Liverpool will become the European headquarters for Chinese carmaker Chery’s research and development operations, with the state-owned manufacturer establishing a comprehensive facility on Merseyside. The headquarters will integrate all European commercial vehicle research, engineering, and commercial functions.
Chery has built recognition in the UK through its Omoda and Jaecoo brands and is launching its flagship Chery brand with former England footballer Peter Crouch as the advertising campaign’s centerpiece. The strategic brand introduction demonstrates the company’s long-term vision for the British market.
Parallel discussions between the UK government and Jaguar Land Rover about a potential agreement for JLR to produce Chery electric vehicles have been ongoing. This arrangement was expected to feature in talks during Prime Minister Keir Starmer’s Beijing visit, though no deal has been formally confirmed.
Professor David Bailey from the University of Birmingham suggested any manufacturing partnership would likely utilize spare capacity at JLR’s Halewood plant on Merseyside, describing the headquarters announcement as positive news while noting no manufacturing agreement had been finalized. The Halewood facility, which produces the Discovery Sport and Range Rover Evoque, has substantial unused capacity following production declines from its 2017 high.
The plant’s operations were completely shut down for several weeks in late 2024 following a cyber-attack that affected all JLR facilities. Business Secretary Peter Kyle has discussed the potential manufacturing partnership with JLR’s newly appointed chief executive, PB Balaji, who reportedly expressed conditional openness to the arrangement. Liverpool city council leader Liam Robinson celebrated the announcement, emphasizing that Chery’s choice reflects confidence in Liverpool’s workforce and capabilities. Gong Yueqiong outlined Chery’s comprehensive approach: “Our ‘In UK, For UK, Be UK’ strategy reflects our belief that true globalisation comes from deep localisation,” with the company planning to recruit British talent, partner with UK institutions, and adapt to local market needs, demonstrating confidence in the UK’s talent, infrastructure, and green technology commitment.
