Chery expands European footprint with two new brands: Lepar and Jetour

The Chery Group, one of China’s most important car exporters, didn’t fail to wow at the Shanghai Auto Show. As it stunned the local market with a flood of models, it also announced that it would bring two additional brands to Europe, aside from Jaecoo and Omoda. Lepas will compete with Dacia, while Jetour aims at SUV lovers, including die-hard off-roaders.

While analysts warn that too much steam is building up for Chinese EV startups, endangering their chances for survival, not much doom was hanging over Chery’s ambitions. Across its five brands, the group launched no fewer than 53 models at the Shanghai Auto Show, 16 of which belonged to its core brand. 

Aiming for Dacia

However, management also broke news about further European expansion, preparing to launch a third and fourth brand. One of the newcomers is called Lepas, aimed squarely at the value segment, positioning itself as a challenger to stalwarts like Dacia.

The move comes as Chinese automakers want to push deeper into Europe. As President Trump has firmly closed the door of the U.S. market, the production scale must find other customers worldwide. And EV sales in Europe are rising by as much as 25% this year.

Lepas, expected to debut later this year, will complement Chery’s existing operations under the Omoda and Jaecoo brands. Unlike the more premium-leaning Omoda and Jaecoo, Lepas will focus on affordability, targeting younger buyers and cost-conscious consumers.

The lineup will likely draw from Chery’s Tiggo range, with models like the Tiggo 4 Pro — a compact SUV rivaling the Dacia Duster — tipped as the first model crossing towards Europe.

While the brand’s strategy remains under wraps, dealer networks are reportedly being contacted. The Tiggo 4 Pro, which is expected to be rebadged for Europe, has a 1.5-liter turbocharged petrol engine.

An SUV that can float

In parallel with Lepas, Chery’s Jetour brand is also slated for a European launch later this year. Jetour, which sold 560,000 vehicles globally last year, and aiming for 800,000 in 2025, will enter the market with a portfolio of plug-in hybrids and combustion-engine SUVs, bypassing the EU’s tariffs on Chinese-built electric vehicles. 

Jetour President Ke Chuandeng said the brand plans to localize European production if sales targets are met, noting, “I don’t think it’s realistic to always import cars from China.”

As an SUV brand, Jetour has also set its sights on the Mercedes G-Class and Land Rover. But not without raising the bar. Under the Zonghou Series, it launched an off-roader capable of floating like a boat.

Chery showcased its global ambitions at the Shanghai Auto Show, unveiling those 53 models across its brands Chery, Exeed, Jetour, iCAR, and Luxeed. The automaker’s exports accounted for 255,000 units last year. Chairman Yin Tongyue emphasized Chery’s focus on electrification, AI integration, sustainability, and global market expansion. The latter must grow to level – or even surpass – the domestic market.