Lepas, the new premium brand from Chery, has launched in Australia with its first model, the L6 electric SUV, priced at $47,990 before on-road costs in a single highly specified Signature trim. The brand has confirmed a cheaper Classic version is planned, though it has not said when it will arrive or what it will cost.
The L6 arrives above related Chery group models
At $47,990 before on-road costs, the L6 Signature sits above the related top-spec Jaecoo J7, the base Jaecoo J8 once on-road costs are applied, and the top-spec Chery Tiggo 8 plug-in hybrid. It also undercuts nothing among key rivals: the BYD Atto 3 and Geely EX5 both come in below it.
Lepas Australia boss Brad Ryan told CarExpert that a sub-model, a Classic version, is planned, but the brand is sticking with the single Signature variant for now. "We'll do that as hard as we can until it's run its course and there's a need for another one," he said at the brand's local launch.
Price cuts not ruled out
Asked whether the L6 Signature could be cut in price, Ryan would not rule anything out. "Look, you never say never; nothing is fixed forever; the only constant is change," he told CarExpert, adding that there are no plans at the moment and the brand is not even considering price changes.
The positioning runs against recent trends from several Chinese manufacturers, which have tended to launch with aggressive pricing. Lepas has instead gone premium from the start, with cheaper models to follow.
Resale values and aftersales
Ryan acknowledged the risk around depreciation and future resale values, particularly for EVs, but said he remains confident despite the L6's relatively high pricing. "Obviously, it's a challenge in the market at the moment; we see some of our competitors really struggling with it," he said. "We don't have a volume problem; we're not going to have tens of thousands of them every month coming through needing to be resold, so at this stage, I don't see it being as much of an issue."
Lepas is considering guaranteed future value (GFV) plans in the near future, though Ryan said the brand is not far enough down the track to give an indication of potential resale values.
On aftersales, Lepas vehicles will be sold through standalone dealerships while drawing on the established Chery network behind the scenes. Chery Australia COO Lucas Harris said Lepas is subject to the parent brand's minimum standard for parts supply, with 95 to 96 per cent of a model's bill of materials required to be landed and in stock in the country before launch.
Battery, range and charging details not yet announced
The source material does not include the L6's battery size, driving range or charging figures, and Lepas has not yet confirmed those details for the Australian launch. Buyers weighing the L6 against the cheaper BYD Atto 3 and Geely EX5 will need those numbers before the premium positioning can be judged on anything but price and trim level.
