Chery Expands UK Presence with New Lepas Brand

Chinese carmaker Chery is set to launch its fourth brand, Lepas, in the UK as part of its strategy to strengthen its foothold in the British automotive market. The announcement comes as Chery continues to experience significant growth, having sold over 53,600 vehicles in the UK in 2025, capturing 2.7% of the market. The Lepas brand will focus on battery and hybrid SUVs aimed at younger families, and its vehicles will initially be manufactured in China before potentially shifting to local production in the UK.

Chinese carmaker Chery to launch fourth brand in UKChinese carmaker Chery confirms new Lepas brand to launch in UKChinese carmaker Chery green lights plan to add fourth brand to UK – meet Lepas

Chery has been the largest exporter of cars from China for 23 consecutive years but previously struggled to penetrate the European market due to its focus on lower-cost models for regions like the Middle East. The rise of electric vehicles and substantial government subsidies for Chinese manufacturers have enabled Chery, alongside competitors like BYD and SAIC, to challenge established European and Japanese automakers. The introduction of the Lepas brand follows the successful launches of Chery's Omoda and Jaecoo brands, which saw dramatic sales increases in the UK.

Chinese carmaker Chery to launch fourth brand in UKChinese carmaker Chery confirms new Lepas brand to launch in UKChinese carmaker Chery green lights plan to add fourth brand to UK – meet Lepas

The Lepas brand, which derives its name from a combination of "Leopard," "Leap," and "Passion," is positioned as a mass-market offering that emphasizes fun and accessibility. Chery's UK director, Victor Zhang, has indicated that the company is "actively considering" establishing a manufacturing plant in the UK as part of a localization strategy. This move aligns with Chery's ambition to adopt an "in UK, for UK, be UK" approach, indicating a commitment to the local market.

Chinese carmaker Chery confirms new Lepas brand to launch in UK

Chery's sales figures in January 2026 highlighted its competitive edge, with nearly 6,100 cars sold, primarily hybrids. In contrast, Tesla's sales continued to decline, with only 650 units sold during the same period. Chery's rapid growth in the UK market is underscored by the impressive performance of its Jaecoo and Omoda brands, which recorded year-on-year increases of 13,408% and 447%, respectively.

Chinese carmaker Chery to launch fourth brand in UK

Chery has confirmed that the Lepas brand will be a "new energy vehicle" brand, focusing on low- and zero-emission models. The company plans to unveil the first Lepas model, expected to be a medium hybrid SUV, in the third quarter of 2026. Chery's announcement emphasizes its goal to redefine mobility with a philosophy centered on "colourful life, masterful drive."

Chinese carmaker Chery confirms new Lepas brand to launch in UK

While Chery's expansion has been met with enthusiasm, some industry analysts express skepticism regarding the long-term viability of its market strategy, particularly in the face of established competitors. Concerns have been raised about whether Chery can maintain its rapid growth and effectively compete against entrenched brands in the UK automotive landscape.

Chinese carmaker Chery confirms new Lepas brand to launch in UK

Chery is expected to reveal further details about the Lepas brand, including leadership appointments and dealer plans, in the coming weeks. The company's commitment to establishing a distinctive presence in the UK market will be closely monitored as it navigates the competitive automotive sector.

Chinese carmaker Chery confirms new Lepas brand to launch in UK