The brand made its global debut in April 2025 at Shanghai Auto Show and positions itself around “design-led thinking with advanced technology” for drivers seeking vehicles that reflect individuality and modern luxury.

Chery South Africa has appointed Letitia Herold as National Brand & Marketing Manager to lead the local rollout. She’ll handle launch strategy, partnerships, and market engagement as the company pushes into the premium segment.

“I am honoured to have been chosen to build the LEPAS brand in South Africa,” said Herold. “We’re speaking to a generation that wants more than just a car – they want an experience that reflects who they are. LEPAS is a brand that celebrates modern success, personal expression, and confidence on every journey.”

The LEPAS L8, which launched earlier this year, features exterior lines inspired by a leopard’s stance, premium interior trim, and current driver-assist technologies. The brand plans to expand across multiple segments with what it calls a “design-forward lineup” covering family and executive markets.

The LEPAS name combines “leap” and “passion,” reflecting the brand’s focus on movement, vitality, and expressive energy. Herold is now responsible for establishing this identity in the South African market ahead of the 2026 launch.