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

The quick read

Exeed launches new mid-size EX6 plug-in hybrid SUV, expanding Chery's Australian line-up.
The EX6 is a premium offering, targeting the established European brands in the mid-size SUV segment.
Exeed's entry into the Australian market increases competition for local dealers, particularly in the EV and hybrid space.
The EX6's arrival will likely impact pricing and margin structures for premium mid-size SUVs.

For dealers: Australian dealers must reassess their EV and hybrid strategies in response to Exeed's EX6 launch, which brings new competition to the premium mid-size SUV segment.

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 brands in the mid-size SUV segment, which has been a stronghold for European marques.

Exeed's move into the Australian market with a plug-in hybrid offering puts pressure on local dealers to reassess their EV and hybrid strategies, particularly in the context of Chinese brands making inroads into the market.

Competitor Response

The EX6's positioning as a premium offering will force dealers of existing premium brands to review their pricing and margin structures, as Exeed will likely aim to undercut established players while maintaining a high level of specification and features.

The EX6's plug-in hybrid powertrain will also raise questions about the viability of pure petrol or diesel offerings in the mid-size SUV segment, potentially leading to a shift in consumer preferences and purchasing decisions.

Showroom Traffic and Marketing

Dealers will need to adapt their marketing and lead handling strategies to address the growing interest in EVs and hybrids, particularly among consumers who may be considering the EX6 or other Chinese-branded offerings.

Action Required

This week, dealers should conduct a review of their current EV and hybrid offerings, assessing pricing, specification, and marketing strategies to ensure they remain competitive in a rapidly changing market, with a particular focus on the mid-size SUV segment and the threat posed by Exeed's EX6.

Go deeper — ADME analysis