星途品牌3.0时代：中国豪华汽车驶向全球的“塔尖宣言”

Core Viewpoint - The transformation of China's automotive industry from a "follower" to a "leader" in the new energy and intelligent era raises the question of whether it can create luxury brands that gain global market recognition and respect, which is crucial for the success of industrial upgrades and the transition from scale advantages to value definition in the global value chain [1] Group 1: Brand Strategy and Positioning - Chery Group's high-end brand, Exeed, launched its brand 3.0 era with the goal of becoming an "innovator of global performance luxury brands in the intelligent mobility era" [1] - The brand's strategy emphasizes a shift from mere parameter competition to building a comprehensive technology ecosystem covering safety, performance, and intelligence, with a focus on making technological innovation a tangible and reliable foundation for luxury experiences [2] Group 2: Safety and Technology Innovations - Exeed views safety as the "greatest luxury," establishing a "full-domain safety" system that extends beyond traditional passive safety to health and digital domains, featuring the "Rock Solid Body 3.0" structure made from 2400MPa submarine-grade high-strength steel and a network of over 20 airbags [2] - The "Kunpeng Sky Engine" hybrid engine achieves a remarkable thermal efficiency of 48%, marking a peak in China's core technology development in power systems, complemented by the "Xunlong Supercharge" technology allowing for a 5-minute charge to achieve a 500 km range [6] Group 3: Product Development and Aesthetics - The launch of the ES (performance) and ET (luxury) product series signifies a systematic formation of the product matrix, targeting diverse high-end market demands [7] - The ES series focuses on "luxury expression based on performance," with the ES7 GT achieving a 0-100 km/h acceleration in under 3 seconds, while the ET series emphasizes "performance presented through luxury" [7] Group 4: Brand Value and User Engagement - Exeed aims to establish a long-lasting brand value through rigorous physical reliability and emotional resonance with users, launching the "EXEED Le Mans Plan" to participate in the Le Mans 24-hour endurance race as a demonstration of its engineering philosophy [11] - The brand elevates "user co-creation" to a core strategic level, allowing global users to transition from consumers to co-creators and communicators of brand value, fostering a sense of belonging and deep brand loyalty [13]