LEPAS Unveils Its Vibrant Brand at Indonesia International Auto Show 2025
LEPAS Unveils Its Vibrant Brand at Indonesia International Auto Show 2025
On July 23, 2025, the Indonesia International Auto Show (IIMS) in Jakarta became the grand stage for the overseas debut of LEPAS, a new automotive brand launched by the Chery Group in China just three months earlier. This event marked a significant milestone in Chery’s strategy to expand its global presence, emphasizing a commitment to combining technology with a colorful lifestyle.
A New Era of Automotive Design
LEPAS took center stage with its brand philosophy encapsulated in the slogan “COLORFUL LIFE, MASTERFUL DRIVE.” The visually striking booth featured designs inspired by Leopard Aesthetics, creating an immersive experience for the audience. Attendees were introduced to an impressive product lineup tailored to cater to diverse lifestyle needs:
- - L8: Designed for those seeking elegance.
- - L6: A mobile workstation ideal for creators.
- - L4: A versatile vehicle for the modern, refined young driver.
The launch of the L8 was particularly striking, showcasing the brand's vision of merging technology, aesthetics, and comfort. Zhong Wei, Deputy CEO of LEPAS, emphasized that today’s urban elites desire vehicles that resonate with their lifestyles and personal aesthetics rather than merely technical specifications.
Celebrating Refined Living
The L8 model stands as a testament to this philosophy, featuring a sleek design with vertical-pupil headlights and a rounded grille, merging power with sophistication. In a partnership with Miss Universe, the narrative of refined living was further enriched, aligning the brand with values of beauty and grace.
Comfort was paramount in the design of the L8's spacious interior, described as a “refined third space.” Its user-friendly cockpit encourages productivity, making it ideal for both work and relaxation. Moreover, the vehicle’s innovative All-Scenario Super Platform ensures a smooth ride in both urban and rural settings, while Chery’s efficient hybrid system offers impressive fuel economy and reduced emissions.
Global Ambitions
As a part of its ambitious growth strategy, LEPAS aims to leverage Chery’s two decades of experience in passenger vehicle exports. With over 5 million global users, LEPAS plans to broaden its market reach to Europe, Southeast Asia, North America, and the Middle East within the next three years. “LEPAS seeks to redefine luxury and bring a colorful lifestyle to the world,” Zhong Wei declared, aiming for the brand to resonate with consumers seeking both sophistication and functionality in their vehicles.
About Chery Group
Founded in 1997, the Chery Group has transformed into a formidable force in the global automobile industry. With a focus on innovation and quality, it quickly became one of China’s leading brands, celebrated for its substantial contributions to the automotive sector and ranked first in passenger vehicle exports for 22 consecutive years. Chery continues to strive for excellence, bringing quality vehicles to markets around the world.
The Indonesia International Auto Show provided a perfect platform for LEPAS to showcase its vision and commitment to redefining the automotive landscape, capturing the interest of industry insiders and auto enthusiasts alike.
Topics Auto & Transportation）
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