Exeed

The brand

Exeed is the premium automotive brand from China’s Chery Group, expanding into Eastern Europe, the Middle East, and South America. Competing against established players like Mercedes-Benz and BMW, Exeed positions itself on quality and design, with its luxury electric line EXLANTIX counting over 180,000 global users and a roadmap to reach more than 25 countries by 2025.

The challenge

The task was to lift Exeed’s global presence and reshape public perception in markets where Chinese premium automotive is still a young category. That meant doing credible PR at scale across very different media environments, while building a brand story strong enough to hold its own against legacy European names.

Our approach

Since August 2023, we have run a continuous PR program combining earned media, content, and executive visibility. The work spans original editorial, advertorials, media interview planning, Q&A sessions, crisis management, CEO speeches, and presentations tailored for major industry stages.

We layered branding and digital innovation thinking on top of classic PR execution so the message stayed consistent from a trade show booth to a social post to a CEO keynote. Flagship moments included the Geneva Motor Show, the Global Co-creation Ecological Conference, and the EXLANTIX pre-launch campaigns, each built as a reinforcing chapter in the same brand narrative rather than one-off activations.

Results

The program generated over 2.5 billion impressions for the Global Co-creation Ecological Conference, 60 million+ impressions at the Geneva Motor Show, 50 million+ views for the EXLANTIX launch campaign, and 2 million+ views for the RX model release, establishing Exeed as a credible luxury player in its target overseas markets.