Chery Group’s LEPAS debuts at the Indonesia Auto Show, presenting a bold vision of premium lifestyle mobility and global expansion.
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| LEPAS, the premium lifestyle brand by Chery, launches globally at the 2025 Indonesia Auto Show with immersive design and next-gen vehicles. Image: LEPAS |
JAKARTA, Indonesia — July 18, 2025:
Chery Group’s newest automotive brand, LEPAS, is set to make its international debut at the upcoming Indonesia International Auto Show (IIAS), opening on July 23. This marks the brand’s first overseas showcase, just months after its launch in April 2025. Designed to redefine urban mobility through elegance, innovation, and lifestyle integration, LEPAS is positioning itself as a premium brand with global aspirations.
The decision to launch in Indonesia, a key Southeast Asian market, reflects LEPAS’s strategic focus on high-growth regions and its confidence in emerging economies. At the auto show, LEPAS plans to present its brand philosophy—“Colorful Life, Masterful Drive”—through a striking, lifestyle-themed exhibition space. More than a typical auto display, the booth is designed as an experiential runway filled with vibrant color palettes, refined design elements, and interactive features. The presence of the brand’s Chief Designer will allow visitors and media alike to engage directly with the creative vision behind LEPAS, further underscoring its commitment to premium, people-centered design.
The showcase will include the global premiere of LEPAS’s first three models: the L8, L6, and L4. The L8, a standout SUV, features a sleek and elegant design, spacious interiors, a high-tech cockpit, and a strong focus on safety, all tailored to urban professionals seeking a refined yet dynamic driving experience. Alongside it, the L6 and L4 models will also be introduced for the first time, offering high-performance capabilities and modern aesthetics aimed at younger, style-conscious consumers looking for individuality and versatility.
In keeping with its brand ethos “In Somewhere, For Somewhere,” LEPAS has begun investing in local infrastructure in Indonesia, rapidly developing a sales and service network to ensure tailored customer support and a strong market presence. The brand’s long-term vision includes expanding its reach across Southeast Asia and beyond, using Indonesia as a strategic launchpad for broader international growth.
LEPAS’s presence at IIAS 2025 is not just a product launch but a bold brand statement. By embracing cultural diversity, lifestyle innovation, and sustainable mobility, the company hopes to establish itself as the go-to brand for a new generation of urban drivers. The exhibition, which blends technology with creativity and inclusiveness, symbolizes LEPAS’s broader mission to humanize mobility and empower expression through design.
With this debut, LEPAS signals the beginning of an ambitious global journey. Backed by Chery Group’s technological capabilities and market experience, the brand is stepping into the international spotlight with a message of confidence, color, and connection—inviting the world to see mobility not just as transportation, but as an experience rooted in lifestyle and identity.