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]

Core Viewpoint - The article emphasizes the unique identity and value proposition of the Xingtu brand under Chery Automobile, highlighting its ambition to create a luxury brand that does not imitate others but instead defines its own path [3]. Group 1: Brand Development and Strategy - Xingtu is one of the five brands under Chery, and in July, its domestic business division was integrated into Chery's domestic business group to enhance strategic focus and resource integration [3]. - Chery's chairman, Yin Tongyue, reflected on the brand's development journey, acknowledging past challenges but asserting that these experiences have strengthened their approach to building a luxury brand [3]. - The company plans to target overseas markets as a key battleground for Xingtu, with sales in over 30 mainstream markets globally and an average overseas price exceeding 400,000 yuan [3]. Group 2: Product Launch and Market Positioning - At the recent brand event, four new models were unveiled: ES7 GT, ES8, ET8, and ET9, with the ES series focusing on performance and the ET series prioritizing luxury [4]. - There is a concern regarding the naming overlap of new models ET5, ES8, and ET9 with existing products from NIO, raising questions about how Xingtu will establish its distinct luxury brand identity [5].

Core Insights - The event "New Progress, New Star Path" marked the launch of the Exeed brand's 3.0 era, focusing on a luxury brand system for the new era through four dimensions: new technology, new design, new products, and new journeys [1][3] - Exeed aims to establish itself as a globally recognized luxury brand by enhancing product strength, cultural identity, and user relationships [1][3] Group 1: Brand Strategy - Exeed has completed its global market layout, selling products in over 30 major markets [3] - The brand's core positioning in the 3.0 era is to become an innovator in the global performance luxury segment for the smart mobility era, focusing on basic performance, value experience, and emotional expression [3] Group 2: Technology and Safety - The vehicles feature a Rock Solid Body 3.0 structure made from 2400MPa hot-formed steel, zero-gravity seats, and a health-oriented cabin, meeting global safety standards [5] - Exeed's intelligent driving solutions include the "Falcon Assisted Driving" system, offering L2 to L4 level assistance, and the "Lingxi Cabin" for enhanced user experience [5] Group 3: Powertrain and Performance - Exeed vehicles are equipped with Star Core power and Kunpeng hybrid engines, along with a seventh-generation hybrid transmission and high-power electric motors [5] - The brand plans to validate the Rhino all-solid-state battery in vehicles by 2026, with the "Mars Architecture + Snow Leopard Four-Wheel Drive + Flying Fish Chassis" providing a master-level driving experience [5] Group 4: Design Philosophy - Exeed aims to gather global design talent to create a unique aesthetic derived from Eastern beauty and interstellar exploration themes [6] - The product matrix will focus on two series: ES, emphasizing performance, and ET, centered on luxury, with multiple new models expected to launch in the next 10-20 months [6] Group 5: Competitive Initiatives - Exeed has launched the "EXEED Le Mans Plan," aspiring to be the first Chinese brand to participate in the world's top three automotive racing events as a manufacturer team [8] - The brand is committed to continuous innovation and strategic development to enhance product offerings and market expansion [8]

Core Insights - The article highlights the emergence of Chinese luxury automotive brands, particularly the Xingtou brand, as they enter a new era defined by innovation and a commitment to redefining global luxury standards [1][2]. Group 1: Brand Positioning and Philosophy - Xingtou aims to establish itself as a globally recognized luxury brand by focusing on independent identity and rejecting imitation, drawing from Chery's 28 years of global experience [2]. - The brand emphasizes three core capabilities: product differentiation, cultural depth rooted in Eastern aesthetics, and user engagement to create products that resonate emotionally with consumers [2][3]. Group 2: Product Development and Innovation - Xingtou has achieved over 70 global quality recognitions and 54 safety evaluations, with products sold in over 30 major markets, showcasing its commitment to quality and performance [3]. - The brand's 3.0 era is characterized by a focus on intelligent mobility and performance luxury, with innovations in safety, intelligent driving, and power systems [4][5]. Group 3: Design and Aesthetics - Xingtou's design philosophy integrates Eastern cultural elements with global aesthetic trends, creating a unique "interstellar exploration aesthetic" that enhances brand identity [5]. - The design aims to transcend fleeting trends, establishing a timeless luxury that resonates with consumers on multiple sensory levels [5]. Group 4: Product Line and Market Strategy - Xingtou has defined two main product series: ES focusing on performance and ET focusing on luxury, with plans to launch multiple new models in the next 10-20 months [6][7]. - The ES7 GT and ET8 models exemplify the brand's commitment to performance and luxury, respectively, aiming to redefine user experiences in their segments [6][7]. Group 5: Future Aspirations and Brand Mission - Xingtou has initiated the "EXEED Le Mans Plan," aiming to participate in top-tier automotive competitions, which aligns with its brand spirit of exceeding expectations [7]. - The brand's journey reflects the broader trend of high-quality development in the Chinese automotive industry, with aspirations to become a leader in global performance luxury [7].