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Leap of Faith in Automotive Market for LEPAS

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.

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  1. South Africa is placed 14th in a list of 21 countries ranked by international companies as top prospective investment destinations for 2012 to 2014, according to the 2012 World Investment Report by the UN Conference on Trade and Development (Unctad).