The “All-New Design Language Launch” segment of the 2026 EXEED International User Summit took place at the Shanghai R&D Center. Centered on the theme “The Future Luxury”, the event showcased EXEED’s brand-new family design language. Brand Exterior Designer Christo Pavlidis and Chief Designer Juan Manuel Diaz took the stage one after another to elaborate on how the new design language was realized on the first batch of production-intent models: the ES GT, EX9, EX8, EX7 and MPV Concept. EXEED keeps refining its technologies and elevating its design, meeting global users’ demand for luxury, performance and cutting-edge technology via a diversified product portfolio.
Perpetua at the Core: Distinct Personalities from One Single Origin
EXEED’s new design language, Future Luxury, adopts Perpetua as its design philosophy, drawing core inspiration from water — shaped by Atlantic Ocean waves that endlessly shift with light, tides and the passage of time. EXEED translates this inspiration into two design interpretations: flowing liquid water, which embodies speed, tension and perpetual change for sport-oriented models; and solid polar glaciers, whose crisp flat facets, upright surfaces and substantial volume lay the design groundwork for future luxury vehicles. Central to this philosophy is the design team’s effort to forge stronger brand family identity through body proportions, surface sculpting and meticulous detailing. Sportiness and luxury are not disparate styles, but two manifestations of power under one unified aesthetic system. This enables cross-category scalability and ensures Future Luxury is more than merely a conceptual vision.
EX9 Establishes the Luxury Benchmark; EX8 and EX7 Complete the Product Hierarchy
The EX9 fully embodies the luxury interpretation of this design language. Its long wheelbase, short front overhang and upright body deliver the poised stance of a flagship SUV. Along its sides, concealed door handles, clean shut lines and an uninterrupted shoulder line unify the body into one sculptural volume. The front fascia creates a strong visual anchor with a large rectangular grille and vertical lighting units, while the rear features expansive surfaces and vertical light clusters. The design concept is clear: prioritise proportion, materials and light with minimal ornamentation, returning luxury to a calm, restrained visual statement.
Built on the same platform, the EX8 and EX7 follow this design logic with differentiated executions. The EX8 shifts the visual emphasis from vertical to horizontal, highlighting balanced proportions, lateral breadth and spaciousness to cater to premium SUV buyers prioritizing multi-passenger journeys and everyday usability. The EX7 inherits the EX9’s core traits with a more athletic posture. The flagship sets the tone first, with derivative models filling out the lineup — preserving family coherence while avoiding repetitive styling.
Also on show was the MPV Concept, presented as a concept study. It explores vehicle forms beyond sedans and SUVs and brings fresh perspectives to luxury multi-passenger travel. It illustrates that Future Luxury is not a one-off styling for a single model, but a forward-thinking design framework adaptable across multiple vehicle segments.
On the Sport Front, the ES GT Defines Performance Character
The ES GT delivers a more dynamic iteration of the design language. As the brand’s first crossover wagon, it features a low-slung, elongated silhouette that balances athleticism with refinement, retaining forward-straining visual tension even when stationary. Its cabin uses a symmetrical wrap-around layout, with a skyline screen paired with a standalone floating central display forming the human-machine interface. Integrated sport seats come with active side bolster support, while carbon fibre trim carries through the consistent design narrative. A core focus for this model is the link between exterior styling and driving experience: its sporty look is engineered to translate tangibly into cabin and seating experience.
After the reveal, the design team hosted a workshop with global users covering styling tastes, space habits and travel scenarios. Feedback collected on-site will serve as a key reference for the brand to better grasp user requirements. Design value is ultimately validated by real-world usage across different markets. As the Future Luxury aesthetic rolls out across varied product forms, EXEED is shaping a new vision of mobility for global customers through thoughtful design, compelling performance and cutting-edge technology.