Chery Announces New European HQ in Liverpool

On 29 January 2026, Chery announced that it plans to open its European headquarters in Liverpool. The announcement coincided with the official visit of UK PM Keir Starmer’s in China to reset bilateral ties.

Chery did signal its intention back in June 2025 to set up a facility in the UK and revealed that it was in the process of looking around. In particular, it will be the Chery Commercial Vehicle arm that is coming to Britain.

Analysts close to the case noted that Chery and Jaguar Land Rover have been in talks to take advantage of JLR’s spare manufacturing capacity at its Halewood plant in Liverpool for some time now. The JLR plant used to produce more than one million cars annually, but production has fallen to just 250,000 units in 2025.

Chery vehicles made a debut on the UK market in August 2025. In less than half a year ending in December 2025, Chery reportedly sold some 5,500 cars in the UK. In addition to its mainstream brand, Chery is also pushing its Omoda and Jaecoo brands, targeting high-value Western markets.

Liverpool City Labour Councillor Liam Robinson views Chery’s decision as ‘a huge opportunity’ and looks forward to ‘some great, high-skilled, well-paid jobs.’

Chery and JLR have partnered since 2012 to build JLR models in China, and China is now JLR’s second largest market outside the USA. Although the partnership between Chery and JLR is likely, it would appear that certain modalities still need to be hashed out.