LEPAS launches global campaign to recruit elegant lifestyle partners

LEPAS is inviting users, media and partners worldwide to share personal stories through its #MyEleganceMoment campaign and a new search for global elegant lifestyle partners. The effort builds community around the Chery Auto premium NEV brand as it expands internationally and prepares a global elegant lifestyle week in October.

Why it matters: - LEPAS is using user stories to shape how the premium NEV brand defines elegance across markets. - The campaign is meant to deepen loyalty as LEPAS expands beyond China and into global markets. - User feedback will feed into future brand experiences, not just product marketing.

What happened: - LEPAS launched a global search for “global elegant lifestyle partners” alongside the #MyEleganceMoment storytelling campaign. - The campaign invites owners, media representatives, partners and other participants from around the world to share photos, videos or stories. - Selected participants will be invited in October to the inaugural LEPAS Global Elegant Lifestyle Week. - LEPAS describes the initiative as part of a broader shift from a product debut to co-creating brand experiences with users.

The details: - LEPAS positions the partners as storytellers, sharers and co-creators who interpret elegant living in their own way. - The brand says elegance can look different across cultures, lifestyles and daily routines. - LEPAS points to examples ranging from calm during rush-hour traffic to confidence when parking in a tight space. - Other examples include comfort on a long drive, quiet time at the end of the day and laughter on a weekend trip. - A recent LEPAS “Elegance on the Road Rally” in Thailand brought together more than 100 users and companions. - Participants drove LEPAS L6 EV vehicles from Bangkok to Pattaya during the rally. - The event mixed real driving experiences, community activities and direct user interaction. - LEPAS says the campaign will accept images or videos that show how design fits a city, how technology helps drivers stay calm or how elegance shapes a journey. - The campaign aims to create a living portrait of elegant life around the world. - The campaign also gives LEPAS a window into the lifestyles and cultures of different markets. - LEPAS is a premium new energy vehicle brand of Chery Auto. - LEPAS says it has more than 500 sales and service locations in its growing global dealer network.

Between the lines: - LEPAS is leaning on community participation to make “elegance” feel locally relevant rather than fixed or top-down. - The brand’s messaging suggests it wants customers to help define the product story as much as experience the vehicles themselves. - The timing points to a push for international identity-building as the brand scales. - Chery Auto says it operates in more than 130 countries and regions and has ranked No. 1 in Chinese-brand passenger car exports for 23 straight years. - Chery Auto says its global philosophy is “In somewhere, For somewhere, Be somewhere.”

What’s next: - LEPAS will host its first Global Elegant Lifestyle Week in October. - Selected participants will share their stories with global users and join conversations and co-creation sessions with LEPAS. - The brand expects those interactions to influence future user experiences and brand touchpoints. - The company will continue gathering posts, photos and videos through #MyEleganceMoment.

The bottom line: - LEPAS is turning a brand campaign into a global user community, betting that shared stories will help define the next phase of its international growth.