Chinese carmaker Chery has selected Liverpool as the location for its European research and development headquarters, representing a significant vote of confidence in the UK’s automotive sector. The comprehensive facility will serve as the central hub for Chery’s commercial vehicle operations across Europe, integrating research, engineering, and commercial activities under one roof.
The company has steadily built its UK presence through the Omoda and Jaecoo brands, and is now launching its primary Chery brand with a marketing campaign featuring Peter Crouch, the former England international footballer. This strategic brand rollout demonstrates Chery’s long-term vision for the British market.
Government officials have been working behind the scenes on a potentially groundbreaking deal that would enable Jaguar Land Rover to manufacture Chery electric vehicles in the UK. While this arrangement was expected to be part of discussions during Keir Starmer’s Beijing visit, no deal has been publicly announced.
Industry expert David Bailey from the University of Birmingham suggested that any manufacturing agreement would probably leverage spare capacity at JLR’s Halewood factory on Merseyside, where production has dropped dramatically from its 200,000-vehicle peak in 2017. Bailey welcomed the Chery headquarters news but cautioned that he believed no manufacturing deal had been finalized. The Halewood plant, which produces the Discovery Sport and Range Rover Evoque, saw its operations completely halted in late 2024 following a devastating cyber-attack.
Chery’s approach centers on what the company calls deep localization rather than simple market entry. Gong Yueqiong articulated this vision, explaining: “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.” Liverpool city council leader Liam Robinson celebrated the announcement, emphasizing that Chery’s choice reflects confidence in Liverpool’s workforce, capabilities, and vision for sustainable economic growth.