奇瑞再战高端，压力给到星途

Core Insights - The article discusses the launch of the 3.0 era for the Exeed brand under Chery Group, highlighting its new positioning as a "high emotional, high potential luxury brand" and the introduction of a new product matrix [2][4]. Group 1: Brand Development - Exeed has unveiled a new logo and a product matrix plan called "4+4+X," introducing four new models: ES8, ET8, ET9, and ES7 GT [2]. - The brand aims to establish itself as the "top of the pyramid" within Chery's brand hierarchy, focusing on performance, value experience, and emotional expression [2][3]. Group 2: Market Performance - Chery Group achieved a revenue of $59.6939 billion in 2025, ranking 233rd on the Fortune Global 500 list, a significant jump of 152 places from the previous year [3]. - As of November 2025, Exeed's cumulative sales reached 109,466 units, accounting for approximately 4.3% of Chery's total sales of over 2.56 million units [3]. Group 3: Strategic Upgrades - Exeed's 3.0 era strategy includes upgrades in technology, design, product, and branding, featuring a new 3.0 body structure and plans to introduce solid-state batteries by 2026 [4]. - The brand has set a goal to participate in top-tier automotive events, enhancing its performance luxury brand identity [4]. Group 4: Global Expansion - Chery's localization strategy has shown results, with nearly 40,000 units sold in Europe in the first seven months of 2025, marking a 942% year-on-year increase, with over 32% being new energy vehicles [5]. - Exeed products are now available in over 30 global markets, with an average overseas price exceeding 400,000 RMB, achieving top sales in several European markets [5]. Group 5: Industry Context - The Chinese automotive market is shifting from "scale expansion" to "quality and systematic competition," necessitating a focus on product and brand strength [6]. - As the new energy vehicle purchase tax incentives decline in 2026, the market will increasingly rely on genuine competitive advantages [6].