Chinese automotive manufacturer Chery is establishing its European research and development headquarters in Liverpool, marking a significant expansion of the company’s presence in the UK market. The state-owned carmaker’s commercial vehicle division will centralize its European operations on Merseyside, encompassing research, engineering, and commercial activities in one strategic location.
The move comes as Chery continues to strengthen its foothold in Britain through its Omoda and Jaecoo brands, while simultaneously launching its flagship Chery brand with a high-profile marketing campaign featuring former England international footballer Peter Crouch. The company has demonstrated serious intent to become a major player in the UK automotive sector through this multi-brand approach.
Behind the scenes, British government officials have been working on a potentially transformative agreement that would see Jaguar Land Rover, the nation’s largest automotive employer, manufacturing Chery electric vehicles on British soil. While this arrangement was anticipated to be part of discussions during Prime Minister Keir Starmer’s visit to Beijing, no formal announcement has been made regarding the deal’s completion.
Chery UK director Victor Zhang previously indicated in June that the company was “actively considering” establishing a manufacturing plant in the UK as part of a broader “localisation” strategy. Gong Yueqiong, general manager of Chery Commercial Vehicle, emphasized that the company’s ambitions extend beyond simple product importation, stating: “We are not just bringing products to the UK – we are building a British business.”
Business Secretary Peter Kyle has engaged in discussions about the potential manufacturing partnership with JLR’s newly appointed chief executive, PB Balaji, who previously served as an executive at Tata Motors, JLR’s Indian parent company. Sources familiar with the conversations suggest Balaji has expressed openness to the arrangement, provided it benefits JLR’s business operations, though no concrete agreement has been finalized. Liverpool city council leader Liam Robinson welcomed Chery’s decision, describing it as “a major vote of confidence in our city’s capabilities, our workforce and our long-term vision for clean, inclusive growth.”