Lepas, a new automotive brand from Chery, is set to introduce a vibrant lineup of SUVs and hatchbacks to Australia, claiming a unique market position.
The debut of Lepas, a brand from Chery Motor Australia, aims to disrupt the Australian automotive market with its distinctive lineup of vehicles, including small, medium, and large SUVs along with a hatchback. Chery's COO, Lucas Harris, claims the brand occupies a unique market space, asserting, "I don't think Lepas has any real comparable brands currently in the market." The goal is to attract buyers wishing to shift away from the monotonous color palettes typically offered by competitors, which often favor shades of gray and beige.
With an intriguing name derived from 'leopard' and 'passion', Lepas’ design philosophy is prominently influenced by animalistic traits reflected in the shapes and colors of its models. For instance, the L6 EV mid-size SUV, which is set to launch in Australia this October, features striking design elements like dynamic haunches and distinctive LED daytime running lights. During a media showcase in Sydney, the L6 was displayed in an eye-catching light purple alongside its plug-in hybrid sibling, which was presented in a loud orange hue, both deviating from traditional automotive aesthetics.
Chery's global design director, Steve Eum, incorporated various inspirations for the L6 EV's look, pulling from sources such as porcelain textures, pebble formations, and high-end fashion. However, a matte-gray version of the L8 SUV and a plain white L4 EV were showcased as well, indicating that while vivid colors will define the brand's identity, a more subdued palette will be available for those who prefer it.
Interestingly, the L6 also faces a potential internal competition challenge, as Chery’s existing models like the Tiggo 7 and Jaecoo J7 could draw interest from the same customer pool. Harris downplays any concerns about brand confusion, noting, "I don't think they're stupid. If the product is as different as it is, how could they be confused?" He suggests that market intelligence is often underestimated, and consumers are likely to discern between distinct offerings.
While Harris acknowledges potential sales overlap among Chery's brands, he expresses enthusiasm for the possibility, remarking, "What an awesome problem to have that so many people want to buy one of your cars." He emphasizes that these brands are not necessarily positioned against each other as competitors striving for the same customers, but rather as provides diverse options that cater to varied individual needs.
Lepas is designed to resonate with a demographic Harris describes as "vibrant expressionists"—urban dwellers between 25 and 59 years old, with a notable female demographic. He challenges the perception of 'premium' as a term, describing it as lazy and imprecise, arguing that it’s more about engaging the right audience than simply elevating one brand over another.
Choosing bold colors is central to Lepas’ strategy, and any vibrant shades will remain available even if they don’t initially prove popular. Harris remarks that their distinctiveness is an integral part of the brand's identity. He states, "If people want beige, there are lots of options for that. If they want bold and distinctive, that’s Lepas.”
Despite having ambitious goals, Lepas has refrained from specifying sales targets. Harris pointedly avoids setting expectations, stating that previous forecasts have either missed the mark or overshot. "The audience we're going after is a lot smaller than Chery," he explains, reflecting on the niche market they intend to fill, which is less mainstream and more tailored for unique tastes.
Looking ahead, Harris is realistic about Lepas' position in the Australian market, especially given the rapid influx of new automotive brands. He previously positioned Chery with a vision of breaking into the top five brands in Australia by 2027, and while Lepas won't sell at the same volume as its parent brand, it strives to carve out a distinct segment.
Another aspect of Chery’s strategy is the introduction of more brands like iCaur, Jetour, and Freelander in the coming years, aiming to offer a range of vehicles that showcase different styles and attract diverse consumer interests. Eum remarked on the rapid growth of China's automotive market and how adaptability is key for brands like Chery, stating, “Chery is just a super-fluid organization. So, whether we have 10 or 20 brands, it really doesn't matter. They'll juggle.”
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