Chery is not a traditional luxury car brand, but a global automobile manufacturer positioned in the mid-to-high-end market. Its core brand Chery focuses on the mass market, offering cost-effective models such as the Tiggo series and Arrizo series. Its technical strength is reflected in the Kunpeng Power engine, hybrid system, and global quality certifications. However, EXEED, the high-end sub-brand under Chery Group, explicitly targets the luxury market with performance and technology as its core. For instance, EXEED models feature a 2400MPa hot-formed steel body, a hybrid engine with 48% thermal efficiency, and solid-state battery technology. Their average overseas price exceeds $50,000, competing with entry-level models from European luxury brands. Through this differentiated strategy, Chery achieves "technological accessibility in the mass market and premium value in the high-end segment." In Malaysia, Chery models emphasize practicality and technical reliability.
