At today’s press conference during the Beijing Auto Show, EXEED showcased its evolving strategy focused on the integration of Internal Combustion Engines (ICE) and New Energy Vehicles (NEVs), setting the stage for future product developments.
Chao Qin, CEO of EXEED, articulated the company’s ongoing commitment to refine its luxury branding and to foster a dual-strategy approach tailored to current market demands.
At the event, Qin emphasized EXEED’s rigorous journey from its inception at the Shanghai Auto Show five years ago to its current stature. The brand, which began penetrating overseas markets in 2021 with the TX model, has markedly shifted from traditional marketing strategies to a high-end branding focus. "We take EXEED seriously to build the high-end brand, with constant exploration; at the same time, we also learn and benchmark with many luxury brands, particularly in shaping the high-end brand image and upgrading targeted customer groups,” Qin stated.
He highlighted the transition of EXEED’s customer base to include more high-end users globally. The company’s focus on branding over traditional marketing has yielded substantial engagement through participation in international events like the Geneva International Auto Show and high-profile collaborations, notably in Eastern Europe and the Middle East. "EXEED always concentrate on the branding. We tried to participate much more in grand events and collaboration activities, to build high-end brand image, enhance brand equity,” Qin added.
The brand’s evolution is also evident in its after-sales approach, opting for an immersive experience that provides customers with a sense of exclusivity and respect. This strategy aligns with the broader industry shift towards customer-centric services and bespoke experiences.
"We are keen on the continuous product iteration, to build the high end mindset of customers, so that they can truly benefit from the brand value," Qin explained, outlining the strategic direction for both EXEED and EXLANTiX. He mentioned the dual-brand strategy with EXEED focusing on Internal Combustion Engine (ICE) and Plug-in Hybrid Electric Vehicle (PHEV) models, while its counterpart, EXLANTiX, concentrates on Battery Electric Vehicles (BEV) and Range Extended Electric Vehicles (REEV). This approach allows them to cater to diverse market demands and technological advancements.
EXEED also reaffirmed its commitment to high-end market positioning by showcasing upcoming models like the RX-PHEV, the EXLANTiX ES, and the new E08 MPV. These models epitomize the company’s dedication to integrating cutting-edge technology and design, propelling EXEED towards its goal of becoming a recognized high-end brand in the global automotive market.
"Perseverance and moving upward all the way, we believe this is the right way, and the only way to make the success," Qin reflected on the journey. EXEED's strategy involves substantial investments in enhancing its product lineup and exploring new opportunities in the NEV market.
At the end of the press conference, Qin Chao previewed the launch of the brand's first electric SUV, the EXLANTiX ET, in Wuhu this week. The event emphasizes EXEED's determination and strength to lead the new energy vehicle segment.
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