Exeed ET5 Premium Trim Price Hikes by ¥5,000 Amid Rising Chip Costs

On March 5, Exeed—the premium brand under Chery—announced an increase in the official recommended retail price of its Exeed ET5 model. Specifically, the high-end "210 LiDAR Zhi Zun" variant saw a price hike of RMB 5,000, bringing its new official price to RMB 164,900, with a "Super Trade-in Price" of RMB 154,900. Previously included free of charge, the Falcon 700 urban NOA (Navigate on Autopilot) feature is now available only as part of a comprehensive intelligent driving package priced at RMB 28,800, which requires an additional payment of RMB 5,000. This package includes the Horizon Robotics Journey 6P chip, an advanced intelligent driving system, and lifetime OTA update services. Exeed stated that the price adjustment is primarily driven by a significant surge in automotive-grade chip prices—global automotive DRAM prices have risen by 180% over the past three months—and also aligns with the brand’s long-term strategic vision to ensure sustainable investment in R&D, product quality, and customer service. Against the backdrop of widespread price cuts and promotional discounts among Chinese automakers, Exeed’s decision to raise prices may set a new precedent for the industry.