Liverpool Becomes Chery European Center in Significant Market Move

Liverpool will become the European headquarters for Chinese carmaker Chery’s research and development operations, with the state-owned manufacturer establishing a comprehensive facility on Merseyside. The headquarters will integrate European commercial vehicle research, engineering, and commercial functions.
Already present in the UK through its Omoda and Jaecoo brands, Chery is rolling out its eponymous brand with a marketing campaign starring Peter Crouch, the former England striker. The brand expansion strategy signals Chery’s serious ambitions in the British market.
The UK government has been working on a potential arrangement for Jaguar Land Rover to 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.
Chery UK director Victor Zhang indicated in June that the company was “actively considering” establishing a UK manufacturing facility as part of its broader localization strategy. Industry analyst David Bailey from the University of Birmingham suggested any manufacturing partnership would likely leverage spare capacity at JLR’s Halewood plant on Merseyside, describing the headquarters announcement as “very good news” while cautioning that no manufacturing deal had been completed.
The Halewood facility, which produces the Discovery Sport and Range Rover Evoque, has significant unused capacity following dramatic production declines from over 200,000 vehicles in 2017. The plant’s operations were completely shut down for several weeks in late 2024 following a cyber-attack that affected all JLR facilities. Liverpool city council leader Liam Robinson celebrated the announcement, emphasizing that Chery’s choice reflects confidence in Liverpool’s workforce, capabilities, and vision for growth. Gong Yueqiong outlined the company’s deep commitment: “We are not just bringing products to the UK – we are building a British business,” with Chery’s strategy focusing on recruiting British talent, partnering with UK institutions, and adapting to local market needs to become a valued contributor to the UK’s automotive industry and economy, reflecting confidence in Britain’s talent pool, infrastructure, and green technology commitment.