A new premium SUV contender is arriving in the UK, backed by one of China’s fastest-growing automotive groups. Lepas is part of Chery, the global manufacturer behind brands including Omoda and Jaecoo, and the new L8 is designed to bring a more upmarket blend of striking design, electrified technology and value to British buyers. At the UK launch, Tim Barnes-Clay caught up with Ray Wang, Managing Director of Lepas UK, to discover the thinking behind the brand, what sets the L8 apart and why he believes it can challenge more established premium SUV names.
Tim Barnes-Clay: We're speaking today at The Langley, a Luxury Collection Hotel in Buckinghamshire, where the Lepas L8 makes a striking first impression. I had the chance to see the car in Italy earlier this year, but I'm looking forward to finally driving it here in the UK. To begin with, tell me about Lepas. What does the name mean, what does the brand represent, and why should British buyers take notice?
Ray Wang: Lepas combines the words "leap" and "passion". The inspiration comes from the leopard because we admire the way it moves. It is poised, powerful and always in control. Those qualities reflect exactly what we want our vehicles to represent. Lepas is also an electrified brand. Every model coming to the UK will either be a plug-in hybrid or a pure electric vehicle. We want to appeal to people who appreciate good design and advanced technology without feeling they have to pay a premium simply for a badge. We believe Lepas offers something fresh and distinctive for British customers.
Tim Barnes-Clay: Having spent some time looking around the L8, both here and previously in Italy, it certainly has a premium feel inside and out. Is positioning Lepas as a premium brand the objective?
Ray Wang: Certainly. Our brand slogan is "Drive Your Elegance". Premium isn't just about expensive materials. To us it means generous equipment, advanced technology and a vehicle that enhances your lifestyle. A car is an important part of everyday life. It should be enjoyable to drive, comfortable to live with and equipped with technology that genuinely makes ownership better.
Tim Barnes-Clay: Lifestyle is something I focus on a lot in my work. Is the L8 aimed primarily at families looking for something a little more upmarket?
Ray Wang: Families are certainly an important audience, but I wouldn't limit it to them. Anyone who appreciates attractive design, excellent value and modern technology is someone we'd like to welcome to the Lepas brand.
Tim Barnes-Clay: There have been a lot of new automotive marques entering the UK over the past few years. Why should someone choose a Lepas instead of a more established manufacturer?
Ray Wang: I'd encourage people to start by looking at the design. The L8 has a sporty, flowing shape with a European flavour. Then take it for a test drive. We've spent a great deal of time tuning the car specifically for European roads and driving preferences. Driving habits vary from market to market. In China, for example, customers generally prefer lighter steering, whereas European drivers tend to like more weight and feedback through the wheel. We've learned a great deal through Chery, Omoda and Jaecoo’s success in Europe, and Lepas benefits from that experience. Once customers drive the car and see the price, I think many will be pleasantly surprised.
Tim Barnes-Clay: Looking at it here, I can imagine it parked outside a country club just as easily as outside a top London restaurant. It has that sort of premium presence.
Ray Wang: That's exactly what we'd like. I don't want to limit where people imagine driving it. It should suit many different lifestyles and occasions. We simply encourage customers to visit our growing dealer network, experience the car for themselves and take a test drive.
Tim Barnes-Clay: Let's talk about range. What can buyers expect from the plug-in hybrid?
Ray Wang: With a full tank of fuel and a fully charged battery, the official range is up to 745 miles.
Tim Barnes-Clay: That's impressive. You could comfortably drive from the South Coast to the Scottish Borders without stopping.
Ray Wang: Exactly. You could even travel from Eastbourne to Aberdeen on a tank of fuel and one full battery charge.
Tim Barnes-Clay: What about pricing?
Ray Wang: We've kept things simple. The entry-level model starts from £34,900 on the road, while the flagship version costs £37,900 on the road.
Tim Barnes-Clay: That's very competitive. Most people now buy cars on monthly finance rather than paying outright. Do you have any figures yet?
Ray Wang: We're finalising our finance packages and will announce them in early August. What I can say is they'll be very competitive. That's extremely important for a new brand entering the UK market.
Tim Barnes-Clay: Finally, this is only the beginning for Lepas in Britain. What does the future hold?
Ray Wang: Lepas sits above Chery and Omoda in terms of positioning, alongside Jaecoo, but with its own distinctive design language and technology focus. We want customers to enjoy a genuinely premium ownership experience.
We're also taking a measured approach. Our dealer network and sales volumes will increase steadily, and over the next 12 to 24 months I'd like Lepas to establish around a two per cent market share in the UK - this is my ambition.