Lepas, the newest car brand from China’s Chery group, has arrived in Spain with ads that skip the flash and focus on natural style. The first campaign, made with AI and a dose of humor, introduces a fresh player to Spain’s busy car market.
Lepas didn’t roll out its first Spanish campaign with talk of horsepower or tech specs. The new brand from Chery went in a different direction. Its message is simple: real style doesn’t need to shout. That idea comes through in “Bolso” and “Gym,” two AI-made video ads that poke fun at people trying too hard to impress. It’s a move that puts Lepas on a different path from the usual car ads full of swagger.
The independent agency Candy Store worked with Lepas from the start, shaping both the brand’s strategy and its creative launch. The campaign leans on humor and everyday moments. That’s no accident. It’s a clear play for Spanish buyers who are tired of big promises and empty flash. “Our bet is on local creativity, with humor and closeness as our flag. And technology like AI, which gives us agility and maximizes return on investment,” says Florian Fellner, Head of Marketing & Communication at Lepas España. Candy Store picked up the creative account months ago. Now, the result is a campaign that skips the usual product pitch.
Lepas is the third brand launched by Chery in Spain, joining Omoda and Jaecoo as part of the group’s European expansion.
Lepas steps into a market already packed with new arrivals. It’s part of Chery’s bigger push in Spain, joining Omoda and Jaecoo, but Lepas is carving out its own space. The first model, the L8 Super Hybrid, is a plug-in hybrid SUV. With discounts and financing, it starts at 33,990 euros. Lepas has more coming: by the end of 2026, two all-electric models—the L4 EV and L6 EV—will join the lineup. They promise up to 450 kilometers of range and aim at both city and long-distance drivers.
Europa Press reports the L8 Super Hybrid puts out 279 horsepower and uses an 18.4 kWh battery. It can go up to 1,040 kilometers on a full charge and tank. The official price is 41,700 euros, but with launch deals and support, the entry price drops to 33,990 euros. Several industry sources confirm this pricing, which puts Lepas in a strong spot among plug-in hybrid SUVs in Spain.
Lepas is thinking big. The brand already has 40 sales points across Spain and wants to reach 52 by the end of the year. Its goal for the first full year is 16,000 cars sold. That’s a serious target. Lepas calls itself “generalist, but more demanding.” It wants to stand out with design, tech, and user experience—not just price or specs.
Chery has chosen Spain as the launchpad for Lepas’s entry into Europe, a strategy the group has used for its other brands as well. Industry observers note that this move is part of a broader European expansion, with Spain often serving as the first market for Chery’s new launches.
Candy Store’s job was to build more than a campaign. They set out to create the codes that will make Lepas recognizable in Spain. “Working hand in hand on the strategy and creative development of this new and fantastic brand has been a dream come true,” says Gonzalo Figari, President and Creative Director of Candy Store. The first “Bolso” and “Gym” ads are just the start. The idea is built to grow and fit new formats as Lepas expands.
Lepas’s campaign uses humor and restraint, but it’s also a sharp answer to a crowded market where Chinese brands are moving fast. Other Chinese carmakers have seen both gains and setbacks in Spain. As reported earlier, Nio recently paused its European rollout, showing how tough and unpredictable this sector can be.
Lepas is making its pitch with quiet style. It’s not chasing attention with technical bragging. Instead, it’s betting that Spanish drivers want a new kind of sophistication—one that feels real, not overdone. In a market where many newcomers struggle to stand out, Lepas’s approach is risky but different. If the brand can back up its style with substance, it could earn a real spot in Spain’s changing car scene.
