Um durch eine Neugestaltung des Logos das Schicksal der Marke zu wenden, muss ZhiJie drei entscheidende Fragen zufriedenstellend beantworten.
On July 7th, @LUXCEED_HaiLantian, the product director of the LUXCEED series, officially unveiled the new physical logo of the LUXCEED brand on the HarmonyOS Smart Mobility App.
Since the brand was established in 2023, LUXCEED has been using the English name "LUXCEED" as its logo. This logo change is interpreted by the outside world as a crucial step for the brand to seek independent development.
Judging from the released design drawings, the new logo continues the core unified style of the HarmonyOS Smart Mobility family - intuitively conveying the core concept of "safety is luxury" with a shield-shaped outline, and together with sibling brands such as AITO and ZUNJIE, it forms a highly recognizable visual matrix.
Image source: HarmonyOS Smart Mobility APP
However, behind the shiny new logo, the development trajectory of the LUXCEED brand since its birth has not been smooth. It has even repeatedly fallen into the embarrassing situation of "starting strong but ending weakly". Can this logo change signal be the turning point for LUXCEED to get out of the current dilemma and truly "run forward with all its might"?
Can LUXCEED "Change Its Fate with a New Logo"?
As an intelligent vehicle brand jointly created by Huawei and Chery, LUXCEED has carried the dual expectations of "Huawei's intelligent technology + Chery's vehicle manufacturing" since its birth. However, the performance of the LUXCEED brand has been worrying from the very beginning.
In December 2023, LUXCEED's first model, the S7, was launched with great fanfare. With the blessing of the Huawei brand, its pre - order volume quickly exceeded 20,000 units, and its momentum was comparable to that of "the second AITO". However, there were hidden crises behind this impressive report card. Soon after its launch, some car owners complained on social platforms about the chaotic delivery process, and the vehicles were often not delivered within the promised time.
According to a report by Yicai Global, many front - line salespeople said, "We have orders in hand but can't deliver the cars." To avoid a surge in customer complaints, the terminal channels were even forced to suspend accepting new orders.
The collapse of the delivery system directly led to a sharp decline in the sales of the S7. In the first full month after its launch, its sales were dismal, with only 784 units sold. In the following months, the sales remained sluggish, lingering in the embarrassing three - digit range for a long time. For the first model that shoulders the heavy responsibility of expanding the brand's territory, such a dismal start of "starting strong but ending weakly" completely destroyed the possibility of LUXCEED becoming an instant hit.
Image source: LUXCEED
What's even more confusing is that the S7, which was struggling in the sales quagmire, then staged the drama of "three model updates in one year". Frequent changes not only failed to arouse consumers' enthusiasm but also made the strategy seem wavering, further eroding the already fragile confidence of the market. Consumers' patience and expectations for the S7 were gradually worn away in this hasty model - update tug - of - war.
Later, with the release of the LUXCEED R7, the brand finally welcomed a long - awaited small sales peak. On October 7th last year, HarmonyOS Smart Mobility released its National Day holiday sales results: the cumulative number of firm orders exceeded 28,600 units, among which the R7 contributed 9,600 units, leading the way and becoming the absolute sales pillar. In less than half a month after its launch, the cumulative number of firm orders of the R7 had strongly exceeded 20,000 units.
This good news made Yu Chengdong unable to hide his excitement. He posted on Weibo: "In addition to the continuous hot sales of the AITO M7 and M9, the LUXCEED R7 has risen! It's really difficult to build a new brand. The LUXCEED brand has risen with the R7."
Image source: Weibo
Even in a subsequent live - broadcast, he declared with full confidence: "LUXCEED will definitely rise. Because I usually fail twice, and I will definitely rise on the third try." His words were filled with high expectations for LUXCEED's comeback.
However, the short - lived popularity ignited by the R7 soon took a sharp turn for the worse and quickly plunged to the bottom. In the first half of 2025, the sales of the LUXCEED brand remained sluggish. According to official Chery data, in the just - passed June, the LUXCEED brand (including the R7 and S7 models) only achieved a dismal sales result of 2,459 units. This was in sharp contrast to the glory of the R7 in the early days of its launch, and it also announced that Yu Chengdong's expected "third rise" had failed again.
Have you noticed that the LUXCEED brand often falls into the embarrassing situation of "losing steam after repeated attempts".
Car owners are even more indignant, saying that LUXCEED is an "unattended child" because Huawei focuses on AITO, and Chery has not allocated many resources to LUXCEED. The public opinion even forced Hai Lantian, the product director of LUXCEED, to write a few big words in his personal introduction on Weibo: It is loved, cared for, and managed.
Image source: Weibo
At this crossroads of the brand's development, the act of LUXCEED changing its logo has gone beyond a simple visual upgrade. It may even carry the brand's "declaration of independence".
Recently, the news of "LUXCEED's independence" has also been widely circulated on the Internet, and it's hard to tell the truth from the falsehood. But in a post where netizens "suggested that the LUXCEED brand should be independent from Chery Automobile", Hai Lantian commented, "It's being implemented as such." At the same time, combined with Hai Lantian's post on the HarmonyOS Smart Mobility App: "After this week, LUXCEED can run forward with all its might!", it may be imminent for the LUXCEED brand to break away from the Chery system and operate in a more independent manner.
The Different Reactions to Logo Changes: Buick Looks Like a Nail Clipper, Toyota Looks Like a Chef's Hat
Logo changes by automobile manufacturers are not new in the automotive market. In recent years, both international giants and domestic brands have been brewing a logo - changing campaign to reshape their brand "faces".
One of the core factors driving this design trend is the accelerating evolution of the automotive industry towards electrification and intelligence. The visual language of three - dimensionality and metallic texture in the era of fuel - powered vehicles has become out of place in the new scenarios dominated by digital interaction. Therefore, flattening and simplification have naturally become the absolute mainstream in the design of new logos.
The reason is that simple graphics are clearer and more modern when displayed on in - vehicle screens, mobile apps, digital advertisements, and other media. At the same time, by abandoning the traditional three - dimensional metallic texture and using single - color or gradient tones, it can better reflect the cutting - edge technological attributes and sense of the future of electric vehicles.
On July 1st this year, Bentley Motors officially released its newly designed "winged" logo. Comparing the old and new logos, it can be found that it has completely abandoned the soft three - dimensional wing shape and delicate feather texture in the old logo, and adopted a completely flattened graphic treatment. The originally asymmetrical and naturally - shaped feathers have been refined into sharp, symmetrical, and geometrically - cut lines.
Image source: Logo Intelligence Agency
This shows that even super - luxury brands that pay the most attention to tradition and craftsmanship have to compromise to clear, simple, and highly adaptable visual expressions in the era of digital survival.
Before Bentley, many multinational automotive giants, including Volkswagen, Audi, Buick, and Toyota, have all replaced their brand logos. And their design strategies for the new logos are surprisingly consistent, almost all embracing the flattened style.
In 2020, BMW was the first to adopt a newly designed flattened logo. It not only removed the iconic black outer ring but also completely abandoned any form of three - dimensional texture. What was finally presented was a classic "blue sky and white clouds" circular pattern outlined only by a transparent contour.
Image source: Xiaohongshu
Audi's four - ring logo has changed from a silver three - dimensional one to a black flattened one. In addition, in November 2024, Audi also released a new brand, AUDI, and a new AUDI letter logo. This was the first time in Audi's 115 - year history that it had released a new brand.
Image source: Xiaohongshu
Buick also quickly followed this trend and carried out a radical simplification and innovation of its classic shield - shaped badge. The originally complex three - dimensional shield outline and internal details were completely stripped away, and it finally evolved into three simple parallel slashes. Well, it really does look like a "nail clipper".
Image source: Xiaohongshu
Toyota Crown's new logo has also completely shifted from the former three - dimensional relief texture to a flattened design. Of course, it was no surprise that it was ridiculed by netizens as looking like a "trash can" and a "chef's hat".
Image source: Xiaohongshu
Chinese brands also understand this well and are keeping up with the international trend. However, in addition to visual evolution, logo changes by Chinese automobile manufacturers often carry a stronger signal of brand upgrading or strategic transformation.
For example, BYD has evolved from the controversial blue - and - white oval logo to the "BYD" letter logo with strong Chinese charm and modernity, and now to the more design - oriented luminous logo used in high - end models. This reflects the brand's transformation from an entry - level brand to a technology - leading brand and then to a high - end brand.
After acquiring Volvo, Geely has also continuously optimized its logo and finally formed a simple shield - shaped design with six gemstones. It not only retains the family heritage but also has a more international and refined feel, laying a unified visual foundation for its multi - brand strategy.
New - energy vehicle startups such as NIO, XPeng, and Li Auto have adopted highly simple and abstract flattened logos from the very beginning, targeting digital - native users directly and emphasizing a sense of technology and the future.
Changing the Logo Does Not Equal Changing the Fate, the "Substance" Is More Important Than the "Appearance"
Changing the logo is just the "appearance" of brand upgrading, which is the visual evolution of strategic intentions. It can indeed attract attention, create topics, and even boost morale to some extent in the short term.
However, without the strong support of "substance" such as core technological breakthroughs and product - power improvement, changing the logo can easily turn into a self - indulgent act. If the fundamental problems cannot be truly solved, consumers and the market will ultimately vote with their feet.
Going back to the beginning, LUXCEED's logo change conveys the brand's determination to seek change, which is a positive starting point. However, the logo change itself is not the cure. The root cause of LUXCEED's sales dilemma should ultimately be found in its products.
Here, Dianchetong poses three questions to LUXCEED:
- After the logo change, can it obtain more focused and sufficient resource investment to ensure the smooth and efficient operation of the R & D, production, supply chain, and sales service systems?
- Can it establish a clear and differentiated brand positioning and product strategy to avoid homogeneous competition with AITO and find its own niche market and user value?
- Can it completely solve the historical problems of delivery, quality control, and service to rebuild the confidence of users and channels?
Changing the logo does not equal changing the fate. There are many examples in the automotive