A new automobile brand is beginning to gain a foothold in the Spanish market. Lepas, belonging to the Chinese group Chery, has started its commercial activity in Spain and is now launching its communication with Candy Store with “Elegance does not need to be excessive”, a creative platform with which it seeks to transfer its positioning to the advertising field.

The campaign starts with “Bolso” and “Gym”, two audiovisual pieces made with Artificial Intelligence that use humor and everyday situations to present an idea: trying to stand out too much can cause precisely the opposite effect to what is sought.

Lepas proposes an interpretation of elegance based on naturalness and simplicity. Rather than defining what is considered elegant, the campaign plays with those behaviors in which excess ends up being counterproductive and uses that contrast as a territory to build the personality of a brand still unknown to a large part of the Spanish public.

The proposal is linked to the positioning with which Lepas is entering the automotive market, articulated around the philosophy “Drive Your Elegance”. Candy Store has worked alongside the company both in building the brand strategy and in developing the creative platform.

The audiovisual production of the spots has been carried out by Dream Shot, while The Lobby has been in charge of the audio production.

“In a hypercompetitive environment, launching a new brand requires courage. Our commitment is based on two pillars: local creativity, with humor and closeness as the flag. And technology such as AI, which gives us agility and maximizes the return on investment”explains Florian Fellner, Head of Marketing & Communication at Lepas Spain. The person in charge also points out that the collaboration with Candy Store has allowed us to develop a positioning specifically designed for the brand’s arrival in the country.

The relationship between both companies had been made known last July, when Candy Store won the creative account of Lepas in Spain. The independent agency was chosen to develop the launch and positioning of the new Chery brand in our country, including conceptual construction, launch campaigns and content. This first campaign now materializes that work started months before.

A new car brand that wants to gain a foothold in Spain

Lepas is part of the Chery group, to which Omoda and Jaecoo also belong, two brands that have already begun their expansion in the Spanish market. Its arrival thus adds a new banner to the Chinese manufacturer’s strategy in the country, although with its own identity and positioning.

The first model with which Lepas has begun its commercial activity in Spain is the L8 Super Hybrid, a plug-in hybrid SUV that is sold from 33,990 euros taking into account discounts, aid and financing.
The company is also preparing to expand the range before the end of 2026 with two fully electric models, L4 EV and L6 EV. The first is designed as a more urban-oriented SUV, while the second offers larger dimensions and is also designed for longer distance trips. Both announce ranges of up to 450 kilometers.

Beyond the product characteristics, the display allows us to understand the dimension that Lepas wants to give to its arrival. The brand already has 40 points of sale in Spain and plans to reach 52 before the end of the year, while its goal for its first full year is to reach 16,000 units sold.

Its proposal is located in a space that the company itself defines as “generalist, but more demanding”seeking that design, technology and user experience function as elements of differentiation. It is precisely this aspiration that the new advertising platform summarizes through the concept of elegance.

Humor to present a brand from scratch

For Candy Store, the project poses a different challenge than working on an already known brand: building from the beginning both the positioning and the codes with which Lepas wants to make itself known in Spain. “For us, working hand in hand in building the strategy and creative development of this fantastic new brand has been a dream come true”says Gonzalo Figari, President and Creative Director of Candy Store.

“Bolso” and “Gym” are the first expressions of that work, but the intention is that the concept can grow beyond these first executions and be transferred to different situations, formats and media.
Lepas thus begins to build notoriety in Spain while deploying its commercial network and preparing to expand its range. And it does so by avoiding focusing its first communication exclusively on performance or technology: the brand has chosen elegance, interpreted through humor and restraint, as a territory from which to begin to explain who it is.