LEPAS will officially debut in South Africa in 2026, introducing a fresh perspective on what a premium SUV can be – elegant, expressive, and tailored to a contemporary lifestyle.
Letitia Herold has been appointed National Brand & Marketing Manager to lead the new premium marque locally.
LEPAS made its global debut in April 2025, aimed at younger, style-conscious drivers seeking more than just mobility, the brand combines design-led thinking with advanced technology in a range of vehicles that reflect individuality, modern luxury, and purpose.
To lead the rollout of LEPAS in South Africa, Chery South Africa has appointed Letitia Herold as National Brand & Marketing Manager. Her appointment marks a bold step in shaping the identity of LEPAS in the local market, as the company expands its presence in the premium segment.
Herold brings experience from across the automotive and media industries, and will oversee the local launch strategy, partnerships, and market engagement for LEPAS, aligning the brand with a generation of ambitious, expressive professionals.
“I am honoured to have been chosen to build the LEPAS brand in South Africa,” commented Herold. “We’re speaking to a generation that wants more than just a car – they want an experience that reflects who they are. LEPAS is a brand that celebrates modern success, personal expression, and confidence on every journey.”
The LEPAS L8, which debuted earlier this year, sets a bold tone, with sculpted exterior lines inspired by the muscular stance of a leopard, a spacious and sumptuously trimmed interior, and the latest driver-assist technologies, it redefines what’s expected from a premium SUV.
LEPAS will expand its offering across multiple segments, growing a versatile, design-forward lineup suited to everything from family life to executive living.
The name LEPAS blends “leap” and “passion”, reflecting a brand built on movement, vitality, and expressive energy – an identity Herold is now tasked with bringing to life on South Africa’s roads.
Soda Delirium
Dawn Nathan-Jones started her illustrious career at 21 when she joined Imperial Care Rental when it was just getting off the ground and only had five cars. Her ability to innovate, reinvent and drive change helped her become CEO of Imperial Group\’s Car Rental Division. In the position for 18 years, she spearheaded the merger of Imperial Car Rental and Europcar, which is now used as a case study for rebranding by local and international business schools. She went on to become one of the \”sharks\’ on M-Net\’s Shark Tank. In 2007, she won the Transnet Foundation\’s Boss of the Year Award. In 2012, she was appointed as Vice President of SAVRALA (Southern African Vehicle Rental and Leasing Association). She is a member of the Business Women\’s Association, International Women\’s Forum, Institute of Directors and advocate of Equal Opportunities for Women and founded the Europcar Jewish Woman in Leadership Award.