The Chinese company Chery has decided not to rename its Exeed brand cars to Esteo for the Russian market, as previously planned. This is reported by insiders.
According to them, the decision is due to the fact that Exeed is perceived as a premium brand in Russia. If the brand is renamed Esteo, it will be difficult for dealers to explain to Russians that these models belong to the premium segment.
Explaining to customers that Exeed is premium is not easy even now. And when a new emblem appears, it will be twice as difficult. In fact, all marketing costs for brand promotion will be reduced to zero.
In early 2025, Vehicle Type Approvals were issued for three Esteo models — 41T, 51M, 33T. Later, information appeared that Exeed RX and VX cars with Russian VIN numbers, already assembled in the Moscow region, are not planned to be renamed.
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