Chery Intends to Bring Premium Brand Exeed to Entice Indonesia's Wealthy

KatadataOTO – Chery wants to expand its wings in the Indonesian automotive industry. They are reportedly going to bring another premium sub-brand to the country.

Recently, the brand from China has been widely rumored to be bringing a vehicle lineup from Exeed.

“In China, we have Exeed and a collaboration (with) Land Rover, its name is Freelander,” said Zeng Shuo, President Director of Chery Group when met in Solo, Central Java.

Zeng Shuo said that the premium brand will soon be marketed to consumers in the UK.

Photo: Carnewschina

It was mentioned that they plan to bring a right-hand drive electric car lineup to Great Britain.

“There might also be a right-hand drive version because of the UK. There's a possibility it could enter Indonesia as well,” continued the Chery boss.

However, Zeng Shuo was still hesitant to reveal further details about the launch plan for the Exeed sub-brand in Indonesia.

He admitted that he is still considering many things, such as studying the domestic market characteristics for future steps.

Considering Exeed will target consumers in the upper-middle class and speed enthusiasts.

“There are BEVs, plug-in hybrids, and ICE. It's likely the BEV and hybrid (will be brought to Indonesia), but it's too early to discuss this now,” concluded Zeng Shuo.

Of course, Chery's move to bring Exeed to Indonesia is a positive decision, adding to their portfolio in the automotive industry.

It also enriches the options for environmentally friendly four-wheeled vehicles available for purchase in the country.

Will Join Le Mans in 2030

For your information, Chery will participate in the 24 Hours of Le Mans endurance race with Exeed.

This comes after they signed a cooperation agreement with the Automobile Club de l’Ouest (ACO), the organizer of Le Mans.

Photo: Exeed

The durability of Exeed's products will be directly tested against various other well-known brands already participating in Le Mans, such as Toyota, Porsche, Aston Martin, and BMW.

“Exeed announced a five-year plan titled 'Road to Le Mans' in an effort to participate in the prestigious race,” wrote a Carnewschina report.

It was explained in detail that there are three main preparation phases being undertaken by Chery, such as launching a local endurance racing selection system, the Exeed Unified Race.