Quick look
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LEPAS, a brand in the Chery Group, will officially debut in Malaysia in the first half of 2026, starting with 3 premium SUV models.
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The initial network will have at least 20 sales and service outlets (expanding to 30 by year-end) and a signature Lifestyle Experience Centre in the Klang Valley.
As reported last year, Chery will introduce yet another brand to the Malaysian market and this one is LEPAS. This will bring the number of brands from China’s No.1 vehicle exporter to five. The others are Chery, OMODA | JAECOO and iCAUR which operate under Chery Malaysia, while JETOUR is a separate operation.
Leopard, Leap and Passion
LEPAS (the name is a combination of Leopard, Leap and Passion) is a very young brand, having been created for Chery International to use outside China. Malaysia is one of the first countries the brand is entering, with a target of 27 countries by the end of this year and reaching 45 countries by 2027.
LEPAS is positioned as a premium brand with ‘elegance’ liberally used in its marketing materials. It has three SUV models and all will be introduced in Malaysia. These are the L4, L6 and L8 which target different segments.
Shared technology in Chery Group
The models use shared technology in the Chery Group, especially the group’s all-new global NEV (New Energy Vehicle) platform. This versatile platform is engineered to accommodate diverse vehicle sizes and support multiple powertrain options (internal combustion, hybrid electric and fully electric).
“Designed for a generation that is confident, creative and connected, LEPAS is built for individuals who seek balance in career, family and passion, and who expect their cars to reflect their personal aesthetic and lifestyle,” said Men Lin Bo, Executive Vice-President, Chery Corporate Malaysia.
“As we prepare for our 2026 debut, our focus is to ensure every customer experiences the refined design and dependable technology that define LEPAS. Our growing network marks the beginning of long-term commitment to the Malaysian market,” he said, adding that the market launch will take place during the first half of the year.
Initial network
As with any new brand, establishing the sales and aftersales network is an important first step. The brand will start off with 20 outlets located around Peninsular Malaysia as well as East Malaysia. By the end of 2026, it expects to raise the total number to 30.
Many personnel at dealerships have been trained and certified under LEPAS Malaysia’s proprietary training programs. LEPAS Malaysia will also ensure that parts are readily available and warranty systems will be in place to support new owners.
LEPAS will also introduce its signature Lifestyle Experience Centre in the Klang Valley. This will have an immersive space which will allow customers to experience the ‘Preferred Brand for Elegant Mobility Life’ through curated lifestyle zones and learn about LEPAS Elegant Technology.
