Lepas Joins Omoda, Jaecoo, Chery as Chinese Firm Expands in UK Market
Chinese automotive manufacturer Chery is set to expand its presence in the UK market with the launch of its new Lepas brand. This addition follows the introduction of its other brands, Omoda and Jaecoo, within the last two years.
Chery’s Leap into the UK Market with Lepas
The Lepas brand is designed specifically for the European market. Its name combines elements from ‘leopard’, ‘leap’, and ‘passion’. Chery aims to offer a diverse lineup of ‘new energy vehicles’, a term that encompasses plug-in hybrids and electric cars.
Upcoming Models and Features
Details regarding the first UK model are expected to be revealed soon. Reports indicate that Lepas will introduce the L4 and L6 crossovers, available with multiple powertrains—including combustion engines, plug-in hybrids, and battery-electric options. These models will utilize the T1X modular platform, shared with the Omoda 5, Jaecoo 5, and Jaecoo 7.
Design-wise, Lepas vehicles will feature softer edges, influenced by Chery’s Tiggo series and established European brands like Audi. However, Chery is mindful of the similarities among its brands and acknowledges potential market overlap.
Strategic Branding and Market Position
- Chery’s management is aware of potential brand cannibalization.
- Zhang Guibing, Chery International president, has addressed concerns about having multiple brands.
- Design adjustments are planned to differentiate the Tiggos from Lepas models.
To avoid confusion, Chery intends to alter the appearance of its Tiggo vehicles to a more robust style appealing to family buyers. Meanwhile, Omoda will adopt a bolder design, showcasing more polygonal features in its upcoming Omoda 3 crossover.
Market Impact and Future Goals
The arrival of the Lepas brand enhances Chery’s goal to establish itself firmly in the UK car market. Last year, Omoda, Jaecoo, and Chery collectively captured 2.65% of the UK’s new car market, surpassing competitors like Mini and Tesla.
This expansion positions Chery closer to prominent brands such as Renault, Skoda, and Kia, with market shares of 3.24%, 4.12%, and 5.62%, respectively. Chery’s initiative to introduce the Lepas brand alongside its existing line-ups could significantly boost its standing in the ever-competitive automotive landscape.
