Chinese automaker EXEED will launch in Jordan next year through a partnership with local distributor AKAMAS Automotive, adding another market to its growing Middle Eastern presence.
The deal, signed at EXEED’s headquarters in Wuhu in June, will see AKAMAS (part of FBB Holdings) introduce the brand’s full range of SUVs to Jordanian buyers in 2025. The lineup includes petrol-powered models such as the RX, VX FL2, and LX FL SUVs, alongside hybrid variants and vehicles under the EXLANTIX sub-brand, which focuses on renewable energy powertrains including range-extended electric vehicles.
EXEED positions itself as a premium marque that combines European design heritage with Chinese manufacturing scale. The company sources components from established suppliers including Magna, Bosch, and Intel, and claims input from engineers with experience at European luxury brands. Whether that translates into market acceptance in a region dominated by established German and Japanese manufacturers remains to be tested.
Why is EXEED targeting Jordan?
Jordan represents a relatively modest automotive market compared with the Gulf states, but EXEED’s entry there forms part of a wider regional push. The brand has already appointed Al Ghurair as its distributor in Saudi Arabia and the UAE, two far larger markets where Chinese brands are making steady inroads.
Karam Amareen, CEO of AKAMAS Automotive, said the partnership reflects a shared commitment to innovation and meeting evolving customer expectations.
Commenting on the partnership Mr. Amareen said, “We are delighted to enter this new partnership with EXEED, a high-tech premium automobile manufacturer, as we continue to drive innovation in Jordan. Through this agreement, we are proud to continue the pioneering legacy of AKAMAS, partnering with a brand whose passion for innovation and discovery aligns with our own.”
Yazan Al Zubi, the company’s general manager, emphasised the importance of bringing luxury and technologically advanced products to the local market.
The signing ceremony was held at EXEED’s headquarters in Wuhu, China on 12th of June in the presence of a delegation from FBB Holdings comprising Mr. Faiz Boushnaf, Chairman of FBB Holdings, Fathy Allam, Vice president and Chief Executive Officer at EXEED Automobile, Mr. Gupi Zhang, President of Chery International, Mr. Qin, Vice President of EXEED International, Mrs. Maissaa, General Manager of EXEED – Middle East, and other official representatives.
The language is familiar, but the broader context is significant. Chinese automotive brands have been expanding aggressively across the Middle East, capitalising on competitive pricing, rapidly improving build quality, and a willingness to invest in local partnerships. BYD, Geely, and others have gained ground in markets where buyers are increasingly open to alternatives to traditional European and Japanese marques.
What does EXEED offer?
EXEED’s vehicles feature advanced driver assistance systems and what the company describes as smart cabin technology, designed to appeal to buyers seeking connectivity and safety features. The hybrid and range-extended electric models are intended to bridge the gap between conventional petrol vehicles and fully electric options, offering lower running costs without the range limitations that still concern many Middle Eastern buyers.
The EXLANTIX sub-brand focuses specifically on electrified powertrains, though full specifications and availability details for the Jordanian market have not yet been disclosed. Pricing will be a critical factor in determining whether EXEED can carve out a viable position against more established competitors.
Chinese brands have generally competed on value, offering well-equipped vehicles at lower price points than European rivals. EXEED’s positioning as a premium marque complicates that equation, requiring the brand to justify higher pricing through perceived quality, design, and ownership experience.
Can Chinese brands sustain their Middle Eastern momentum?
The Middle East has become a proving ground for Chinese automotive expansion beyond Asia. Government infrastructure investment, relatively open import regulations, and a consumer base willing to consider newer brands have created favourable conditions. Yet challenges remain.
Brand perception is one hurdle. Chinese manufacturers still contend with legacy assumptions about quality, despite significant improvements in recent years. Aftersales service, parts availability, and resale values are practical concerns for buyers considering a switch from established marques.
EXEED’s partnerships with Al Ghurair in the Gulf states and AKAMAS in Jordan suggest a deliberate strategy of working with experienced local distributors who can navigate these challenges. How effectively those partnerships translate into sales will become clearer as vehicles reach showrooms next year.
The Jordanian launch, while modest in scale, fits within a broader pattern of Chinese brands methodically expanding their Middle Eastern footprint. Whether EXEED can establish itself as a credible premium alternative, rather than simply another entrant in an increasingly crowded market, will depend on product quality, pricing discipline, and the strength of its distribution network.
For now, the partnership signals that Chinese automotive ambitions in the region extend beyond budget segments into territory traditionally occupied by European luxury brands. That shift, if sustained, could reshape Middle Eastern automotive retail in ways that go well beyond Jordan’s borders.
