Chinese automotive giant Chery is opening its European research and development headquarters in Liverpool, establishing Merseyside as the hub for its European commercial vehicle operations. The facility will house the full range of research, engineering, and commercial activities for Chery’s European presence.
The company has built market recognition in the UK through its Omoda and Jaecoo brands and is launching its primary Chery brand with a marketing campaign featuring Peter Crouch, the well-known former England striker. This strategic brand deployment reflects Chery’s long-term commitment to the British automotive market.
Discussions have been underway between the UK government and Jaguar Land Rover regarding a potential agreement for JLR to manufacture Chery electric vehicles on British soil. While this deal was anticipated to be part of Prime Minister Keir Starmer’s Beijing visit agenda, no official announcement has been made.
Business Secretary Peter Kyle has engaged with JLR’s new chief executive, PB Balaji, about the potential manufacturing partnership. Sources familiar with the discussions indicate that Balaji, formerly an executive at Tata Motors, JLR’s Indian owner, has shown conditional interest in the arrangement, provided it benefits JLR’s business objectives, though no firm agreement exists.
The Halewood factory stands as the likely location for any manufacturing partnership, given its substantial excess capacity. The plant, which produces the Discovery Sport and Range Rover Evoque, has seen production volumes collapse from its 2017 peak of over 200,000 vehicles, with operations further hampered by a cyber-attack in late 2024 that shut down all JLR production for weeks. Liverpool city council leader Liam Robinson praised Chery’s decision, stating it represents “a major vote of confidence in our city’s capabilities, our workforce and our long-term vision for clean, inclusive growth.” Gong Yueqiong emphasized that Chery’s strategy focuses on recruiting local talent, collaborating with UK institutions, and adapting to local needs, aiming to become “a valued contributor to the UK’s automotive industry and economy” through deep localization.
Chery Commits to Liverpool for European Base as Manufacturing Deal Looms
