Exeed Exceeds Customers’ Expectations In The UAE
Exlantix (ES) EV To Launch By Q4 2024
Exeed – the premium automotive brand of Wuhu, China-headquartered Cherry International Automobile – has made significant inroads into the discerning United Arab Emirates (UAE) market since its official commercial launch in the Arabian Gulf nation in August 2023.
With a meticulous two-year preparation leading to the unveiling, Exeed – derived from the word ‘Exceed’ – has positioned itself as a frontrunner in the global luxury automotive segment, challenging conventional norms and introducing a fresh perspective on cutting-edge Chinese technology.
With a robust engine production infrastructure, Exeed’s vehicles in China and overseas markets boast state-of-the-art design, bespoke driver-passenger features, and performance capabilities.
The Exeed lineup encompasses two trims: a main lineup comprising ICE (internal combustion engine) and REEV (range-extended electric vehicle) and another series, Exlantix, featuring both full EV and REEV.
State-owned Chery International Automobile, headquartered at No. 8, Changchun Road, Economic and Technological Development Zone, Wuhu, Anhui Province, China, manufactures and distributes four automotive passenger and commercial vehicle brands, including Chery, Exeed, Omada, and Jaecoo, in China and globally.
Official UAE Dealer
Al Ghurair Motors, the newly established automotive arm of Dubai-based Al Ghurair Investment, is the official dealer of Exeed in the UAE. The dealership initially operated under the trade name of AG Auto.
In addition to the UAE, Exeed operates an extensive dealership network across Saudi Arabia, Kuwait, Qatar, Kazakhstan, Russia, and Chile.
Exeed pulled out all the stops when the brand, under the aegis of Chery International, hosted the 2024 Exeed International Dealer Annual Conference in Wuhu (April 27-30). More than 2,000 guests from its global dealership network attended.
The highly anticipated and superbly organised 2024 Exeed International Dealer Annual Conference’s central theme was ‘New Energy, New Ecology, New Era’.
Exeed also showcased its latest models and technological advancements, including the Exeed E08 concept MPV, at the 2024 Beijing International Automotive Exhibition (Auto China 2024).
The highly anticipated international auto show—one of the world’s most significant automotive events—was held from April 25 to May 4 at the China International Exhibition Centre in Beijing.
893,000 Visitors
The 10-day Beijing Auto Show 2024 featured a vast exhibition area of 22,000 square metres and was attended by 893,000 visitors, including 29,000 international attendees from across the globe.
The mega auto show saw Chinese and foreign automakers debut 117 new models (30 from global brands), with an astonishing 278 new energy vehicles (NEVs) on display. NEVs indicate the direction the Chinese automotive industry is currently taking, parallel with the global industry.
In an exclusive interview with ‘Middle East News 247’ at the 2024 Exeed International Dealer Annual Conference in Wuhu, Leo Dai, Country Director of Exeed UAE, summarised Exeed’s strategic approach to the UAE market, emphasising “Dubai’s unique cultural landscape and appeal to a diverse expatriate population”.
‘Ideal Launchpad’
“With over 90% of Dubai’s inhabitants hailing from various corners of the globe, the city serves as an ideal launchpad for Exeed to establish a stronghold in the Middle East and garner global recognition,” said Dai.
He added: “Exeed’s diverse lineup, including SUVs like the best-selling VX, TXL, LX, and RX, has garnered customer praise across the UAE. Exeed’s commitment to blending cutting-edge technology with traditional values is a unique selling point that resonates with our customers.”
Moreover, Dai pointed out that Exeed’s foray into the electric vehicle (EV) segment with the forthcoming commercial launch of the Exlantix (ES) electric sedan underscores a “dedication to offering sustainable mobility solutions tailored to the UAE’s evolving automotive landscape” and adhering to the UAE Net Zero 2050 strategic initiative that aims to achieve net-zero emissions by 2050.
Regarding UAE-based customers’ perception of Exeed as being a Made in China automotive marque with ambitious global plans, Dai stressed there is a “perceptible and positive shift in perception”, with Exeed buyers in the Gulf nation “expressing both surprise and admiration for the brand’s superior quality and advanced features”.
In Pole Position
Dispelling notions of Chinese automotive brands being synonymous with affordability, “Exeed has successfully carved a niche for itself as a symbol of luxury and innovation at the global level,” said Dai.
“Being part of the well-established Chery [Automobile] Group affords Exeed unparalleled advantages, and our strategic partnerships with industry leaders like Huawei have been instrumental in our success, particularly in engine manufacturing and technological integration,” said Dai.
Dai spoke at the start of a high-octane exclusive visit to Wuhu’s state-of-the-art Chery Group gigafactory facilities. Exeed vehicles are assembled around the clock, involving high-tech autonomous systems and a highly skilled and trained workforce.
Exeed’s demonstration of its latest internal combustion engine and NEVs at the 2024 Beijing International Automotive Exhibition global platform not only served as a testament to its rapid expansion as a world-class premium automotive maker but also underscored its commitment to shaping the future of mobility.
Unique Opportunity
On Exeed’s participation in the 2024 Beijing International Automotive Exhibition, Dai said: “Beijing Auto Show 2024 was an opportunity for us to show our Chinese and overseas customers our new models, advanced technologies, and mission, and also have our global dealer partners, media and overseas staff come to beautiful and modern China to enjoy and celebrate our success in the past year [2023].”
Exeed is building an entire lifestyle ecosystem around its automotive offerings, with bespoke wristwatches, leather goods, luxury sports gear, and other accessories now available to Exeed buyers.
Through Al Ghurair Motors’ showrooms in Dubai and Abu Dhabi, Exeed offers a range of options to suit varying budgets and preferences while catering to discerning customers seeking luxury and sophistication.
For instance, the Exeed LX SUV series starts at an affordable AED85,000, and the brand’s latest facelift models are priced at AED155,000 and above.
Exlantix (ES)
Exeed (#BornForMore) officially showcased its Exlantix (ES) electric sedan at the 2024 Beijing International Automotive Exhibition. The brand’s first electric sedan, with a range of over 500km, is poised to pique global demand when it becomes commercially available by Q4 2024.
The all-new Exlantix (ES) sedan (0-100kmph in four seconds) is part of Exeed’s significant expansion of its product line and represents Exeed’s inaugural foray into the EV segment.
Derived from the word ‘Atlantis,’ Exlantix signifies a high-end electric offering and embodies the brand’s commitment to fostering sustainable mobility solutions.
With the naming of the Exlantix series drawing parallels to the mythical allure of Atlantis, Exeed aims to evoke a sense of fascination and anticipation among consumers, positioning the series as an enticing proposition in the realm of electric mobility.
Characterised by sleek design elements and a focus on performance and environmental sustainability, the Exlantix (ES) sedan embodies a fusion of cutting-edge technology and forward-thinking design. Boasting clean lines and a slender silhouette, the vehicle exudes sophistication and innovation.
The design cues, reminiscent of high-performance vehicles, hint at the sedan’s sporty capabilities, promising an exhilarating driving experience for enthusiasts.
Green Credentials
The car’s electric nature is strategically emphasised by dominant green hues and geometric patterns reminiscent of carbon lattice adorning the body, reinforcing its commitment to environmental consciousness.
In today’s automotive landscape, there is a growing demand for vehicles that seamlessly marry performance with sustainability, catering to the preferences of discerning consumers.
Exeed’s foray into the electric sedan segment seeks to address this demand, offering a compelling option for those seeking an ideal blend of sportiness and eco-friendliness. Exeed is also poised to roll out an electric SUV version of the Exlantix (ES), marketed as Exlantix (ET).
The automotive world eagerly awaits the commercial availability of the groundbreaking Exlantix (ES) sedan, poised to redefine the landscape of passenger electric vehicles and set new standards for performance and sustainability.
As Exeed continues to make strides in the UAE market and beyond, it remains steadfast in its mission to redefine the automotive landscape with innovative offerings that resonate with customers worldwide.
“Stay tuned for more updates on our exciting lineup and innovative offerings,” Dai concluded.
Featured image: Leo Dai, Country Director of Exeed UAE, with the MY 2025 Exeed RX at the brand’s IP Exhibition in Wuhu, Anhui Province, on April 29, 2024. Credit: Arnold Pinto
Last Updated on 8 months by Arnold Pinto
