If you, like us, have struggled to keep pace with the sheer volume of Chinese car brands launching locally of late, there is another one to take note of in the form of LEPAS.
It is an international sub-brand of Chery, which was announced in April this year alongside a debut vehicle called the LEPAS L8. In a release shared with Hypertext, LEPAS confirmed that it will officially be launching in South Africa in 2026, although a more definitive timeframe or date was not shared at the time.
If you are wondering what inspired the name, it is a portmanteau of Leap and Passion, Chery explained.
The launch of LEPAS marks the culmination of Cherys nearly three decades of automotive expertise and global capabilities. It aims to enrich users lives through innovative technology and design while delivering a poised yet exhilarating driving experience. As a cornerstone of Cherys upmarket strategy, LEPAS transcends the cars functional role, transforming it into an expression of lifestyle aesthetics, the company highlighted.
As such, it looks like it will be positioned as a luxury alternative to the current Chery models sold locally.
As the formal launch of the brand is still in the offing, LEPAS is getting some other elements lined up as it prepares to land in SA.
To lead the rollout of LEPAS in South Africa, Chery South Africa has appointed Letitia Herold as National Brand Marketing Manager. Her appointment marks a bold step in shaping the identity of LEPAS in the local market, as the company expands its presence in the premium segment, the company noted.
I am honoured to have been chosen to build the LEPAS brand in South Africa. Were speaking to a generation that wants more than just a car they want an experience that reflects who they are. LEPAS is a brand that celebrates modern success, personal expression, and confidence on every journey, she added.
As for its debut vehicle, the L8 premium SUV pictured above has been earmarked, which was also unveiled at the same time that the sub-brand was.