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🇷🇴 Romania /Economy & Trade

LEPAS positions itself between Toyota and Lexus with Chery’s premium design philosophy

From Adevărul · () Romanian

Translated from Romanian and summarized by DistantNews. Read the original for the full story.

At a glance

Press release Named sources New plan
  • LEPAS, Chery Group’s premium brand, describes its market position as somewhere between Toyota and Lexus.
  • Its L8 SUV uses a leopard-inspired design concept, clear exterior lines, a minimalist cabin and two large displays angled toward the driver.
  • The brand launched globally in April 2025 and presented its full model range at Auto China 2026 under the theme “Elegance Moves the World.”

“LEPAS is Chery Group’s premium brand, positioned somewhere between Toyota and Lexus.” That formulation captures the ambition behind the new marque as it seeks a place in Romania’s crowded SUV market.

The comparison is deliberate. LEPAS aims to combine the confidence and reliability associated with an established mainstream brand with the refinement, detailed finishing and experience expected from a premium one. The company says that ambition shapes every design decision, from the exterior silhouette to the smallest cabin detail.

The name combines the English words “leap” and “passion.” Its design language draws on the image of a running leopard, a concept the brand calls “Leopard Aesthetics.” Elegance, restrained strength and emotion are presented as the ideas that should define every LEPAS vehicle.

LEPAS is Chery Group’s premium brand, positioned somewhere between Toyota and Lexus.

· LEPAS representativesThe statement defines the brand’s intended position between mainstream and premium automakers.

The LEPAS L8 carries that approach from the outside in. Its exterior uses clear lines and a distinctive presence intended to convey elegance without excess. Inside, a minimalist layout combines two large screens, one for the instrument panel and another for multimedia, in a central panel angled toward the driver. Premium materials and carefully selected finishes complete the cabin.

“We believe that design, technology and attention to detail will strongly resonate with Romanian customers seeking a premium vehicle and a different experience,” said Rodica Baciu, general manager of MATEROM. LEPAS launched globally in April 2025, made its European debut at Milan Design Week and presented its complete portfolio at Auto China 2026. For Romanian buyers comparing a mainstream brand with a premium one, the company presents itself as a third option, pairing modern technology and reliability with a premium-focused experience.

We believe that design, technology and attention to detail will strongly resonate with Romanian customers seeking a premium vehicle and a different experience.

· Rodica BaciuThe MATEROM general manager described the appeal LEPAS hopes to build among Romanian buyers.
About this summary

Originally published by Adevărul in Romanian. Translated, summarized, and contextualized automatically by DistantNews, with a note on how the source frames the story. Not individually reviewed before publishing. How this works.

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