Chery's LEPAS brand securing 50+ UK sales points as launch nears

Chery International’s new premium brand LEPAS is preparing for its UK launch in September, targeting the ‘quiet middle’ segment with a network of around 50 dealerships. Major UK dealer groups, including Arnold Clark Automobiles, Park’s Motor Group, and Lithia UK’s Evans Halshaw division, will begin sales in September, with deliveries starting in October. The brand’s flagship model, the plug-in hybrid L8 SUV, will debut first, followed by the L6 and L4 SUVs by 2026, covering segments B, C, and D. By 2027, LEPAS plans to introduce battery-electric vehicle variants alongside expanding its dealer network to 90 locations. LEPAS is Chery’s fourth brand to enter the UK market, positioned as a premium alternative to traditional brands, offering quality and confidence without perceived excess. The L8 features Chery’s SuperHybrid powertrain, delivering up to 65 miles of zero-emission electric range and a total range of 800 miles. The brand emphasizes a premium ownership experience, with most dealerships operating as standalone locations to maintain exclusivity. All LEPAS vehicles come with a seven-year/100,000-mile warranty and an eight-year/100,000-mile battery warranty, alongside comprehensive aftersales support. Ray Wang, managing director of LEPAS UK, highlighted the brand’s focus on fleet and retail customers, ensuring customer care remains central as sales grow. The partnership with AM100 dealer groups underscores industry confidence in LEPAS, which aims to compete with traditional premium brands through pricing and modern appeal.