LEPAS, Chery Auto’s premium new-energy vehicle brand, will host its first Global Elegant Lifestyle Week in October as part of the 2026 Chery International User Summit, the company announced. The initiative frames mobility not simply as transport but as an element of everyday life, design and culture.
From cars to culture: a broader idea of elegance
The week-long programme is intended to bring together global users, partners and cross-industry guests to explore new intersections between mobility and lifestyle in the era of new-energy vehicles. LEPAS describes the effort as a way to extend the notion of elegance beyond the vehicle itself and into how people live, connect and move.
During the summer ahead of the summit, the brand has already staged a series of cultural engagements across continents to demonstrate that positioning in practice. Activities ranged from partnerships at historic cinemas in Europe to appearances at equestrian competitions in Southeast Asia, fashion gatherings in South Africa and art spaces in London. These tie-ins aim to show how an automotive brand can embed itself in diverse cultural settings.
Three pillars guiding the brand
LEPAS says its approach to elegance is structured around three core pillars. Each pillar is intended to translate into tangible design, technology and spatial choices for users.
| Pillar | Focus |
|---|---|
| Leopard Aesthetics | Design that encourages self-expression |
| Elegant Technology | Technology aimed at a composed user experience |
| Exquisite Space | Physical and digital environments that accommodate everyday life |
Across cultures, similar values
LEPAS positions these pillars as consistent values that can be adapted to local tastes and practices. The brand’s summer appearances were chosen to reflect that adaptability. Examples cited by the company include:
- Sharing the field at a Malaysian equestrian event with younger riders
- Participating in the Transilvania International Film Festival
- Joining filmmakers and audiences at the Venice International Film Festival
- Engaging with designers at the London Design Festival
By showing up in these varied settings, LEPAS seeks to present elegance as a value that can be felt and experienced differently depending on cultural context rather than as a single, universal look or feature.
Where this matters to Canadian and international consumers
For readers who follow automotive trends, design or lifestyle branding, the initiative is notable for two reasons. First, it signals how some new-energy vehicle manufacturers view their products: not just as pieces of transportation hardware but as components of daily life and identity. Second, it demonstrates a wider strategy in which globalisation is pursued by marrying consistent brand values with local cultural engagement, rather than assuming one-size-fits-all messaging.
That approach could affect where and how premium NEV brands choose to show up in a market — from sponsorship of cultural events to pop-up experiences and collaborations with local creative communities. For prospective buyers, it also means the in-market touchpoints — showrooms, launch events and partnerships — may increasingly reflect lifestyle, not just technical specifications.
LEPAS’s Global Elegant Lifestyle Week will run during the 2026 Chery International User Summit in October. The brand’s public engagement this summer provides a preview of how it plans to translate the three guiding pillars into real-world experiences across different regions.
