Chery expands offensive in Europe: Lepas brand officially launches with three new SUVs

Chery Group brings Lepas to Europe: Spain is the first market for the new L8 SUV

Chery Group is rapidly expanding its presence in Europe, and the Lepas brand is the latest piece in their strategy to “siege” the automotive market on the continent. Although Chery is already present through the Omoda and Jaecoo brands, the new Lepas brand is positioned differently, trying to cover a niche that the group calls “accessible premium” for young people.

Lepas Brand Strategy

The name "Lepas" derives (vaguely) from the word "leopard", suggesting agility and elegance. Within Chery's hierarchy, Lepas is presented as the brand for "individualists" and for those who want an SUV, but not a traditional one (official marketing calls it "the SUV for non-SUV people").

• Target: Young families, customers concerned with design and technology.
• Positioning: Premium segment (rich features, quality materials), but with a competitive price, estimated at around €40,000 for the top model.

Confirmed models for 2026

Spain remains the "bridgehead" for Chery in Europe (where the group already has partnerships for local production, including the takeover of the former Nissan factory in Barcelona under the Ebro brand).

Model	Segment	Powertrain	Launch (Spain)
Lepas L8	Mid-size SUV (D)	Plug-in Hybrid (PHEV)	Q2 2026
Lepas L6	Compact SUV (C)	100% Electric / Hybrid	H2 2026
Lepas L4	Subcompact SUV (B)	100% Electric / Hybrid	H2 2026

Key specifications for Lepas L8

The debut model, L8, shares the technical platform with established models of the group (such as the Chery Tiggo 8), but comes with a superior technological package:

• Propulsion System: "Super Hybrid System" (SHS) with a 1.5-liter turbocharged gasoline engine and two electric motors.
• Performance: Combined power of approximately 255 kW (347 hp) and a torque of 525 Nm.
• Autonomy: The 18.3 kWh battery promises a purely electric range of 100 km (WLTP) and a total range (gasoline + electric) of over 1,300 km.
• Technology: Over 20 assistance systems (ADAS), automated parking (APA) and remote parking (RPA).

Although the brand is promoted as new, under the body is the proven technology of the Chery Group, which is currently China's largest automobile exporter.

Chery's status in Romania: A "strong" debut

The Chery group's expansion into Romania is one of the most aggressive and successful recent moves on the local auto market. While in the rest of Europe the brand is just taking root, in Romania the figures show a surprising appetite for these models.

Chery Group officially entered the Romanian market in July 2025, and the results exceeded initial expectations:

• Record sales: In just a few months after launch, the brand surpassed the 1,000 unit sales mark, a rare feat for a new manufacturer entering the market.
• Importer: The models are brought in by Auto Italia, a player with extensive experience (which also manages the Stellantis group brands, such as Jeep or Fiat). This has provided buyers with confidence from the start through the already established service and warranty network.
• Star models: The Tiggo series (7 and 8) was the engine of growth, being appreciated for its unbeatable price-performance ratio, especially in the hybrid versions.

How will Lepas position himself?

If the Chery brand is perceived as a solid and rational alternative to volume brands (like Hyundai or Kia), Lepas comes to "steal" customers from the Premium area, but with a much friendlier price.

1. Availability in Romania

Although the European launch starts with Spain (where Chery already has a production base), Romania is on the priority list for the second half of 2026. Given the rapid success of the parent brand, Auto Italia is expected to integrate Lepas into its portfolio very soon.

2. Pricing Strategy (Estimates)

Lepas will not be a "cheap" brand in the traditional sense, but one that offers luxury at a mid-range price:

• Lepas L8: Being a large PHEV SUV, the estimated price for the Romanian market will be around €38,000 – €45,000. By comparison, a similarly equipped European rival (such as the Audi Q5 or BMW X3) easily exceeds €60,000.
• Lepas L6 and L4: These compact models will lower the price bar, probably starting from €28,000 – €32,000, competing directly with models like the Toyota RAV4 or Volkswagen Tiguan.

Why should you pay attention to Lepas in Romania?

1. PHEV technology: The L8 model's 100 km electric range is ideal for our congested cities (Bucharest, Cluj), allowing exclusively electric driving at work, with the safety of the internal combustion engine for vacations.
2. Warranty: Lepas is expected to take over Chery's 7-year warranty policy, a decisive argument for Romanian customers.
3. "Full" features: Unlike German brands where every option costs money, the Lepas will likely come with most features (panoramic sunroof, dual screens, assistance systems) included in the base price.

Lepas and the new era of "smart luxury" in Romania

The launch of the Lepas brand marks a turning point in the Chery group's offensive on the old continent. We are no longer talking about affordable cars, but a courageous attempt to democratize the premium segment. With the L8 model, the Chinese attack exactly where traditional European manufacturers began to lose ground: the balance between generous electric autonomy, cutting-edge technological features and a price that does not require a corporate budget.

For the Romanian market, Lepas has all the ingredients for guaranteed success. In a country where the appetite for SUVs is at its peak, and financial pragmatism is starting to win over the "snobbery" of established emblems, a brand that offers 100 km of electric autonomy and a 7-year warranty will be hard to ignore.

The overwhelming success of the Chery group in the last year under the Auto Italia umbrella shows us that Romanian drivers are ready to embrace new players, as long as the package offered is honest and adapted to modern needs. If 2025 was the year of "testing" the terrain, 2026 promises to be the year in which Lepas could redefine what a modern family car truly means on our roads.