June 21, 2024
Automotive Business Interviews

Exeed: Pioneering Innovation In The Global Automotive Market

Premium Automaker Intensifies Global Expansion

Hailing from the heart of Wuhu, Anhui Province, China, the Exeed automotive brand has emerged as a beacon of innovation and excellence in the competitive automotive industry.

With a strategic vision and a firm commitment to challenging the norm, Exeed has rapidly gained domestic and international recognition, particularly in the Middle East.

Established as the premium automotive marque of the world-renowned state-owned Cherry Automotive Group – maker of the Exeed, Chery, Jaecoo, and Omada brands – Exeed’s journey began in 2017 with a singular focus on compact sedan cars but has since evolved into a diverse portfolio of cutting-edge passenger vehicles and lifestyle association.

Automotive
(L-R) Chao Qin and Mengting Zhang address automotive journalists during the Exeed global news conference in Wuhu, China, on April 29, 2024. Credit: Arnold Pinto

The brand’s commitment to quality and advancement has propelled it onto the global stage, leaving an indelible mark as it transitions to becoming a premium lifestyle brand – akin to the large legacy European luxury marques.

With a robust presence in over 19 countries worldwide, including the United Arab Emirates (UAE), Saudi Arabia, Kuwait, Qatar, Kazakhstan, Russia, and Chile, Exeed’s innovative vehicles are not just reshaping but revolutionising the automotive landscape.

Resilience And Adaptability

Under the capable leadership of Chao Qin, CEO, Exeed today embodies a spirit of resilience and adaptability. Despite the challenges established automobile giants pose, the brand is steadfast in its mission to provide consumers with unmatched experiences and products, instilling confidence in its commitment to innovation and adaptability.

Automotive
Chao Qin, speaking at the Exeed global news conference in Wuhu, China, on April 29, 2024. Credit: Arnold Pinto

As the global automotive industry shifts towards electrification and sustainability, Exeed is at the forefront of this change, integrating plug-in hybrid technology into its lineup to cater to consumers’ evolving preferences. With ambitions to expand its SUV lineup and forge meaningful partnerships, Exeed is not just building cars but shaping mobility’s future.

Automotive
Global premiere of the Exeed E08 MPV at the 2024 Beijing International Automotive Exhibition (Auto China 2024). Credit: Arnold Pinto

Under the aegis of the Chery Group, Exeed hosted its annual international dealer conference in Wuhu from April 27 to 30, 2024.

Held at multiple locations in and around Wuhu, the mega event was attended by 2,000+ worldwide dealers and partners under the theme: New Energy, New Eco, New Era.

Automotive
The all-new Exeed Exlantix ES EV features breakthrough E0X technology. Credit: Arnold Pinto

Exeed also exhibited its latest technological advancements, including new energy models, at the 2024 Beijing International Exhibition (Auto China 2024), which 800,000+ participants from across the globe attended.

During a global news conference at Chery’s commercial headquarters in central Wuhu on April 29, 2024, Chao Qin, CEO of Exeed, stated that the brand’s current range of ICE (internal combustion engine) vehicles, comprising the TXL, LX, RX, and LX models, is being enhanced with PHEV (plug-in hybrid electric vehicle) versions. PHEVs use batteries to power an electric motor and another fuel, such as petrol, to power an ICE.

Automotive
The Exeed RX PHEV SUV was a major highlight of the 2024 Beijing International Automotive Exhibition (Auto China 2024). Credit: Arnold Pinto

In addition, Exeed’s Exlantix ES EV (electric vehicle) sedan lineup—based on the breakthrough E0X technology platform—will comprise a BEV (battery electric vehicle) model with a range of 500 to 630km and a REEV (range-extended electric vehicle) version with a range of 1,100 to 1,200km.

Automotive
Visitors admire the Exeed ET SUV at the 2024 Beijing International Automotive Exhibition. Credit: Arnold Pinto

Speaking to the global automotive specialist media in the presence of Mengting Zhang, General Manager of Exeed Middle East, Qin also revealed that the marque’s upcoming offerings in international markets would encompass the ES sedan, ET SUV, E0 MPV, and E0 SUV.

Automotive
Chao Qin introduces the Exeed E08 MPV at the 2024 Beijing International Automotive Exhibition. Credit: Exeed

Soon after addressing the global news conference in Wuhu, Qin interacted with ‘Middle East News 247’, sharing the brand’s journey, challenges, and ambitions.

Automotive
Chao Qin (front row, 4th from left) poses with some of Exeed’s global dealers at the 2024 Beijing International Automotive Exhibition (Auto China 2024). Credit: Arnold Pinto

Excerpts from the engagement:

Middle East News 247: What prompted Exeed’s venture into overseas markets, including the Middle East region?

Chao Qin: For Exeed, venturing into overseas markets was both a strategic imperative and a testament to our commitment to innovation and excellence.

We understood the challenges ahead; many established automobile giants had already entrenched themselves in those markets. However, we embarked on this journey with a burning passion and a drive for distinction, a passion that continues to fuel our every move.

Automotive
Exeed’s global dealers in the brand’s executive business lounge at the 2024 Beijing International Automotive Exhibition (Auto China 2024). Credit: Arnold Pinto

Middle East News 247: What is Exeed’s product development and market entry approach?

Chao Qin: At Exeed, we believe in meticulous planning and organic growth. Our journey began with establishing the Cherry Group, from which we derived our initial inspiration.

Focusing initially on compact sedans, we have strategically diversified our product portfolio, ensuring each offering embodies our ethos of quality and advancement.

Automotive
Exeed’s passenger vehicles at the marque’s 2024 international dealer conference in Wuhu, China. Credit: Exeed

Middle East News 247: Your emphasis on premium branding is evident. How does Exeed differentiate itself in an increasingly competitive market?

Chao Qin: Our strategy is centred around premium branding, a unique approach that sets us apart. We are not just another Chinese brand seeking global recognition; we are on a mission to redefine the customer experience.

Rather than emulate competitors’ speed and marketing tactics, we adopt a measured approach, prioritising product excellence over rapid expansion.

Automotive
Exeed is the premium automotive brand of Wuhu-headquartered Chery Group. Credit: Arnold Pinto

Middle East News 247: Could you share some insights into Exeed’s reception in overseas markets?

Chao Qin: Sure. Our journey abroad has been met with challenges and triumphs. Initially, we encountered scepticism, with consumers accustomed to established brands.

However, through unwavering perseverance and a steadfast commitment to quality, we have witnessed a gradual acceptance of Exeed. In markets like Kuwait, where brand loyalty runs deep, we have seen a significant shift in consumer preferences, a testament to our resilience and growing relevance.

Automotive
Chao Qin poses with Exeed’s global dealers at the 2024 Exeed international dealer conference in Wuhu, China, held under the theme: New Energy, New Eco, New Era. Credit: Exeed

Middle East News 247: Electrification is a focal point in the automotive industry. How is Exeed navigating this paradigm shift?

Chao Qin: Electrification indeed represents the future of automotive innovation. While adoption rates vary globally, Exeed is committed to staying ahead of the curve.

We actively integrate plug-in hybrid technology into our product lineup, catering to diverse consumer preferences and regulatory environments.

Automotive
Exeed’s global dealers were introduced to the Exlantix ET SUV range in Wuhu, China. Credit: Arnold Pinto

Middle East News 247: Could you provide some insight into Exeed’s future roadmap in terms of innovation?

Chao Qin: Looking ahead, Exeed’s future roadmap is not just about innovation and adaptability but about pushing the boundaries of what is possible.

From expanding our SUV lineup to introducing BEV and REEV models, we are poised to offer customers a thrilling array of choices and sophistication. This forward-thinking approach underscores our commitment to shaping the future of mobility.

Moreover, our focus extends beyond product development; we are committed to fostering meaningful partnerships and enhancing customer engagement, ensuring Exeed remains at the forefront of automotive excellence. This commitment to innovation excites us about the future, and we hope it excites you, too.

Automotive
The Chery Group hosted a gala musical festival at Shenshan Park in Wuhu, China, on April 30, 2024, for its automotive brands’ global dealers, including Exeed. Credit: Arnold Pinto

Middle East News 247: Do you have any final thoughts before we conclude?

Chao Qin: It has been a pleasure sharing our journey with you. At Exeed, we are not merely building cars but shaping the future of mobility.

As we continue pushing boundaries and challenging conventions, I invite consumers worldwide to join us on this exhilarating journey of innovation and possibility.

Automotive
Exeed branding at the musical festival at Shenshan Park in Wuhu, China, on April 30, 2024. Credit: Arnold Pinto

North Star Innovation

In automotive innovation, Exeed stands as a beacon of excellence, driven by a relentless pursuit of perfection and a commitment to redefining the status quo.

As Qin eloquently articulated, the road ahead may be fraught with challenges, but with innovation as its compass, Exeed is poised to conquer new horizons, one milestone at a time.

Featured image: Chao Qin, CEO of Exeed, at the marque’s international news conference in Wuhu, Anhui Province, China, on April 29, 2024. Credit: Arnold Pinto

    Arnold Pinto

    Arnold Pinto

    Arnold Pinto is an award-winning journalist with wide-ranging Middle East and Asia experience in the tech, aerospace, defence, luxury watchmaking, business, automotive, and fashion verticals. He is passionate about conserving endangered native wildlife globally. Arnold enjoys 4x4 off-roading, camping and exploring global destinations off the beaten track.
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