Chery Auto to launch premium brand 'Xuan Yuan'

Shanghai, November 6 (Gasgoo.com) Chery Auto plans on adding yet another super brand to its lineup of sub brands, which currently consist of Chery, Karry, Riich and Reely, the China Car Times reported yesterday.

The new 'super luxury' brand is going to be named Xuan Yuan (轩辕), taking the name of a man in early Chinese history that managed to build a car using differential gears to power itself somehow, according to the report.

"Xuan Yuan will be Chery's flagship premium brand to aim at the luxury segment. The branding and associated icons have been formally registered with the authorities. We are currently assembling the car lineup now," said Jin Yibo, Chery's spokesman.

The first model of the Xuan Yuan brand may be the high-end Chery F11, whose photos were leaked online in late 2007. The F11 sedan, intended for VIP's and state use, may be powered by Chery's own V6 and V8 engines ranging from 3.0L to 4.2L.

The exact date for launching the new brand has not yet been released, but is expected to be announced as soon as the Riich and Reely brands have been successfully launched.

The Riich G5, which is Chery's first entry model into the premium sedan segment, is set for launch later this month.