Chery’s luxury new-energy brand, Luxeed, will start selling cars in the UAE in the second quarter of 2027. A flagship MPV leads the first wave, and battery electric, range-extended and plug-in hybrid models will follow in phases. It’s the clearest timetable yet for the brand’s move into the Middle East.
What has Luxeed announced?
The news comes from a Chery Group press release issued on 15 October 2026. It previews the 2026 Chery International User Summit, which runs in Wuhu, China, from 18 to 24 October. This year’s theme is “Eco-Tech For Our Future Life”.
At the summit, Luxeed will make what Chery calls its global brand debut. Alongside that, the brand will set out a roadmap for the UAE. Chery describes the plan as a major step in Luxeed’s expansion into the Middle East.
The headline date is the second quarter of 2027. In other words, the first cars should reach UAE customers between April and June of that year, if the schedule holds.
Which models are coming first?
Luxeed’s flagship MPV will be among the first models on sale. Chery hasn’t named it in this release. Instead, the company talks about sophisticated design, an intelligent cockpit and a refined driving experience.
After that, the line-up should grow over three years. Luxeed plans to add more flagship MPVs and full-size luxury SUVs. It also lists sport-oriented crossovers, which it calls FUVs, plus SUVs aimed at other niche segments.
The brand says this spread of body styles will cover business travel, family use and more personal driving. That’s a broad brief for a newcomer. Even so, it mirrors how many premium Chinese brands have tackled overseas markets in recent years.
What powertrains will buyers get?
Luxeed won’t arrive with a single type of drivetrain. The release confirms three options, which will appear in phases. These are battery electric vehicles, range-extended electric vehicles and plug-in hybrids.
For readers new to the terms, the differences are important. A battery electric car runs on its battery alone and charges from the grid. A range-extended car also drives its wheels with electric motors. However, it carries a small petrol engine that acts purely as a generator when the battery runs low. A plug-in hybrid, by contrast, can drive its wheels with either the engine or the motors.
Chery says this mix will widen choice for local buyers. Meanwhile, it should help the brand build a position in the UAE’s luxury new-energy market. Notably, the release doesn’t say which powertrain arrives first, or which one the flagship MPV will use at launch.
Where will buyers find the cars?
Luxeed is also building a local sales and after-sales network. Its target is to finish the first rollout of key sales channels in major emirates by the end of 2027. Abu Dhabi and Dubai are named specifically, and further expansion should follow.
To do this, the brand will work with local partners and experienced operating teams. Together, they’ll run showrooms, vehicle sales, customer experience and servicing as one system. Luxeed says it wants consistent branding and professional service standards across every site.
That focus on aftercare makes sense. For any new luxury brand, buyers want confidence that servicing and support will be there for years. Consequently, the network timeline may be as important as the launch date itself.
How does Chery fit into the plan?
Luxeed won’t be going it alone. According to the release, it will draw on Chery Group’s manufacturing and supply chain, its global research and development network and its overseas experience. Chery Automobile is listed on the Hong Kong Stock Exchange under the ticker 9973.HK.
With that support, Luxeed says it’ll develop products and services suited to buyers across the Middle East. It’ll also bring its three brand values to new markets. In Chery’s words, these are “Extreme Driving Pleasure, Beyond-Class Enjoyment, Ultimate Intelligence”.
Separately, Chery published a follow-up release on 21 October about a global media test drive of Luxeed cars. That suggests the brand is now actively courting international attention ahead of its first overseas launch.
What don’t we know yet?
Quite a lot, as it happens. The release gives no prices, no range figures and no power outputs. Likewise, it doesn’t mention charging speeds or battery sizes for any model.
So for now, the story centres on timing and strategy rather than specifications. Buyers will have to wait for model-specific announcements closer to launch. Until then, any performance claims should be treated with caution. Once figures do appear, they’ll be manufacturer estimates rather than independent results.
Still, the outline is clear. Luxeed has named a market, a quarter and a lead model. It has also set a deadline for its first showrooms. The next test is whether the cars, and the service behind them, arrive on schedule.
