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Chery’s Marque Exeed Launches Flagship SUV Yaoguang to Expand in China’s Premium Market

BusinessAutomotiveChery's Marque Exeed Launches Flagship SUV Yaoguang to Expand in China's Premium Market

Exeed, Chery’s marque, has launched its flagship SUV, Yaoguang, with the aim of expanding its footprint in China’s highly competitive premium vehicle market. According to Yin Tongyue, Chery’s chairman, the Yaoguang crossover represents the carmaker’s newest technology and its customer-centric philosophy.

Chery introduced its Yaoguang 2025 technological strategy in September 2022, which includes the carmaker’s latest architecture and powertrains. The Yaoguang crossover, based on the M3X 2.0 platform, is the first model under the new strategy. It features a 2.0-liter turbocharged engine with a maximum output of 192 kW and a top torque of 400 Nm.

In addition to the powerful engine, the Yaoguang crossover comes with advanced smart features, including a 50-inch augmented-reality head-up display and 32 Level 2 driving-assist functions like valet parking. It can also identify the drivers and process 20 orders in 30 seconds.

Since presales started in late December, Exeed has received over 12,900 orders for the model. According to Huang Zhaogen, Exeed’s marketing and sales center president, many of the orders come from well-educated urbanites, who are the brand’s target customers.

Chinese car buyers are increasingly favoring local marques due to improved vehicle quality and cutting-edge technologies, as per a Roland Berger report released earlier this month. According to the China Association of Automobile Manufacturers, sales of Chinese carmakers accounted for 49.9 percent of the country’s passenger vehicle market in 2022.

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