On December 22, 2025, at a press conference, Exeed unveiled its updated corporate logo to the public. The manufacturer emphasized that the new visual shade and presentation of the emblem are geared toward the tastes of a younger audience. At the same time, the company also revised the brand’s “ideology”: a new positioning, mission, and vision were announced in order to more precisely define the future course of development.
Along with the rebrand, Exeed revealed plans for its 4+4+X product matrix and clarified the work schedule for two key lineups—ET and ES. At the event venue, four brand-new models were showcased at once: Exeed ES8, ET8, ET9, and ES7 GT.
The essence of the 4+4+X strategy comes down to the following. The first “4” is four vehicle families: ET, ES, E0, and EX, corresponding to the SUV, sedan, flagship, and “cross-format” segments. The second “4” is the technological foundations: the M3X Mars 2.0 architecture, a dedicated platform for pure EVs, a range-extender platform, and a hybrid platform. And “X” means expansion into additional categories—for example, MPVs, coupes, and other niches—which should help the brand increase sales.
On the electronics side, major updates are announced for 2026. The Carmind2.0+AIOS 8397 chip will appear for the first time. All vehicles in the Exeed lineup will receive the Falcon 700 intelligent driver-assistance system with a lidar. Also in 2026, the company promises the mass-production launch of Falcon 900 with three lidars. In parallel, commercial operation of an L4-level autonomous Robocar is planned: it will be equipped with eight lidars and is expected to launch simultaneously in the domestic and overseas markets. For comfort, a Boya Zhiyin Song-series audio system with 32 speakers is announced.
In terms of hardware, in 2026 Exeed intends to strengthen its offering with the Kunpeng Tianqing hybrid, a seventh-generation 2.0TGDI engine, and a seventh-generation transmission. The list of Kunpeng motor solutions mentions a dual-vector axial magnetic flux unit, a high-speed high-power electric motor, a “rhino” battery (fully solid-state), and second-generation Xunlong charging technology. Handling and chassis will be handled by the Mars architecture, Snow Leopard all-wheel drive, “Flying Fish” for the chassis, the EMB Flying Fish E four-wheel module, and the Flying Fish i 4-in-1 drive module.
Separately, the company reminded everyone of its sporting ambitions: a few days ago, EXEED and ACO (the organizer of the “24 Hours of Le Mans”) signed a strategic cooperation agreement. A five-year “Road to Le Mans” plan has been published and the “EXEED Le Mans Plan” has been launched. In essence, the brand intends to become the first Chinese manufacturer to enter the “top three” of the world’s leading racing systems as a factory team. The transition to Le Mans is laid out in three steps: first—the launch of Exeed Unified Competition and a local selection system for endurance racing; then—participation in the Asian Le Mans Series (ALMS); and after that—the formation of the Exeed Le Mans Team to enter the main “24 Hours of Le Mans” race. Construction of a certified Le Mans track in Wuhu is also being discussed, and Exeed wants to use motorsport itself as an “advanced laboratory” to transfer technologies proven at the limit into production cars.
As for the new products, the ES7 GT is executed in the brand’s current styling: a closed-off front end, full-width LED DRLs, narrow headlights integrated into the light line. At the edges of the bumper are vertical air ducts and semicircular LED lighting; in the center is a complex-shaped air intake, making the “face” look more dynamic. From the side, widened fenders, 21-inch semi-closed five-spoke wheels, and semi-flush door handles are noticeable to reduce drag. The rear received a neat D-pillar, a roof spoiler, well-thought-out taillight graphics, contrasting trim, and a decorative diffuser. On the technical side, a range-extender system and three motors are expected: 0–100 km/h in 3 seconds, with a one-button “track” mode provided. A total range of over 1,700 km is claimed, along with 1,000 V charging that allows adding 450 km in 5 minutes.
ES8, according to available data, is based on the previously shown Chery hunting windmill and is executed in the most “radical” design: a narrow grille, hidden headlights, an interactive screen, a concealed lidar, and an integrated front-compartment cover. A panoramic dome, an active electronically controlled visor with color change, and electronic exterior mirrors are mentioned. At the rear—“hunting” style, an active lifting spoiler, a slanted rear end, and a full-width light strip. Equipment includes a head-up display, a 15.6-inch central screen, the 8295 chip and the Hongmeng ecosystem, AI voice, 23 speakers, hidden ambient lighting, dual wireless fast charging, and a sporty steering wheel. The front passenger seat reclines to 180° with a footrest, and the rear bench backrest is adjustable by 15°. For dynamics, 30,000 rpm for the motor, steer-by-wire, and rear-wheel steering are claimed: 0–100 km/h in 3 seconds, top speed 260 km/h. Also mentioned are an 800-volt solid-state battery, an all-electric range of up to 1,500 km, a dual-chamber air suspension with CDC, and advanced intelligent driving functions.
ET8 is positioned as a mid- to large-size SUV. Its design is an evolution of the brand style, but with more elongated and “solid” proportions. Up front is a closed panel with straight “waterfall” elements inside, narrow headlights, and longitudinal groove air ducts, making the model recognizable. On the side are new wheels and hidden handles, while the flat roofline should improve headroom.
ET9, in turn, features a more “tough” front bumper design: split lighting at the edges and a closed central section, a muscular hood, and an air duct in the middle. A lidar is provided on the roof. The sides retain straight, strict lines, and the “cut-off” rear end stands out against competitors. An unusual trunk solution is also noted—a door that opens according to the “heaven and earth” scheme.
Overall, the “Exeed brand night” turned out to be packed: in addition to updating its identity and its status as a Le Mans partner in Asia, the company showed a whole scatter of new models all at once. The event marked the transition into the 3.0 era and the completion of the transformation from the premium sub-brand “technology Chery” into the global brand “technology new luxury.” The stated vector is “to rethink luxury through technology and define the future through safety.”
Additionally, Chery Group’s results for November are provided: a total of 272,536 vehicles were sold, of which 116,794 were new-energy vehicles (up 50.1% year-on-year, a “four consecutive” result). Exports amounted to 136,728 vehicles (+30.3%), and for seven months in a row, monthly overseas shipments have exceeded 100,000. Exeed itself sold 12,021 vehicles in November, and from January through November—109,466 units. According to the company’s assessment, the group’s brands remain stable, while Exeed demonstrates confident growth, which should be strengthened by the new strategy and subsequent launches (source: autohome.com.cn).
