9:16 am, July 30, 2026
New Chinese brand Lepas will focus on design-led buyers over outright sales volume when it launches officially in Britain next month, according to the firm’s UK boss.
Speaking to Car Dealer at the launch of the brand’s first offering in the UK, the L8 plug-in hybrid SUV, Lepas UK managing director Ray Wang said the firm will take a different approach to sister brands Omoda, Jaecoo and Chery, which have enjoyed rapid sales success since arriving in Britain.
Rather than aiming to top the sales charts, Lepas will focus on attracting customers looking for a more premium experience.
‘I think we’re offering something different,’ Wang said. ‘We’re trying to offer this certain group of people who still appreciate good design. On top of that, good features, a reliable car and a beautiful car.
‘It’s not equivalent to the existing manufacturers’ offerings. It’s more accessible to this group of people.’
Omoda has seen strong sales since it arrived in 2024, while the Range Rover-aping Jaecoo 7 topped March’s new car sales figures. Despite this, Wang said Lepas would adopt a more measured strategy.
Asked whether the brand wanted its own ‘Jaecoo 7 moment’ by topping the sales charts, he replied: ‘If I could, I’d be more than happy to see that!
‘But in terms of management, our plan and our strategy, it will be a little bit different.’
Instead of chasing volume, Wang said the emphasis would be on building the brand carefully while offering premium design and technology at an accessible price point.
‘We would like to offer something different – elegant design and premium features, but very affordable,’ he said.
He also believes changing consumer attitudes are creating opportunities for new entrants.
‘People are less loyal to the legacy brands because of the changing industry and the cost-of-living crisis,’ he said. ‘We need to do a good job encouraging this group of people.’
Although Wang acknowledged building a premium brand takes time, he believes Lepas has one key advantage over established rivals.
‘We react very quickly,’ he said. ‘We value feedback from customers, partners and media friends. We react very quickly because we feel this urgency.’
The Volkswagen Tiguan-rivalling L8 arrives next month, and will be quickly followed up by the smaller L6 SUV. A Ford Puma-sized L4 will launch soon after, and all models will be ‘electrified’, coming initially with plug-in hybrid power and pure-EV also on the cards.
Wang also revealed that 50 dealers are already on the firm’s books, and include Car Dealer Top 100 heavyweights Arnold Clark and Marshall Motor Group. Lepas intends to have a 90-strong network by the end of 2027.