LEPAS targets 1 million cars a year by 2030 ahead of Swiss launch

LEPAS says it plans to launch in Switzerland in 2027, build a European production base and scale to 1 million vehicles a year by 2030. The Chery premium NEV brand is pitching Swiss buyers on local service plans, new models and fast-growing demand for electrified SUVs.

Why it matters: - LEPAS is lining up for a Switzerland launch in 2027 in a market where electric-car adoption is rising fast. - The brand’s growth plan points to a larger European push, including local production, service support and a broader model line-up beyond SUVs. - Switzerland is becoming a stronger test market for premium electric vehicles, with SUVs already dominant in new-car sales.

What happened: - LEPAS said it wants to grow from 400,000 cars a year in 2027 to 1 million a year by 2030. - The brand outlined its Swiss-market plan after its first Global Elegant Lifestyle Week, held Oct. 18-24 in Wuhu, China. - LEPAS is the premium new-energy vehicle brand of Chery Auto. - The company wants a partner-led entry into Switzerland, with an importer handling sales and service. - LEPAS said it is preparing for a Swiss market entry in 2027.

The details: - LEPAS plans to expand from more than 1,100 sales and service locations to more than 2,000 locations across more than 90 markets. - In Switzerland, battery-electric cars reached 35.7% of new registrations in September 2026, the first time they topped one-third, according to auto-schweiz. - Through the first nine months of 2026, battery-electric cars accounted for 26.2% of Swiss new registrations and plug-in hybrids for 11.5%. - SUVs made up 58% of Swiss new registrations in 2025, according to comparis.ch. - LEPAS said the importer will build spare-parts storage and distribution, pre-delivery inspection and the service network. - LEPAS will provide technical support, training and operating standards. - Warranty repairs and roadside assistance will be defined before launch, in line with Swiss rules and the partner setup. - Customers will receive clear information on specifications, warranty and after-sales service before sales begin. - New partners will get support with showroom build-out costs, discounted demonstrator cars, stock-car financing and training from the LEPAS headquarters team. - LEPAS said the European-market cars are currently built in China and shipped from Wuhu. - Chery is pursuing several paths for European production, from contract manufacturing to new plants. - Shaodong Zhu, executive vice president of Chery International and CEO of the EU region, said Chery plans a dedicated European production site for LEPAS vehicles. - The location, production start and capacity have not been confirmed.

Between the lines: - Chery is positioning LEPAS as a distinct premium brand rather than another version of OMODA or JAECOO. - Shaodong Zhu said LEPAS is meant to blend elegance, comfort, space and smart technology with its own design language and product focus. - The brand is aiming at family, work and travel use cases, not just the SUV segment. - LEPAS wants to compete on design, equipment and total cost of ownership. - The Swiss pricing will be set after specifications and partner agreements are finalized. - The brand’s European strategy appears designed to reduce friction for dealers and buyers before launch, while keeping options open on local manufacturing.

What's next: - LEPAS will confirm Swiss specifications, warranty terms and after-sales details before sales start. - The company still needs to finalize partner agreements for the Swiss rollout. - Chery has not yet announced when or where European LEPAS production will start. - LEPAS is also evaluating estate cars and sedans for Europe, but no production plan exists yet. - The brand will decide whether to move beyond SUVs only if it sees clear, lasting demand.

The bottom line: - LEPAS is using Switzerland as a launchpad for a larger European strategy, pairing a 2027 market entry with a long-term goal of 1 million annual sales by 2030.