LEPAS has entered Spain’s crowded car market with a campaign made entirely by artificial intelligence. It launched as the LEPAS L8 Súper Híbrido arrived at Spanish dealerships, where the brand opened with a network of 52 sales points. The bid is to stand out from a stream of lookalike automotive ads.
The slogan is "Conduce Tu Elegancia." LEPAS avoids the usual luxury-car clichés, using irony and humor instead of heavy-handed style or over-the-top drama, an uncommon approach in the high-end car market. Rooted in Spanish communication, the campaign gives the brand a distinct voice and presents LEPAS as more than another logo on the road.
Made with FIGARI Candy Store and Dreamshot, the ad first aired on September 1 on TV and digital channels. By creating the whole campaign with AI, LEPAS is testing new tools in technology and branding, while aiming to use them without losing authenticity or emotional connection. Spanish car publications report 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 chance 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 the message: "La elegancia no necesita ser excesiva." In a market full of noise and flash, LEPAS calls for a return to basics and a more understated style. Independent Spanish reports describe the brand’s focus as building an identity rather than focusing only on car sales.
The same idea runs through the cars. 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 in the cars’ balanced shapes and clean lines, with subtle styling. Technology is integrated to support a comfortable lead, with an emphasis on simplicity and efficiency. 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. Its total range is 1,040 km, Spanish car outlets report.
In Spain, the LEPAS L8 is available in two versions, Essence and Elegance, with promotional prices starting at 33,990 and 36,490 euros, respectively. The base PVP is 41,700 euros, while the version with matte paint costs more. Spanish business and automotive media have reported these prices.
LEPAS is entering a Spanish car market crowded with new brands, many from China. As reported earlier, the LEPAS L8 faces competition from established and new players. The campaign positions the brand as offering a different way to think about mobility and style. Spanish business media have reported that LEPAS is a new Chery group brand for Europe, with Spain among its first launch markets.
LEPAS’s pitch is a modern kind of elegance, accessible and personal, with an understated style. Its AI-driven, witty campaign is a bold bet in a market where many brands follow established formulas. If buyers respond, it could open a new chapter in Spanish car advertising, with authenticity and fresh ideas taking the lead.
