♦ Studies have shown, however, that the market needs a real forest of brands, each addressing a certain type of customer. LEPAS is intended for the urban user looking for elegance and technology @ I analyzed the brands that were going to enter the European market and started discussions with Chery. A rigorous process of due diligence followed, the development of the business plan and, finally, the signing of the contract for Romania, said Rodica Baciu for ZF.LEPAS, the new brand launched by the Chinese group Chery, enters the Romanian market through MATEROM, the company that obtained the status of official importer for Romania. The first models will arrive in showrooms in July, and the objective for the first year is to sell up to 700 units. Behind the launch, however, is a broader strategy, aimed at developing a national network and positioning the brand in a medium-premium segment, where the focus is on technology, design and the experience offered to customers. The entry of LEPAS in Romania marks a new step in the offensive of Chinese builders on the European market. The brand is part of the portfolio of the Chery group, one of the largest car manufacturers in China and the leader of Chinese car exports for over two decades. Rodica Baciu, General Manager of the MATEROM Group, the official importer of the LEPAS brand in Romania, explained in an interview for ZF that the appearance of a new brand within the group is not accidental, but the result of a strategy by which Chery tries to cover distinct customer segments. «The president of Chery International explained this strategy very suggestively. If at the beginning there was only one tree, represented by the Chery brand, then other brands such as Omoda, Jaecoo or Exeed appeared. However, studies have shown that the market needs a real forest of brands, each addressing a certain type of customer. LEPAS is intended for the urban user looking for elegance and technology,» said Rodica Baciu.The first cars arrive in July. Objective: up to 700 units in 2026The first LEPAS L8 models will arrive in Romania at the beginning of July, and the company estimates that by the end of the year it will sell between 500 and 700 vehicles. The target is considered realistic in the context in which the brand will have only a few effective months of sales this year. «We want to sell between 500 and 700 units. Practically, the commercial year starts in July, until then we carry out brand promotion and presentation activities. Next year will be the first full year of activity and, obviously, the expectations will be higher», says Rodica Baciu. There is already interest. The first public appearance of the LEPAS L8 model in Romania took place during the MATEROM Customer Days, an event attended by several thousand people. «The reactions were beyond our expectations. The design impressed a lot, and after the presentation we received requests for drive-tests and even pre-orders», added Rodica Baciu.
A plug-in hybrid SUV that doesn’t want to compete only on priceLEPAS L8 is the first model with which the brand attacks the local market. The manufacturer positions it in the segment of plug-in hybrid SUVs, one of the most dynamic categories at the moment. According to the company, the car is aimed especially at urban users, who are looking for technology, comfort and a sophisticated design. «We do not aim to compete only by price. LEPAS is a medium-premium brand, with a design very close to European tastes and with a high level of technology. We believe it will convince with elegance, performance and a very good ratio between price and quality,» said Rodica kissFrom dealer to importerFor MATEROM, the launch of LEPAS also represents an important step in its own development strategy. The company, until now mainly known as a car dealer and distributor, decided to enter the import area after noticing the rise of Chinese manufacturers in Europe. «We analyzed the brands that were going to enter the European market and started discussions with Chery. A rigorous process of due diligence followed, the development of the business plan and, finally, the signing of the contract for Romania», explains the general director of MATEROM. However, obtaining the contract was not without competition. «We were told that several companies wanted this brand for Romania. We believe that we were selected due to our performances, the portfolio of clients and the compatibility between the teams», added Rodica Baciu.The brand development strategy includes the rapid expansion of the commercial network at the national level.The company aims to be present in all the big cities in Romania, with the aim of later entering the secondary localities as well. The development will be done both through our own showrooms and through local partnerships. In parallel, the LEPAS range will continue to expand. The launch of the L9 model, the future top of the brand range, as well as the L2 model, a hatchback intended for urban use, which will be available in hybrid and fully electric versions, is scheduled for next year. The launch of LEPAS takes place at a time when the local car market is going through a more difficult period, marked by economic uncertainties, higher costs and the lack of predictability regarding the programs to stimulate purchases. However, MATEROM representatives believe that the current period is a temporary and that demand will return as the economic context stabilizes. «Consumers are more cautious, and companies are affected by rising costs and economic uncertainties. However, we believe that the market will recover. For this reason, we continue to invest in the development of the network and in the opening of new showrooms», says Rodica Baciu. For LEPAS, Romania represents one of the first stages of European expansion. And if the plans materialize, the new Chinese brand hopes to transform the initial interest of customers into several hundred cars sold since the first year of presence on the local market.
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