Chery announce new sub-brand arriving in Australia
A new car maker is set to shake up Australia's SUV market with a bold promise to revolutionise the segment's 'responsible-but-boring' image.
Australia is set to welcome yet another Chinese brand to the SUV market in 2026.
Chery has announced it will launch its sub-brand, Lepas, into the Australian market with an aim of bringing a new “generation of bold, design-led SUVs that blend passion with practicality.”
Chery has already established itself in Australia with the Omoda 5 and Tiggo range of SUVs, and now it’s doubling down with Lepas, a brand it says will bring “expression, emotion and energy” to a segment that’s often criticised for its lack of identity.
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Lepas aims to appeal to younger buyers in the competitive SUV market, with Lucas Harris, Chief Operating Officer of Lepas Australia, highlighting the brand’s intent to combine practicality with personality.
“Australian SUV buyers have had practicality covered for years. What they’ve been missing is personality. Lepas delivers both,” he said.
“Breaking away from the conventional, responsible-but-boring SUV category, Lepas introduces a new era of mobility, one that feels as good as it functions.
“From expressive design to vibrant colour palettes and driver-focused interiors, every detail of a Lepas SUV is built to inspire individuality and joy.”
The Chinese brand hasn’t confirmed what the local Lepas line-up will look like; however, the brand provided images of the L8, a stylish, tech-forward SUV, suggesting that it could be first in line.
The Lepas L8 combines modern style with futuristic design and innovative lighting signatures to target a younger, style-conscious demographic.
And while the L8 shares similarities with the Tiggo 7 and Tiggo 8, it’s still positioned to bridge the gap between Chery’s mainstream offerings and its premium Jaecoo range.
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Lepas also has a range of smaller models in its inventory, though whether they will be coming to Australia has yet to be confirmed.
These models include the L6 and L4, which are small to mid-size SUVs, as well as the city-focused L3, L2, and L1.
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According to Automotive News Europe, the line-up offers a mix of petrol, plug-in hybrid, and electric powertrains, which align with the brand’s goal of attracting younger, lifestyle-driven buyers.
Following its launch in April of this year, Lepas has rapidly expanded into select markets in Africa, Asia, and Russia, with more to come.
The brand aims to sell 500,000 units worldwide within three years of its debut. By the end of 2025, Lepas plans to establish a presence in 27 countries, with the goal of expanding to 45 countries by 2027.
“We are thrilled to bring Lepas to Australia, a market that values both lifestyle and practicality. Lepas is a brand for those who want to live life with confidence, colour and style,” Lucas Harris added.
Full details on specifications, pricing and availability will be revealed closer to the 2026 launch.
Originally published as Chery announce new sub-brand arriving in Australia
