Chery Establishes Liverpool as European Nerve Center in Major UK Commitment

Chinese automotive giant Chery is setting up its European research and development headquarters in Liverpool, consolidating its European commercial vehicle operations on Merseyside. The state-owned carmaker will centralize research, engineering, and commercial activities at the comprehensive facility.
Already present in the UK market through its Omoda and Jaecoo brands, Chery is rolling out its eponymous brand with a marketing campaign starring former England international footballer Peter Crouch. This phased brand deployment underscores the company’s methodical approach to building market presence.
The UK government has been exploring an agreement for Jaguar Land Rover to build Chery electric vehicles domestically. While this potential partnership was expected to be discussed during Prime Minister Keir Starmer’s state visit to Beijing, no official announcement has materialized.
Chery UK director Victor Zhang indicated in June that the company was “actively considering” establishing a UK manufacturing facility as part of its broader localization strategy. Industry analyst David Bailey from the University of Birmingham suggested any manufacturing deal would probably leverage spare capacity at JLR’s Halewood factory, welcoming the headquarters news while cautioning that no manufacturing agreement had been completed.
The Halewood plant, which produces the Land Rover Discovery Sport and Range Rover Evoque, has seen production volumes collapse from over 200,000 vehicles in 2017 to a small fraction of that in recent years. Operations were further disrupted when a cyber-attack completely halted all JLR production for several weeks in late 2024. Gong Yueqiong, general manager of Chery Commercial Vehicle, emphasized the company’s ambitions: “We are not just bringing products to the UK – we are building a British business.” The company’s “‘In UK, For UK, Be UK’ strategy” focuses on recruiting local talent, collaborating with British institutions, and adapting to local needs, reflecting Chery’s confidence in the UK’s talent pool, infrastructure, and commitment to green technology as key factors in becoming a valued contributor to Britain’s automotive industry and economy.