Just when you were getting used to Omoda and Jaecoo, parent company Chery has confirmed it’s bringing a fourth brand to the UK. It’s called Lepas, and it’s due to arrive this year.
Lepas will sit alongside Omoda, Jaecoo, and the newly launched Chery brand, giving the Chinese giant a four-brand UK line-up in barely two years. If that feels like a lot, that’s because it is.
According to Chery, Lepas is a “new energy” brand aimed squarely at Europe, offering electric and plug-in hybrid models wrapped up in a bolder, more lifestyle-focused identity. The name, we’re told, blends leopard, leap and passion, which is marketing-speak at its finest.
What matters more is what sits underneath.
Like Omoda and Jaecoo, Lepas models will be built on Chery’s existing modular platforms. In fact, early indications suggest Lepas cars will be very closely related to existing Chery models. The Lepas L8, for example, is effectively a rebadged Chery Tiggo 8, while smaller Lepas models are expected to share their bones with cars like the Omoda 5 and Jaecoo 7.
If this all sounds familiar, that’s because it follows a well-worn industry playbook, and the same one used by groups like Stellantis, where a single platform can underpin multiple brands, each with its own styling, positioning and showroom experience.
Chery isn’t trying to hide this. Instead, it’s leaning into differentiation through design, branding and target audience. Jaecoo is pitched as rugged and outdoorsy. Omoda leans younger and more tech-led. Lepas, meanwhile, appears to be aiming for a softer, more fashion-conscious look — at least until Chery refreshes its Tiggo models to stop them clashing quite so much.
Timing-wise, Lepas is scheduled to make its UK debut in the second half of 2026, with details of the first model due “in the coming weeks”. The launch will be phased, starting with leadership appointments and retailer plans before cars actually arrive in showrooms.
Chery’s confidence isn’t entirely misplaced. In a remarkably short space of time, Omoda, Jaecoo and Chery have already carved out a meaningful slice of the UK market, collectively outselling brands like Mini and Tesla last year. Adding a fourth badge is clearly part of a bigger ambition to move from new disruptor to established mainstream player.
Whether UK buyers will happily navigate four closely related brands, and whether Lepas genuinely feels distinct rather than familiar in a new outfit, is the bigger question. Either way, Chery isn’t dipping a toe into the UK anymore. It’s diving in, wearing several different hats at once.
He is the founder of Huff Media, publisher of Professional Pickup, Professional Van, Average Janes, Average Joes, and CALIBRE. His work focuses primarily on light commercial vehicles, pickups, and real-world vehicle use, with much of his time spent on manufacturer launches, industry events, and long-term vehicle testing.
- The Festival of the Unexceptional returns in 2026 to celebrate base-model brilliance - 27 February 2026
- Xpeng G6 first drive: Fast to charge, slower to charm - 16 February 2026
- Miofive S1 Pro Dual Dash Cam review: Great 4K footage and a rear camera for under £100 - 15 February 2026