Beyond Five Stars: Chery’s LEPAS Bets on Safety as Premium EV Differentiator

Wuhu, China – In a rapidly evolving electric vehicle (EV) market, Chinese automaker Chery Group is taking a distinct approach with its new brand, LEPAS. Launching with a heavy emphasis on safety, LEPAS isn’t just aiming for a five-star Euro NCAP rating; it’s building an entire brand identity around the concept of ‘Elegant Technology’ and prioritizing occupant protection as a core luxury feature. But is a focus on safety enough to stand out in a crowded market, and can this strategy resonate with increasingly discerning consumers?

LEPAS, positioned as Chery’s new energy vehicle brand, is launching with the L8 model, engineered to meet – and exceed – the stringent safety standards expected in 2026. The automaker isn’t just adding airbags and reinforced steel; it’s re-engineering its approach to vehicle construction, focusing on a holistic, four-stage crash protection system encompassing risk prediction, collision protection, and post-accident rescue.

“We see a shift in consumer expectations,” explains an industry analyst who requested anonymity. “Performance and range were the initial drivers of EV adoption, but now, as the market matures, safety is becoming a key differentiator. Consumers are starting to demand more than just a stylish and efficient vehicle; they want peace of mind.”

A Structural Approach to Safety

LEPAS’ ‘Elegant Technology’ manifests in several key design features. The L8 boasts a three-path front impact design and an 8-longitudinal, 5-transverse floor layout designed to efficiently dissipate energy during a collision. The vehicle utilizes high-strength steel and aluminum extensively – approximately 75% of the body is constructed from these materials, with 22% incorporating hot-formed steel reaching 1500 MPa in strength on 28 critical components. This “mobile safety capsule,” as Chery calls it, is complemented by 10 airbags and a comprehensive restraint system.

However, building a safe vehicle isn't simply about throwing materials at the problem. “It’s about integration and design,” says a materials scientist specializing in automotive safety who wished to remain anonymous. “Simply using high-strength steel isn't enough. It needs to be strategically placed and integrated with other safety features to maximize its effectiveness.”

Adapting to Regional Challenges

Beyond the structural engineering, LEPAS is also demonstrating a commitment to addressing specific regional challenges. A standout feature of the L8 is its impressive wading depth of over 600mm. This isn’t a feature commonly highlighted in luxury EVs, but it’s a crucial consideration in regions prone to severe flooding, particularly in Southeast Asia.

“This is a smart move by Chery,” observes an automotive market analyst. “Many luxury EV brands focus solely on developed markets, but Southeast Asia is a rapidly growing EV market with unique infrastructure challenges. Addressing those challenges directly is a smart way to build brand loyalty.”

Indeed, Southeast Asia is frequently impacted by monsoon rains and subsequent flooding, rendering many conventional vehicles impassable. LEPAS's design caters directly to this reality, offering drivers peace of mind in adverse weather conditions.

Beyond Five Stars: A Changing Landscape

While a five-star Euro NCAP rating remains a significant benchmark, industry experts suggest that simply achieving that score is no longer enough to stand out. Euro NCAP is continually raising the bar, adding more stringent tests and incorporating new safety technologies.

“The standards are always evolving,” says the industry analyst. “What earned a five-star rating five years ago won’t necessarily earn one today. Automakers need to constantly innovate and push the boundaries of safety technology.”

LEPAS’s emphasis on regional adaptation, coupled with its structural engineering and commitment to future-proof safety features, positions the brand as a potentially disruptive force in the EV market. However, building a successful luxury brand requires more than just safety. Design, performance, and technology all play a crucial role.

“Safety is a key component of luxury,” says the materials scientist. “But it’s not the only one. Consumers still want a vehicle that is stylish, comfortable, and fun to drive. Chery needs to deliver on all those fronts to succeed.”

Ultimately, LEPAS’s success will depend on its ability to convince consumers that safety isn’t just a feature – it’s a core brand value. In a crowded EV market, that may be enough to set it apart and establish a new standard for automotive luxury. The company is betting that peace of mind will be a powerful selling point in the years to come.