Liverpool is set to become the European headquarters for Chinese automotive giant Chery, with the company establishing a major research and development center on Merseyside. The state-owned carmaker will centralize its European commercial vehicle operations at the facility, covering research, engineering, and commercial activities.
The company has successfully entered the UK market through its Omoda and Jaecoo brands, and is now launching its main Chery brand with former England footballer Peter Crouch as the face of its marketing campaign. This phased brand introduction strategy underscores Chery’s calculated approach to building market presence in Britain.
Discussions between the UK government and Jaguar Land Rover about a potential agreement for JLR to manufacture Chery electric vehicles have been ongoing. This deal was anticipated to be part of the agenda during Prime Minister Keir Starmer’s official visit to Beijing, though no public announcement has materialized.
Professor David Bailey from the University of Birmingham suggested that any manufacturing deal would likely involve using spare capacity at JLR’s Halewood plant, also on Merseyside. He described the headquarters announcement as “very good news” but noted that he didn’t believe a manufacturing agreement had been finalized. The Halewood facility, which produces the Discovery Sport and Range Rover Evoque, has seen dramatic production declines from its 2017 high of over 200,000 vehicles, with operations further disrupted by a cyber-attack in late 2024.
Gong Yueqiong, general manager of Chery Commercial Vehicle, emphasized that the company’s approach goes beyond simple product importation: “We are not just bringing products to the UK – we are building a British business.” The company’s localization strategy focuses on recruiting British talent, partnering with UK institutions, and adapting to local market needs. Liverpool city council leader Liam Robinson welcomed the investment, calling it “a major vote of confidence in our city’s capabilities, our workforce and our long-term vision for clean, inclusive growth,” highlighting the potential economic benefits for the region.