Chery Commits to Liverpool European Hub in Major Automotive Play

Chinese automotive giant Chery is setting up its European research and development headquarters in Liverpool, positioning Merseyside as the central hub for its European commercial vehicle operations. The state-owned company will consolidate research, engineering, and commercial activities at the facility.
Chery has cultivated a growing presence in the UK market through its Omoda and Jaecoo brands, and is introducing its flagship brand with an advertising campaign featuring Peter Crouch, the well-known former England footballer. The phased brand introduction reflects the company’s methodical approach to building market recognition.
The UK government has been working on a potential arrangement that would see Jaguar Land Rover build Chery electric vehicles domestically. This partnership was expected to be addressed during Prime Minister Keir Starmer’s official visit to Beijing, though no deal has been formally confirmed.
Business Secretary Peter Kyle has engaged with JLR’s newly appointed chief executive, PB Balaji, about the potential manufacturing partnership. Sources close to the discussions indicate that Balaji, formerly an executive at Tata Motors, JLR’s Indian parent company, has shown conditional interest in the arrangement if it provides clear business advantages for JLR, though no firm agreement exists.
The Halewood factory stands as the probable location for any manufacturing partnership, given its substantial excess capacity following production declines from over 200,000 vehicles in 2017 to a fraction of that volume in recent years. Operations at the plant, which produces the Discovery Sport and Range Rover Evoque, were completely halted for several weeks in late 2024 due to a cyber-attack. Merseyside already hosts substantial automotive manufacturing infrastructure, including facilities operated by Stellantis in Ellesmere Port and components production by Ford. Gong Yueqiong emphasized Chery’s comprehensive commitment to the UK market: “Our ‘In UK, For UK, Be UK’ strategy reflects our belief that true globalisation comes from deep localisation. 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,” demonstrating confidence in the UK’s talent, infrastructure capabilities, and commitment to green technology.