Chery thinks there aren't enough electric SUVs in Australia

Chery is launching its higher-end Lepas brand as an electric- and plug-in hybrid-only brand, claiming to offer a point of difference as it competes in Australia's most popular new-vehicle segments.

“Primarily, we’re a new-energy brand. If you look at the existing product that we’re launching, it’s an intentional decision to launch in the segments that are most popular, which are, whether we like it or not, SUVs – medium and large," Chery Australia COO Lucas Harris told CarExpert at the Australian media launch for the Lepas L6 electric vehicle (EV).

"There aren’t that many BEV options in small, medium, and large SUVs, so I think, obviously, that’s where the opportunity is, and that’s a good introduction to introduce the public to the brand."

There are currently more than 200 SUV nameplates on sale in Australia, and at least 81 are available with fully electric powertrains. This excludes conventional hybrids, plug-in hybrids (PHEVs) and range-extenders (EREVs).

Of the 81, there are 24 small SUVs, 39 medium SUVs (including the Lepas L6), and 18 large SUVs. When individual electric variants are considered, this equates to more than 190 SUVs.

Additionally, Mr Harris has previously said that Lepas doesn't have "any real comparable brands currently in the market", though he has since expanded that to label potential rivals as "essentially anybody offering a premium new-energy product”.

Indeed, Lepas is labelling itself as a premium brand positioned above the existing Chery and Omoda Jaecoo brands.

Its only model thus far is the L6 electric mid-size SUV, priced at $47,990 before on-road costs, more than the similarly sized top-spec Jaecoo J7 once on-road costs are applied.

According to Lepas Australia boss Brad Ryan, that's a very deliberate, calculated strategy.

“The overall brand is a different brand, and we have specifically not built a cheap car. We have, from the get-go, known that we were building a car that was better than the others in the context of being a premium car, in addition to which, the styling – the type of customer we’re trying to attract will appreciate those little nuances," he told CarExpert.

"We think overall, whilst it may seem to some that the pricing is borderline, we think it’s actually a value proposition for the customers that we’re looking at. We think it’s value for a premium vehicle.”

Lepas-branded vehicles are claimed to be where "non-conformist style meets future-forward tech", as written on the brand's Australian website. The brand has previously outlined bright paint options as highlights in that sense, with the debutant L6 EV available in distinctive orange and purple finishes, albeit alongside a black, a grey and an off-white.

Even the name is said to be an unconventional portmanteau of 'leopard' and 'passion'.

“One of our slogans is ‘bad news for boring’, and I think that’s probably going to hit the nail on the head. We’ve gone down the ‘bold by nature’ slogan, but the advertising is ‘bad news for boring’ and ‘get away from beige’," Mr Ryan said.

"It’s for SUV buyers that don’t want the run-of-the-mill average everyday vehicle, and that’s what they’ll get. It won’t just be the vehicle; we’ll have customer experiences that go beyond that locally and internationally, so we think the overall proposition more than justifies the price."

The L6 EV is set to be joined by the L6 PHEV in 2027, which wears similar styling to the existing Chery Tiggo 8. A plethora of other models are on the cards before 2028, including a 'halo' hatchback dubbed the L2 that will debut a new aesthetic identity for the brand.

As for early interest in the L6, Lepas has said a broad range of prospective buyers has created "encouraging" levels of demand.

"From a demographic perspective, slightly above-average, they’re slightly more female, they’re slightly more metro, but it’s actually surprisingly broad. You’d be surprised at the demand that we’ve seen," Mr Ryan told CarExpert.

"Mostly, it’s the individualistic style. They want to do something different; they don’t want to just tag along with everybody else, they want to try something that we can provide."

The Lepas L6 is due to arrive in Australian showrooms during November 2026.

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