Liverpool has been selected as the location for Chinese carmaker Chery’s European research and development headquarters, bringing all European commercial vehicle operations to Merseyside. The state-owned manufacturer will house research, engineering, and commercial functions at the comprehensive facility.
Chery has established a foothold in the UK market through its Omoda and Jaecoo brands, and is now launching its primary Chery brand with an advertising campaign featuring Peter Crouch, the well-known former England striker. The multi-brand strategy reflects Chery’s comprehensive approach to market penetration.
Government officials have been working on a potential arrangement for Jaguar Land Rover to manufacture Chery electric vehicles in Britain. This deal was anticipated to be part of discussions during Prime Minister Keir Starmer’s official visit to Beijing, though no agreement has been publicly announced.
Business Secretary Peter Kyle has held discussions with JLR’s new chief executive, PB Balaji, regarding the potential manufacturing partnership. Sources close to the talks indicate Balaji has expressed conditional openness to the arrangement, provided it delivers tangible benefits to JLR’s business, though no concrete agreement has been reached.
The Halewood factory on Merseyside emerges as the most likely location for any manufacturing deal, given its current spare capacity. The plant, which produces smaller Land Rover models including the Discovery Sport and Range Rover Evoque, has seen dramatic production declines from its 2017 peak, with operations further disrupted by a cyber-attack in late 2024. Liverpool city council leader Liam Robinson welcomed the investment, describing it as “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 vision of deep localization: “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 belief that successful globalization requires meaningful local integration and reflecting confidence in the UK’s talent, infrastructure, and green technology commitment.