Chinese automotive powerhouse Chery is opening its European research and development headquarters in Liverpool, positioning Merseyside as the central hub for its European commercial vehicle operations. The state-owned manufacturer will consolidate research, engineering, and commercial activities at the comprehensive facility.
The company has successfully entered the UK market through its Omoda and Jaecoo brands, and is now introducing its primary Chery brand with an advertising campaign fronted by former England striker Peter Crouch. This multi-tier brand strategy reflects Chery’s calculated approach to establishing a strong market position.
Government officials have been working on a potential partnership that would enable Jaguar Land Rover to manufacture Chery electric vehicles in the UK. This deal was anticipated to be part of the agenda during Prime Minister Keir Starmer’s official visit to Beijing, though no agreement has been publicly announced.
Victor Zhang, Chery UK director, stated in June that the company was “actively considering” building a manufacturing plant in Britain as part of its localization strategy. Business Secretary Peter Kyle has engaged in discussions with JLR’s new chief executive, PB Balaji, about the potential manufacturing arrangement, with sources indicating Balaji’s conditional support for the idea if it delivers business benefits to JLR.
The Halewood factory emerges as the probable location for any manufacturing partnership, given its significant spare capacity following dramatic production declines from its 2017 peak of over 200,000 vehicles. The plant, which produces smaller Land Rover variants, saw all operations halted for weeks in late 2024 due to a cyber-attack. Merseyside already hosts substantial automotive infrastructure, with Stellantis operating facilities in Ellesmere Port and Ford producing components nearby. Gong Yueqiong emphasized Chery’s deep commitment to the UK market: “We are not just bringing products to the UK – we are building a British business,” with the company’s strategy focusing on recruiting local talent, collaborating with UK institutions, and adapting to local needs to become an integral contributor to Britain’s automotive industry and economy.
