EXCLUSIVE China's largest car exporter Chery is coming to the UK this summer - and its first SUV will be unveiled this week
This summer Chery International will enter the British car market under its own name as it continues its rampant expansion, after already launching its Omoda/Jaecoo sub-brands in the last year.
Chery's first step of its ambitious plans includes launching two SUVs, which the Chinese car maker promise will be optimised for the local market in specification and pricing.
Both will be on sale in the coming months through a UK-wide dealer network, and the first model will be unveiled at the Goodwood Festival of Speed later this week on the first glance stand.
Chery UK Country Director, Farrell Hsu, says that Chery is 'recognised globally' for 'quality at a cost-effective' price so while we don't know the cost of the two SUVs yet, they will likely cost around the same as the Jaecoo and Omoda SUVs already on offer.
In China, Chery has sold its Tiggo crossover SUV series since 2005. It launched with the Tiggo 3, and currently offers iterations of the 2, 4, 7, 8 and 9 to customers, covering everything from sub compact SUVs to seven-seater flagship SUVs.
The Wuhu brand's global SUVs have three million drivers across 80 countries. It says it 'makes advanced features accessible to everyday families and urban explorers alike'.
Speaking about Chery's stepping out under its own name, UK chief executive Gary Lan, who leads both Omodo and Jaecoo - and now Chery UK - said: 'Chery's introduction to the UK market this summer not only shows Chery's commitment to growth, but also reflects our confidence in the UK automotive sector, and the appeal of our vehicles to local buyers.
'Expect the same innovation, style, technology focus, and exceptional value.'
Since Chery launched its Omoda and Jaecoo brands in August 2024 and January 2025, the sister companies have already gone on to have a combined market share of 2 per cent in just under a year.
Both brands have quickly become known for offering cheap SUV alternatives to much more expensive European names including Audi, BMW, Mercedes and Volvo, while still delivering an impressive amount of tech, safety features, comfort and mpg for the low prices.
In particular, both have caused a stir with their plug-in hybrid SUVs that have ranges of over 700 miles, thanks to their 'Super Hybrid System' which combine a 1.5-litre petrol engine with an EV battery.
This is Money reviewed Jaecoo 7 SHS with its 745-mile combined range and 56-mile EV range back in March, and the flagship Omoda 9 SHS with its 700-mile combined range and class-leading 93-mile EV range last month.
Both times we concluded that it would be silly for UK drivers to turn their noses up at these cheap offerings when motoring has never been more expensive and you'd struggle to find a European manufacturer offering you the same 'premium without the price premium'.
Country Director Hsu said: 'We've been working behind the scenes, learning from our experience with other Chery International-derived brands in the UK, and have taken this time to refine and refresh our approach to this important market.
'We look forward to sharing more details on Chery's UK introduction soon.'
Chery Automotive - a brief overview
Chery is a rare one among the Chinese brands sweeping up on British shores because it started life as an automotive maker and not a tech company - or in the case of Geely a refrigerator producer.
It was founded in 1996 by a group of government officials who realised that establishing an automotive company would reduced poverty in Anhui and drive wider economic development.
The first Chery car launched in 1999 and mass production came a year later.
It became the first passenger car company in China to export complete vehicles and as of 2024 it sold more cars last year than BMW: Chery shifted a whopping 2.6million units in 2024 - a 38.4 per cent increase on 2023.
In recent years Chery's become synonymous with making intelligent, stylish and capable SUVs for drivers around the world.
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