Chery has shed more light on its plans to expand across Europe, revealing that its premium Exeed brand will be sold in the UK and other key markets across the continent.
The Chinese automotive giant recently confirmed that its Jaecoo and Omoda brands would soon launch in Europe and it was reported that its range of Exlantix-branded EVs would also be sold locally. While recently speaking with Autocar, Chery chief engineer Peter Martin confirmed that Exeed will launch both combustion models and BEVs from its Exlantix family.
According to Martin, the Exeed brand will be introduced in nine markets across Europe and that will include the UK. He says that the Exeed brand has benchmarked itself against luxury vehicle leaders and noted the company has the flexibility to offer different powertrains in different markets.
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“We’ve got a cross-section of powertrain options with ICE, PHEV and BEV, so we can adjust our offering to best suit demand in each market,” Martin told Autocar. “When you price cars, it all depends on your business model. We can offer cars at competitive prices, but they will offer the premium feel and technology you would find in a Mercedes-Benz or BMW. My benchmarks when developing Exeed models are Mercedes, BMW, Tesla and Lexus. When we’re developing our next full BEVs, our benchmark is the [Mercedes] EQS. We won’t be priced as high as them, but we will offer a similar experience.”
Autocar notes that Exeed will also adapt its business model depending on the market and have its focus varied on private, fleet, and subscription sales.
Exeed has not yet announced which of its models are heading to Europe. Its combustion-powered range currently consists of the RX, LX, TXL, and VX whereas the Exlantix family currently consists of the BMW i5-sized E03 as well as the E0Y, an SUV similar in size to the Audi Q8 E-Tron.
