Merseyside is set to become the European nerve center for Chinese carmaker Chery, as the company announces plans to establish a comprehensive research and development headquarters in Liverpool. The facility will house the complete spectrum of Chery’s European commercial vehicle operations, including critical research, engineering, and business functions.
Chery has already established a visible presence in the UK automotive market through its Omoda and Jaecoo vehicle brands. The company is now expanding its British profile further by launching its main Chery brand, supported by an advertising campaign that features Peter Crouch, the well-known former England striker, demonstrating the company’s commitment to connecting with British consumers.
The UK government has been quietly working on an arrangement that could see British automotive giant Jaguar Land Rover produce Chery electric vehicles domestically. This potential partnership was expected to feature in talks during Prime Minister Keir Starmer’s official visit to Beijing, though details of any agreement remain unannounced.
David Bailey, a professor of business economics at the University of Birmingham, suggested that any manufacturing deal would likely utilize excess capacity at JLR’s Halewood facility, also located on Merseyside. He characterized the Chery headquarters announcement as “very good news” while noting that he believed no manufacturing agreement had been completed. The Halewood plant, which produces the Land Rover Discovery Sport and Range Rover Evoque, has seen production volumes decline significantly from its 2017 peak of over 200,000 vehicles.
Chery’s strategy centers on what Gong Yueqiong described as an “‘In UK, For UK, Be UK’ strategy,” which emphasizes deep local integration rather than simple market entry. By recruiting British talent, partnering with UK institutions, and adapting products to local requirements, Chery aims to become an integral contributor to the British automotive industry and economy. This approach reflects the company’s conviction that successful globalization requires meaningful localization, positioning Chery as a long-term stakeholder in Britain’s automotive future.