On 23 July, LEPAS made a bold statement at the Indonesia International Auto Show in Jakarta. Launched in China this April, the brand is entrusted with Chery Group's mission to advance its internationalisation strategy — with South Africa firmly in focus ahead of its local launch in 2026.
At the exhibition, LEPAS created the most colorful stage show by perfectly integrating a vibrant booth design, Leopard Aesthetics, and immersive interactive experiences. The full star product matrix of LEPAS made its official debut, including the L8 — born for elegant lifestyle seekers, the L6 — a "Moving Up" mobile workstation for trendsetting creators, and the L4 — the refined ride for young drivers.
With its vivid representation and embodiment of elegant mobility, LEPAS' overseas debut captured wide attention from attendees, becoming a major highlight of the auto show.
Redefining "Mastery" — Infusing "Refined Living" with Technology and Warmth
"Young urban elites are redefining what makes a 'good car.' They're not looking for cold specs, but for a partner that echoes their sense of aesthetics and lifestyle," said Zhong Wei, Deputy CEO of LEPAS, during the media day at the auto show. "LEPAS is created for the masters of refined living."
Under the brand philosophy of "COLORFUL LIFE, MASTERFUL DRIVE," LEPAS aims to reshape the future of mobility through intelligent technology and aesthetic design, bringing both innovation and warmth to the refined lifestyles of users around the world.
For LEPAS, "mastery" is never just about speed or control — it is an expression of one's attitude toward life:
- A car is an extension of living, not just a cold machine;
- Refined living is not synonymous with high cost — it can and should belong to everyone striving to live well.
Delivering Multidimensional Value — Created for the Masters of Refined Driving
LEPAS's vision of masterful drive was vividly brought to life through the overseas debut of the LEPAS L8. Backed by Chery Group's robust technological ecosystem and the trust of over 5 million overseas users, the LEPAS L8 — with its signature Leopard Aesthetics, refined private third space, and strong sense of technological value — stands out as the ideal choice for urban elites pursuing a high-quality lifestyle.
The LEPAS L8 perfectly embodies the design philosophy of Leopard Aesthetics: inspired by the agile muscle contours of a running leopard, it features a streamlined body, highly recognizable vertical-pupil headlights, and a rounded grille — blending the power and speed of motion with the elegance of curvature. To further reinforce its aesthetic values, LEPAS also unveiled a strategic partnership on-site with the Miss Universe pageant, showcasing a deeper interpretation of refined living.
LEPAS places strong emphasis on spatial comfort. The LEPAS L8, with its spacious interior and user-friendly cockpit, transforms daily commuting into an experience of elegant mobility. It serves as a "refined third space" adaptable to diverse life scenarios: whether you're working on a laptop using the foldable tray table, or reclining in ventilated massage seats enjoying music, comfort and convenience are always within reach.
Equipped with LEPAS's self-developed "All-Scenario Super Platform," the L8 performs with ease across urban roads or rugged countryside, delivering driving versatility for every environment.
At the same time, powered by Chery Group's fully globalized ecosystem in R&D, manufacturing, and service, the LEPAS L8 features Chery's industry-leading ultra-efficient hybrid system. With high efficiency, low fuel consumption, and extended driving range, it offers intelligent, green, and cost-effective mobility — fully expressing the technological value embedded in the LEPAS brand.
Relying on Chery Group's fully globalized value chain — spanning R&D, manufacturing, sales, and service — the LEPAS L8 is equipped with Chery's top-tier Ultra Hybrid system, delivering high efficiency, low fuel consumption, and long driving range. With advantages such as intelligence, sustainability, and cost-effectiveness, the model radiates a strong sense of technological value.
With its overseas debut instantly capturing the spotlight, LEPAS sparked powerful resonance around the concept of refined driving. Standing at the starting point where Chery Group has ranked No.1 in passenger vehicle exports among Chinese brands for 22 consecutive years, LEPAS takes over the baton to accelerate its internationalization drive. According to Zhong Wei, Deputy CEO of LEPAS, the brand will continue to roll out a broader range of new energy products — spanning hybrid and pure electric — in the Indonesian market, bringing users more diverse experiences of elegant mobility.
Over the next three years, LEPAS will accelerate its entry into core global markets including Europe, Southeast Asia, North America, and the Middle East, advancing a global development strategy driven by both product and brand. "LEPAS looks forward to working hand in hand with global customers to create a refined lifestyle that defines this era — adding color to the world, and mastering the brilliance of life," said Zhong Wei.
About Chery
Established in 1997, Chery Group has made significant strides in the automotive industry. Its subsidiary, Chery Automobile, holds the distinction of being the first Chinese automobile brand to exceed one million domestic sales. Additionally, Chery Automobile has been a trailblazer in expanding into international markets. In 2023, Chery Group achieved "twelve consecutive growth" in sales, with cumulative sales of 1,881,316 vehicles, representing a year-on-year increase of 52.6%. From January to July 2024, Chery Group sold a total of 1,296,380 vehicles, marking a year-on-year growth of 45.4%. As of now, Chery Group has a global automotive user base of 14 million, maintaining its position as China's top passenger car exporter for 21 consecutive years. Chery Holding Group Co., Ltd. made the list with an operating revenue of $39.0917 billion, securing the 385th position in the 2024 Fortune Global 500 list.
Chery adheres to independent innovation as its strategic core and has built a product innovation system around technology R&D. This system is dedicated to providing excellent, high-quality user experiences for global consumers. Currently, Chery has established eight major R&D centres in regions including North America, South America, and Europe to support its global layout and continuous innovation. As of the end of 2023, Chery has applied for over 26,000 patents and has been granted a total of 16,245 patents, positioning it among the leaders in the Chinese automotive industry. Chery's business presence extends to more than 80 countries and regions worldwide. Currently, Chery's export product range comprises the Tiggo series, Arrizo series, and eQ series, encompassing mainstream power forms such as ICE, BEV, and PHEV. With a brand core that emphasises "Green, Technology, Family, and Companionship", Chery remains committed to a strategic direction focused on green and low-carbon initiatives, accelerating its entry into new areas such as new energy, intelligent connectivity, shared mobility, platforms, and ecosystems.
Chery actively engages in global public welfare initiatives, including environmental protection, targeted poverty alleviation, and educational donations. For example, Chery donated $6 million to support UNICEF's Global Education Thematic Programme, reflecting its commitment to international social responsibility.
Chery has been recognised five times as one of the "Top 20 Best Overseas Image Enterprises" by SASAC and CICG. Chery leads the automotive category in the Kantar BrandZ Top 50 Chinese Brand Builders 2024 report. Additionally, J.D. Power's 2023 automotive index studies show Chery ranking first in the IQS (Initial Quality Study) among domestic brands, with its Tiggo 8, Tiggo 7, and Tiggo 4 models each securing first place in their segments.