LEPAS UK launch expands Chery International brand portfolio

On February 4, the LEPAS UK launch was officially confirmed by Mr. Ray Wang, Managing Director of LEPAS UK, marking the brand’s entry as the fourth Chery International marque to debut in the British market. The announcement highlights the group’s continued commitment to expanding its footprint in one of Europe’s most competitive automotive regions.

Rapid growth of Chery International in the UK

Chery International’s UK journey has gathered pace at a notable speed, beginning with the market introduction of OMODA & JAECOO. Within a relatively short period, the group has translated brand launches into tangible results, reflecting strong acceptance among UK consumers and dealers alike. The company has built market momentum steadily, culminating in a 5.3% group market share achieved within just 18 months of operations. This performance underscores the effectiveness of its multi-brand strategy and positions the group as a rising force in the UK automotive landscape.

Role of LEPAS in the multi-brand strategy

The LEPAS UK launch is expected to further reinforce Chery International’s portfolio by broadening customer choice and strengthening brand visibility on UK roads. By adding another distinct marque, the group aims to sustain growth while addressing diverse consumer preferences across segments. Industry observers view the introduction of LEPAS as a logical next step following the success of earlier brands. It signals confidence in the UK market and aligns with Chery International’s long-term ambition to establish a robust and competitive presence through carefully sequenced brand rollouts.