{"id":1758205,"date":"2026-02-04T12:26:15","date_gmt":"2026-02-04T09:26:15","guid":{"rendered":"https:\/\/analyse.optim.biz\/?p=1758205"},"modified":"2026-02-04T12:26:15","modified_gmt":"2026-02-04T09:26:15","slug":"lepas-cherys-next-brand-to-launch-in-europe-that-struggles-to-have-a-point","status":"publish","type":"post","link":"https:\/\/analyse.optim.biz\/?p=1758205","title":{"rendered":"Lepas: Chery\u2019s next brand to launch in Europe that struggles to have a point"},"content":{"rendered":"<article class=\"articleItem\">\n<p>    {&#8220;@context&#8221;:&#8221;https:\/\/schema.org&#8221;,&#8221;@type&#8221;:&#8221;Article&#8221;,&#8221;image&#8221;:&#8221;https:\/\/car-images.bauersecure.com\/wp-images\/249929\/lepas-brand-10.jpg&#8221;,&#8221;mainEntityOfPage&#8221;:{&#8220;@type&#8221;:&#8221;WebPage&#8221;,&#8221;@id&#8221;:&#8221;https:\/\/www.carmagazine.co.uk\/car-news\/first-official-pictures\/lepas\/brand-launch\/&#8221;},&#8221;url&#8221;:&#8221;https:\/\/www.carmagazine.co.uk\/car-news\/first-official-pictures\/lepas\/brand-launch\/&#8221;,&#8221;author&#8221;:{&#8220;@type&#8221;:&#8221;Person&#8221;,&#8221;name&#8221;:&#8221;Jake Groves&#8221;,&#8221;description&#8221;:&#8221;Jake Groves is CARu2019s News Editor, and has been part of the CAR team since April 2017. As well as managing the news content thatu2019s published on CARu2019s website, Jake also helps to build the news-based content in the Agenda section of CARu2019s monthly print magazine u2013 planning how new cars, big industry stories and exclusive scoops can be crafted into the pages of CAR.nnnnJake has been a car enthusiast even before he could walk, pointing out car models on the street while still in a pushchair. Growing up, Jake has always been around cars, attending motor shows with family, amassing a vast collection of toy cars u2013 even managing to steer some his parentsu2019 cars and drive a Ferrari 355 (on private land!) before he was legally allowed to have a licence.nnnnHe knew from being a teenager that he wanted to write about cars and the automotive industry, so he went to Sunderland University (the same university CAR contributor Chris Chilton went to, among other members of the automotive media) to study journalism through an NCTJ-accredited course from 2011. During his final year in 2014, he even created his own car magazine from scratch u2013 which you can still read right here u2013 and achieved a 2:1 Batcheloru2019s Degree.nnnnJake then cut his teeth working for Dennis Publishingu2019s automotive titles Carbuyer and Auto Express for two years; time at the former taught him how to drive a website content system like he stole it, and the latter refined his news writing skills.nnnnAt CAR, itu2019s his job to know whatu2019s happening at all times in the automotive industry, react to breaking news stories and direct CARu2019s team as to how to approach news content both in print and online. He interviews industry executives to either get the scoop or help flesh out a story happening in the automotive world around us, attends press conferences and events to get the story from on the ground and investigates the latest technologies being developed for and by the car industry.nnnnJake writes mostly about new car reveals, wider industry stories and articles surrounding electric cars. On top of that, heu2019s written countless drive reviews for CAR u2013 both in print and online u2013 as well as on our companion site, Parkers. Heu2019s also the custodian of the CAR newsletter, keeping you up to date with everything thatu2019s happened in the world of CAR.nnnnWhen heu2019s not driving, Jake is a big gamer. As well as hammering racing games, Jake spends a lot of his time on role-playing games and gets his real geek on with simulation games like city builders on the PC. When heu2019s not in the digital universe, heu2019s usually seen building the latest Lego kit or buying a new pair of trainers u2013 even if his house is rapidly running out of space to fit any more of either.nnnnOn social media, Jakeu2019s Instagram profile is filled with all of the cars heu2019s been lucky enough to drive over the years, and you can follow him on X (nu00E9e Twitter). Read Jakeu2019s latest articles below.&#8221;,&#8221;image&#8221;:{&#8220;@type&#8221;:&#8221;ImageObject&#8221;,&#8221;url&#8221;:&#8221;https:\/\/car-assets.bauersecure.com\/wp-images\/14234\/jg5.jpg&#8221;,&#8221;caption&#8221;:&#8221;Jake Groves&#8221;},&#8221;sameAs&#8221;:[&#8220;https:\/\/www.linkedin.com\/in\/jake-groves-06181b40\/&#8221;,&#8221;https:\/\/x.com\/_jakegroves&#8221;,&#8221;https:\/\/www.instagram.com\/_jakegroves\/&#8221;],&#8221;url&#8221;:&#8221;https:\/\/www.carmagazine.co.uk\/author\/jake-groves\/&#8221;,&#8221;alumniOf&#8221;:{&#8220;@type&#8221;:&#8221;EducationalOrganization&#8221;,&#8221;name&#8221;:&#8221;University of Sunderland&#8221;},&#8221;email&#8221;:&#8221;jake.groves@carmagazine.co.uk&#8221;,&#8221;jobTitle&#8221;:&#8221;News Editor&#8221;,&#8221;knowsAbout&#8221;:&#8221;Automotive,Car news,Car reviews,Car features,Car technology&#8221;},&#8221;dateModified&#8221;:&#8221;2026-02-04T12:26:15+00:00&#8243;,&#8221;datePublished&#8221;:&#8221;2026-02-04T12:26:15+00:00&#8243;,&#8221;headline&#8221;:&#8221;Lepas: Cheryu2019s next brand to launch in Europe that struggles to have a point&#8221;,&#8221;publisher&#8221;:{&#8220;@type&#8221;:&#8221;Organization&#8221;,&#8221;name&#8221;:&#8221;Bauer Media&#8221;,&#8221;brand&#8221;:{&#8220;@type&#8221;:&#8221;Organization&#8221;,&#8221;name&#8221;:&#8221;Car Magazine&#8221;},&#8221;logo&#8221;:{&#8220;@type&#8221;:&#8221;ImageObject&#8221;,&#8221;url&#8221;:&#8221;https:\/\/car-assets.bauersecure.com\/images\/logos\/car.200&#215;88.png&#8221;}}}<\/p>\n<div class=\"row\">\n<div class=\"column xlarge-10 xlarge-push-2\">\n<header>\n<div class=\"row\">\n<div class=\"column\">\n<h1 class=\"title\">\n\t\t\t\t\t\t\t\t\tLepas: Chery\u2019s next brand to launch in Europe that struggles to have a point<\/h1>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"row\">\n<div class=\"column\">\n<div class=\"hide-for-xlarge-up\">\n<div class=\"compact-author-info\">\n\tBy <a href=\"https:\/\/www.carmagazine.co.uk\/author\/jake-groves\/\">Jake Groves<\/a>\n<\/div>\n<\/p><\/div>\n<div class=\"dates\">\n\t\t\t\t\t\t\t\t\t<span class=\"dates__date\"><br \/>\n\t\t\t\t\t\t\t\t\t\tPublished: 04 February 2026<br \/>\n\t\t\t\t\t\t\t\t\t<\/span><\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/header>\n<div class=\"cms-content\">\n<div class=\"in-page-gallery full-width thumbnails-bullets\">\n<ul class=\"carousel\" data-orbit=\"true\" data-options=\"bullets: true; resume_on_mouseout: false; timer: false; variable_height: true; slide_number: false\">\n<li>\n\t\t\t\t\t\t<a href=\"https:\/\/car-images.bauersecure.com\/wp-images\/249929\/lepas-brand-10.jpg\"><img decoding=\"async\" src=\"https:\/\/car-assets.bauersecure.com\/images\/1056x594\/transparent.png\" alt=\"Lepas: Chery\u2019s next brand to launch in Europe that struggles to have a point\" data-interchange=\"[https:\/\/car-images.bauersecure.com\/wp-images\/249929\/480x270\/lepas-brand-10.jpg, (default)], [https:\/\/car-images.bauersecure.com\/wp-images\/249929\/720x405\/lepas-brand-10.jpg, (medium)], [https:\/\/car-images.bauersecure.com\/wp-images\/249929\/1056x594\/lepas-brand-10.jpg, (large)]\"><\/a>\n\t\t\t\t\t<\/li>\n<li>\n\t\t\t\t\t\t<a href=\"https:\/\/car-images.bauersecure.com\/wp-images\/249929\/lepas-brand-11.jpg\"><img decoding=\"async\" src=\"https:\/\/car-assets.bauersecure.com\/images\/1056x594\/transparent.png\" alt=\"Lepas: Chery\u2019s next brand to launch in Europe that struggles to have a point\" data-interchange=\"[https:\/\/car-images.bauersecure.com\/wp-images\/249929\/480x270\/lepas-brand-11.jpg, (default)], [https:\/\/car-images.bauersecure.com\/wp-images\/249929\/720x405\/lepas-brand-11.jpg, (medium)], [https:\/\/car-images.bauersecure.com\/wp-images\/249929\/1056x594\/lepas-brand-11.jpg, (large)]\"><\/a>\n\t\t\t\t\t<\/li>\n<li>\n\t\t\t\t\t\t<a href=\"https:\/\/car-images.bauersecure.com\/wp-images\/249929\/lepas-brand-12.jpg\"><img decoding=\"async\" src=\"https:\/\/car-assets.bauersecure.com\/images\/1056x594\/transparent.png\" alt=\"Lepas: Chery\u2019s next brand to launch in Europe that struggles to have a point\" data-interchange=\"[https:\/\/car-images.bauersecure.com\/wp-images\/249929\/480x270\/lepas-brand-12.jpg, (default)], [https:\/\/car-images.bauersecure.com\/wp-images\/249929\/720x405\/lepas-brand-12.jpg, (medium)], [https:\/\/car-images.bauersecure.com\/wp-images\/249929\/1056x594\/lepas-brand-12.jpg, (large)]\"><\/a>\n\t\t\t\t\t<\/li>\n<li>\n\t\t\t\t\t\t<a href=\"https:\/\/car-images.bauersecure.com\/wp-images\/249929\/lepas-brand-18.jpg\"><img decoding=\"async\" src=\"https:\/\/car-assets.bauersecure.com\/images\/1056x594\/transparent.png\" alt=\"Lepas: Chery\u2019s next brand to launch in Europe that struggles to have a point\" data-interchange=\"[https:\/\/car-images.bauersecure.com\/wp-images\/249929\/480x270\/lepas-brand-18.jpg, (default)], [https:\/\/car-images.bauersecure.com\/wp-images\/249929\/720x405\/lepas-brand-18.jpg, (medium)], [https:\/\/car-images.bauersecure.com\/wp-images\/249929\/1056x594\/lepas-brand-18.jpg, (large)]\"><\/a>\n\t\t\t\t\t<\/li>\n<\/ul>\n<\/div>\n<div class=\"articleContent\">\n<div class=\"bold-links\">\n<p><strong>\u25ba New Lepas brand to launch in UK and Europe<br \/>\u25ba\u00a0Brand is from within Chery International group<br \/>\u25ba Planned cars all look near identical the Tiggo 7, 8 and 9\u2026<\/strong><\/p>\n<p>Chery International, not satisfied with launching itself as a brand on top of Jaecoo and Omoda in Europe, has announced that the Lepas name will launch here too.<\/p>\n<p>Like Jaecoo and Omoda, Lepas is an export-only brand, and one that\u2019s self-described as having a \u2018bolder\u2019 identity, and one that is \u2018more imaginative, packed with smart technology and thoughtful design.\u2019 Curious about the name? Lepas says it\u2019s a three-way portmanteau of \u2018leopard\u2019, \u2018leap\u2019 and \u2018passion.\u2019 Do feel free to cringe in your own time. It follows other bangers such as Jaecoo, which is a combination of jaeger (the German for hunter) and cool. There\u2019s also Omoda, which is O for oxygen and moda, for fashion.<\/p>\n<div class=\"mpu-inject hide-for-medium-up\">\n<div class=\"mpu-ad advert\"><\/div>\n<\/p><\/div>\n<p>Chery is naturally buoyed by its success in Europe, particularly with the Jaecoo brand here in the UK. It went from <a href=\"https:\/\/www.carmagazine.co.uk\/car-news\/industry-news\/uk-2025-car-sales-analysis-winners-and-losers\/\">selling nothing to almost 30,000 Jaecoo models<\/a> in the space of a year here, outdoing the likes of Citro\u00ebn and Honda. The announcement of the Lepas brand launch came after a retailer conference that \u2018reflected on the group\u2019s 2025 achievements.\u2019<\/p>\n<div class=\"mpu-inject show-for-medium-up hide-for-xlarge-up\">\n<div class=\"mpu-ad advert\"><\/div>\n<\/p><\/div>\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/car-images.bauersecure.com\/wp-images\/249929\/480x0\/lepas-brand-12.jpg?scale=down\" alt class=\"wp-image-249937\" data-interchange=\"[https:\/\/car-images.bauersecure.com\/wp-images\/249929\/480x0\/lepas-brand-12.jpg?scale=down, (default)], [https:\/\/car-images.bauersecure.com\/wp-images\/249929\/720x0\/lepas-brand-12.jpg?scale=down, (medium)], [https:\/\/car-images.bauersecure.com\/wp-images\/249929\/1040x0\/lepas-brand-12.jpg?scale=down, (large)]\"><\/figure>\n<\/p>\n<p>Lepas already sells cars in markets, such as Malaysia, named Lepas L4, L6 and L8 (pictured), with the brand saying that its first car launching here in the UK will be announced soon. The slight snag is that these cars wearing the Lepas brand name elsewhere in the world in markets like Malaysia look almost exactly the same as Chery\u2019s own Tiggo 7, 8 and <a href=\"https:\/\/www.carmagazine.co.uk\/car-reviews\/chery\/tiggo-9-suv\/\">9<\/a>.<\/p>\n<div class=\"mpu-inject hide-for-medium-up\">\n<div class=\"mpu-ad advert\"><\/div>\n<\/p><\/div>\n<p>In the short term, it\u2019s hard to see the point of the Lepas brand if it\u2019s merely selling near-exact clones of Chery models, given Chery\u2019s own fledgling growth in the increasingly saturated UK market. That said, Lepas has also confirmed L1, L2 and L3 models which may be more bespoke.<\/p>\n<p>We\u2019ll have to wait and see what Lepas\u2019 plans are here in the UK, as the brand says it is in the process of a \u2018phased introduction\u2019 that includes \u2018leadership appointments, retailer plans and the brand\u2019s ambition to establish itself as a distinctive new presence in the UK market.\u2019 CAR will be watching for that last point very closely.<\/p>\n<\/p><\/div>\n<aside class=\"about-author\">\n<h2 class=\"about-author-heading\">About the author<\/h2>\n<div class=\"about-author-inner\">\n<div class=\"main-author-summary-container\">\n\t\t\t<a class=\"main-author-image\" href=\"https:\/\/www.carmagazine.co.uk\/author\/jake-groves\/\" target=\"_blank\" style=\"background-image: url(https:\/\/car-images.bauersecure.com\/wp-images\/14234\/120x120\/jg5.jpg?quality=90)\"><\/a><\/p>\n<div class=\"main-author-name-container\">\n<div class=\"main-author-name\"><a href=\"https:\/\/www.carmagazine.co.uk\/author\/jake-groves\/\">Jake Groves<\/a><\/div>\n<div class=\"main-author-job-title\">News Editor<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<p class=\"main-author-byline\">Jake has been an automotive journalist since 2015, joining CAR as Staff Writer in 2017. With a decade of car news and reviews writing under his belt, he became CAR&#8217;s Deputy News Editor in 2020 and then News Editor in 2025. Jake&#8217;s day-to-day role includes co-ordinating CAR&#8217;s news content across its print, digital and social media channels. When he&#8217;s not out interviewing an executive, driving a new car for review or on a photoshoot for a CAR feature, he&#8217;s usually found geeking out on the latest video game, buying yet another pair of wildly-coloured trainers or figuring out where he can put another car-shaped Lego set in his already-full house.<\/p>\n<\/p><\/div>\n<\/aside><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"column show-for-xlarge-up xlarge-2 xlarge-pull-10\">\n<figure class=\"author-info clearfix\">\n<p>\t\t\t<a class=\"author-image\" href=\"https:\/\/www.carmagazine.co.uk\/author\/jake-groves\/\" target=\"_blank\" style=\"background-image: url(https:\/\/car-images.bauersecure.com\/wp-images\/14234\/85x85\/jg5.jpg?quality=90)\"><\/a><figcaption>\n<p class=\"author-name\">\n\t\t\tBy <a href=\"https:\/\/www.carmagazine.co.uk\/author\/jake-groves\/\">Jake Groves<\/a>\n\t\t<\/p>\n<p class=\"author-quote\">CAR&#8217;s news editor; gamer, trainer freak and serial 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data-elem=\"close\"><\/a>\n\t\t<\/div>\n<\/p><\/div>\n<\/div>\n<\/article>\n","protected":false},"excerpt":{"rendered":"<p>{&#8220;@context&#8221;:&#8221;https:\/\/schema.org&#8221;,&#8221;@type&#8221;:&#8221;Article&#8221;,&#8221;image&#8221;:&#8221;https:\/\/car-images.bauersecure.com\/wp-images\/249929\/lepas-brand-10.jpg&#8221;,&#8221;mainEntityOfPage&#8221;:{&#8220;@type&#8221;:&#8221;WebPage&#8221;,&#8221;@id&#8221;:&#8221;https:\/\/www.carmagazine.co.uk\/car-news\/first-official-pictures\/lepas\/brand-launch\/&#8221;},&#8221;url&#8221;:&#8221;https:\/\/www.carmagazine.co.uk\/car-news\/first-official-pictures\/lepas\/brand-launch\/&#8221;,&#8221;author&#8221;:{&#8220;@type&#8221;:&#8221;Person&#8221;,&#8221;name&#8221;:&#8221;Jake Groves&#8221;,&#8221;description&#8221;:&#8221;Jake Groves is CARu2019s News Editor, and has been part of the CAR team since April 2017. As well as managing the news content thatu2019s published on CARu2019s website, Jake also helps to build the news-based content in the Agenda section of CARu2019s monthly print magazine u2013 planning how new cars, big industry stories [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[239,226],"class_list":["post-1758205","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-carmagazine-co-uk","tag-crawlmanager"],"_links":{"self":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1758205","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1758205"}],"version-history":[{"count":0,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1758205\/revisions"}],"wp:attachment":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1758205"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1758205"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1758205"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}