New Chinese SUV for ‘non-SUV people’

Chery’s local Chief Operating Officer Lucas Harris explained how the incoming Lepas sub-brand will sit alongside Chery models.

When queried on Lepas positioning, he said: “Our brands don’t sit on a vertical pole, right?”

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“This brand [Chery] is for a more conservative buyer. Traditional design, a buyer who wants a vehicle to get on with their life, keep their family safe, do all that stuff.”

“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.”

“Not as utilitarian as perhaps what the Chery brand is.”

“One person described it as an SUV for non-SUV people. You know, they have to have an SUV for the practicality of it. Maybe they have a family or you know maybe from a utility perspective they need an SUV, but perhaps it wouldn’t have been their first choice.”

“That’s where Lepas will be for us — we’ll attract those sorts of people — the cars will be more elegant with flowing designs and very bright colour [schemes] will be available.”

“So it’s trying to appeal to people that are a bit more focused on that design aspect.”

Lepas will also move the Chery group in a different direction in Australia, according to Harris. He said the new brand will also introduce a new platform for the group in the near future, distinct from the T1X architecture, which currently underpins much of the Chery, Omoda and Jaecoo range, and will underpin the first Lepas model, the L8.

“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,” said Harris.

“It’s highly unlikely that it will offer any ICE variants at this stage.”

Harris didn’t specify what this platform would be, but it would likely be the incoming E0X architecture that is a more high-end and primarily electrified platform for Chery.

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.

Lepas will launch in 2026 in Australia, so expect to learn more details about the brand itself as well as detailed specifications and pricing for its mid-sized Lepas L8 SUV launch model early next year.