Chery to Have Four Sub-Brands in Indonesia, Following Its Debut This Year

KatadataOTO – Chery is one of the Chinese manufacturers that has introduced sub-brands as a strategy to reach a wider market.

In Indonesia, PT CSI (Chery Sales Indonesia) is confirmed to be focusing on four main sub-brands to market their products. There are Omoda, Jaecoo, Tiggo and the newest, Lepas.

Introduced to the public towards the end of 2024, the Lepas L8 model officially entered mass production on April 18, 2025.

The sub-brand targets younger generation consumers, presenting a vehicle lineup with modern designs and abundant features.

Photo: Paultan

Chery has not yet commented on the exact timing, but Lepas is said to be launching for domestic consumers in the near future.

“Our brand strategy is to separate Omoda, Jaecoo, Tiggo, and Lepas,” said Budi Darmawan, Sales Director of PT CSI, when met in Bekasi on Monday (12/05).

Lepas consists of several SUV (Sport Utility Vehicle) models such as the L4, L6, and L8. However, he was reluctant to reveal which model will launch first.

Nevertheless, the L8 is believed to be the first Lepas model that Chery will bring in this year.

“Basically, as soon as there is information about Lepas and which model will be introduced, it will be announced,” he asserted.

Furthermore, Chery revealed that there will be dealerships focusing on these sub-brands. Like Jaecoo, debuting in Indonesia in early 2025.

“For Lepas, we also have another strategy; as a policy, we are trying to separate Lepas and Tiggo to be more focused,” said Sulistyo Nugroho, Head of Dealer Network Development at PT CSI, on the same occasion.

Chery's new concept dealerships are now also starting to be focused on selling one sub-brand in the future. 

Photo: KatadataOTO

The outlets in Puri Indah and West Bekasi, for example, have a Tiggo emblem on the front.

However, all Chery vehicle lines in Indonesia can still be serviced at the respective dealerships. So consumers don't need to worry.

“What we have already sold will be part of our lineup; there are just additions. We just want to differentiate between Tiggo and Lepas,” Sulis revealed.