Another Chinese car brand is preparing to enter Australia, with Chery-owned Luxeed set to launch some time in 2027 as a high-end premium car showroom.
Representatives from Chery Group confirmed the brand’s Australian intentions during a presentation in China attended by Driving Enthusiast and other media this week, although launch timing, pricing and the initial model lineup are yet to be announced.
Luxeed is positioned as a super-luxury offering within the expanding Chery Group portfolio, with a particular focus on electric vehicles, advanced technology and bespoke appointments.
The brand is also closely associated with technology giant Huawei, which has been involved in developing its intelligent vehicle systems and electric powertrain technology.
Interestingly, two vehicles were showcased during the presentation, including the new Luxeed RX performance electric SUV that appears to borrow design inspiration from the Ferrari Purosangue, and the LLOUNGE elite people mover.
While neither has been officially confirmed for Australia, their appearance at the event could provide an indication of the products being considered for the local market.
The RX is a large, performance-focused electric SUV, featuring advanced suspension technology and a dual-motor all-wheel drive powertrain in selected variants. In overseas markets it is offered in RWD and AWD (single and dual motor) fully electric forms, producing 277kW and 460kW, respectively. Acceleration across 0-100km/h takes as little as 3.6 seconds.
It also boasts very advanced on-board technology, including four LiDARs and 38 sensors running Huawei’s Qiankun ADS 5 computer system, as well as zero gravity seats with 98 pressure sensors, dual-chamber air suspension, and a 26-inch head-up display system.
Meanwhile, the LLOUNGE takes a different approach, targeting the upper end of the luxury MPV segment with a spacious interior, premium seating and a range of comfort-focused technologies. It’s being offered in RWD and AWD range-extender form producing 227kW and 383kW, as well as fully electric options boasting up to 800km range (CLTC).
The potential introduction of these models would see Luxeed competing in two increasingly active segments of the Australian market, particularly as more Chinese manufacturers introduce premium electric vehicles. Luxeed’s arrival will also add another name to Chery’s rapidly expanding Australian operations.
For Australian buyers, the growing number of brands could raise questions about how each will be positioned and differentiated, particularly where products overlap in price, size and technology.
Further details about Luxeed’s Australian launch, including what will be the first models and expected arrival dates, will be announced at a later stage.
