Lepas says it'll be around "forever" as it rolls out a separate dealer network in Australia

Chery has added Lepas to its ever-growing portfolio of brands on sale in Australia, but its cars won't be sold in Chery dealerships even as the brand looks to secure rapid local growth.

Speaking with CarExpert, Lepas Australia boss Brad Ryan said the brand was aiming to establish itself outside the Chery umbrella, at least in the public's eye.

"We want to be a distinctive brand, and we can’t do that if we’re just part of a mall of product," he said.

"We will be freestanding for as long as we exist, which is forever."

Mr Ryan went on to explain that the brand expected little issue in amassing enough sales to offset the investment in separate dealers, particularly as it has tentatively confirmed at least eight additional models for Australian launch before 2028, following its debut with the L6.

"How we’re going to justify having our own dealer presence is we will have a full range of vehicles that they can sell that will make them all the money they need to continue," he told CarExpert.

"There’s another couple of [vehicles coming]; before you even blink we could be up to nine, before I’ve barely got my feet under the desk.

"In a couple years’ time, it’ll be more than most of our dealers can handle without expansion."

Lepas expects to open 23 dealers across Australia during November 2026, with Mr Ryan outlining that the brand doesn't "feel the need to have ... more than 50" dealers once at full flight.

"I would argue not more than 30 by the time we’re finished," he added.

"To be honest, now that we have a clearer brand position, clearer marketing, clearer model lineup, we’re probably going to be a bit more picky with who we’re choosing for our dealer group."

While that all sounds solid, it's impossible to ignore the weight of Mr Ryan's assertion that Lepas will exist "forever". When asked to defend that claim, he explained to CarExpert that the support from the overarching Chery organisation globally gave him great confidence.

"Well, the investment is utterly enormous. The investment from headquarters in the Australian market and globally is honestly like nothing I’ve ever seen," he said.

"The commitment level in terms of the models that are coming through, in the networks that they’re developing in every country, in the market scheme they’re willing to put forward, in the parts supply they’re willing to put forward, and in the ownership experiences they’re looking to back, these things are really incredible.

"There’s no doubt in my mind. I can assure customers this is an incredible brand for the future."

Lepas is now Chery's third standalone dealer network. It follows the original Chery brand and the newer, combined Omoda Jaecoo network, the latter established in 2025.

But while the dealers are separate, Chery Australia COO Lucas Harris underlined that Lepas would still leverage Chery's established presence behind the scenes, which has grown consistently since its 2023 introduction.

"There’s a big difference between a random new brand that doesn’t have an established presence in the market already, and then having Lepas, which is under the broader Chery group where there’s a lot of infrastructure there already supporting the other brands," he told CarExpert.

"The nuts and bolts stuff, like HR and finance departments, parts warehousing and distribution, those kinds of quite boring operational things that customers don’t get to see and touch, actually gives us a lot of stability – and reduces costs significantly – to operate the brand in the market, because we already have it there as a part of the broader group."

With five Chery-owned brands still to launch in Australia during 2027 – Exlantix, Freelander, iCaur, Jetour, and Luxeed – it's expected that most will follow a similar strategy.

That's with the notable exception of Jetour, which has confirmed it'll operate as a standalone entity when it lands in early 2027.

"I would argue it is a much more viable business to have a brand in a group situation like what we have, where we can bring in a new brand for different customers than we’re already talking to, as opposed to a totally new brand with no established footprint having to then figure all that stuff out on its own," Mr Harris added.

"Speaking from experience over the last four years, it’s not that easy to figure some of that stuff out. It takes time and effort and energy and a lot of hard work, so that’s a big difference."

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