What happens when a Chinese luxury car brand leaves behind the technology partner that helped define its identity?
Chery is preparing to bring its premium Luxeed marque to international markets, including Europe, with six electrified models. But there is a remarkable twist: unlike their Chinese counterparts, the export versions will feature none of Huawei’s sophisticated hardware or software.
Luxeed unveiled its global strategy in Wuhu, China, on October 21. The brand aims to enter 18 international markets in 2026-2027, expanding to 36 by 2029, and more than 60 by 2030.
According to CarNewsChina, the company plans six models across three product families. The first are the LLounge luxury MPV and Stormax performance SUV, derived from China’s V9 and RX.
Four additional crossovers, provisionally numbered 3, 5, 7, and 9, should follow. The company plans battery-electric, plug-in hybrid, and range-extender powertrains, though export specifications remain unconfirmed.
Europe starts with Britain
Chery is prioritizing right-hand-drive markets. Thailand should receive the first vehicles in early 2027, followed by Malaysia, Singapore, and Indonesia. Australia and New Zealand are scheduled for around mid-2027, with the United Kingdom following later.
Continental Europe will apparently have to wait. Neither Belgium nor the Netherlands have been confirmed, and no launch dates have been announced for Germany, France, or other major European markets.
However, Chery already operates European distribution networks through Omoda and Jaecoo, which could lay the groundwork for Luxeed’s expansion.
Replacing Huawei with Chery technology
Founded in 2023, Luxeed emerged from Chery’s cooperation with Huawei. In China, its vehicles are part of the Harmony Intelligent Mobility Alliance (HIMA), which uses Huawei’s advanced driver-assistance systems, HarmonyOS digital cockpit, and other electronics.
For international markets, however, Chery is taking another route. “For international markets, Luxeed is not related to Huawei. There is nothing, including the hardware and the software,” Luxeed International CEO Shawn Xu told Inside China Auto.
Instead, export models will reportedly use Chery’s own electrical architecture, Falcon driver-assistance technology, and Lingxi digital cockpit. Their styling will also differ from the Chinese versions.
Interestingly, another Huawei automotive partner, AITO, has reportedly considered replacing Huawei technology with systems from German supplier Bosch for overseas markets. However, manufacturer Seres has disputed those reports. No equivalent Bosch agreement has been confirmed for Luxeed.
The distinction is significant: Huawei’s advanced electronics helped establish Luxeed’s premium reputation in China. Internationally, Chery will have to demonstrate that its own technology can deliver a comparable experience.
Chery’s European sales explosion
These ambitions come as Chery becomes a serious competitor in Europe. According to ACEA figures, the group’s brands registered 260,650 vehicles across the EU, EFTA, and the UK in the first nine months of 2026, up 255.9% year-on-year.
That puts Chery virtually level with Tesla’s 260,575 registrations and not far behind BYD’s 283,997. In September alone, Chery even overtook BYD across the wider European market, largely thanks to its strong performance in the UK.
The group already distributes Omoda, Jaecoo, and Chery-branded SUVs in several European countries. Newcomer Lepas is expanding, while iCaur targets the electrified off-road segment.
Belgium and the Netherlands already have Omoda and Jaecoo dealerships, with Chery preparing to launch its own brand in Belgium in November.
Luxeed would add another layer to this rapidly expanding portfolio, targeting premium customers traditionally served by German luxury manufacturers.
But introducing so many different marques also risks confusing European buyers. And Luxeed faces an additional challenge: establishing a luxury identity internationally without the Huawei technology that helped create it.
