Chinese state-owned carmaker Chery is launching a fourth brand in the UK as it accelerates its expansion in the British automotive market. The new brand, Lepas, will focus on battery-powered and hybrid SUVs aimed at younger families, with a primary focus on Europe.
Lepas vehicles will initially be manufactured in China and imported to the UK, which currently does not impose the tariffs seen in the US and EU. The UK government has expressed hope that Chery will eventually choose to manufacture locally, although no firm commitment has been made.
The move highlights Chery’s ambition to grow its UK market share. The company has already introduced three brands: Omoda in 2024, Jaecoo in early 2025, and its core Chery brand last summer. Combined, these brands sold 53,600 vehicles in the UK in 2025, representing 2.7% of the market.
Chery has also announced plans to open a research and development headquarters for commercial vehicles in Liverpool. Separately, Jaguar Land Rover is reported to be in early discussions with Chery about a potential manufacturing partnership, though no agreement has been confirmed.
Long known as China’s largest car exporter, Chery has recently gained traction in Europe as demand for electric and hybrid vehicles has grown. The Lepas brand is positioned as a mass-market, family-friendly option, complementing Chery’s existing lineup as it strengthens its foothold in the UK.
