Liverpool is set to host Chinese carmaker Chery’s European research and development headquarters, with the state-owned manufacturer selecting Merseyside as the strategic center for its European commercial vehicle operations. The facility will encompass research, engineering, and commercial functions in a comprehensive European hub.
Chery has cultivated a growing presence in the UK market through its Omoda and Jaecoo brands, and is now launching its flagship Chery brand with a high-profile marketing campaign featuring Peter Crouch, the former England international footballer. This brand expansion strategy demonstrates Chery’s serious commitment to the British automotive sector.
The UK government has been pursuing an arrangement that would see Jaguar Land Rover build Chery electric vehicles domestically. While this potential deal was expected to be part of discussions during Prime Minister Keir Starmer’s visit to Beijing, no official announcement has emerged.
Industry expert David Bailey from the University of Birmingham suggested that any manufacturing agreement would probably utilize excess capacity at JLR’s Halewood facility on Merseyside. He described the Chery headquarters announcement as “very good news” but cautioned that he believed no manufacturing deal had been completed. The Halewood plant, which produces the Land Rover Discovery Sport and Range Rover Evoque, has seen production volumes plummet from over 200,000 vehicles in 2017.
JLR’s operations faced additional challenges when a cyber-attack in late 2024 completely halted production for several weeks. Liverpool city council leader Liam Robinson welcomed Chery’s investment, calling it “a major vote of confidence in our city’s capabilities, our workforce and our long-term vision for clean, inclusive growth.” Gong Yueqiong articulated Chery’s comprehensive localization approach: “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,” emphasizing the company’s confidence in the UK’s talent pool, infrastructure capabilities, and commitment to green technology development.