Premium product at less than premium pricing is the message from Lepas, the Chery spin-off luxury brand that has now formally entered the local market – although its first offering, the L4, will be launched only early next year.
Detailing a strategy centred on what it terms ‘elegant mobility’ it confirmed plans for a phased model rollout for 2026 that will include the L6 and L8 models as well.
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Deputy CEO Zhang Wei, described Lepas as being conceived "with confidence and purpose, not to follow the past, but to define the future of elegant mobility", adding: “The brand's name is a fusion of three concepts: the ‘Leopard’, representing speed and elegance; ‘Leap’, indicating a global vision and ‘Passion’, for inspiring urban explorers.”
The brand's chief designer, Ivan Dolanovich, explained the aesthetic is deeply inspired by the form and spirit of a leopard, influencing everything from the vehicle's silhouette to its distinctive V-shaped daytime running lights, which are intended to mimic the focused eyes of the animal.
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Interior design, he added, draws from themes of "light and shadow" and natural elements like waterfalls and pebbles, aiming to create a calming cabin environment.
Heading the local operation is General Manager JJ Botes, who confirmed the Lepas models destined for launch will be offered with internal combustion engine (ICE), plug-in hybrid electric vehicle (PHEV) and battery electric vehicle (BEV) derivatives.
Lepas vehicles will have their own dedicated dealerships to ensure a distinct brand experience, though some multi-franchise sites are also being considered. He identified the target audience as "young and upcoming executives," seeking a premium product at a more accessible price point.
"Each of our brands caters to a different clientele," Botes says. "Lepas will be targeted at elegance, focusing on a space where traditional premium models have become less accessible to a number of up-and-coming customers."
While final pricing was not disclosed, it was described as being at an "accessible premium level." The brand plans to leverage the Chery Group's existing 10-year/1-million kilometre drivetrain warranty and a 10-year battery warranty for its electrified models. Parts and servicing will be supported from a centralised warehouse in Boksburg.
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On the topic of electric vehicle infrastructure, the company acknowledged the need for expansion. Botes stated that the Chery Group is actively engaging with service providers like GridCars and Rubicon to establish a more comprehensive network of charging points across the country, with a focus on having a "suitable network" for its brands by 2026.
When asked about local assembly, Botes confirmed that a feasibility study for local manufacturing is currently underway, reflecting the Chery Group's long-term investment strategy in South Africa.
Colin Windell for Colin-on-Cars in association with
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