Chery Group’s latest sub-brand, LEPAS, officially made its global debut at the GIIAS 2025 event. Introducing the first model, LEPAS L8, an SUV designed to revolutionize stylish urban mobility with advanced technology, providing an extraordinary, modern, and classy driving experience for youthful consumers. This new player in the Indonesian automotive market will be showcased at the Gaikindo Indonesia International Auto Show in July and August at ICE BSD, Tangerang.
LEPAS was first introduced in Wuhu, China, in April 2024, at a global launch event attended by over 800 dealer partners and international media representatives. The strategic decision to debut LEPAS in Indonesia highlights the country’s immense potential and key role as the largest automotive market in Southeast Asia.
The brand aims to bring elegant mobility combining intelligent technology and aesthetic design, laying the foundation for Chery’s brand value enhancement and global market expansion strategy. Indonesia was chosen as the first country for LEPAS global expansion, emphasizing its strategic position in the automotive industry’s growth in Southeast Asia.
Adding to Chery Group’s existing brands, Chery and Jaecoo, LEPAS aims to complement the lineup with the unveiling of the LEPAS L8 SUV, designed to bring a stylish, technologically advanced driving experience to urban settings. The brand introduction will follow the theme of “Colorful Life, Masterful Drive,” showcasing its commitment to modernity and sophistication for young consumers.
At the GIIAS 2025 event, LEPAS will present exclusive insights from industry leaders, including Chief Designer Ivan Dulanovic, who will delve into the brand’s visual identity philosophy and the integration of advanced technology in modern lifestyles. Deputy CEO Zhong Wei will share the brand’s values through the lens of “Consumer Equality” and the refined lifestyle of users in the new era to meet modern consumer needs. Product Manager Ge Yongqiang will highlight product excellence through user experience scenarios and launch the User Co-creation Collection initiative involving the community in product development.
The event aims to be a deep dialogue on future premium mobility that is humane, technological, and inclusive, offering a rare opportunity to learn directly from current automotive industry influencers. LEPAS will officially debut at GIIAS 2025, with the launch streaming live on YouTube, Instagram, and TikTok, providing informative and inspirational content for Indonesian consumers and automotive enthusiasts alike.
