Chery’s local Chief Operating Officer, Lucas Harris, has unveiled the strategic direction for the upcoming Lepas sub-brand, which is set to complement the existing Chery models. The announcement, made during a recent press briefing, highlights a shift towards a more design-focused and electrified future for the Chinese automotive giant.
When asked about the positioning of Lepas, Harris clarified, “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.”
Introducing a New Automotive Philosophy
Lepas is designed to cater to a different segment of the market compared to Chery’s traditional offerings. Harris described Chery as a brand for the “more conservative buyer,” focusing on traditional design and practicality. In contrast, Lepas aims to attract those who seek to express their personality through their vehicle choice.
“Lepas, as an example, is for someone who wants to have a vehicle to represent their personality a little bit more — it’s more bold and vibrant,” Harris explained. He added that Lepas vehicles would be “more elegant with flowing designs and very bright color schemes.”
“One person described it as an SUV for non-SUV people. You know, they have to have an SUV for the practicality of it… but perhaps it wouldn’t have been their first choice.”
The Technological Leap Forward
According to Harris, Lepas will not only redefine design but also introduce a new technological platform for Chery in Australia. The Lepas L8, the first model from the sub-brand, will be built on a new architecture distinct from the current T1X platform, which supports Chery, Omoda, and Jaecoo models.
“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,” Harris stated, emphasizing the brand’s commitment to electrification. He noted that it is “highly unlikely” for Lepas to offer any internal combustion engine (ICE) variants.
The E0X platform was developed at a cost of 10 billion RMB (2.2 billion AUD) and supports up to an 800-volt architecture for ultra-fast charging, high-end computer and safety equipment, as well as crash safety to comply with the world’s harshest regulations.
A Strategic Move for the Australian Market
The introduction of Lepas represents a strategic move for Chery as it seeks to expand its footprint in the Australian market. The brand is scheduled to launch in 2026, with the mid-sized Lepas L8 SUV expected to be the flagship model. More details about the brand, including specifications and pricing, are anticipated early next year.
This development follows a broader trend in the automotive industry towards electrification and personalization. As consumer preferences shift, manufacturers are increasingly focusing on creating vehicles that not only meet practical needs but also resonate with buyers on an emotional level.
Meanwhile, Chery’s decision to invest in a high-end, electrified platform underscores its commitment to innovation and sustainability. The E0X platform’s advanced features, such as ultra-fast charging and enhanced safety measures, align with global trends towards greener and safer vehicles.
Looking Ahead
The launch of Lepas in Australia is poised to shake up the local automotive market, offering consumers a fresh alternative that combines cutting-edge technology with bold design. As Chery continues to develop its new sub-brand, industry observers will be watching closely to see how it performs against established competitors.
Ultimately, the success of Lepas will depend on its ability to capture the imagination of consumers and deliver on its promise of a more personalized driving experience. As Harris and his team prepare for the brand’s debut, the automotive world waits in anticipation for what could be a game-changing moment for Chery and the industry at large.
