At the Australian launch of the Lepas L6 electric SUV, Chery executives defended the group’s expanding brand portfolio, saying shared components and some product overlap should not leave buyers confused. Lepas Australia head Brad Ryan acknowledged that overlap with Chery and Omoda Jaecoo is unavoidable, but described it as limited and part of competing for customers in the open market.
Chery plans to have eight brands in Australia by 2028. Chery, Jaecoo and Omoda are already there, with Jaecoo and Omoda operating through combined showrooms; Lepas is now establishing a standalone dealer network. Five more brands—Exlantix, Freelander, iCaur, Jetour and Luxeed—are due to follow, although their Australian retail arrangements have not all been set. Freelander and iCaur have announced plans for separate dealer networks.
The product rollout includes the L4 electric vehicle in the first half of 2027, followed later that year by an L6 plug-in hybrid. The L2 hatchback is scheduled for 2028 and is described as a design-led flagship. Chery Motor Australia COO Lucas Harris said the brands’ styling, functions and performance should become more distinct over time. Lepas says the L6 uses its LEXP platform, although the model is sold in China as the Chery Fulwin T7, which is claimed to use Chery’s T1X platform. Lepas itself is not sold in China.