7:08 am, August 28, 2026
Lepas is already targeting a market share of 2% within 12 months, putting it in line with established brands such as Cupra and BYD.
Speaking to Car Dealer at the brand’s lavish launch in central London this week, Lepas’ UK managing director Ray Wang and CEO Gary Lan (pictured) both chatted about the future of the brand and its expectations.
‘My target ambition is getting like 2% market share within 12 to 24 months’, said Wang.
‘This will be [with] a little bit of restraint’, he added.
Lepas falls under the same Chery umbrella as popular brands Jaecoo and Omoda, which have both experienced huge popularity despite launching only recently. In all, the pair occupy nearly 5.7 per cent of the market, outranking more established brands such as Volvo and Skoda.
‘I think offering something more accessible, more affordable, with good offerings in terms of good design, good technology, good features is one of the key to win people, customers, customer attraction or trust.
‘It’s a competition among the brothers, Omoda and Jaecoo; they take nine months and the Chery team is pushing very hard, but Omoda and Jaecoo are so, so strong.’
Wang added that Lepas wasn’t ‘too worried’ about cannibalisation from other Chery-group cars, stating that ‘the area is big enough to avoid internal substitution’.
When it comes to the selling of Lepas cars, Wang confirmed that all of their vehicles will be sold through a dedicated network, though there will be some overlap where retailers might sell both Lepas and other Chery cars.
Already, popular retailers such as Arnold Clark and Marshall Motor Group have signed up to stock Lepas cars, with 90 sites targeted by 2027.