Exeed showcases plans to succeed with new models

Exeed, a premium brand of Chery Automobile Co, is driving ahead in the competitive Chinese market with its innovative products and ambitions to meet the demands of a new generation of customers.

The brand showcased two SUVs at the just concluded Shanghai auto show－the TXL and the TX, with prices of their six variants ranging from 125,900 yuan ($18,700) to 175,900 yuan.

Cao Zhigang, sales chief of Exeed, said the most striking highlights of the two models are their smart features.

They are the first mass-produced models to sport Baidu's intelligent operating system. The SUVs also feature Chery's own connectivity system which enables facial recognition that can be used in payment for parking or tolls, as well as augmented reality navigation.

"Cars were nothing more than tools that transported people from point A to point B," Cao said.

"But now the customers may want to watch a movie or enjoy an opera. We can meet all of such demands with the smart features."

The two SUVs feature Chery's third-generation 1.6-liter turbocharged engine, which delivers a maximum output of 145 kW and peak torque of 290 Nm.

Combined with a dual-clutch transmission, they offer considerable performance. Top speed for the models is 185 km/h, and both meet China's latest State VI emissions standards.

On the outside, the TX and the TXL feature attractive design language. The models, designed with the guidance of former BMW designer Kevin Rice, boast smooth lines that accentuate vigorous and elegant contours.

The TX measures 4,690 mm in length, 1,885 mm in width and 1,706 mm in height. The TXL has larger dimensions, with its body extended to measure 4,775 mm with a wheelbase of 2,800 mm.

The models are produced at Chery's new intelligent plant in Wuhu, Anhui province, which has an annual production capacity of 100,000 units and an automation rate of 92 percent, according to the carmaker.

Chery said its partnership with British premium carmaker Jaguar Land Rover has provided it with valuable experience and has influenced the design of the new plant, which is capable of producing high-quality vehicles that meet market expectations.

Cao said Exeed will release a compact SUV in October and launch a full-sized one by the end of this year.

He said their vehicle platform, called the M3X, is flexible and can meet the demand for smart and electrified products in the automotive industry. Exeed is planning to offer MPVs, sedans and electric vehicles in the near future as well.

Cao said that many of its customers are those born in the 1980s and 90s, and so Exeed and its dealers are developing models and services to better suit them.

"Customers nowadays are different from before. What appeals to them is care, so Exeed stresses delivering excellent service for them," he said.

"The core of our marketing is on managing customer relations, and digital marketing is making this easier. If you treat customers like you treat your family, you are bound to succeed."