Before introducing its SUVs to Malaysian buyers, LEPAS is starting with something less expected: a Raya community initiative.
As one of its first local efforts ahead of its official launch, LEPAS Malaysia has partnered with Malaysian fashion designer Karl Ho to produce bespoke baju raya for children from Pertubuhan Baitul Asnaf Sendayan, Yayasan Kasih Sayang Kuala Pilah, and Pusat Jagaan Anak Yatim Kausar Senawang.
Each garment was tailored specifically for the children, with the initiative positioned as more than a seasonal contribution. For LEPAS, it reflects an early attempt to connect with Malaysians on a more personal level—framing mobility not just as transportation, but as a means of enabling progress and uplifting communities.
“We are building more than a mobility brand. We are building a brand that embodies the Malaysian spirit of uplifting one another,” said Sarah Choo, Senior Brand Director of LEPAS Malaysia.
Karl Ho, who received the “World’s Best Designer Award” at the 2025 Milano Fashion Week, is known for his bespoke craftsmanship and for incorporating Malaysian cultural elements into contemporary fashion. While still relatively under the radar locally, his growing international recognition adds weight to the collaboration.
“True elevation begins at home,” he said. “Through this partnership with LEPAS, we are using bespoke craftsmanship not only to create festive garments, but to instill pride and aspiration in the next generation. When a child wears something made especially for them, it strengthens their belief in their own potential.”
A Brand Entry Built on More Than Product
While this initiative sets the tone for its brand identity, LEPAS is ultimately preparing to enter Malaysia’s increasingly competitive SUV market. The brand’s identity is rooted in its name. “Lepas” in Malay means to set free or move forward, reflecting its broader philosophy of progress and possibility.
Internally, this is expressed through what LEPAS describes as its “LEAP” approach—an idea centred on encouraging individuals to move beyond limitations and embrace future opportunities.
The brand is part of Chery Group’s expanding New Energy Vehicle (NEV) portfolio and will introduce a three-model SUV line-up comprising the L4, L6, and L8. All three models are underpinned by Chery’s new global NEV platform, designed to support multiple vehicle sizes and a range of powertrains, including internal combustion, hybrid, and fully electric systems.
This flexible architecture suggests LEPAS is positioning itself to adapt across different market needs, particularly as Malaysia continues to balance between conventional and electrified mobility.
Design-Led Positioning
Beyond its technical foundation, LEPAS is also leaning into design and lifestyle positioning as part of its differentiation strategy.
The brand’s core pillars—Leopard Aesthetics, Exquisite Space, and Elegant Driving—form the basis of its “Drive Your Elegance” philosophy, signalling an attempt to carve out a more design-focused, premium-leaning identity within the crowded SUV space.
Globally, LEPAS is expanding across Europe, the Middle East, Africa, and Southeast Asia, with Malaysia among its early right-hand-drive markets.
Positioning in a Crowded Segment
Malaysia’s SUV landscape is becoming increasingly competitive, particularly with the influx of new energy vehicle brands. Against this backdrop, LEPAS’ decision to lead with a community-driven initiative instead of a product reveal stands out as a deliberate attempt to build early brand affinity.
At the same time, its reliance on Chery’s global engineering platform provides the technical backbone needed to compete on product when its vehicles eventually arrive.
CarTok Editor’s Note
Starting with a Raya initiative instead of a product reveal is a deliberate way to stand out—but it also raises expectations. If LEPAS wants this approach to stick, the L4, L6 and L8 will need to prove there’s substance behind the story.
