Liverpool Lands Chery European Headquarters in Transformative Business Deal

Liverpool will serve as the European headquarters for Chinese carmaker Chery’s research and development operations, with the state-owned manufacturer consolidating European commercial vehicle activities on Merseyside. The facility will integrate research, engineering, and commercial functions.
Chery has successfully entered the UK market through its Omoda and Jaecoo brands and is now introducing its primary Chery brand with an advertising campaign starring Peter Crouch, the former England international footballer. The carefully orchestrated brand strategy reflects the company’s methodical approach to building consumer awareness.
Discussions have been underway between the UK government and Jaguar Land Rover about a potential agreement for JLR to produce Chery electric vehicles domestically. This arrangement was expected to feature in talks during Prime Minister Keir Starmer’s Beijing visit, though no official announcement has materialized.
Chery UK director Victor Zhang indicated in June that the company was “actively considering” establishing a manufacturing facility in Britain as part of its broader localization strategy. Professor David Bailey from the University of Birmingham suggested any manufacturing partnership would likely leverage spare capacity at JLR’s Halewood plant on Merseyside, describing the headquarters announcement as positive news while noting no manufacturing deal had been finalized.
The Halewood facility, which produces the Discovery Sport and Range Rover Evoque, has significant unused capacity following production declines from over 200,000 vehicles in 2017 to a fraction of that volume. The plant’s operations were completely halted for several weeks in late 2024 due to a cyber-attack affecting all JLR facilities. Liverpool city council leader Liam Robinson welcomed the investment, describing it as a major vote of confidence in the city’s capabilities and vision for growth. Gong Yueqiong emphasized Chery’s comprehensive commitment: “We are not just bringing products to the UK – we are building a British business,” with the company’s strategy focusing on recruiting British talent, partnering with UK institutions, and adapting to local market needs to become a valued contributor to the UK’s automotive industry and economy, reflecting confidence in the UK’s talent, infrastructure, and green technology commitment.