Chery, China’s leading automotive group, launched its new Lepas brand at the International Business Summit in Wuhu, Anhui province, China. The event took place on Thursday, April 24, 2025. Through this, Chery has added six different automotive brands, all serving different segments of the market.
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Key Points
- Launch Event: Lepas was introduced at the International Business Summit in Wuhu, Anhui at the time of the brand’s introduction which also served as Chery’s debut of Lepas.
- Chery’s Six Brands: Also with the introduction of Lepas Chery has put forth 6 brands which are Chery, Exeed, Omoda, Jaecoo, iCar, and Lepas.
- Brand Vision: Lepas brand is to present smart, safe, and comfortable vehicles which we see as elegant, chic, and soft in character.
- Model Unveilings: Also at the launch a few models were brought out which included the Lepas L6, Lepas L4, and the top of the range Lepas L8.
The Meaning Behind the Name ‘Lepas’
The name Lepas comes from the combination of two key elements:
- Le: Represents both “Leopard” and “Leap,” symbolizing agility and dynamic movement.
- Pas: Stands for “Passion,” reflecting the brand’s commitment to enthusiasm and energy in its designs.
As per Wei Zhong, the Deputy CEO at Lepas, the name signifies the vision of the brand in leveraging cutting-edge technology to create intelligent, safe, and cozy products with focus on agility, dynamic performance, and passionate innovation.
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Chery’s Rationale for Launching Lepas
President of Chery International Zhang Guibing explained the rationale behind introducing Lepas. He said that Chery’s current brands were not in a position to satisfy all market needs because consumers have varied tastes. By introducing Lepas, Chery is covering this shortcoming by introducing a brand with a fashionable and elegant personality that satisfies a different class of customers.
- Multiple Brands for Different Consumers: Chery’s strategy is to have multiple brands that cater to various consumer preferences:
- Tiggo: Known for its strength and fast performance.
- Omoda: Targets consumers seeking unique and trendy designs.
- Jaecoo: Reflects Chery’s distinctive style.
- Lepas: Aimed at customers looking for sophistication, chicness, and a soft character.
- Cost Effectiveness: Chery has adopted a model which puts all brands on the same platform which in turn helps with cost control. This allows them to achieve large scale production which at the same time is affordable and at the same time each brand is able to keep its individuality.
Zhang highlighted that through an expanded brand portfolio, Chery can fulfill the wide-ranging tastes of consumers around the world better and contribute to the company’s growth and success in a fast-moving automotive industry.
The Role of Lepas in Chery’s Global Strategy
Lepas’ introduction is a piece of Chery’s larger plan to expand the company’s global footprint. Now with six brands in the portfolio Chery is set to present a greater choice to customers all over the world at the same time which we see as a promise of better efficiency and cost control.
Chery’s put forth a focus on what they term “leading technology” which in turn delivers what they promise are smart, safe and very comfortable products thus we see Chery’s dedication to innovation and customer satisfaction.
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Lepas Models at the Launch
During the launch event, the team showcased several models under the Lepas brand.
(Flagship Model)
These brands provide models that provide dynamic performance, cutting-edge technology, and high-end design, addressing the demands of contemporary consumers.
With the launch of Lepas, Chery is expanding globally. The brand offers cars designed to meet diverse tastes. It focuses on agility, dynamic movement, and passion. Lepas also emphasizes cutting-edge technology and customer satisfaction.