Chery Automobile is set to shake up the SUV market in Australia with the introduction of its new sub-brand, Lepas. Scheduled to launch in 2026, Lepas aims to appeal to those who might not traditionally opt for an SUV. According to Lucas Harris, Chery’s local Chief Operating Officer, Lepas will offer a more vibrant and bold alternative for consumers seeking to express their personality through their vehicle choice.
The announcement comes as Chery seeks to diversify its offerings in Australia, positioning Lepas alongside its existing models. Harris explained that while Chery’s current lineup caters to more conservative buyers prioritizing safety and traditional design, Lepas will target those who value aesthetics and individuality in their vehicles.
Revolutionizing the SUV Market
Harris elaborated on the brand’s positioning, stating, “Our brands don’t sit on a vertical pole, right? Entry, mainstream, premium, luxury — we’ve got brands which are more luxury, like Exceed in China, but our brands will exist on a much more horizontal plane.” This strategic approach allows Chery to cater to a broader audience by offering vehicles that reflect a range of lifestyles and preferences.
Describing Lepas as an “SUV for non-SUV people,” Harris emphasized that the brand would attract consumers who need the practicality of an SUV but desire a vehicle that stands out in terms of design and color. “The cars will be more elegant with flowing designs and very bright color schemes,” he noted.
New Platform and Technology
Lepas will also introduce a new platform for Chery, distinct from the current T1X architecture that underpins much of the Chery, Omoda, and Jaecoo ranges. This new platform will support both battery electric and super hybrid technology, marking a significant step forward in Chery’s commitment to innovation and sustainability.
“Lepas, actually the models are on a totally new platform which is exciting – we will run battery electric and super hybrid technology. That’s the plan at this stage,” said Harris.
The 2026 Lepas L8, the first model to launch under the new brand, is expected to offer detailed specifications and pricing early next year. This model will serve as a litmus test for Chery’s ability to capture a new segment of the SUV market.
Implications for the Australian Market
The introduction of Lepas represents a strategic pivot for Chery in Australia, as the company seeks to expand its footprint and appeal to a more diverse consumer base. By offering a vehicle that combines practicality with bold design, Chery aims to attract buyers who might otherwise shy away from traditional SUVs.
This development follows a growing trend in the automotive industry, where manufacturers are increasingly focusing on personalization and design to differentiate their products. As consumers become more discerning, brands like Chery are responding by offering vehicles that not only meet functional needs but also resonate on an emotional level.
Looking forward, the success of Lepas in Australia could influence Chery’s global strategy, encouraging further innovation and expansion into new markets. As the automotive landscape continues to evolve, Chery’s bold move with Lepas may well set a new standard for what consumers can expect from an SUV.
As the launch date approaches, more details about the Lepas brand and its offerings will emerge, providing a clearer picture of how Chery plans to redefine the SUV experience for its customers.
