Lepas will target the UK and Europe with a lineup centered on plug-in hybrid and battery electric vehicles. Chery has confirmed that it will launch a new export-oriented brand, Lepas, in the UK, marking the automaker’s fourth brand presence in the market after Omoda, Jaecoo and the Chery marque itself. The Lepas brand will primarily target the UK and broader European markets, with a product focus on new energy vehicles, including plug-in hybrid and battery electric models. From a product perspective, Lepas vehicles will be built on Chery’s existing technology platforms. Lepas L4 While sharing a high degree of commonality in architecture and core technologies with other group models, Lepas will differentiate itself through brand positioning, design details and equipment strategies tailored more closely to European consumer preferences. In terms of manufacturing, early Lepas models will continue to be produced in China and exported to the UK. However, Chery has signaled the possibility of deeper localization over time. In an interview with media outlets in June, Chery UK Director Victor Zhang said the company is “actively considering” establishing a manufacturing facility in the UK as part of its localization strategy. Separately, Chery said last week that it plans to set up a research and development center in Liverpool, in northern England, focusing on the development of commercial vehicles. Jaecoo J7 Chery has been China’s largest automobile exporter for 23 consecutive years, but its long-standing focus on producing low-cost vehicles for markets such as the Middle East has limited its progress in Europe. The automaker launched the Omoda brand in 2024, followed by Jaecoo and the Chery brand itself in 2025. These three existing brands also plan to introduce additional new models to the European market over the next 12 months. In 2025, Omoda, Jaecoo and Chery together sold 53,600 vehicles in the UK, giving them a combined market share of 2.65%, surpassing Mini at 2.34% and Tesla at 2.25%, and slightly exceeding BYD’s 2.54%. Lepas L8 Lepas has not yet disclosed specific model plans for the UK market. However, the brand has already unveiled three models in other markets: the L4, L6 and L8. The L4 and L6 are offered with internal combustion, plug-in hybrid and fully electric powertrains, while the L8 is positioned as a mid-size hybrid SUV, with dimensions and styling broadly comparable to Chery’s Tiggo series.
