Chery Automobile is reinforcing its engagement with the Indonesian automotive market through two strategic initiatives: the potential introduction of a dual-cab pickup under the Himla sub-brand and the global debut of its new sub-brand, Lepas, at the forthcoming Gaikindo Indonesia International Auto Show (GIIAS) 2025.

Dual-cab pickup design registered for Indonesia

Chery has officially registered the design of a new dual-cab pickup, as indicated by documentation published on the website of Indonesia's Directorate General of Intellectual Property (DJKI). Filed under application number A00202502598, the registration lists Chery Automobile, headquartered in Wuhu, Anhui, China, as the applicant.

Although the model's official name has not been disclosed, it is believed to be developed under the Himla sub-brand, which is intended to cater to markets requiring utility vehicles. Chery Sales Indonesia (CSI) has acknowledged demand for pickup vehicles in the region.

"Indonesia has requested for a pickup model," stated Zeng Shuo, President Director of CSI. However, no formal confirmation has been made regarding the model's unveiling, including whether it will be presented at GIIAS 2025.

"There is a possibility that in the future, we will bring the Himla product line to Indonesia, if GIIAS is not that fast," he added, indicating that the launch schedule remains under consideration.

Lepas sub-brand to debut globally in Indonesia

In a related development, Chery will introduce its new sub-brand, Lepas, to a global audience at GIIAS 2025. Indonesia will be the first market outside China where the brand will be launched, aligning with Chery's strategic focus on Southeast Asia.

Lepas is positioned as a brand aimed at urban mobility, accompanied by the slogan: "Colourful Life, Masterful Drive." It is intended for users with an interest in design, technology, and everyday practicality.

Three Lepas models to be unveiled

At launch, Lepas will present three models developed for use in urban environments:

- Lepas L8: A compact SUV based on the same platform as the Tiggo 8 and Jaecoo J7. It includes updated safety systems and a spacious interior and is intended for family transport.

- Lepas L6 and L4: Smaller alternatives to the L8, these models are based on the Tiggo 7 and Tiggo Cross. They are designed for urban users seeking accessible options with a focus on compact dimensions and updated features.

Exhibition and strategy overview

Chery's exhibition at GIIAS 2025 will be part of a dedicated section for Chinese automotive brands. The display will include interactive elements intended to present the company's innovation focus.

Alongside the vehicle showcase, Chery will outline its strategy for the Lepas brand in Indonesia, including:

- After-sales service support
- Expansion of the local dealership network
- Plans for local production in the future

These initiatives are intended to support the Lepas brand's entry into Indonesia's urban mobility segment.