EXEED Launches Four New Models to Accelerate Premium Branding

[Brand Strategy] EXEED has unveiled four new models, fully taking on Chery's premiumization mission, with the former 'Stellar Era' sub-series no longer being highlighted separately.

Core Development: EXEED 3.0 Era Focuses on 'Performance Luxury'

On December 22, 2025, at the EXEED Brand Night event, the company launched four new models—ES7 GT, ES8, ET8, and ET9—spanning both sedan and SUV segments, clearly positioning itself as a "world-class performance luxury brand for the intelligent mobility era." Chery Chairman Yin Tongyue emphasized the goal of building EXEED into a "Chinese luxury brand that global customers would proudly pass down through generations."

Strategic Foundation: Organizational Restructuring Enables Brand Elevation

In July 2025, Chery established a Domestic Business Group, with Li Xueyong directly overseeing EXEED and three other business units, propelling EXEED into its 3.0 phase. The previous 'Stellar Era' sub-brand has since been phased out, with EXEED’s main brand now directly assuming all premium responsibilities—a clear signal that Chery’s premium strategy is becoming more focused and coherent.