Chinese offensive on the Romanian auto market: Lepas brand presents its flagship L8 at TechExpo
The TechExpo event organized at Romexpo, in Bucharest, became the perfect stage for the local debut of the newest player in the "affordable premium" segment. The Chinese brand Lepas, part of the powerful Chery International group and imported into Romania by Materom Group, caught the attention of the innovation-loving public with its flagship: the L8 plug-in hybrid SUV.
A technological scene for the "Elegant Technology" philosophy
After a lavish European launch during Milan Design Week, Lepas continues its strategic journey on the Old Continent, this time choosing the largest technology and innovation event in Romania.
The choice of Bucharest and a technological hub was not at all accidental. The brand positions itself at the intersection of elegance and digital innovation, a message that fits perfectly in a context dominated by gadgets, smart solutions and sustainable mobility.
The story behind the name: Who is Lepas?
Recently established in April 2025 in the city of Wuhu (Anhui province), Lepas is probably the freshest appearance on the Romanian automotive scene. Unlike other brands in the parent company's portfolio, Lepas is not sold in China. The brand was created exclusively for export, with the mature and demanding markets of Europe and Japan as its direct target.
- Source of inspiration: The name combines the words "leather/leap" and "passion".
- Feline design: The visual identity and aesthetics of the models are strongly inspired by the agility and shapes of a leopard.
The shadow giant: Chery Automobile
Lepas benefits from the stability offered by Chery, the largest car exporter in China for the 23rd consecutive year, with over 2.8 million units sold globally in 2025. In Europe, the group already operates with four brands (Chery, Omoda, Jaecoo and Lepas), the latter clearly targeting customers who want high-end features without paying luxury prices. All models are developed on the flexible LEX platform, capable of hosting PHEV, EV or classic hybrid engines.
Lepas L8: Leopard agility and a range of 1,300 km
The undisputed star of Romexpo was the Lepas L8 Plug-in Hybrid SUV, the brand's first model to enter the Romanian market.
Main technical specifications:
- Powertrain: 1.5-liter turbocharged internal combustion engine assisted by two electric motors.
- Total power: 278 horsepower.
- Battery: 18.3 kWh capacity, offering a purely electric range of up to 107 kilometers.
- Total combined range: Up to 1,300 kilometers on a single tank and fully charged battery.
Visually, the model displayed in a bold shade of Norwegian Forest Green impressed with its “Leopard Aesthetics” philosophy. The front is dominated by LED lights that imitate a feline gaze, while the rear receives a continuous light strip. Inside, the minimalist cabin scores in the digitalization department with a fully digital dashboard and a massive vertical central screen, with a diagonal of 13.2 inches.
Massive interest and pre-orders in Bucharest
At TechExpo, the Lepas stand saw a steady stream of visitors. Families with children, tech-savvy young people, and experienced drivers took a close look at the exterior finishes, trunk space, and the quality of the interior materials (the eco-leather seats and soft dashboard inserts).
The team of representatives took on a substantial volume of questions related to the service network, prices and warranty, the interest also materializing in the first pre-orders placed directly during the event.
The partnership with Materom Group and the objectives for Romania
On the local market, the brand's success is supported by the solid infrastructure of Materom Group, a Romanian family company founded in 1998, with over 900 employees and a turnover of 323 million euros reported in 2024. With dealerships of renowned brands such as Mercedes-Benz, Skoda, Volkswagen or Renault in its portfolio, Materom offers the logistics and service network necessary for a successful launch.
Target for 2026 in Romania: The importer aims to register 700 units locally, an ambitious goal considering that the brand will only be active during half of this year.
Globally, Lepas' plans are truly titanic: selling over 500,000 cars in the first 3 years, expanding to 45 countries by 2027, and a full range that will soon include 11 models (including SUVs from the lower segments and an A-segment hatchback). The debut in the Capital confirms that Romania represents an important point on the map of this expansion.