Does America Need Another Automotive Brand?

Duke Hale, CEO of HAAH Automotive Holdings, believes so. His company is set to introduce the Vantas brand, which will soon sell vehicles in the United States and Canada. Although the branding choice may draw smiles—considering the parent company’s acronym, “HAAHAH”—the endeavor aims to capture a share of the North American automotive market.

Introducing the Vantas Crossover

The initial offering from Vantas will be a crossover, derived from the well-known Chinese automaker Chery‘s Exeed brand. According to recent images released, this first model appears to be a rebadged version of the Exeed TXL. At 188 inches long, the crossover is set to compete with mid-size models such as the Honda Passport and the Nissan Murano.

Manufacturing Plans in America

While Vantas is importing its crossover from China, the brand aims to assemble vehicles in America. Specifically, they will start with semi-knocked-down (SKD) units from Exeed, shipped from Chery. As spokesperson Chris Hosford noted, “it’s too early to know where all those parts will be sourced,” but he did confirm that initial vehicles will predominantly contain Chinese components—over half, specifically. Despite this, Vantas has clear intentions to transition towards full vehicle manufacturing in North America over time.

Powertrain Specifications

As Vantas prepares to enter the market, there’s hope that they will adapt their assembly process to include a U.S.-market-specific powertrain. In its native China, the Exeed TXL features a four-cylinder engine with 194 horsepower, paired with a seven-speed dual-clutch automatic transmission. In contrast, competitors like the Passport and Murano boast V-6 engines that produce more than 250 horsepower. This raises questions about Vantas’s ability to compete effectively.

Looking Ahead

As we anticipate more information about Vantas, the brand aims for a launch window starting at the end of 2021 to early 2022. Adding to the excitement, HAAH Automotive Holdings is also planning to introduce vehicles from the Chinese brand Zotye, further strengthening their market presence in North America. With an established network of dealers committed to selling Zotye vehicles, Vantas should find it relatively easy to gain traction with American consumers.