#Johannesburg #South Africa #NEV #Chery Group #LEPAS

LEPAS Debuts in South Africa: A New Milestone in Global Reach

On November 19, 2025, the renowned Chery Group celebrated the launch of its newest brand, LEPAS, specializing in New Energy Vehicles (NEVs), during a grand event in Johannesburg, South Africa. This event not only marked LEPAS's entrance into the South African automotive market but also set the tone for the brand's ambitious global expansion strategy. The ceremony attracted a diverse crowd, including dealer partners, automotive industry experts, media representatives, and notable local influencers, all there to witness what is anticipated to be a pivotal moment in the market.

A Brand with Purpose

During the event, LEPAS introduced its brand story, focusing on its core values and philosophy that aim to resonate with the South African audience. The slogan "Drive Your Elegance" emerged not merely as a tagline but as a guiding principle that permeates every aspect of the customer journey. From the initial showroom experience to the final vehicle delivery, LEPAS strives to deliver an experience that embodies joy, pride, and confidence—a true reflection of everyday life in South Africa.

Building a Local Network

In a ceremonial signing of cooperation agreements, 16 dealer partners from various regions of South Africa established the groundwork for a robust sales network. This milestone represents LEPAS’s commitment to investing in the local market and fostering a relationship with its future customers. By building local partnerships, the brand underscores its strategy to cultivate a meaningful presence in the area.

Showcasing Innovation and Style

In addition to its brand introduction, the event featured the unveiling of two key models: the LEPAS L4 and L8. Both vehicles are designed with dynamic proportions and unique aesthetics, embodying LEPAS's distinct design ethos termed "Leopard Aesthetics." The launch event also gained recognition from former Miss South Africa, Tansey Coetzee, who praised the new models, highlighting the brand's strong appeal in terms of both product quality and visual appeal.

Cultural Integration and Expansion

LEPAS's entry into South Africa isn't just about selling vehicles; it symbolizes a significant cultural leap. The brand's name itself, "LEAP," embodies the energy and dynamism akin to a leopard, reflecting its dual commitment to crossing borders and embracing local cultures. By weaving together global standards and local characteristics, LEPAS aims to present South African consumers with a refreshing option that aligns with high-quality automotive standards while remaining culturally relevant.

A Comprehensive Launch Strategy

The Brand Launch and Dealer Signing Ceremony can be viewed as more than just a conventional product rollout; it integrated brand presentations, strategic partnerships, and community outreach, effectively cementing LEPAS's intention to forge strong connections in the market. This event stands as a significant chapter in the brand’s global journey, as it progresses towards enhancing the experience of premium new energy mobility for consumers worldwide.

As LEPAS pushes forward, it aims not only to expand its reach but to also provide a unique experience tailored to local needs, propelling its global development while nurturing its identity within the various markets it enters.