China-based Chery International (Chery) has confirmed that it will be entering the UK new car market under its own brand this summer.
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Chery UK will initially launch with two SUVs, both ‘optimised for the local market in specification and pricing’. They will be on sale in the coming months through a UK-wide dealer network, the company said.
Chery already sells cars in the UK under the OMODA and JAECOO brands. By June [2025], the two marques had achieved a combined market share of 2%.
UK CEO Gary Lan, who leads both OMODA&JAECOO UK and now Chery UK, commented: “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, said: “The Chery brand is recognised globally as a trusted choice for families, fleets, and anyone who values cabin space, long range, and quality at a cost-effective price. 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 said the UK go-to-market strategy features ‘UK-optimised Chery models and combines traditional franchise dealerships with a strong emphasis on warranty and aftermarket care. Many of these dealerships already represent OMODA&JAECOO in the UK.’
The first model from Chery UK will be unveiled at the Goodwood Festival of Speed later this week in the First Glance paddock.
