- Pictured above is Gary Lan, who is steering the Chery brand growth through leasing brokers, and one of the products Chery is selling through the channel, the Chery Tiggo 9. Later this year there will be a fourth brand for brokers to sell, called Lepas.
NEW entrant brand Chery will favour leasing brokers as it aims to grow in the UK, according to Country Director Gary Lan.
Chery, the sister brand to Jaecoo and Omoda, launched in September and was the third fastest growing brand in January’s new car sales achieving a market share of nearly 1.5% in the January new car registrations.
As a group, Chery took over 6% of the new car market in January – see panel below right.
Speaking to Broker News, Lan said Chery would follow the market in terms of its fleet and retail splits, which he said meant a 55% fleet mix. He added that Chery would not work with daily rental companies because he wanted to protect residual values.
Focus on large leasing brokers
Farrell Hsu, Deputy Country Director, said: “We have some good friendly relationships with brokers.”
Hsu singled out Leasing Options – number three in the Broker News BN25 league table of leasing brokers – as one the brand’s the company did a lot of business with. Mike Thompson of Leasing Options is pictured left at the BN25 awards event.
Hsu added that Chery would also work with the large leasing company broker networks that were highlighted in the BN25 2026.
Chery to add fourth brand in UK
Since Broker News spoke to Lan, Chery group has confirmed the manufacturer will bring a fourth brand to the UK.
Branded Lepas, the additional make will have an identity that is “bolder, more imaginative, and packed with smart technology and thoughtful design”, according to the company.
It added: “Its name reflects a global vision, leaping across regions and cultures to bring capable, stylish SUVs to drivers around the world
Chery group, which owns Jaecoo, Omoda and, of course, Chery, took 6.1% of the market in January. Read more
Designed for modern urban explorers, Lepas balances efficiency, comfort, and advanced technology. Built on a globally intelligent platform, it blends thoughtful design with innovation, making every drive both practical and inspiring.”
While Chery already sees Jaecoo and Omoda as more premium brands, and Chery as better value, the position of Lepas is expected to be in the middle and more akin to Volkswagen than Audi or Skoda, as a comparison.
The first Lepas cars expected in the UK are the L4 and L6 SUVs which are based on the same platform as the Jaecoo 5 and 7 and are available as hybrids, plug-in hybrids and full EVs.
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Tristan Young is an award winning journalist with more than 25 years’ experience reporting on the automotive industry focussing predominantly on fleet and retail. As a self-confessed petrol-head, Tristan has a weakness for car classifieds. When he’s not writing about the automotive industry, he can usually be found outdoors with a small pack of border collies.
