Right now, it seems like the automotive world is in a constant state of flux, with new players and established giants alike vying for a piece of the electric/new energy future. Well, another heavyweight has just thrown its hat into the premium ring. Get ready to meet Lepas (Leopard/Passion), the ambitious new global automotive brand from the Chery Group, and it’s here to hunt.
Launched in a global debut in April 2025, Lapas arrives with a powerful and distinct mission, to inject elegance into the everyday and redefine what a premium vehicle can be.
According to Chery, Lepas is a different beast entirely. This isn’t just a sub-brand; it’s being positioned as a “new class electric journey”. The goal isn’t simply to add another badge to an already crowded market, but to create a new category that fuses exquisite living with elegant driving. This is Chery stepping up to the world stage, aiming squarely at the likes of Genesis, Polestar, and other modern luxury players. The brand has huge ambitions, with plans to establish 1800 stores across 43 countries and sell a million cars within the next three years, showing they mean serious business.
The Philosophy – Driving Elegance
So, what’s the big idea behind Lepas? The core concept is “Drive Your Elegance”. This isn’t some fluffy marketing slogan (ok, yes it is in a way); it’s a foundational philosophy that permeates every aspect of the brand. Lepas believes a car is more than just a mode of transport; it should be an extension of your lifestyle, a “graceful way to live and drive”. The brand is targeting a specific audience: individuals with a keen sense of style, elegance, and fashion, people who see their car as a statement of personal expression.
The mission is to move beyond the nuts and bolts of mobility and create a holistic experience. As Chery put it, a car should be a “second home of elegant culture”. This philosophy of “Elegant Traveling” isn’t about ostentatious displays of wealth, but about embedding a sense of calm, confidence, and contentment into the driving experience. Lepas aims to fuse technology and art to create vehicles that not only perform but also resonate on an emotional level, making every journey a moment of tranquility and sophisticated pleasure. It’s a bold vision that sets it apart from its more utilitarian stablemates and signals a clear intent to play in the premium league.
The DNA of Design – Natural Energy and the Leopard’s Gaze
To bring its vision of elegance to life, Lepas has adopted a design philosophy it calls “Natural Energy”. The brand’s designers believe that nature is the world’s greatest designer, and they’ve drawn their primary inspiration from one of its most magnificent creations, the leopard. The essence of this powerful predator, its grace, agility, flexibility, and untamed spirit, is infused into the very sheet metal of the cars.
This inspiration manifests in several key design signatures that will define the Lepas family.
The Eyes: The most striking feature is the headlight design. Inspired by the “focused, intense gaze of a leopard,” the sharp, V-shaped Daytime Running Lights (DRLs) are designed to be instantly recognisable, giving the car a piercing and confident stare that sets it apart, even from a distance.
The Form: The bodywork captures the leopard’s poised stance and explosive power. Designers have studied everything from its poised walk to its focused hunt to imbue the cars with a sense of agility and power in motion. This is all balanced using the golden ratio, ensuring the cars look harmonious and well-proportioned from every angle.
The Soul: Lepas believes a car should have a soul. To achieve this, the design incorporates elements from Chinese culture, most notably the use of forms inspired by porcelain, celebrated for its delicate textures and elegant curves. This adds a layer of cultural depth and elevates the car’s perceived quality.
The Sanctuary: Inside, the cabin is a serene sanctuary inspired by the interplay of light and shadow. The dashboard features patterns that mimic the ripple effect of water, while a “levitating rock suspended speaker” adds a unique, natural-tech touch. The goal is to create a calming space that offers a moment of tranquility every time you get behind the wheel.
The Palette: Even the exterior paint colours are drawn from nature’s palette, with names like “Norwegian Forest Green,” (which actually looks blue) “Canada Maple Yellow,” and “Scotch Grass Green” designed to evoke a sense of relaxation and connection to the natural world.
The Pride – A First Look at the Product Range
Lepas is launching with a trio of SUVs, each catering to a slightly different corner of the premium market but all sharing that core leopard DNA.
Lepas L8: This is the flagship of the range, a luxurious medium-sized SUV. Positioned as the most “extraordinary” and steady model, the L8 is for those seeking the highest level of comfort, space, and sophistication.
Lepas L6: Described as more “powerful and fashionable,” the L6 is a stylistic medium SUV aimed at a dynamic, trend-conscious buyer. It strikes a balance between the luxury of the L8 and the sportiness of the L4.
Lepas L4: The “young and radical” member of the family. The L4 is a more compact, dynamic offering, designed to be agile and ready for action, appealing to a youthful and energetic demographic.
While these three SUVs are leading the charge, Lapas has confirmed that its flexible new energy platform is designed to accommodate a much wider range of vehicles. In the future, we can expect to see sedans, crossovers, and hatchbacks with wheelbases ranging from compact (2.5m) to large (3.0m), demonstrating the brand’s long-term product strategy.
The Power Within – Flexible Powertrains for a New Era
A stunning design is nothing without the engineering to back it up, and Lepas appears to have this covered. The brand is built on a state-of-the-art new energy platform that offers impressive flexibility, supporting a full spectrum of modern powertrains: pure Battery Electric (BEV), Plug-in Hybrid (PHEV), and Range-Extender (REEV). This multi-pronged approach allows Lepas to cater to different market demands and infrastructure levels around the world. The performance figures are properly impressive. For the all-electric models, Lepas is promising a 0-100km/h sprint in a blistering 3.9 seconds, courtesy of either a single-motor 2WD or a potent dual-motor 4WD setup. The “boxy flat battery” design allows for a WLTP range of up to 600km, putting it right in the mix with established premium EVs.
For those not ready to make the full-electric leap, the hybrid offerings are equally compelling. Lepas has developed hybrid-specific turbocharged engines, including a 1.5L Turbo and a muscular 2.0L Turbo that produces a hefty 200kW (268 hp) and 400Nm of torque. This ensures that regardless of the powertrain choice, the vehicles deliver both efficiency and the powerful performance promised by their predatory design.
Tarmac Takeaway
With a clear philosophy, a stunning and unique design language, and a robust, flexible powertrain strategy, Lepas is making all the right moves. It’s a comprehensive and well-thought-out assault on the premium automotive space. The hunt has begun, and we can’t wait to see this leopard pounce onto our roads, however, don’t go racing to find a local dealer just yet, it seems that 2026 is the schedule for Aus and 2026/27 for us Kiwi’s
