Chery targets luxury market with new brands and technology

Chery International is positioning itself to compete with established luxury automakers by leveraging rapid technological advancements. President Zhang Guibing noted that many international premium brands are slow to transition away from internal combustion engines, creating an opening for Chinese newcomers to attract high-level customers interested in new technologies.

The company is preparing to expand its premium offerings in Australia with the launch of several brands. The Lepas brand will debut with the L6 BEV Signature, an electric SUV priced from $47,990, with deliveries expected to begin in November 2026. Following this, Exlantix is slated for an Australian launch in the first half of 2027, featuring the ES GT shooting brake and the ET SUV.

In the UAE, Al Ghurair Mobility has launched the EXEED MX, a five-seat SUV. The model features a 2.0-litre turbocharged petrol engine and comes standard with all-wheel drive in both its Comfort and Luxury trims. The Comfort trim is priced at AED 114,999, while the Luxury trim, which includes upgraded upholstery, massaging seats, and a 21-speaker sound system, is priced at AED 124,999.