One is located in Gqeberha (formerly Port Elizabeth) and the other in East London, now officially called KuGompo City.

“We are super excited about the Lepas brand and are busy putting the finishing touches on the dealerships in both cities,” says Warren Gould, Brand Manager for the Kelston Motor Group.

Lepas is a luxury marque of the Chery International but will operate as a stand-alone nameplate, alongside Jaecoo, Omoda, iCAUR and Chery itself.

In Gqeberha, Lepas will occupy its own building next to Chery. The premises, which house both facilities, are brand new and owned by Kelston. In KuGompo City, Lepas will share a building with Chery but with its own dedicated floor space. This site is also new, though not owned by Kelston.

Warren explains that solar power has recently been added to the Gqeberha premises, making it more sustainable, with a borehole to follow. “We are still looking at ways to make the KuGompo City dealership self-sustainable.”

“The close proximity with Chery makes a lot of sense in terms of shared backrooms, and as both brands share the same DNA. Lepas is a distinctly different brand in terms of the luxurious appointments the vehicles offer, which will be something to behold for customers seeking distinctive quality and luxury,” Warren tells Dealerfloor.

Kelston already owns several Chery dealerships in the Eastern Cape, and if the popularity of that brand is anything to go by, Lepas is expected to establish a strong presence in the province among customers seeking ultimate luxury.

“Our workshops are state-of-the-art facilities, and customers will feel welcome in the dealerships, both in terms of the facilities themselves and the service we provide. The expansion and further roll-out of Lepas dealerships will depend on the importer and demand for the new addition,” he says.

Warren is a seasoned professional in the automotive retail world, with experience across brands such as Tata, Ford and Volkswagen. “My career kicked-off a few years ago with Kelston at the used car division, called Kelston Choice, and worked my way up to my current position as brand manager for the group.”

By April, Warren will oversee the activities of 15 dealerships in the region. He will also act as dealer principal for the new Lepas dealership in Gqeberha until a permanent appointment is made. The KuGompo City dealership will be managed by Robert Campbell.

Asked about the strategy of the Chery Motor Group in operating multiple sub-brands independently, Warren says it reflects long-term planning. “The Chinese are looking at least ten years ahead. Instead of each brand just filling a niche segment, more models and ranges are added to each brand to ensure sustainability. Each nameplate becomes a full brand, eventually covering most segments.”

He concludes by saying that Kelston is a tried and trusted name in the Eastern Cape, and that a completely new brand like Lepas could flourish, just as Chery and other recent entrants have enjoyed remarkable success in recent years.