Chery’s Premium NEV Brand LEPAS Enters the Middle East With the L8 PHEV

LEPAS, Chery Auto’s premium new-energy-vehicle brand, announced on October 21 that it will officially enter the Middle East market with its full NEV product portfolio, MarkLines reported. The L8 plug-in hybrid will be introduced in the United Arab Emirates, Kuwait, Qatar and other markets.

The entry builds on Chery Auto’s already-established presence in the region, where Chinese brands have been winning share with well-equipped, aggressively priced SUVs. The Middle East has become a prime battleground for Chinese automakers: Dongfeng’s 008 six-seater launched in the UAE in October, WEY expanded in Malaysia-adjacent markets, and Geely is pushing its hybrid lineup across the Gulf.

For LEPAS, the region is a logical first proving ground for a premium brand — high purchasing power, tax-friendly EV policies in the UAE, and buyers who favor large, luxurious SUVs. How the L8 prices against established premium players will determine whether the premium-NEV label sticks.