LUXEED, the high-end automotive brand under CHERY Group, has unveiled its global brand vision, product portfolio and international expansion strategy at the LUXEED Global Brand Launch in Wuhu, Anhui Province, China. The event also marked the global debut of two flagship models, LLounge and Stormax, introducing the brand’s vision under the theme “INTELLIGENCE, ENLIGHTENED”. The concept reflects LUXEED’s commitment to elevating the driving experience through intelligent technology, refined performance, exceptional comfort and innovations designed around the needs of users. The launch marks a significant milestone in the brand’s global expansion journey in 2026.

True Luxury Begins with an Experience That Understands You

As consumer expectations continue to evolve, the definition of luxury automotive is no longer limited to traditional expressions of status. Today, it is increasingly about an elevated travel experience, intelligent technology seamlessly integrated into everyday use, and comfort that genuinely enhances the way people live.

This shift is particularly evident among discerning modern consumers, who value innovations that improve daily life while reflecting their individuality and distinctive lifestyles. LUXEED refers to this audience as “Pioneers with Power” – individuals who look beyond conventional luxury, appreciate innovation and the pleasure of driving, and choose products that authentically express who they are.

In response, LUXEED is redefining Intelligent Luxury by bringing together driving performance, exceptional comfort and intelligent technology under its guiding philosophy, “I DRIVE, YOU ENJOY.” This principle lies at the heart of the brand’s approach to developing vehicles that cater to both drivers and passengers. It is expressed through three core brand values:

Ultimate Driving Pleasure

LUXEED aims to deliver a natural and engaging driving experience through seamless interaction between the driver and the vehicle. This encompasses acceleration, rapid and precise responses, and intuitive handling that creates a sense of connection with the car on every journey.

Elevated Enjoyment

Safety forms the foundation of the experience, complemented by comfort designed to engage multiple senses. The result is an inviting, relaxing and reassuring cabin environment throughout every journey. This approach goes beyond conventional luxury styling or unnecessary embellishments, focusing instead on comfort and the quality of the overall experience.

Advanced Intelligent Technology

With users at the centre of its development process, LUXEED designs technology to operate intuitively and respond to the needs of both drivers and passengers. Acting like an intelligent personal assistant, these systems are designed to make every journey more comfortable, convenient and seamless.

Intelligent Mobility Built on Global Technology Foundations

LUXEED draws on CHERY Group’s technological expertise and innovation capabilities to develop intelligent solutions that support its vision for luxury mobility. These span intelligent cockpit systems, advanced L2+ driver-assistance systems and intelligent chassis technology designed to enhance both driving comfort and performance.

The technologies are engineered to work together seamlessly, creating a smooth and intuitive experience across every aspect of vehicle use. From interactions between occupants and in-cabin systems to advanced driver assistance and chassis engineering, each element is designed to balance ride comfort with confident vehicle control.

By integrating these technologies into its vehicle development process, LUXEED aims to elevate the travel experience through a user-centric approach, using technology to deliver greater comfort, continuity of use and a more intuitive response to the needs of drivers and passengers.

Two Flagship Models Showcase Different Expressions of Intelligent Luxury

A key highlight of the global brand launch was the first public unveiling of LUXEED’s two flagship models, LLounge and Stormax. While both are developed under the same brand philosophy, they express Intelligent Luxury in distinctly different ways.

LLounge focuses on refined luxury, offering a calm, relaxing and comprehensively comfortable experience. Stormax, by contrast, emphasises a more dynamic and exhilarating driving character. Together, the two models demonstrate LUXEED’s vision of combining luxury with intelligent technology across different driving experiences and lifestyles.

At the event, LUXEED’s design and product development teams will share insights into the thinking behind the design and technological development of both models, highlighting advances in research and development (R&D) and demonstrating how the brand’s core values are translated into real-world applications.

These innovations range from intuitive in-cabin interaction systems and advanced driver-assistance technologies designed to support drivers in a wide variety of complex traffic conditions, to carefully engineered cabin environments and chassis systems. Together, they aim to strike a balance between travel comfort and the responsive, sporty handling that makes driving more engaging.

Building on CHERY Group’s Strength to Accelerate Global Expansion

LUXEED’s international expansion is supported by CHERY Group’s global business network and R&D capabilities. CHERY operates in more than 130 countries and regions and has ranked first in passenger vehicle exports for 23 consecutive years.

The Group has recorded cumulative global sales of more than 20 million vehicles, including over seven million vehicles delivered to international markets. Its global R&D network, structured around the “1+7+N” model, together with its manufacturing capabilities and extensive experience in international operations, provides a strong foundation for LUXEED as it expands into new markets and pursues sustainable global growth.

At the launch event, LUXEED also announced its international business roadmap, designating 2026 as the first year of its global market expansion. The brand plans to enter international markets progressively in line with its rollout strategy, while developing sales and after-sales service networks that reflect its positioning as a developer of intelligent luxury vehicles.