Partnership Strain
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Chery Faces Backlash as Luxeed Sales Plunge Instigates Owner Threats to Switch Brands
Luxeed (Chery-Huawei JV) faces owner backlash and plummeting sales. Despite Chery Chairman’s promise to prioritize Huawei during disagreements, owners accuse Chery of neglect: using Luxeed’s channel for Chery events, omitting standard features, listing Luxeed last in sales reports, inconsistent pricing, and internal restructuring lacking Luxeed clarity. Sales crashed to 2,459 units in June amidst these controversies. Despite multiple apologies and hints at Luxeed’s future independence, overcoming low sales and mistrust remains a major challenge.
