Liverpool Emerges as Chery’s European Strategic Hub in Automotive Expansion

Liverpool has been selected as the location for Chinese carmaker Chery’s European research and development headquarters, bringing European commercial vehicle operations to Merseyside. The state-owned manufacturer will house research, engineering, and commercial functions at the facility.
The company has established market recognition in the UK through its Omoda and Jaecoo brands, and is launching its eponymous brand with former England international footballer Peter Crouch as the advertising campaign’s centerpiece. This multi-brand strategy demonstrates Chery’s comprehensive approach to market penetration.
Government officials have been exploring a potential partnership that would enable Jaguar Land Rover to manufacture Chery electric vehicles in Britain. While this deal was anticipated to be part of discussions during Prime Minister Keir Starmer’s state visit to Beijing, no agreement has been publicly announced.
Professor David Bailey from the University of Birmingham suggested any manufacturing agreement would likely utilize spare capacity at JLR’s Halewood facility on Merseyside, welcoming the headquarters news while noting no manufacturing deal had been finalized. The Halewood plant, which produces the Land Rover Discovery Sport and Range Rover Evoque, has substantial unused capacity following production declines from its 2017 peak.
JLR’s operations faced severe disruption when a cyber-attack in late 2024 completely halted all production for several weeks. Victor Zhang, Chery UK director, stated in June that the company was “actively considering” building a UK manufacturing plant as part of its localization strategy. Liverpool city council leader Liam Robinson praised Chery’s decision, calling it a major vote of confidence in the city’s capabilities, workforce, and vision for clean, inclusive growth. Gong Yueqiong, general manager of Chery Commercial Vehicle, emphasized: “We are not just bringing products to the UK – we are building a British business,” with the company’s “‘In UK, For UK, Be UK’ strategy” focusing on recruiting local talent, collaborating with British institutions, and adapting to local needs to become an integral contributor to Britain’s automotive industry and economy, reflecting confidence in the UK’s talent pool, infrastructure, and green technology commitment.