Key facts
- Founded
- 2017
- Founded by
- Chery Automobile Co., Ltd.
- Country
- China
- Headquarters
- Wuhu, China
- Parent company
- Chery Automobile
- Legal name
- Exeed Automobile Co., Ltd.
- Famous models
- TXL, LX, VX, RX, Sterra ES
- Website
- www.exeedinternational.com
Brand Overview
Exeed operates as a premium-class division focused on SUVs and crossovers that combine advanced technology, quality performance, comfort, and safety at competitive prices. The brand was officially established in September 2017 by Chery Automobile Co., Ltd., which was founded in 1997 in Anhui Province, China. Its Chinese name is 星途 (Xīngtú), and the English name signifies surpassing boundaries with a self-exceeding mindset of ongoing progress.
The brand targets markets in China, Russia and the CIS, the Middle East, and South America. Development involved an international team of specialists from the USA, Canada, Germany, the UK, and South Korea. This global collaboration helped shape both the overall strategy and the visual identity that supports its premium positioning.
Brand Timeline
Chery Automobile was founded in 1997 in Anhui Province, China. The company began engine production and released its first car in 1999. By 2009 Chery had started exporting vehicles to multiple countries.
September 14, 2017 marked the official introduction of the Exeed marque at the International Motor Show Germany in Frankfurt, where the TX concept was presented. In April 2018 the first Exeed-branded concept, the LX, was revealed at Auto China in Beijing. Serial production was announced at the 2019 Shanghai Motor Show, followed by the launch of the first production model TX/TXL in March 2019.
Additional milestones include the October 2019 launch of the LX based on the Tiggo 7, the November 2019 reveal of the VX concept at Auto Guangzhou, and the January 2020 release of the production VX full-size SUV. In 2021 the VX was positioned as the flagship while the Stellar electric concept debuted at Auto Shanghai. The year 2023 brought the first electric vehicles under the new Sterra series with the ES sedan and ET crossover, featuring CATL batteries and a Huawei entertainment system. Further models added in 2023 and onward include the Yaoguang/RX, Sterra ES/ET, and ET5.
Exeed Logo Evolution
2017 – Today: Modern Gold Lettering Era
The Exeed emblem has remained unchanged since the brand launch in 2017. This single-era visual identity was created specifically for the new premium division and has been used continuously on vehicles and official branding.
- Design: Two-part structure with English “EXEED” lettering on the left and Chinese “星途” on the right.
- Colors: Sleek soft shade of gold with a pinkish tone that appears more intense and shiny on vehicles, sometimes showing orange undertones.
- Changes: No redesigns have occurred; the original 2017 logo continues in use today.
- Context: Developed with input from an international team to reinforce the premium positioning and the brand meaning of exceeding limits.
The custom extended sans-serif typeface is based on commercial fonts such as Akrux Bold or Tactic Sans Extra Extended Bold. Angles on the first and last characters were softened to create a confident, solid, and premium appearance. This lettering-only approach without pictorial symbols reflects a progressive and innovative design direction.
The Exeed logo png and Exeed logo transparent background files are popular among enthusiasts who appreciate its clean, modern look. Many also seek Exeed logo hd versions for reference or creative projects. The consistent use of the pinkish-gold color helps the Exeed car logo stand out while communicating luxury and quality.
This visual identity directly supports the brand’s positioning established when Chery created the Exeed division. The Exeed symbol reinforces the name meaning through its confident, extended lettering. The Exeed badge appears on all current production models and official communications.
The Exeed logo meaning centers on surpassing boundaries, which is visually expressed through the modern typography and premium gold tone. Visitors often download the Exeed png or Exeed logo images to study its design details. The Exeed car symbol maintains the same appearance across different markets where the brand is present.
Documentation of Exeed logo history shows only one continuous era from 2017 to the present. This stability reflects the clear vision established at the brand’s founding. The Exeed emblem continues to serve as a recognizable marker of the premium segment within the Chery family.
