Chery Confirms Lepas UK Launch: What to Expect From the Chinese Brand's Fourth Marque

Chery's Lepas Brand Gets Green Light for UK Market Entry

Chinese automotive giant Chery has officially confirmed it will launch its Lepas brand in the UK later this year, validating reports that first emerged in April 2025. The announcement solidifies Chery's ambitious plan to significantly disrupt the UK automotive landscape with a multi-brand strategy.

Building on a Proven Multi-Brand Strategy

Chery is no stranger to the UK market, having already established a presence with its core Chery-branded vehicles alongside the rapidly growing Omoda and Jaecoo sub-brands. The success of these latter two brands has been nothing short of remarkable, making the addition of a fourth marque a logical next step for the expanding manufacturer.

The news follows an exclusive report by Car Dealer in April 2025, which revealed that dealers had been approached and were required to sign non-disclosure agreements regarding the Lepas launch, highlighting the secrecy and strategic importance Chery places on this expansion.

What is the Lepas Brand?

Lepas is positioned as a 'New Energy Vehicle' brand specifically designed for the European market. The name itself is a fusion of the words 'Leopard', 'Leap', and 'Passion'. Interestingly, Lepas only launched on the international stage in the third quarter of 2025, making its impending UK debut a very recent development in its global rollout.

In terms of market positioning within Chery's UK portfolio, Lepas is expected to sit as a more entry-level, affordable option beneath the Chery, Omoda, and Jaecoo brands. This strategic placement is likely aimed at competing directly with other value-focused rivals, such as Stellantis's Leapmotor.

Launch Plans and Retail Strategy

Chelsea's official announcement promises that full launch details, including specifications for the first Lepas model scheduled for sale, will be revealed in the coming weeks. The company has stated that this "phased introduction" will also outline leadership appointments and retailer plans, showcasing its ambition to "establish itself as a distinctive new presence in the UK market."

Initially, Car Dealer understands that Lepas models will be sold through the existing dealer networks that currently represent Chery's other brands. While Lepas may eventually operate as a fully independent brand, this initial approach allows for a faster and more efficient market entry.

The Foundation of Success: Omoda and Jaecoo's Explosive Growth

Chelsea's confidence in launching a fourth brand is undoubtedly bolstered by the phenomenal performance of Jaecoo and Omoda in the UK. The sales figures for 2025 tell a compelling story. Jaecoo achieved one of the largest percentage increases in the entire market, registering 28,023 new vehicles—a staggering 13,408% increase compared to its 2024 sales.

Its sister brand, Omoda, was not far behind, growing its volume by 16,226 units, which equates to a 447% year-on-year increase. Even the core Chery brand performed impressively, selling over 5,500 cars in 2025 and outperforming established names like Alfa Romeo, Subaru, Genesis, and DS Automobiles. This track record of rapid growth provides a solid foundation for the introduction of the Lepas brand to British car buyers.