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Chery Renames Luxury Line Exlantix for Australian Market

The automaker is rebranding its Exeed luxury line to avoid trademark conflicts before a 2027 Australian launch.

Updated on Oct. 20, 2026 in Automotive — General

A modern luxury sedan drives along a sun-drenched Australian coastal highway with rocky cliffs and the ocean in the background.
Automaker Chery has rebranded its luxury vehicle line from Exeed to Exlantix for the Australian market, aiming to resolve trademark registration conflicts. AI Illustration. Upload story photo >

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Chery has announced that its luxury vehicle line, previously known as Exeed, will be sold under the name Exlantix in Australia. The change comes as the company seeks to avoid potential intellectual property disputes in the local market.

Why it matters

The rebrand is necessary because the Exeed name cannot be registered in right-hand drive markets like Australia due to conflicts with established local trademarks. This strategic shift allows the brand to avoid legal challenges while preparing for its upcoming entry.

Mitsubishi has held the Australian trademark registration 563525 for Exceed since 1991. The brand classification for motor vehicles falls under trademark class 12, which includes specific provisions for potential non-use challenges.

The players

Chery

Chery is a Chinese multinational automotive manufacturer that produces passenger vehicles, SUVs, and electric cars.

Mitsubishi

Mitsubishi is a long-standing global automotive corporation with significant historical trademark holdings in Australia.

Toyota

Toyota is a major multinational automotive manufacturer that has navigated previous naming rights disputes in the Australian market.

BMW Group

BMW Group is a German luxury automotive manufacturer that maintains a diverse portfolio of registered trademarks globally.

The details

The decision to move to the Exlantix moniker helps Chery bypass Section 44 of the Trademarks Act 1995, which governs clearance. Similar intellectual property concerns have previously impacted other brands, including Toyota and BMW, regarding the registration of names like Highlander, Edge, and M8.

Timeline

  1. September 1991: Mitsubishi filed the Exceed trademark registration.

  2. 20 October 2026: Announcement of the Exeed to Exlantix rebrand.

  3. Mid-2027: Planned launch of the Exlantix brand in Australia.

Roadmap

This strategic name change underscores the rigorous intellectual property hurdles automakers face when expanding into established right-hand drive markets. By securing the Exlantix identity, Chery positions itself to avoid long-term litigation while competing for market share.

Australian buyers can anticipate the arrival of battery electric and range-extender vehicles when the brand debuts in 2027. This shift ensures that consumers will see a consistent brand name without the risk of future model recalls or identity changes due to legal disputes.

The takeaway

Automakers must navigate complex trademark landscapes to successfully bring new brands to local consumers. By prioritising legal compliance, companies can build long-term trust and brand recognition without the threat of forced name changes.

What happens next

The company is scheduled to officially launch the Exlantix brand in Australia in mid-2027.

Further reading

For more on industry shifts and new market entries, see our Automotive — General section.

Source note: This article includes information reported by GoAuto.

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