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 launching its flagship brand with a high-profile 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 agreement for Jaguar Land Rover to produce Chery electric vehicles domestically. While this deal was expected to be discussed during Prime Minister Keir Starmer’s official visit to Beijing, no agreement has been formally confirmed.
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.
The plant’s operations were completely shut down for several weeks in late 2024 following a cyber-attack that affected all JLR facilities. Chery UK director Victor Zhang indicated in June that the company was “actively considering” establishing a UK manufacturing facility as part of its localization strategy. 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 comprehensive approach: “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.