With a focus on "lifestyle" and technology, Lepas arrives in the country to transform popular models into luxury vehicles
The Chinese automaker Chery has confirmed the arrival of the Lepas brand in the Brazilian market. The announcement, made during the Beijing Auto Show, establishes that the new division will act as a luxury arm of the group, with local operation under the responsibility of Omoda & Jaecoo. The strategy reinforces the diversification of Chinese brands in the country, now focusing on higher value-added models.
During the event, Chery’s executive director, Yin Tongyue, highlighted that the company’s global expansion depends directly on strategic collaborations. “To develop more quickly, it is better to act alone; to expand, it is better to have partnerships,” the executive told Brazilian journalists, referring to the cooperation network that the brand maintains in different countries, including Brazil.
SEE ALSO:
According to Chery’s leadership, the automotive market is going through a structural transition. The traditional model of mass production has given way to a demand for services and products of higher perceived quality. Lepas emerges as a response to this change in behavior, targeting consumers who prioritize the driving experience and refined finish over just isolated technical specifications.
Although the initial portfolio is lean, the brand is betting on Lepas 8 as its main ambassador. The model is a sophisticated variant of the well-known Tiggo 8, but with a revised design and higher standard interior materials. In the mechanical set, the model is expected to maintain vigorous performance, with turbo engines that deliver around 187 hp and 28,0 kgfm, combined with a dual-clutch transmission.
With a design in line with global trends and a focus on energy innovations, the brand intends to occupy the space between traditional midsize SUVs and the premium segment, offering a technological and allegedly elegant alternative to the current automotive scenario.
