'Too many brands?' Why Chery is adding Lepas to Jaecoo and Omoda - WiredFocus

'Too many brands?' Why Chery is adding Lepas to Jaecoo and Omoda

Lepas is the fourth Chery brand bound for the UK, alongside Omoda, Jaecoo and iCaur At Chery’s sprawling HQ in the city of Wuhu, two hours west of Shanghai, dozens of prototypes circle the streets linking the company’s various R&D facilities.  In one prototype jam, we spot a camouflaged Lepas with Audi’s four rings crudely drawn on tape covering the badge.  The marking was clearly a joke, but it was also a sign of Chery’s sky-high confidence tha…

'Too many brands?' Why Chery is adding Lepas to Jaecoo and Omoda - WiredFocus

At Chery’s sprawling HQ in the city of Wuhu, two hours west of Shanghai, dozens of prototypes circle the streets linking the company’s various R&D facilities.  In one prototype jam, we spot a camouflaged Lepas with Audi’s four rings crudely drawn on tape covering the badge.  The marking was clearly a joke, but it was also a sign of Chery’s sky-high confidence that it can conjure up a new export brand, launch it globally, including in the UK, wit…