EXEED Star Era ES: A Vehicle for Chery's Ambition?

On December 20th, the EXEED Star Era ES was officially launched.

The Star Era ES includes 5 versions:

-Air Standard Range for 225,800 yuan;

-Plus Standard Range for 235,800 yuan;

-Max Long Range for 269,800 yuan;

-Max + Ultra Long Range;

-Ultra Four-wheel Drive Performance for 339,800 yuan.

With the launch of Star Era ES, Chery has spared no effort in product development. As soon as the press conference began, Yin Tongyue, the Secretary of the Party Committee and Chairman of Chery Holding Group, stated that Star Era ES is a car made with the soul of Chery.

In terms of its tri-electric system, the Star Era ES CLTC has a hundred kilometers battery consumption of 11.7 kWh. Among them, the endurance of Max + Ultra Long Range reaches 905 km.

In terms of safety, the Star Era ES is equipped with 30 active safety features and has passed the domestic new energy vehicle electric safety technology verification system, earning authoritative certification.

In terms of intelligence, the Star Era ES is equipped with the Lion AI large model intelligent interaction system and the third-generation NEP intelligent driving technology. It uses the NVIDIA DRIVE Orin chip and is equipped with more than 30 perception hardware devices, aiming to provide an end-to-end, full-scene coverage intelligent driving experience.

In terms of driving control, the Star Era ES uses a cloud-based architecture and intelligent control chassis, offers the IAS intelligent air suspension and CDC electromagnetic damping system, to enhance driving stability and comfort.

It’s worth mentioning that Chery Automobile, the parent company of the Star Era ES, also announced plans to expand its sales and service network. The plan is to exceed 300 stores by the end of 2023, and increase to over 460 by 2024. This move not only demonstrates Chery’s ambition for market expansion, but also its commitment to customer service quality.

In addition, the Star Era brand plans to establish more than 120 brand stations in 28 core cities by 2024, and equip them with charging facilities to solve the charging problem and improve user experience. Marketing stores will also be equipped with charging facilities, and connected to more than 500,000 public charging piles, further improving the charging network.

In a nutshell, the launch of Exeed Starway ES not only has enriched the choices of consumers for new energy vehicles, but also reflects Chery Auto’s proactive efforts in intelligent and electric transformations. As Yin Tongyue put it:

We aim to make Exeed the ‘BBA’ of Chery, to be the ‘pinnacle’ of the brand pyramid of the Chery Group.

This article is a translation by AI of a Chinese report from 42HOW. If you have any questions about it, please email bd@42how.com.