Chery Chooses Liverpool for European Command Center in Strategic Expansion Move

Chinese automotive powerhouse Chery is establishing its European research and development headquarters in Liverpool, positioning Merseyside as the hub for its European commercial vehicle operations. The state-owned manufacturer will centralize research, engineering, and commercial activities at the comprehensive facility.
Already gaining traction in the UK through its Omoda and Jaecoo brands, Chery is introducing its flagship Chery brand with a marketing campaign featuring Peter Crouch, the former England striker. This multi-pronged brand approach demonstrates the company’s determination to establish a strong market position.
Government officials have been working on a potential agreement that would see Jaguar Land Rover manufacture Chery electric vehicles in Britain. This deal was expected to be part of discussions during Prime Minister Keir Starmer’s official visit to Beijing, though no agreement has been formally announced.
Chery UK director Victor Zhang indicated in June that the company was “actively considering” establishing a manufacturing facility in the UK as part of its broader localization strategy. Industry expert David Bailey from the University of Birmingham suggested any manufacturing deal would probably leverage spare capacity at JLR’s Halewood plant on Merseyside, welcoming the headquarters announcement while cautioning that no manufacturing agreement had been completed.
The Halewood facility, which produces the Discovery Sport and Range Rover Evoque, has significant unused capacity following production declines from its 2017 peak. Operations were severely disrupted by a cyber-attack in late 2024 that shut down all JLR production for weeks. Business Secretary Peter Kyle has discussed the potential manufacturing partnership with JLR’s new chief executive, PB Balaji, who reportedly expressed conditional openness to the arrangement. Gong Yueqiong emphasized Chery’s comprehensive vision: “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 the company’s confidence in the UK’s talent, infrastructure capabilities, and commitment to green technology development.