Chinese carmaker Lepas has launched in the UK with plans to build sales quickly, accompanied by humanoid robots that could soon move from promotional events into mainstream car dealerships.
The Chery International-owned brand is the latest Chinese automotive marque to enter the British market, joining sister brands Chery, Jaecoo and Omoda as Chinese manufacturers increase their presence in the UK.
At a launch event in London last week, attendees were greeted by an AiMOGA humanoid robot named Mornine and its four-legged robotic companion, Argos.
Lepas said Mornine had evolved from a technology demonstration into โsomething designed to work alongside people in real businessesโ.
The use of humanoid robots in automotive retail is no longer confined to experimental showcases. AiMOGA robots were first deployed at a car dealership in Malaysia in February 2025, with multiple robots operating together in a dealership environment at the Shanghai Auto Show only two months later.
AiMOGA said last month that it had surpassed 2,000 cumulative overseas deliveries, marking a major step in the international commercialisation of its robotic systems.
In automotive showrooms, the robots can welcome customers, guide them around the premises and answer questions, according to Lepas.
The technology has already been deployed at dealerships in Malaysia, South Africa and the United Arab Emirates.
Mornine is accompanied by Argos, a four-legged robot designed around โmobility, stability and the ability to move easily through different environmentsโ.
Argos has been used at events to guide visitors through venues and interact with attendees.
Lepas said: โFor the moment, seeing Mornine and Argos at the Lepas UK brand launch was a glimpse of that wider world.
โBut with AiMOGA robots already working in automotive showrooms overseas, the possibility of seeing one in a Lepas dealership is becoming much less futuristic.
โMornine and Argos may have been unusual guests at the Lepas UK launch, but perhaps not for long.โ
The brand has already incorporated AiMOGA technology into other international events.
Lepas deployed humanoid robots at its Leap East global technology event in Hong Kong, where Mornine not only welcomed attendees but also introduced the programme and invited the moderator on to the stage.
AiMOGA robots have also been used for high-profile diplomatic and corporate events. The company deployed robots to greet former United Nations secretary-general Ban Ki-moon during his visit to the Chery International Ecosystem Experience in Wuhu, China.
For Lepas, the UK launch combines an expansion of its automotive footprint with a demonstration of the technology and customer experience it hopes will distinguish the brand in an increasingly crowded market.
Chinese carmakers have rapidly expanded their presence across European markets, competing on price, technology and electric vehicle offerings while increasingly incorporating advanced software and artificial intelligence into their products and retail operations.
Humanoid robots could become another element of that differentiation, particularly as carmakers look for new ways to automate repetitive showroom functions and create more technology-led customer experiences.
The immediate commercial value of the robots is likely to be modest, but their deployment points towards a broader shift in automotive retail in which artificial intelligence and robotics increasingly complement human staff.
For Lepas, the question is whether the technology can move beyond the launch-event spectacle and deliver a practical improvement in customer service, lead generation and sales.
With AiMOGA robots already operating in overseas dealerships, the arrival of Mornine and Argos in the UK could be an early indication of how quickly those experiments become part of everyday car-buying.
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