Chery launches premium Lepas brand with separate dealer network

Summarised from 2 outlets · 6 reports · Updated 29 Oct, 00:15 · Archive

Chery has introduced its premium electric vehicle brand Lepas to Australia with its own dealer network separate from existing Chery dealerships.

Chery has launched Lepas, a premium electric vehicle brand, as a separate entity within its Australian operations. The brand will operate its own dealer network rather than selling through existing Chery dealerships, with Lepas Australia boss Brad Ryan stating the company wants to be 'distinctive' and cannot achieve that 'if we're just part of a mall of product'.

Lepas plans to open 23 dealers across Australia in November 2026 and does not expect to exceed 30 dealers once fully established. The brand is launching with the L6 electric mid-size SUV, priced at $47,990 before on-road costs, and has tentatively confirmed at least eight additional models for launch before 2028. Ryan said the expanding model range would justify the separate dealer investment and give dealers sufficient products to sell.

Chery Australia COO Lucas Harris said Lepas was positioning itself as a premium new-energy brand in a market where there are limited fully electric options in small, medium and large SUVs. There are currently more than 200 SUV nameplates on sale in Australia, with at least 81 available with fully electric powertrains, comprising 24 small, 39 medium and 18 large options.

Lepas is one of eight brands the Chery group will have operating in Australia by 2028, following Chery, Jaecoo and Omoda. Five additional brands—Exlantix, Freelander, iCaur, Jetour and Luxeed—are still to arrive. Ryan said there would be some unavoidable overlap between brands but described it as 'relatively minor', with each brand competing legitimately in the open market.

How it is being reported

• "Zero" risk of confusion between Chery's many brands, says execLepas is one of the eight brands Chery will have in Australia by 2028, but executives don't expect you to confuse them.Perth Now · 29 Oct, 00:04
• "Zero" risk of confusion between Chery's many brands, says execLepas is one of the eight brands Chery will have in Australia by 2028, but executives don't expect you to confuse them.The West Australian · 29 Oct, 00:04
• Chery thinks there aren't enough electric SUVs in AustraliaChery's new Lepas brand is landing in some of Australia's most competitive vehicle segments, and it's banking on its "bold" vehicles to help stand out.Perth Now · 29 Oct, 00:04
• Chery thinks there aren't enough electric SUVs in AustraliaChery's new Lepas brand is landing in some of Australia's most competitive vehicle segments, and it's banking on its "bold" vehicles to help stand out.The West Australian · 29 Oct, 00:04
• Lepas says it'll be around "forever" as it rolls out a separate dealer network in AustraliaLepas is establishing a separate dealer network to Chery in Australia, but it will share a lot behind the scenes as it pledges to live "forever".Perth Now · 29 Oct, 00:04
• Lepas says it'll be around "forever" as it rolls out a separate dealer network in AustraliaLepas is establishing a separate dealer network to Chery in Australia, but it will share a lot behind the scenes as it pledges to live "forever".The West Australian · 29 Oct, 00:04

In this story: Chery · Lepas · Brad Ryan · Lucas Harris · Australia

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