Lepas has been turning heads this year, and for good reason. After its ambitious global debut in April, followed quickly by its first international launch in July, the brand’s momentum is undeniable. Backed by Chery’s impressive record—over 22 years as China’s number one vehicle exporter and a customer base that’s now well past 17-million—Lepas isn’t just another new face in the automotive industry.
It has set its sights on the premium mobility market, and are making it clear it intends to set the pace, not just keep up. The brand name, Lepas, is more than just a catchy label. It’s a carefully crafted blend of ‘leap’ and ‘passion’, signaling agility, energy and a bold approach to mobility.
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But there’s more to it than just movement; the brand emphasises a dual pursuit of elegance and passion. Lepas is laser-focused on the lives of modern urban professionals—the kind of people who are constantly balancing career ambitions, family commitments and personal goals, all while wanting to project confidence and taste.
For this audience, the vehicle is more than a mode of transport; it’s a mobile extension of their personal brand, a statement of their success and values. The core proposition, ‘Drive Your Elegance’, is straightforward but powerful. It’s not just a tagline; it’s an invitation. The brand is promising customers the chance to elevate their daily routines by injecting refinement and self-assurance into every journey.
In business, perception matters—and Lepas understands that driving is as much about control and self-expression as it is about convenience. The message is clear: choosing Lepas means choosing to lead, to stand out, and to do so with confidence and style. Design is central to Lepas’s strategy. The philosophy, dubbed ‘Leopard Aesthetics’, is all about transformation—taking premium vehicles from being just machines to becoming essential components of an elegant lifestyle.
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This isn’t just marketing speak; it’s a guiding design principle. By drawing inspiration from the natural grace and strength of the leopard, Lepas achieves a blend of dynamism and sophistication. The L8 SUV is a prime example, with its sleek silhouette, signature vertical-pupil headlights, and rounded grille. It’s a design that communicates both energy and composure—a balance that has resonated strongly, as evidenced by the attention it received at the Indonesia International Auto Show.
With eight global R&D centers, rigorous testing in 44 countries, and a far-reaching sales and service network, Lepas has a rock-solid foundation to compete and win in the global premium market. From a technology standpoint, Lepas is embracing flexibility.
The product line-up includes internal combustion, plug-in hybrid, and battery hybrid electric options. This multi-powertrain strategy enables the brand to cater to a wide spectrum of customer preferences and regulatory environments, which is increasingly important as global markets move toward electrification and sustainability.
Looking ahead, Lepas is not content to rest on its laurels. The product roadmap is ambitious, with the L8 and L4 models set to launch in South Africa this year and the L6 to follow. Each model is designed to address the distinct needs of various customer segments, but all stay true to the brand’s commitment to elegance and refinement. October will mark another milestone when Lepas takes center stage at the Chery International User Summit.
Here, the brand will showcase its latest developments—not just in product and technology, but also in building a global user ecosystem. By collaborating with partners worldwide, Lepas aims to redefine what elegant living and mobility mean in a rapidly evolving market.
Colin Windell for Colin-on-Cars in association with
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