Versat Automobile Limited is advancing plans to introduce EXEED, the premium automotive brand of Chinese automaker Chery, to Nigeria as competition in the country’s vehicle market continues to create opportunities for new entrants.
The company, which introduced the brand to Nigeria in August, is using its pre-launch activities to outline EXEED’s approach to vehicle technology, design and performance ahead of further disclosures about its products.
EXEED draws on Chery automotive research and development capabilities, including powertrain engineering, vehicle architecture, intelligent cabin systems and connected driving technology, according to Versat.
Christopher Irumudomon, general manager, sales at Versat Automobile Limited, said the entry was intended to introduce a different approach to premium mobility in Nigeria.
‘The introduction of EXEED is about more than bringing another automotive brand to Nigeria. It is about introducing a different perspective on premium mobility, one that brings together technology, design, performance and the freedom to explore,’ Irumudomon said.
The brand, which operates within the Chery Automobile group, uses the tagline ‘Born for More’ and positions itself around technology, design and driving experience.
Versat said the brand’s design philosophy combines exterior styling, lighting, cabin architecture and functionality, while its technology strategy focuses on connectivity, convenience and driving performance.
The company also cited changing expectations in Nigeria’s premium automotive market, where buyers are considering technology, comfort, design and ownership experience alongside conventional measures of luxury.
Beyond its automotive plans, Versat said its team would attend the International User Summit in China in October, where it would also engage with Aimoga, a high-end robotics brand, on developments at the intersection of technology and mobility.