Chery’s Lepas Brand Entering Malaysia Soon? ‘Official’ IG Page Sighted

We've known for sometime now that Chery Auto Malaysia is poised to expand with yet another brand/sub-brand for the local market. Today, we got a somewhat clear indication to which...

We at Carz.com.my have known for some time now that the folks over at Chery Auto Malaysia – parent entity to both Chery Malaysia and Omoda | Jaecoo Malaysia brand subsidiaries – are set to expand with yet another brand or sub-brand locally.

In fact, from its last major online recruitment effort, we had initially speculated that the firm is gearing up to introduce the Exeed brand through a new subsidiary business unit. From what we’ve just gathered today however, it’s clear now said efforts are for Chery Group’s new Lepas sub-brand instead.

Earlier today, we chanced upon sighting the new and seemingly 'official' Lepas Malaysia (@lepasmalaysia) Instagram page, and it all appears legit.

Fuelling this was the fact that we chanced upon sighting of a freshly established Lepas Malaysia (@lepasmalaysia) Instagram page earlier today. From what we can deduce based on the page’s initial wave of content and the user profiles following it, this appears to be legitimate effort indeed.

Naturally, at this stage, details are scant, and the folks over at Chery Auto Malaysia naturally remain tight-lipped about the effort. However, we’re certain Lepas Malaysia will NOT be operated separately by a related external party as how Jetour Auto Malaysia is.  Nevertheless, here’s what we can speculate based on what we can observe now.

The new Lepas sub-brand from Chery already has a trio of SUVs ready to be marketed globally, those being the (L-R) L4 A/B-SUV, L8 D-SUV and L6 C-SUV models.

As a refresher, Wuhu-rooted automaking giants Chery launched its new Lepas sub-brand globally back in May this year just before Auto Shanghai 2025 kicked off. The seeds for which were planted as early as Nov 2024, and it has a trio of SUV models on hand ready – the L8 three-row D-SUV, the L6 C-SUV and the L4 A/B-SUV model.

Additionally, Lepas marked its overseas and regional ASEAN debut during the Gaikindo Indonesia International Auto Show 2025 (GIIAS 2025) held last week in Jakarta. During which, the brand’s initial trio of SUVs mentioned were showcased, perhaps indicating its intent to woo a wide spectrum of buyers from the massive Indonesian market.

We've sized up all three of the Lepas brand's SUVs trio noted. Overall, the sub-brand touts a 'youthful' and slightly more 'upmarket' image from the main Chery brand, but not at 'luxurious' or 'premium' as either Jaecoo, Omoda or iCaur.

Similarly, the new ‘official’ @lepasmalaysia IG page mentioned earlier also has content of all three SUV models featured, thus signalling similar intent by the subsidiary to woo a wide range of customers. What will be interesting to see is how Lepas pines for them, especially given the next fact.

Globally, Lepas positions itself as a 'youthful marque' that’s ‘more upmarket’ than the main Chery brand, but not as ‘luxurious’ as either Jaecoo, Omoda or the electric-only iCaur sub-brand – all present locally under the Chery Auto Malaysia umbrella. Given which, we’ll leave it to you to decide how and where Lepas stands amongst which.

It will be interesting to see how Lepas Malaysia positions itself locally under Chery Auto Malaysia, which already markets the group's Chery (top), Omoda | Jaecoo (left) and iCaur (right) brands and sub-brands.

Certainly, we at Carz.com.my will keep close tabs on Lepas Malaysia as it develops, and we’ll bring you more details as we have them. 

In the meantime, what do you folks reckon? Are you ready for another brand and the additional new choices it’s bound to bring to the market? Hit the comments with your take on things…