Chinese carmaker Chery is to open a new European HQ in Liverpool. The move could be a precursor to the brand agreeing a deal with JLR to manufacture cars in the UK using JLR excess capacity.
The two firms already have ties. JLR and Chery set up Chery Jaguar Land Rover in 2012 in order to build JLR models on Chinese soil.
The Chery commercial vehicle unit will base the headquarters for its European operations on Merseyside
Chery has big plans for the brand in the UK. In mid-2025 it announced it was to launch the brand under its new name, following the success of its Omoda and Jaecoo brands.
It sold over 5,500 cars in the UK last year, through a fast expanding network of dealers.
Chery UK country director, Farrell Hsu, said: “The Chery brand is recognised globally as a trusted choice for families, fleets, and anyone who values cabin space, long range, and quality at a cost-effective price.
“We’ve been working behind the scenes, learning from our experience with other Chery International-derived brands in the UK, and have taken this time to refine and refresh our approach to this important market.
