Chinese automotive manufacturer Chery is establishing its European research and development headquarters in Liverpool, consolidating its European commercial vehicle operations on Merseyside. The comprehensive facility will integrate research, engineering, and commercial functions, positioning Liverpool as Chery’s European strategic center.
Building on its existing UK market presence through the Omoda and Jaecoo brands, Chery is launching its flagship brand with a high-profile advertising campaign featuring Peter Crouch, the former England international footballer. This marketing push demonstrates the company’s commitment to building brand recognition and consumer trust in the British market.
The UK government has been working on a potential partnership that would see Jaguar Land Rover manufacture Chery electric vehicles in Britain. While this arrangement was expected to be discussed during Prime Minister Keir Starmer’s visit to Beijing, no deal has been officially announced.
Business Secretary Peter Kyle has held discussions with JLR’s newly appointed chief executive, PB Balaji, regarding the potential manufacturing partnership. Sources close to the talks indicate that Balaji, who previously held an executive position at JLR’s Indian parent company Tata Motors, has expressed openness to the arrangement if it provides clear business advantages for JLR, though no concrete agreement has been reached.
The Halewood factory on Merseyside emerges as the most probable location for any manufacturing deal, given its current 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 further disruption caused by a cyber-attack in late 2024. Chery’s “‘In UK, For UK, Be UK’ strategy,” as articulated by Gong Yueqiong, reflects the company’s belief that “true globalisation comes from deep localisation,” emphasizing local talent recruitment, collaboration with British institutions, and adaptation to local needs as key pillars of becoming a valued contributor to the UK’s automotive industry and economy.