Lepas SA aims for top 10 ranking within five years
Lepas, a brand backed by Chery, has yet to debut in South Africa, but management is already setting bold expectations. The company’s local launch is scheduled for the first quarter of 2026, and leaders believe the nameplate will soon establish a notable presence in the market.
Confidence in future growth
Jay Jay Botes, General Manager of Lepas South Africa (and also General Manager of Chery South Africa), spoke during an online media briefing and shared ambitious plans for the new brand.
“In five years from now, we’ll definitely be in the top 10, hopefully taking spot number seven or six. We’ve got quite an aggressive sales plan for the Lepas brand, so we definitely will be in the top 10 within the next five years,”
Botes added with a light remark that the target could even be reached "within a year."
Model lineup and strategy
Founded globally in April 2025, Lepas operates under the Chery Group umbrella, alongside Omoda & Jaecoo and the upcoming iCaur division. The brand plans to launch with the Lepas 4, followed by the Lepas 6 and Lepas 8 in a phased approach. These crossover models are expected to make use of Chery’s well-established platforms and powertrains.
Market positioning
While pricing details remain undisclosed, Botes emphasized that Lepas will deliver “accessible premium” vehicles. He suggested that many traditional premium models have become "really inaccessible," hinting at the pricing strategies of major German automotive brands.
Summary
Lepas SA, part of Chery Group, plans an early 2026 launch with ambitions to reach the top 10 automakers in South Africa within five years, driven by an aggressive and phased product strategy.