Exeed星途
PR for the new car launch overseas, Chery Group Automotive
Chery Group’s premium brand is going up against Mercedes-Benz and BMW abroad. Since August 2023 we’ve run its PR, from the Geneva Motor Show to a co-creation conference that passed 2.5 billion impressions.
Chery Group’s premium brand2.5B+ impressions, one conference2.5B+
impressions for the Global Co-creation Ecological Conference
60M+
impressions at the Geneva Motor Show
50M+
views for the EXLANTIX launch campaign
2M+
views for the RX model release
The brand The stakes
A young premium name, up against the German establishment
Exeed is the premium brand of China’s Chery Group. It sells in Eastern Europe, the Middle East, and South America, and it competes with Mercedes-Benz and BMW on quality and design.
Its luxury electric line, EXLANTIX, counts more than 180,000 users worldwide. The plan was to reach more than 25 countries by 2025.
In most of those markets, Chinese premium cars are still a young category. So the job had two parts: get Exeed seen far more widely, and change what people assumed about it. That meant credible PR at scale in very different media markets.
- 180,000+
- EXLANTIX users worldwide
- 25+
- countries on the 2025 roadmap
- 3 regions
- Eastern Europe, the Middle East, and South America
- Aug. 2023
- when our PR program started
Since Aug. 2023 The program
One PR desk for every kind of moment
The program has run continuously since August 2023. It combines earned media, content, and executive visibility.
What the desk handles
- Original editorial
- Advertorials
- Media interviews
- Q&A sessions
- Crisis management
- CEO speeches
- Stage presentations
We layered branding and digital thinking on top of the PR basics, so the message stayed the same from a trade show booth to a social post to a CEO keynote.
Earned coverage
Middle East
Regional trade press covered Exeed’s 2023 user summit
An automotive outlet in the Middle East, writing about an event held in China.
Big stages Flagship moments
Every big moment picked up where the last one stopped
We planned the flagship events as chapters of one brand story. Each one was built to reinforce the others.
Geneva Motor Show
A stand in front of the European press and the brands Exeed is chasing.
Global Co-creation Ecological Conference
Exeed’s own event, and the biggest number of the program.
EXLANTIX pre-launch
Campaigns that set up the luxury electric line before it arrived.
RX model release
A model launch run by the same desk, with the same story behind it.
Results Reach
The co-creation conference passed 2.5 billion impressions
Geneva and the EXLANTIX launch each reached tens of millions. The RX release reached millions. The conference sits on another scale entirely.
Reach by flagship moment
Bars drawn to scale. Each figure is a minimum.
On a shared scale the other three barely register next to the conference. Geneva alone still reached more than 60 million.
What carries over Takeaways
Run the big moments as one story
Four flagship moments, with one desk behind all of them.
2.5B+
Impressions
Global Co-creation Ecological Conference
60M+
Impressions
Geneva Motor Show
50M+
Views
EXLANTIX launch campaign
2M+
Views
RX model release
180,000+
EXLANTIX users
Worldwide, per Exeed
What carries over
Give every event a job in the story
We planned Geneva, the conference, and the EXLANTIX pre-launch together, and each one fed the next.
Put the CEO to work
Speeches, interviews, and Q&As gave a young brand a face the press could question.
Keep crisis work in the same team
Crisis management sat inside the same program as the launches, so the same people spoke for Exeed on good days and bad ones.
Services delivered
- Campaign
- Media
- Social
- Visual Identity
About the data: impression and view counts come from program reporting for each flagship moment and are stated as minimums. EXLANTIX user numbers and the country roadmap are Exeed’s own figures. This case doesn’t cover budgets or commercial terms.
Let’s talk
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