The premium automotive landscape in Thailand, particularly within the EV and PHEV segments, is entering an exhilarating new phase of competition. Across the board, major players are aggressively upgrading their playbook, elevating everything from design language and technological prowess to brand prestige and after-sales ecosystems. Standing out amidst this evolution is LEPAS, the premium sub-brand under the formidable Chery Group umbrella.
Recently, #legend Thailand embarked on an exclusive journey to Beijing and Wuhu, China, to witness the brand’s trajectory firsthand. Set against the visionary backdrop of “New Era, New Heights” the core theme of the Chery Group International Business Summit 2026, it became instantly clear that LEPAS is no longer just looking at its domestic market. It is boldly stepping onto the global stage.
Throughout the week-long journey, one thing resonated profoundly. LEPAS positions itself as far more than just a new energy vehicle brand. Instead, it is curating a premium lifestyle narrative that seamlessly fuses avant-garde design, cutting-edge technology, and curated living. From the high-concept launch events and the immersive atmosphere of their exhibition booths to the nuanced way they tell their story, everything possesses a distinct, deliberate character. This isn’t a short-term market experiment. It’s a calculated, long-term masterstroke with Thailand strategically positioned as a pivotal market right from the starting line.
Auto China 2026: The Stage Where LEPAS Captivated the World
The journey commenced at Auto China 2026 in Beijing, a premier global automotive showcase. This year, the LEPAS pavilion emerged as a major crowd-puller, drawing eyes through its striking design philosophy and compelling lineup. Rooted in the concept of “Elegance Moves The World,” the space beautifully married quiet luxury with electric innovation.
A major highlight was the official Global Launch of the LEPAS L6 EV right on the Beijing stage, a move that followed Thailand’s exclusive privilege of hosting the vehicle’s World Premiere just a short while prior. This sequence underscores just how vital the Thai market is to the brand’s global growth map.
Stepping into the booth, the contrast between LEPAS and traditional Chinese EV brands was palpable. Rather than leaning into cold, sterile tech, the presentation and ambiance leaned heavily into fashion and lifestyle. The showcase itself was comprehensive, featuring the LEPAS L8 PHEV, L6 EV, and L4 EV—each possessing a finely tuned personality. The L8 exuded a refined, commanding maturity; the L6 captured a sleek, modern energy tailored for urban cosmopolitans; while the L4 offered an accessible, approachable charm. It is a clear sign of a brand thoughtfully expanding its portfolio to resonate with diverse luxury demographics.
Wuhu: The Cradle of the Brand’s Identity
Leaving the bustling capital of Beijing behind, we traveled to Wuhu, the historic heart, global headquarters, and R&D epicenter of Chery Group. While Wuhu offers a different pace compared to Beijing, it provides an authentic look into the brand’s soul.
Here, LEPAS celebrated its first anniversary with a beautifully orchestrated Italian Garden Party. Blending a high-fashion runway show with dramatic light displays, the evening served as the global debut for both the LEPAS L2 and LEPAS L9. The entire experience felt less like a traditional automotive press conference and more like an exclusive fashion week soirée.
3 Models, 3 Distinct Expressions of Driving
One of the most revealing segments of the trip was taking the trio out onto the roads of Wuhu for a real-world test drive, allowing each car’s unique DNA to shine.
The LEPAS L8 PHEV instantly stood out for its sublime, velvety ride and seamless power delivery, while the LEPAS L6 EV delivered a spirited, instantaneous electric response that made for an incredibly engaging drive. Meanwhile, the LEPAS L4 EV proved to be exceptionally agile, effortless, and perfect for daily urban navigation. Across all three models, the common threads were undeniable: immaculate cabin insulation, a beautifully composed chassis, and an Advanced Driver Assistance System (ADAS) that works intuitively in the background without feeling intrusive. The result is an effortless, highly refined daily driving experience.
Beyond the Showroom Floor the New Definition of Premium Care
Beyond the sleek sheet metal and impressive specs, LEPAS consistently emphasized its deep commitment to the Thai market. A key talking point was their ambitious expansion plan to establish 50 comprehensive service centers across Thailand by 2026. For contemporary EV and PHEV owners, after-sales care has become just as critical to the purchasing decision as the car itself. The summit also hosted official signing ceremonies with Thai dealer partners, alongside an awards ceremony honoring Team Thailand for their exceptional achievements in marketing and network development.
ภาพรวมหลังจบทริปที่ปักกิ่งและอู๋หู สิ่งที่เห็นชัดที่สุดอาจไม่ใช่แค่เรื่องรถรุ่นใหม่หรือเทคโนโลยีไฟฟ้า แต่คือวิธีที่ LEPAS พยายามสร้างตัวเองให้เป็นแบรนด์พรีเมียมที่มีทั้งดีไซน์ เทคโนโลยี และไลฟ์สไตล์อยู่ในภาพเดียวกัน ภายใต้การสนับสนุนของ Chery Group ที่มีทั้งฐานการผลิต เทคโนโลยี และเครือข่ายระดับโลกอยู่เบื้องหลัง ทำให้จากนี้ LEPAS น่าจะเป็นอีกแบรนด์ที่ถูกจับตามองมากขึ้นในตลาดรถพรีเมียมของไทย ในวันที่การแข่งขันของตลาด EV กำลังเข้มข้นขึ้นเรื่อยๆ
Editor’s Note: Looking back at the experiences in Beijing and Wuhu, the takeaway is much larger than just new model rollouts or electric drivetrains. It is about how LEPAS is masterfully carving its niche as a premium lifestyle brand where design, tech, and culture intersect. Backed by Chery Group’s massive production power, global network, and technological heritage, LEPAS is undeniably the brand to watch as Thailand’s premium EV race intensifies.
