LEPAS has landed in Spain with a campaign built entirely by artificial intelligence, using humor and irony to challenge old ideas of elegance in cars. The brand’s debut signals a new way of selling and seeing cars.
LEPAS has jumped into Spain’s crowded car market with a campaign made fully by artificial intelligence. This isn’t just another car ad. It’s a clear move to stand out from the usual stream of lookalike automotive spots. The campaign rolled out as the LEPAS L8 Súper Híbrido hit Spanish dealerships. For LEPAS, this is more than a tech stunt. It’s a sign they want to break the mold, not blend in.
The slogan is "Conduce Tu Elegancia." LEPAS skips the usual luxury car clichés. Instead of heavy-handed style and over-the-top drama, the brand uses irony and humor—rare in the high-end car world. This approach, rooted in Spanish communication, gives the campaign a fresh voice. LEPAS wants to be seen as a brand with real character, not just another logo on the road.
LEPAS launched in Spain with a dealer network of 52 sales points, signaling a significant commitment to the market from the outset.
The ad, made with FIGARI Candy Store and Dreamshot, first aired on September 1 on TV and digital channels. By making the whole campaign with AI, LEPAS shows it’s ready to try new things in both tech and branding. The goal isn’t to show off technology for its own sake. It’s about using new tools without losing what feels real or connects emotionally. Leading Spanish car publications confirm that the September 1 launch was the brand’s official communication debut in Spain, timed with the L8 Súper Híbrido’s arrival in showrooms.
Florian Fellner, Head of Marketing for LEPAS España, puts it simply: "More than launching a new car brand, we have had the opportunity to create a brand. We want to build something with its own personality to show that elegance does not have to be excessive or exuberant—it can be simpler, more authentic, and closer." The campaign ends with a direct message: "La elegancia no necesita ser excesiva." In a market full of noise and flash, LEPAS calls for a return to basics and real style. Multiple independent sources confirm that Fellner’s words match LEPAS’s official stance in Spain, focusing on building a brand identity, not just selling cars.
This idea runs through the cars themselves. The LEPAS L8 Súper Híbrido, along with the L6 and L4, was designed in Europe by Serbian designer Ivan Dulanovic. The "Leopard Aesthetics" design shows up in the cars’ balanced shapes, clean lines, and subtle style. The tech is built in so it feels natural, aiming for a drive that’s simple, efficient, and comfortable. The L8 Súper Híbrido has 279 horsepower, a hybrid setup with a 1.5 TGDI gas engine and electric motor, an 18.4 kWh battery, and an electric range of 90 km WLTP (up to 123 km in city driving). The total range is 1,040 km, according to several Spanish car outlets.
The LEPAS L8 is available in Spain in two versions—Essence and Elegance—with promotional prices starting at 33,990 and 36,490 euros respectively. The base PVP is set at 41,700 euros, and the version with matte paint commands a higher price. These figures are consistently confirmed by independent Spanish business and automotive media.
LEPAS arrives as Spain’s car market is packed with new brands, many from China. As reported earlier, the LEPAS L8 faces tough competition from both established and new players. But by choosing a campaign that breaks the rules, LEPAS isn’t just selling a car. It’s selling a new way to think about mobility and style. Reports from top Spanish business media say LEPAS is a new Chery group brand for Europe, with Spain as one of the first launch markets. This shows how important this debut is for the company.
What really sets LEPAS apart is its refusal to chase luxury for its own sake. The brand stands for a modern kind of elegance—one that’s accessible, personal, and doesn’t need to show off. While most brands stick to old habits, LEPAS’s AI-driven, witty campaign is a bold bet. If buyers respond, this could open a new chapter in Spanish car ads, where realness and new ideas finally take the lead.
