A new Chinese car brand has launched in the UK with lofty goals to shake up the established market with high-tech and affordable offerings, with bosses hinting that the UK could benefit from a research and development factory.
Chery UK has officially launched in the UK with the brand showing a first glimpse of its Tiggo 7 and Tiggo 8 models at a glitzy launch party in London.
Both SUVs will launch in the UK at affordable price points, while Chery aims to launch the Tiggo 9 and Tiggo 4 over the next six months.
The Wuhu-based brand confirmed that it would initially open with 25 dealerships, before expanding to 100 by 2026 across England, Scotland and Wales.
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The Chery Tiggo 8 is already one of the brand's most popular vehicles
|CHERY UK
While the brand may not yet be known in the UK, Chery has been China's largest exporter of cars for 22 years, with global sales of 2.6 million in 2024.
Speaking to the media at its London launch event, Gary Lan, CEO of Chery International UK, said it had taken the brand 20 years to prepare for its UK launch, noting that "the sky's the limit".
Every Chery vehicle comes with a comprehensive seven-year warranty and after-market car, with three years of full RAC roadside assistance.
Mr Lan also emphasised that Chery was prioritising reliability and security, as highlighted by partnerships with Thatcham Research and DHL.
The Chery Tiggo 7 starts from £24,995
|CHERY UK
The brand looks to guarantee fast, hassle-free deliveries of parts across the UK in as little as 24 hours.
The CEO added: "The UK is a crucial market for Chery, and today marks the beginning of an exciting journey for us here.
"We're bringing a dynamic range of vehicles that combine advanced technology, safety, and innovative features – all at an accessible price point.
"With our full SUV line-up now confirmed, we're ready to establish Chery as a clever, confident and happy choice for UK households."
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Chery UK CEO Gary Lan spoke of the brand's intention to launch an R&D site in the UK
|CHERY UK
Parent company Chery Holding Group also owns a 50 per cent stake in the Chinese division of Jaguar Land Rover, in addition to fellow newcomers to the UK market Jaecoo and Omoda, which have quickly established themselves as some of the best-selling marques.
Chery has already seen success in the UK with its sister brands Omoda and Jacoo, which have achieved a staggering market share of 2.71 per cent in just 12 months.
Recent YouGov data found that brand awareness of Omoda and Jaecoo had grown to 15 per cent, despite Omoda launching 12 months ago and Jaecoo only being in the UK for seven years.
Mr Lan said the brand plans to launch a research and development centre in the UK "in the near future" to "support the brand house's long-term growth".
Chery UK will launch two more SUVs in the next six months
|CHERY UK
The Tiggo 7 is Chery's best-selling model, with more than one million vehicles sold. The SUV, which has an impressive 426-litre boot capacity, making it perfect for families, starts from £24,995.
It is available either with a petrol powertrain or with Chery's Super Hybrid system, which makes it one of the most advanced plug-in hybrids in the world.
The Tiggo 8 is a seven-seater SUV with eco-leather, a giant infotainment screen, wireless charging and a full Sony sound system.
The model starts from £28,545 OTR for the 1.6-litre TDGI and from £33,545 OTR for the Super Hybrid.