Chery International is expanding its UK empire with the arrival of a new brand from the third quarter.

Dubbed Lepas, the newcomer joins the existing Omoda, Jaecoo and Chery brands as the carmaker continues its UK offensive.

The brand was first announced in April 2025 and unveiled its inaugural vehicle, the L8 medium hybrid SUV, shortly after. Its proposition draws on Chery International’s success as  the largest exporter of cars from China for 23 years in a row, and marks a “strategic move in Chery’s premium positioning”.

The Lepas branding is a portmanteau of ‘Leopard’, ‘Leap’ and ‘Passion’, and Chery says it “not only addresses a market gap but also redefines elegant mobility with its philosophy of ‘colourful life, masterful drive’.”

Its arrival follows Chery International’s launch of the Omoda brand in the UK in August 2024, followed by Jaecoo in January 2025 and Chery last summer. Since its arrival, the group lays claims to the fastest-ever rise from 0-5% market share that the UK market has seen, with a 5.3% group market share taking just 18 months.

Parent firm Chery International says the Lepas brand identity is “bolder, more imaginative and filled with smart technology and design, turning everyday routines into moments of fun”.

Chery also says the new arrival will be a ‘new energy vehicle’ (NEV) brand from the outset, focused on low- and zero-emission models.

Initial launch plans, including the first Lepas model on sale, will be revealed in the coming weeks but rumours suggest the inaugural car, due in Q3 this year, could be either the L4 or L6 crossovers.

More details on leadership appointments, dealer plans and the brand’s ambition to establish itself “as a distinctive new presence in the UK market” as we get them.