Lepas launched its first Spanish campaign without focusing on horsepower or tech specs. The new brand from Chery took a different direction, with a simple message: 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. The approach sets Lepas apart from the usual car ads full of swagger.
The independent agency Candy Store worked with Lepas from the start, shaping the brand’s strategy and creative launch. The campaign leans on humor and everyday moments, targeting Spanish buyers 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; the result is a campaign that skips the usual product pitch.
Lepas is the third brand Chery has launched in Spain, joining Omoda and Jaecoo as part of the group’s European expansion. Coches.net reports that Chery chose Spain as the launchpad for Lepas’s entry into Europe, as it has for its other brands. The move is part of a broader European expansion, with Spain often serving as the first market for Chery’s new launches.
Lepas enters a market already packed with new arrivals and is carving out its own space within Chery’s bigger push in Spain. Its first model, the L8 Super Hybrid, is a plug-in hybrid SUV. With discounts and financing, it starts at 33,990 euros. 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 are aimed at both city and long-distance drivers.
Europa Press reports that the L8 Super Hybrid produces 279 horsepower and uses an 18.4 kWh battery. It can travel up to 1,040 kilometers with a full charge and a full tank. The official price is 41,700 euros, but launch deals and support bring the entry price down to 33,990 euros. Several industry sources confirm the pricing, which puts Lepas in a strong position 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 to sell 16,000 cars. Lepas calls itself “generalist, but more demanding.” It wants to stand out through design and tech, while also improving the user experience, beyond price or specs.
Candy Store set out to build more than a campaign: the agency aimed 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 designed to grow and adapt to new formats as Lepas expands.
Lepas’s campaign uses humor and restraint, but it also answers a crowded market where Chinese brands are moving fast. Other Chinese carmakers have seen gains and setbacks in Spain. As reported earlier, Nio recently paused its European rollout, showing how tough and unpredictable the sector can be.
Lepas is making its pitch with quiet style, avoiding technical boasts and betting that Spanish drivers want a kind of sophistication that feels real, not overdone. In a market where many newcomers struggle to stand out, the approach is risky but different. If the brand can back up its style with substance, it could earn a place in Spain’s changing car scene.
