Gasgoo Munich-Anhui Luxeed New Energy Vehicle Co., Ltd. (hereinafter "Luxeed Auto") underwent a significant shift in its equity structure on June 30, according to data from Qichacha.
Chery Automobile Co., Ltd. reduced its stake from 100% to 85%, ceasing to be the sole owner. The remaining 15% is now held by companies associated with Guo Rui, Zhao Changjiang, and Zhu Xiaodong.
Image source: Qichacha
Peeling back the layers of the equity structure, the management team's ownership path becomes clear.
The entities taking on the 15% stake are two local limited partnerships in Wuhu — Wuhu Ruiqi Equity Investment Partnership (Limited Partnership) and Wuhu Ruilian Equity Investment Partnership (Limited Partnership) — each holding 7.5%.
Both holding platforms are reportedly 99.99% owned by Wuhu Ruiyao Enterprise Management Consulting Co., Ltd. Shareholders of the latter include Guo Rui with 40%, Zhao Changjiang with 30%, and Zhu Xiaodong with 30%.
Image source: Qichacha
This equity adjustment is not an isolated event; it marks the continued advance of the Luxeed Brand Strategy 2.0.
In August 2025, Chery and Huawei signed the Luxeed Brand Strategy 2.0 cooperation agreement in Shenzhen, announcing plans to invest over 10 billion yuan, assemble a 5,000-person R&D team, and pivot Luxeed from a cooperative project to an independent legal entity.
Subsequently, Luxeed New Energy was established to operate independently across production, sales, and service.
This April, Luxeed New Energy completed its business registration changes, with Guo Rui taking over as legal representative and chairman. This equity optimization serves as a continuation of those adjustments.
In terms of market performance, the brand faces headwinds. Luxeed sold 90,493 units in 2025, yet cumulative sales from January to May 2026 reached only 13,804.
Industry observers believe that binding the core management team to the company through equity will effectively boost morale, refine incentive mechanisms, and inject internal momentum into brand development. Meanwhile, Chery remains the absolute controlling shareholder, retaining core decision-making power, ensuring the deep cooperation framework remains stable.
