Malaysia will soon see yet another new automotive brand entering the local market. LEPAS has outlined its expansion plans for Malaysia ahead of its official debut in the first half of 2026, confirming an initial network of 20 sales and service outlets nationwide.
Backed by Chery Group, the network will cover key regions across both Peninsular and East Malaysia, with a target of 30 outlets by the end of 2026. States confirmed include Kuala Lumpur, Selangor, Johor, Penang, Sarawak and Sabah.
Built on Chery’s NEV Platform
LEPAS’ Malaysian lineup will initially comprise three SUV models — L4, L6 and L8 — all developed on Chery Group’s all-new global NEV (New Energy Vehicle) platform. The architecture is engineered to support multiple powertrain configurations, including internal combustion, hybrid and fully electric systems, while accommodating a range of vehicle sizes.
The brand’s technical foundation draws on Chery Group’s nearly three decades of R&D, engineering and global supply chain capabilities, positioning LEPAS as a premium-oriented newcomer with established industrial backing. While Chery today operates as a fully globalised automaker, its early growth was notably driven by in-house development, technology acquisition and engineering partnerships rather than reliance on a traditional foreign joint-venture model.
Design-Led Brand Positioning
LEPAS is positioning itself around a design-first philosophy built on three pillars: Leopard Aesthetics, Exquisite Space and Elegant Driving. Together, these define the brand’s ambition to establish elegance as a universal design language under its global tagline, Drive Your Elegance.
“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 Mr. 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 added.
Lifestyle Experience Center Planned
Beyond conventional dealership formats, LEPAS will also introduce a Lifestyle Experience Center in the Klang Valley. The immersive space is designed to allow customers to engage with the brand through curated lifestyle zones and learn more about what the company calls LEPAS Elegant Technology.
The move reflects the brand’s intention to position itself not just as a vehicle manufacturer, but as a lifestyle-led mobility brand aligned with modern design sensibilities.
Network and After-Sales Coverage
According to LEPAS Malaysia, its network strategy will include:
- 20 dealer showrooms across major urban centres at launch
- Expansion to 30 strategic touchpoints by December 2026
- Sales and service staff certified through LEPAS Malaysia’s proprietary training programmes
- A comprehensive parts supply network and warranty support system to maintain service standards
Where LEPAS Sits Within Chery’s Brand Portfolio
As a brand, LEPAS sits alongside Chery Group’s expanding portfolio that includes Chery, Exeed, Omoda, Jaecoo and iCAUR. While Omoda and Jaecoo are positioned around youthful urban design and rugged premium SUV themes respectively, LEPAS is intended to lean more heavily into design elegance, lifestyle appeal and emotional value.
Rather than targeting outright performance or off-road credentials — a space Chery is addressing separately through brands such as iCAUR — LEPAS is expected to compete in the style-led premium crossover and SUV space, aimed at buyers who value aesthetics, cabin experience and brand identity as much as powertrain choice. Taken together, the group’s growing stable of marques reflects a deliberate strategy to segment lifestyle, rugged capability, youth-oriented design and elegance into clearly defined brand roles. Taken together, the group’s growing stable of marques reflects a deliberate strategy to segment lifestyle, rugged capability, youth-oriented design and elegance into clearly defined brand roles. However, with relatively narrow pricing gaps between segments and Malaysia’s compact market size, the real challenge will be executing this separation clearly enough to avoid internal cannibalisation once these brands overlap on showroom floors.
Global Expansion Underway
LEPAS is a fairly new brand under Chery and is currently expanding across Europe, the Middle East, Africa and Southeast Asia, with Malaysia among the earlier markets to experience the brand. The company describes its global growth as driven by a focus on dependable engineering and long-term customer relationships.
By leveraging Chery Group’s manufacturing scale and global supply chain, LEPAS aims to deliver a mobility experience that blends technological sophistication with a design-led, lifestyle-oriented approach.
CarTok Editor’s Note:
Another Chery-backed brand is heading our way — but this one is clearly betting on design, experience and positioning as much as powertrains. The real test will be how that promise translates on Malaysian roads.
