Premium Exeed launched new mid-size EX6: Is this the brand and SUV to expand Chery’s Aussie line-up even further? - ADME

The quick read

Exeed has launched a new mid-size EX6 plug-in hybrid SUV.
The EX6 is a premium offering from Exeed, a brand owned by Chery.
The EX6's launch will increase competition in the Australian mid-size SUV segment.
The EX6's plug-in hybrid powertrain will appeal to customers seeking a more environmentally friendly option.

For dealers: The launch of the Exeed EX6 will increase competition in the Australian market and require dealers to review their product offerings and pricing strategies to remain competitive.

AI-assisted summary of the coverage below — check the original reporting before relying on specifics.

ADME commentary

The ADME angle

The arrival of Exeed's new EX6 plug-in hybrid SUV is a direct challenge to established premium SUV brands in Australia, and dealers should be prepared to see a shift in customer interest towards Chinese brands offering competitive EV and hybrid options.

Exeed's premium positioning and the EX6's mid-size SUV segment targeting will put pressure on dealers to review their current product offerings and pricing strategies to remain competitive.

Competitor Response

Dealers representing European premium brands will need to respond quickly to the EX6's launch, potentially by reviewing their own hybrid and EV offerings and pricing to maintain market share.

The EX6's plug-in hybrid powertrain will appeal to customers seeking a more environmentally friendly option without the range anxiety associated with full EVs, and dealers should be prepared to address these customer concerns.

Showroom Traffic and Stock

Dealers can expect an increase in showroom traffic from customers interested in the EX6 and other Chinese brand offerings, and should ensure they have adequate stock levels and trained sales staff to handle these inquiries.

To remain competitive, dealers should take a proactive approach to understanding the EX6's features and benefits, and be prepared to offer competitive pricing and financing options to customers.

Action Required

This week, dealers should review their current product offerings and pricing strategies, and consider reaching out to Exeed or other Chinese brands to discuss potential dealership opportunities.

Go deeper — ADME analysis