Chery Australia’s Chief Operating Officer Lucas Harris says the upcoming Lepas brand will target a specific slice of the market that traditional automakers are ignoring. The company plans to launch the new marque later this year alongside existing names like Chery and Omoda Jaecoo, focusing on family-friendly SUVs with a distinctively bold personality.
Harris describes Lepas as a “refined” product positioned differently within the Chery group. He explains that while the group shares technology across its brands, the Lepas models will sit on unique platforms designed for a different driving experience. The goal is to create a vehicle that feels more premium in terms of cabin quietness and power delivery, but also distinct in its character.
The positioning strategy is horizontal rather than vertical. Harris argues that consumers are too smart to be fooled by artificial price tiers where one car is just “entry-level” and another is “premium.” Instead, the company wants to offer a choice of style, allowing customers to select a brand that matches their self-image rather than just their budget. This approach aims to capture a “white space” for customers who want the practicality of an SUV but dislike the typically bland design language of the segment.
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One of the most significant changes for Lepas will be its visual identity. The brand will feature a bright color palette and marketing materials aimed at “lively expressionists.” Harris jokes that the team has even discussed leopard-print wall coverings for showrooms, though he remains unsure if they will go that far. The focus is on creating an experience that feels less like a traditional car dealership and more like something else entirely.
Models and rollout plans
Chery will introduce Lepas with the L6, a mid-size battery-electric SUV, followed by the smaller L4. Both are fully electric and are expected to hit the market in the last quarter of 2026. The lineup will expand next year to include plug-in and hybrid options, a small hatchback roughly the size of a Mazda 3, and an extra-large SUV by the end of 2026.
The brand will operate its own independent network of dealers. While some facilities might be located next to existing Chery or Omoda Jaecoo locations, others will be standalone franchises. Harris notes that this is largely due to the scarcity of available retail space, as finding large, empty lots in prime locations has become increasingly difficult.
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Marketing for Lepas will differ significantly from the group’s other brands. The company is exploring partnerships in music and fashion, targeting influencers who connect with a younger, more urban demographic. Harris acknowledges that this approach will be a departure from the traditional conservative tactics used in the automotive industry and admits it might make some people uncomfortable.
The rollout relies on cars being in Australia for months prior to launch to ensure electronic systems and ADAS features work seamlessly. Harris also highlights that the Lepas platform has input from the company’s German R&D center, giving the vehicles a European-style handling character that sets them apart from the current Chery and Jaecoo models.
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