new positioning as “a high-emotion, high-potential luxury brand for the new era,” anchored by three core pillars: exceptional product strength, unique cultural power, and sincere communication. EXEED aims to stand at the pinnacle of Chery Group’s brand pyramid, embodying “performance luxury” and leading Chinese brands in the shift from “scale manufacturing” to “value creation.”
The brand also emphasized its evolution in user relationships—from “customers” to “user communities”—and its global narrative shift from “low-cost exports” to “value output.” With a focus on scenario-based experiences and design aesthetics, EXEED is redefining the luxury car segment through technological innovation.
4+4+X Product Strategy: Diversifying Offerings Across Segments
EXEED’s newly announced “4+4+X” product strategy outlines its future development blueprint:
- The first “4” represents four core vehicle series: ET (SUV), ES (sedan), E0 (flagship), and EX (crossover).
- The second “4” denotes four advanced technology platforms: M3X Mars Architecture 2.0, dedicated BEV platform, extended-range platform, and hybrid platform.
- The “X” signifies expansion into niche markets such as MPVs and coupes, aiming to drive further sales growth.
Technologically, EXEED revealed ambitious plans: By 2026, all models will be equipped with the Falcon 700 intelligent driving assistance system with one lidar. The Falcon 900 system, featuring three lidars, will enter mass production the same year. Additionally, EXEED will launch L4-level Robocar autonomous commercial operations globally in 2026, equipped with eight lidars. All models will also come with the Boya Zhiyin Song Series 32-speaker audio system for premium in-car entertainment.
Four New Models: Blending Performance, Luxury and Technology
EXEED ES7 GT
Positioned as a high-performance model, the ES7 GT adopts EXEED’s latest family design language, featuring a closed front face with a full-width LED daytime running light and sleek integrated headlamps. Vertical air vents on both sides of the front bumper, paired with semi-surround LED lights, enhance its sporty appeal. The side profile boasts slightly flared wheel arches, 21-inch five-spoke semi-closed rims, and hidden door handles to reduce wind resistance. At the rear, a roof spoiler, full-width taillights, and a two-tone rear bumper with diffuser accents complete the dynamic look.
EXEED ES8
Dubbed the “most beautiful interstellar hunting wagon,” the ES8 draws inspiration from Chery’s previously revealed Liefeng concept, featuring an aggressive design with a narrow front grille and hidden headlamps for a futuristic vibe. Key design elements include an intelligent interactive screen, hidden lidar, nested hood, one-piece panoramic canopy, active electrochromic sunroof, and electronic side mirrors. The hunting-style rear end, equipped with an active lift spoiler, slanted tail shape, and full-width taillights, amplifies its sportiness.
Inside, the ES8 is fitted with a windshield information display and a 15.6-inch central control screen, powered by the 8295 chip and HarmonyOS ecosystem. It also offers AI voice control, 23 speakers, hidden ambient lighting, dual wireless fast charging, and a sport steering wheel. The front passenger seat can fold 180° flat with a leg rest, while the rear seats feature 15° recline adjustment. Under the hood, a 30,000-rpm motor, four-wheel steering, and steer-by-wire technology deliver a 0-100km/h acceleration time in the 3-second range and a top speed of 260km/h. Equipped with an 800V solid-state battery, it achieves a pure electric range of 1,500km, complemented by dual-chamber air suspension, CDC damping, and high-level intelligent driving capabilities.
EXEED ET8
EXEED ET9
Cutting-Edge Technology: Power, Chassis and Intelligence
EXEED showcased a suite of advanced technologies at the event:
- Powertrain: 2026 models will be equipped with Kunpeng Tianqing hybrid system, 7th-generation 2.0TGDI engine (45.95% thermal efficiency, 210kW), 7th-generation hybrid transmission (300kW, 24,000rpm), Kunpeng axial flux dual-vector motors (18.4kW/kg power density, 30,000rpm), rhinoceros all-solid-state batteries (≥600Wh/kg energy density, 1,500km range), and Xunlong ultra-fast charging (1.2MW single-gun power).
- Chassis & Control: Mars Architecture, Snow Leopard four-wheel drive system (over 1,000kW combined power, over 1,500N·m torque, sub-2-second 0-100km/h acceleration), Flying Fish Chassis, Flying Fish E4-wheel EMB (electromechanical brake), and Flying Fish i4-in-1 intelligent driving unit. These technologies deliver a 32.41m braking distance, 48% improved braking efficiency, zero body roll at high speeds, and one-touch “second” parking.
Strategic Partnership with Le Mans: Entering Global Top-Tier Motorsport
EXEED officially signed a strategic cooperation agreement with the Automobile Club de l’Ouest (ACO), organizer of the 24 Hours of Le Mans, launching its five-year “Road to Le Mans” motorsport strategy. This makes EXEED the first Chinese brand to enter the world’s top three motorsport systems as a factory team.
The plan unfolds in three phases:
- Launch the “EXEED Uniform Specification Race” to establish a local endurance race selection system.
- Join the Asian Le Mans Series (ALMS).
- Form the “EXEED Le Mans Team” to compete in the 24 Hours of Le Mans main race.
Additionally, EXEED and ACO plan to build an ACO-certified race track in Wuhu, bringing top-tier motorsport closer to home. The brand will use the race track as an “ultimate laboratory” to validate technologies under extreme conditions, feeding back innovations to production vehicles.
Sales Performance: Strong Growth Momentum
Chery Group recently released its November sales data: 272,536 vehicles sold, including 116,794 new energy vehicles (a year-on-year increase of 50.1%), achieving four consecutive months of growth. Export sales remained robust at 136,728 units (up 30.3% year-on-year), exceeding 100,000 units for seven consecutive months and maintaining Chery’s leading position in China’s auto exports.
EXEED contributed 12,021 units in November, with cumulative sales of 109,466 units from January to November. With its new product strategy and upcoming model launches, EXEED is poised for even stronger growth in the global market.
Conclusion
EXEED’s brand night signifies a pivotal step in its global expansion, combining brand refresh, product innovation, and motorsport collaboration. By redefining luxury with technology and safety, EXEED is well-positioned to compete in the global premium automotive segment. As it enters Era 3.0, the brand is set to deliver more impressive results with its advanced product lineup and customer-centric approach.
