Chery Confirms Lepas as Another Luxury Chinese Brand for SA

China and its key automotive players boast dozens of sub-brands, and another one from Chery called Lepas will be joining the local market within the next year. 

Image: Lepas

Like many Chinese brands, powerhouse Chery offers sub-brands like Omoda and Jaecoo in addition to their operations in South Africa. Now, the firm’s latest international brand, dubbed Lepas, has been confirmed for the local market too. It is novel, and has only recently reached the milestone of producing its first model, dubbed the L8 at its Wuhu (China) facility, but will also include the smaller L6 and L4 in the future. Powertrain choices across the full portfolio include combustion-powered SUVs, a choice of two sedans and in the name of eco mobility, the entry-level L2 EV.

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All of these will be destined for global markets (including South Africa) but not in its native China, as Chery plans on a more premium positioning for global expansion. The Lepas brand is intended to fill this gap with what Chery calls a fresh take on elegant travel, guided by the brand’s philosophy: “Colourful Life, Masterful Drive.” This gap in the market is currently filled by other burgeoning brands that sell products at a more affordable price tag than their perceived luxury. The soon-to-arrive in South Africa Leapmotor (Stellantis-owned), Wey (GWM-owned), Ora (GWM-owned) are some that it will likely go up against, alongside attempting to win market share over from mainstream manufacturers (including Kia Sportage, Volkswagen Tiguan and BMW X1).

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The brand name incorporates ‘leap’ and ‘passion’ while leopard aesthetics (with its muscular contours) dictated design direction. It is curiously sized to the Tiggo 8 Pro, measuring 4 688 mm in length, 1 860 mm in width and 1 695 mm in height. Some bold colours have been revealed, including two shades of green and one fetching hue one yellow.

“Chery’s continued expansion into global markets is a clear reflection of its ambition and ability to evolve with the needs of today’s discerning drivers,” said Verene Petersen, National Marketing Manager for Chery South Africa. “The introduction of Lepas, and its first model, the L8 luxury SUV, adds a dynamic new layer to Chery’s growing portfolio, combining refined design and premium innovation to meet the expectations of a new generation of consumers.”

The Lepas L8, which will likely arrive in Mzansi within the next year, continues to forge forward for China, boasting a comprehensive tech and safety suite. Inside will include a 13.2-inch infotainment screen and premium finishes. Chery has added that spaciousness has been key to the design of the model, with the company boasting more rear legroom than the BMW X1 (which was likely one of the benchmarks for the design team). The passengers and driver can expect near fully reclinable front seats (and adaptable cabin components) for various modes including Nap mode, Sleeping Mode and Cinema mode. No official information on powertrain has been released but if it follows Chery’s lead could include traditional ICE with the potential addition of PHEV and EV alternatives.

Chery adds that it caters to urban elites seeking a premium vehicle and hopes that it will have 30 national dealerships in the country by 2026. For anything smaller, Lepas hopes its first foray will hit the ground running before introducing its other models to global markets. Chery adds that it will build a diverse portfolio tailored to customer needs, including families and luxury enthusiasts, but it does beg the question of whether Lepas, Omoda and Jaecoo will eventually cannibalise Chery’s national sales numbers.

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The post Chery Confirms Lepas as Another Luxury Chinese Brand for SA appeared first on CAR Magazine.


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