Chery's EXEED brand ushers in 3.0 era with technology-led brand overhaul

Shanghai (Gasgoo)- On December 22, 2025, Chery's premium brand EXEED officially launched its "Brand Night" event, marking the beginning of what it calls the EXEED 3.0 era. Framed around advances in technology, design, product strategy and brand ambition, the event outlined a comprehensive upgrade of the marque. EXEED confirmed two core product families—ES and ET—and unveiled four new models: the ES7 GT, ES8, ET8 and ET9, signaling an accelerated push into the high-end new energy vehicle segment.

Against the backdrop of rapid electrification and intelligent mobility, Chery Group has set its sights on defining what global luxury means in the era of new energy vehicles. Within this strategy, EXEED remains the "apex" of Chery's brand hierarchy. Company executives emphasized that global luxury leadership will hinge on three pillars: uncompromising product strength, a brand culture with emotional depth, and meaningful engagement with users—aiming to build a marque that customers not only recognize, but genuinely identify with and pass on.

In the EXEED 3.0 phase, the brand's evolution will revolve around core performance, experiential value and emotional expression. By advancing across technology, design, product offerings and long-term brand development, EXEED aims to redefine Chinese luxury and establish a more emotionally resonant, globally competitive identity.

Future EXEED models will be built on the Panshi 3.0 structure, featuring 2400 MPa hot-formed steel—currently an industry benchmark. More than 20 airbag deployment points are combined with an industry-first "zero-gravity seat cocoon airbag," alongside health-focused cabin standards, intelligent safety systems and robust information security. Together, these elements are designed to exceed global safety benchmarks and position safety as a defining luxury feature.

EXEED's intelligent strategy centers on two pillars: full-scenario assisted driving solutions spanning L2 to L4, and its next-generation "Lingxi" smart cockpit. Starting in 2026, vehicles will debut Carmind 2.0 paired with the AIOS 8397 chip, naked-eye 3D displays, intelligent lighting systems and a 32-speaker Boya audio setup.

Advanced driver assistance will gradually roll out across the lineup, beginning with the Falcon 700 system featuring a single lidar and up to 560 TOPS of computing power. A higher-end Falcon 900 solution, equipped with three lidar units and up to 2,000 TOPS, is slated for mass production in 2026, enabling L3 capabilities. EXEED also plans to launch L4 autonomous commercial operations—Robocar—both domestically and overseas, using an eight-lidar architecture.

On the powertrain front, EXEED introduced its "Xinghe" propulsion system, anchored by the seventh-generation Kunpeng hybrid engine boasting a thermal efficiency of up to 48%. The system integrates a new hybrid transmission, axial-flux dual motors, high-speed high-output motors, solid-state battery technology and ultra-fast charging solutions. Vehicle-level validation of solid-state batteries is scheduled for 2026.

Driving dynamics are supported by a triad of technologies—Mars Architecture, Snow Leopard all-wheel drive and Feiyu (translating to "Flying Fish") chassis tuning—aimed at delivering sports-car-grade handling. EXEED's four-wheel EMB brake-by-wire system is set to make its global debut in early 2026.

EXEED confirmed that its future lineup will be structured around the ES and ET series, with four models unveiled at launch. According to the brand's roadmap, the first production model will debut within 10 months, followed by three additional launches within 20 months, underscoring an aggressive rollout plan.

The ES7 GT marks EXEED's first shooting brake, characterized by a low, athletic stance and distinctive green paintwork. It adopts a range-extender powertrain paired with a tri-motor setup, enabling sub-three-second acceleration from zero to 100 km/h. With Porsche-level chassis tuning, over 1,700 km of combined range and 1,000V ultra-fast charging that adds 450 km in five minutes, the model targets performance-oriented buyers.

Positioned as a "ONE-BOX" interstellar shooting brake, the ES8 introduces a highly original design language, including starlight-inspired lighting and a floating D-pillar. With a drag coefficient of just 0.22 and dimensions comparable to mid-to-large vehicles, it emphasizes space efficiency. Inside, the ES8 features a head-up display integrated into the windshield, a 15.6-inch central screen, the Snapdragon 8295 chipset and HarmonyOS-based ecosystem, complemented by premium audio and intelligent features. Performance highlights include dual vector motors, magnetic suspension and four-wheel steering, while a solid-state battery enables a range exceeding 1,000 km.

The ET8 is positioned as a six-seat luxury SUV with a 2+2+2 layout. Its upright, robust exterior draws inspiration from cruise ships, while lighting elements reinforce its futuristic identity. Inside, the model offers 4D mechanical massage seats, a 31-speaker premium audio system, natural wood trim and electrically operated doors.

At the top of the lineup sits the ET9, a flagship six-seat SUV designed to project a strong luxury presence. The interior is fully wrapped in soft-touch materials and features oxygen-enrichment functionality. Innovations such as opposing doors, split tailgates, rotating seats and extended sliding rails aim to redefine the standard for flagship SUVs. Advanced technologies include active hydraulic suspension, rear-wheel steering and zero-radius turning capability.

Looking beyond product development, EXEED announced the launch of its "EXEED Le Mans Program," aspiring to become the first Chinese brand to compete as a factory team across the world's three premier motorsport categories. By using the 24 Hours of Le Mans as an "ultimate laboratory," EXEED plans to integrate endurance racing DNA into its brand, translating extreme performance validation into road cars and opening a new chapter for Chinese performance luxury.