Chinese automotive manufacturer Chery is opening its European research and development headquarters in Liverpool, establishing Merseyside as the strategic center for its European commercial vehicle operations. The state-owned company will consolidate research, engineering, and commercial activities at the facility.
Building on its existing UK presence through the Omoda and Jaecoo brands, Chery is launching its flagship brand with a high-profile advertising campaign fronted by former England footballer Peter Crouch. This brand expansion demonstrates the company’s serious commitment to capturing market share in Britain.
Discussions have been underway between the UK government and Jaguar Land Rover about a potential agreement for JLR to build Chery electric vehicles domestically. While this partnership was expected to feature in talks during Prime Minister Keir Starmer’s Beijing visit, no official announcement has been made.
Victor Zhang, Chery UK director, stated in June that the company was “actively considering” building a UK manufacturing plant as part of its localization strategy. Professor David Bailey from the University of Birmingham suggested any manufacturing partnership would likely utilize excess capacity at JLR’s Halewood facility on Merseyside, describing the headquarters announcement as positive news while noting no manufacturing deal had been finalized.
The Halewood plant currently produces the Land Rover Discovery Sport and Range Rover Evoque but operates well below capacity, having seen production drop from over 200,000 vehicles in 2017 to a fraction of that volume. JLR’s operations suffered severe disruption when a cyber-attack halted all production for several weeks in late 2024. Merseyside hosts substantial automotive infrastructure, including Stellantis facilities and Ford components production nearby. Gong Yueqiong emphasized Chery’s comprehensive 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 to become an integral part of Britain’s automotive industry, demonstrating confidence in the UK’s talent, infrastructure, and green technology commitment.