The Chinese automaker Exeed, which operates under the Chery umbrella, is preparing to introduce its vehicles to the Russian market under a dedicated sub-brand called Exlantix. Gennady Baranov, who leads Exeed Cars Rus, shared this strategic move with TASS, outlining a clear plan to establish a distinct identity within the broader Exeed lineup. The sub-brand Exlantix will focus exclusively on electric propulsion, signaling a strong push toward electrification in Russia and aligning with global trends toward zero-emission mobility.
Baranov emphasized that Exlantix would exist as a compact, focused branch within the Exeed family, dedicated solely to electric-drive models. The aim is to offer a cohesive lineup that highlights efficiency, performance, and the latest in battery technology, while leveraging Exeed’s brand credibility and Chinese engineering prowess in the Russian market. He also hinted at local introductions in Russia, though he did not provide a precise timeline for when the first Exlantix electric model would reach showrooms.
Despite the absence of an exact debut date for Exlantix, Baranov confirmed that the Exeed RX crossover will enter the Russian market in July, marking the fourth model from the brand to be sold there. This move appears to be part of a broader strategy to expand Exeed’s footprint in Russia by offering a mix of conventional and electrified vehicles, thereby catering to a growing segment of Russian buyers who are interested in modern, technologically advanced cars with a focus on sustainable mobility.
Industry reporting from Autonews.ru sheds additional light on the roadmap, noting that a sedan under the Exlantix sub-brand—internally linked to China’s Sterra ES—is slated for release in Russia toward the end of 2023. Following that, a zero-emission crossover is expected in the first half of 2024 under the Sterra ET designation in the domestic market. This sequence suggests that Exeed intends to stagger introductions, gradually building awareness and market acceptance for the Exlantix family ahead of broader electrified offerings in Russia and beyond.
Meanwhile, market dynamics in China provide context for these plans. The BYD Denza N7, a crossover from a different electrified family, is set to begin sales within China around mid-July, illustrating a competitive environment where multiple manufacturers push into the electric SUV segment. This backdrop helps explain why Exeed is pursuing a distinctive sub-brand strategy in Russia, aiming to capture attention through a dedicated electric-focused identity while leveraging the broader Exeed and Chery networks to support aftersales, charging infrastructure partnerships, and service.