Ah Chery. We don’t exactly know what you’re trying to achieve at this point. If you’re having a hard time already counting which brands fall under the state-owned carmaker, you’ll have to remember a new one: Lepas.
Chery calls Lepas a “new international brand” and is a mix of the words, “Leap” and “Passion.” But of all the made-up words they could conjure up, they happen to choose one that refers to a type of barnacle. It’s also close to the English word, “lepers”—you know, the term used for people suffering from leprosy, the disease?
Good luck in trying to market this to any English-speaking country.
If that’s not bad enough, the underlying philosophy of Lepas is just as badly made up: “Colorful Life, Masterful Drive.” Yeah, it means absolutely nothing.
Even Lepas’ first car, the L8 SUV is as generic as they come even if they say its “Leopard Aesthetics” creates “boundary-defying visual signatures.” No official information is available yet, but it has more than a passing resemblance to the Tiggo 8 so no surprises if it’s got shared underpinnings. Sources in China have confirmed that it will use the mid-sized SUV’s series of powertrains be it a combustion, PHEV, or BEV.
Chery lauds the launch of Lepas as their “nearly three decades of automotive expertise and global capabilities.”
Currently Chery has 13 brands under their belt:
- Aiqar
- Chery
- Exeed
- Exlantix
- iCar
- Jaecoo
- Jetour
- Kaiyi Auto
- Karry
- Lepas
- Luxeed
- Omoda
- Soueast
I sense more rebadging….
ReplyDeleteI really dont like cars being like phones in branding their vehicles. Why can't stick to just chery?
ReplyDeleteChery has become the BBK of the Chinese Automotive industry
ReplyDeleteSounds old. Kalimutan na ang nakaLEPAS.
ReplyDeletelol omg xD
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