Liverpool will serve as the European headquarters for Chinese carmaker Chery’s research and development operations, with the state-owned manufacturer consolidating its European commercial vehicle activities on Merseyside. The comprehensive facility will integrate research, engineering, and commercial functions in one strategic location.
Chery has already established a market presence in the UK through its Omoda and Jaecoo brands, and is now introducing its flagship Chery brand with an advertising campaign starring former England international footballer Peter Crouch. This carefully orchestrated brand rollout demonstrates the company’s methodical approach to building consumer awareness and trust.
The UK government has been working on a potential partnership arrangement that would enable Jaguar Land Rover to produce Chery electric vehicles domestically. This deal was expected to be addressed during Prime Minister Keir Starmer’s official visit to Beijing, though no agreement has been publicly confirmed.
Chery UK director Victor Zhang indicated in June that the company was “actively considering” establishing a manufacturing facility in Britain as part of its broader localization strategy. Professor David Bailey from the University of Birmingham suggested any manufacturing deal would likely leverage spare capacity at JLR’s Halewood plant on Merseyside, welcoming the headquarters announcement while noting that no manufacturing agreement had been finalized.
The Halewood facility, which produces smaller Land Rover models including the Discovery Sport and Range Rover Evoque, has significant unused capacity following dramatic production declines from its 2017 peak. The plant’s operations were completely halted for several weeks in late 2024 due to a cyber-attack affecting all JLR facilities. Merseyside’s automotive manufacturing ecosystem includes facilities operated by Stellantis and components production by Ford nearby. Gong Yueqiong articulated Chery’s vision, stating: “By recruiting local talent, collaborating with UK institutions, and adapting to local needs, we aim to become a valued contributor to the UK’s automotive industry and economy,” emphasizing that the company’s “‘In UK, For UK, Be UK’ strategy” reflects confidence in the UK’s talent, infrastructure, and commitment to green technology.