Chery to launch in the UK this summer

Chery International – parent company of of Chinese car brands Omoda and Jaecoo – will be entering the UK market under its own brand this summer.

Chery UK will initially launch with two SUVs, which it says will be on sale in the coming months through a UK-wide dealer network.

The announcement follows the launch of Omoda in August 2024, and Jaecoo in January. 

The two marques have already achieved a combined market share of 2%.

Chery UK CEO, Gary Lan (pictured), who leads both Omoda and Jaecoo in the 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.”

Chery UK country director, Farrell Hsu, says that the Chery brand is recognised globally as a “trusted choice” for families and fleets.

“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,” he added.

“We look forward to sharing more details on Chery’s UK introduction soon.”

Chery has been the largest exporter of vehicles from China for the past 22 years. The UK market strategy features UK-optimised Chery models and combines traditional franchised dealerships with a strong emphasis on warranty and aftermarket care.

Many of these dealerships already represent Omoda and Jaecoo in the UK.

The first model from Chery UK will be unveiled at the Goodwood Festival of Speed later this week.