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The Birth of a New Contender in the Global SUV Arena
The automotive world witnessed a significant development when Chinese automaker Chery officially unveiled its new brand LEPAS on April 24, 2025. This strategic move represents more than just another vehicle launch – it signifies Chery’s ambitious transformation from a traditional manufacturer to a global mobility trendsetter.
LEPAS, whose name cleverly fuses “LEAP” and “PASSION,” embodies the company’s vision for elegant mobility. The brand aims to reshape future transportation through intelligent technology and aesthetic design that resonates with discerning consumers worldwide.
The Flagship L8: Setting New Standards
At the heart of the LEPAS launch is the debut model L8, an SUV that combines striking design with cutting-edge technology. Drawing inspiration from the muscular contours of a sprinting leopard, the L8 masterfully blends dynamic aesthetics with mechanical philosophy.
The LEPAS L8 measures 4,688 mm in length, 1,860 mm in width, and stands 1,695 mm tall, with an impressive wheelbase of 2,800 mm. These dimensions position it favorably against competitors in the premium SUV segment while ensuring spacious comfort for passengers.
Four Pillars of Innovation
The LEPAS brand is built on four foundational pillars that showcase Chery’s commitment to excellence:
- Leopard Aesthetics Design – Inspired by the power and agility of leopards
- Luxurious Space – Creating premium, comfortable interiors for discerning users
- Intelligent Safety – Incorporating advanced driver assistance systems
- Chery Super Hybrid – Leveraging Chery’s cutting-edge hybrid technology
These pillars reflect the brand’s dedication to creating vehicles that are not only visually appealing but also technologically advanced and environmentally conscious.
Ambitious Global Strategy
Chery’s introduction of LEPAS comes amid the company’s rapid global expansion. Zhang Guibing, President of Chery International, announced that LEPAS will launch five models within three years, targeting a worldwide network of 1,200 sales outlets and annual production of 500,000 units.
The product rollout will begin with the L8 in December 2025, followed by the A-class urban L6 for metropolitan elites and the agile A0-class L4 designed for style-conscious female drivers. This diverse portfolio demonstrates LEPAS’s strategy to cater to various segments of the premium market.
Chery’s Global Growth Trajectory
| Year | Global Sales | Export Volume | Major Developments |
|---|---|---|---|
| 2021 | ~1 million | 269,154 | Announced “Double 50” strategy |
| 2022 | 1.24 million | 451,337 | Entered Mexican, Malaysian markets |
| 2023 | 1.88 million | 937,148 | Launched multiple new brands |
| 2024 | 2.6 million | ~1.3 million | Debut on Fortune 500 list (rank 385) |
| 2025 (projected) | >3 million | >1.5 million | LEPAS global launch |
This impressive growth trajectory has positioned Chery as one of China’s most successful automotive exporters, with vehicles now sold in over 110 countries and regions worldwide.
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Technology at the Forefront
The LEPAS L8 showcases Chery’s technological prowess through several innovative features:
Advanced Powertrain Options
While specific powertrain details are still emerging, the LEPAS L8 is expected to incorporate Chery’s Super Hybrid System (SHS), which boasts a thermal efficiency exceeding 46% while consuming less than 4.5L/100 km. The hybrid system is said to offer a remarkable range of more than 1,300 km under the WLTP test cycle.
In its fully electric configuration, the L8 is designed to achieve an impressive efficiency of approximately 12 kWh/100 km with a range exceeding 700 km. A quick 5-minute charge would reportedly provide up to 150 km of additional range.
Intelligent Cockpit
The interior features a large 13.2-inch infotainment display powered by the Snapdragon 8155 system-on-chip (SoC), providing seamless connectivity and responsive user experience. This advanced cockpit technology aligns with Chery’s vision of revolutionizing human-vehicle interaction.
Market Positioning and Target Audience
LEPAS positions itself as Chery’s strategic cornerstone for “elevated positioning, enhanced value, and market growth.” The brand targets urban elites seeking premium mobility solutions without the price tag of traditional luxury marques.
Zhong Wei, Deputy CEO of LEPAS, stated that the brand “will innovate upon Chery’s technology base to revolutionize human-vehicle interaction through intelligent solutions, delivering premium yet value-driven mobility experiences for users worldwide.”
A Multi-Brand Strategy
The introduction of LEPAS fits into Chery’s broader multi-brand strategy, which now encompasses:
- Main Chery brand with sub-brands for different propulsion systems
- LEPAS for premium vehicles alongside Exeed
- Luxeed as a collaborative electric car brand with Huawei
- Jetour focuses on SUVs
- iCar/iCaur for electric SUVs
- Omoda, Jaecoo, Exlantix, and Aiqar for export markets
This diversified approach allows Chery to target specific market segments with tailored products and marketing strategies.
Production and Quality Standards
The LEPAS L8 officially rolled off the production line on April 18, 2025, marking a significant milestone in Chery’s global strategy. The event was attended by Mr. Zhu Shaodong, Executive Vice President of Chery International, and Mr. Cao Bin, Chief Technology Officer of Chery, highlighting the importance of this launch.
Cao emphasized that “LEPAS represents the Chery R&D team’s relentless pursuit of excellence. From design and engineering validation to mass production, we have meticulously refined every detail to meet the highest global standards.”
Global R&D Network
Backing LEPAS is Chery’s extensive global R&D network, which includes eight research centers worldwide and over 18,000 engineers. This international approach to development ensures that LEPAS vehicles meet the regulatory requirements and consumer preferences of diverse markets.
The Broader Context: Chinese Automakers’ Global Push
The launch of LEPAS comes at a time when Chinese automakers are increasingly looking beyond their domestic market. This expansion is driven by several factors:
- Saturated domestic competition is pushing companies to seek growth overseas
- Technological advancements are enabling Chinese brands to compete globally
- Strategic investments in R&D and manufacturing capabilities
- Favorable government policies supporting international expansion
Chery, in particular, has been at the forefront of this global push, investing heavily in overseas markets and establishing a strong presence in regions like South America, the Middle East, and increasingly, Europe.
Challenges and Opportunities
Despite its ambitious plans, LEPAS faces several challenges in the global market:
Brand Perception
Building a premium brand image requires time and consistent delivery of high-quality products. LEPAS will need to overcome potential perception barriers associated with Chinese automotive brands in some markets.
Regulatory Hurdles
Different markets have varying regulations regarding safety, emissions, and technology. LEPAS must ensure its vehicles comply with these diverse requirements while maintaining a coherent brand identity.
Established Competition
The premium SUV segment is highly competitive, with well-established players from Europe, Japan, and the United States. LEPAS will need to clearly communicate its unique value proposition to stand out in this crowded field.
The Future of LEPAS
As LEPAS embarks on its global journey, several factors will likely influence its trajectory:
- The continued evolution of its product lineup to meet diverse market needs
- Strategic partnerships with technology providers and local stakeholders
- Adaptation of marketing strategies to resonate with different cultural contexts
- Integration of emerging technologies such as advanced autonomous driving features
With Chery’s backing and clear vision, LEPAS is positioned to make a significant impact on the global SUV market, potentially reshaping consumer expectations of what a premium automotive experience can be.
FAQ about LEPAS and Chery’s Global Expansion
What does the name LEPAS mean?
LEPAS combines “LEAP” and “PASSION,” symbolizing the brand’s dynamic approach and emotional connection with users while balancing elegance with fervor.
When will the LEPAS L8 be available?
The LEPAS L8 is scheduled to launch in December 2025, with subsequent models following in the next three years.
How many models will LEPAS introduce?
LEPAS plans to launch five models within three years, including the L8 SUV, the A-class urban L6, and the A0-class L4.
What markets will LEPAS target?
While specific markets haven’t been fully disclosed, LEPAS aims for global presence with a network of 1,200 sales outlets worldwide, focusing on urban centers and regions with growing demand for premium SUVs.
How does LEPAS fit into Chery’s overall strategy?
LEPAS represents Chery’s move into the premium segment as part of its transformation from an automotive manufacturer to a mobility lifestyle trendsetter with a diverse brand portfolio catering to different market segments.
