Chinese automotive giant Chery is opening its European research and development headquarters in Liverpool, consolidating European commercial vehicle operations on Merseyside. The state-owned carmaker will centralize research, engineering, and commercial activities at the facility.
The company has successfully entered the UK market through its Omoda and Jaecoo brands, and is now introducing its eponymous brand with former England international footballer Peter Crouch fronting the advertising campaign. This multi-tier brand strategy demonstrates Chery’s calculated approach to market penetration.
Government officials have been pursuing a potential partnership that would enable Jaguar Land Rover to manufacture Chery electric vehicles in the UK. This arrangement was anticipated to be part of the agenda during Prime Minister Keir Starmer’s state visit to Beijing, though no agreement has been publicly announced.
Business Secretary Peter Kyle has held discussions with JLR’s new chief executive, PB Balaji, regarding the potential manufacturing partnership. Sources familiar with the talks indicate Balaji has expressed conditional openness to the arrangement, provided it delivers business benefits for JLR, though no concrete agreement has been reached.
The Halewood factory on Merseyside emerges as the likely location for any manufacturing deal, given its substantial spare capacity. The plant, which produces smaller Land Rover variants including the Discovery Sport and Range Rover Evoque, has seen production volumes plummet from its 2017 peak, with operations further hampered by a cyber-attack in late 2024. Victor Zhang, Chery UK director, stated in June that the company was “actively considering” building a UK manufacturing plant. Gong Yueqiong articulated Chery’s deep commitment: “Our ‘In UK, For UK, Be UK’ strategy reflects our belief that true globalisation comes from deep localisation,” with the company planning to recruit local talent, collaborate with UK institutions, and adapt to local needs, demonstrating confidence in the UK’s talent, infrastructure, and commitment to green technology as key factors in becoming a valued contributor to Britain’s automotive industry and economy.
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