Chery’s new Lepas brand has launched in Australia with the all-electric L6 SUV as its sole model, priced at A$47,990 before on-road costs in a highly equipped Signature trim. The brand is taking a relatively premium position: the L6 costs more than several related Chery Group vehicles and key rivals including the BYD Atto 3 and Geely EX5.
Lepas Australia head Brad Ryan said a less expensive Classic version is planned, but the company will initially focus on the single Signature grade. He did not rule out a future price reduction, while stressing that Lepas is not currently considering a change to the L6’s price.
Ryan also acknowledged that depreciation and resale values are concerns for electric vehicles. He said Lepas does not expect to face the resale volumes of a high-volume brand, and the company is considering guaranteed future value plans. It has not yet provided resale-value estimates.
The brand plans to sell through standalone dealerships while drawing on Chery’s existing network for support. Chery Australia says its parts-stock standard requires 95 to 96 per cent of a model’s bill of materials to be in the country before launch, with the aim of helping owners get repairs resolved promptly.