LEPAS launches premium NEV brand around elegant mobility

Chery Auto’s premium NEV brand LEPAS outlined its design-led global positioning on Oct. 28, 2026, in Budapest. The brand is pairing plug-in hybrids, EVs and combustion options with a “Drive Your Elegance” message aimed at buyers seeking style, comfort and intelligent technology.

Why it matters: - LEPAS is positioning itself as a global premium brand for new energy vehicles, with an aim to make elegance a selling point in electric and hybrid mobility. - The brand’s strategy combines design, technology and cabin comfort to target buyers who want a car that reflects personal taste as well as practicality. - LEPAS is also extending Chery Auto’s international reach through a growing sales and service network of more than 500 locations.

What happened: - LEPAS, Chery Auto’s premium NEV brand, presented its brand identity in Budapest on Oct. 28, 2026. - The brand is built around the message “Drive Your Elegance.” - LEPAS says its SUV lineup blends bold design, intelligent technology and refined interiors across plug-in hybrid, electric and combustion powertrains for different trips and markets. - The brand is aimed at “New Elegant Lifestyle Explorers,” described as buyers who want a vehicle that matches their taste, choices and attitude.

The details: - LEPAS defines its brand around three pillars: leopard aesthetics, elegant technology and refined interiors. - The leopard-inspired design language emphasizes flowing lines, strong visual presence and a sense of speed. - The technology approach focuses on safety, convenience and features that fit daily life. - The cabin is presented as a “third space,” designed to balance efficiency, comfort and driving enjoyment. - The name LEPAS combines “leap” and “passion,” with the leopard serving as the core design inspiration. - On the flagship LEPAS L8, the design includes a leopard-inspired front end, leopard-eye headlights, partially hidden door handles and full-width LED taillights. - The interior of the LEPAS L8 uses nature-inspired design, velvety surfaces and stone-like speakers to create a calm cabin. - The LEPAS L6 won best interior design in the City Car category at the Torino Automotive Design Award 2026. - The LEPAS L8 PHEV is a five-seat flagship SUV built on the Intelligent LEX Platform and powered by the LEPAS Super Hybrid system. - The LEPAS L6 comes in EV and PHEV versions and is positioned as a refined SUV with strong cabin space, comfort and everyday usability. - The LEPAS L4 is offered in EV and PHEV versions as the compact entry point to the global lineup. - Model availability, equipment and specifications vary by market. - LEPAS says its global dealer network and local operations are helping it expand internationally with products and experiences tailored to regional markets.

Between the lines: - LEPAS is not just selling vehicles. The brand is selling a lifestyle narrative centered on elegance as a form of strength. - The design-first approach suggests LEPAS wants to compete on emotional appeal as much as on range, efficiency or hardware. - The brand’s repeated focus on “warm” technology and “refined” interiors points to an effort to make NEVs feel less technical and more premium.

What's next: - LEPAS says it will continue expanding its international presence through local operations and a broader global dealer network. - The brand is also signaling future product and branding activity under hashtags tied to its global elegance week, concept-car premiere and user summit. - LEPAS plans to keep positioning itself around elegant mobility in the new energy era as it rolls out its lineup across markets.