Chery Group, one of China's largest automotive manufacturers, could be looking to strengthen its presence in the UK, with ambitions to become more closely connected to the British market.
Over recent years, we've seen several new brands emerge from the Chery Group, including Omoda, Jaecoo and, more recently, iCAUR. With these names becoming increasingly familiar on UK roads, the company appears to have further ambitions for its British operations.
Could Jaecoo Move Its Headquarters to London?
Chery is reportedly considering moving Jaecoo's headquarters from China to London. The move could give the brand's rapidly expanding UK dealer network greater influence over decisions surrounding products, sales and marketing, signalling a potentially bigger role for the UK in its future.
The thinking behind this move also comes down to Chery's plans for future growth. With its brands expanding into more international markets, keeping all management operations based in Wuhu, China, could become more challenging. Bringing individual brand teams closer to their biggest overseas markets could help the company manage its expansion more effectively and maintain momentum as it continues to grow.
Zhang Guibing, President of Chery International, has suggested that London could be a potential base for the company, as it considers bringing the management of individual brands closer to their strongest overseas markets.
For Jaecoo, having its headquarters in London would put its UK management team closer to its 140-strong dealer network, giving the brand a better understanding of the market and allowing it to have a more direct say in how its vehicles are developed, sold and marketed in the UK.
Omoda and Jaecoo are already registered in London and operate from Chiswick Park. Establishing a dedicated Jaecoo headquarters in the capital could further strengthen its UK operations and give the brand a closer connection to its growing dealer network.
As of right now, these are still only discussions, with no timeline or final decision having been announced.
The UK accounted for 22,296 of the 39,736 Omoda and Jaecoo vehicles registered across Europe in September, meaning more than half (56%) of the brands' European sales came from the British market.
Chery's brands, Omoda and Jaecoo, have both had a strong start in the UK, with the pair recording their best-ever month this October. Combined registrations reached 22,296, an impressive 10% increase year-on-year, giving them a 6.37% market share.
The Jaecoo 7, which was the first Jaecoo model to arrive in the UK at the start of 2025, has also made a significant impact, recording 10,800 registrations making it the UK’s best-selling car in September alone.
Chery's Wider Ambitions for the UK
Chery clearly understands what appeals to British car buyers, with its vehicles bringing together familiar styling, competitive pricing and features that suit the UK market. The Jaecoo 7 is a good example of this, having quickly established itself as a popular choice with UK drivers and seeing a significant rise in sales since its arrival. Its success suggests Chery is getting to grips with what British buyers are looking for, something that could play an even bigger part in its plans for the UK moving forward.
We can already see how Chery is appealing to British buyers through the design of its vehicles. The Jaecoo range, particularly the Jaecoo 7, draws clear comparisons to Range Rover models, offering a similar premium-looking SUV style at a more affordable price point. Its iCAUR range is taking a similar approach, with the upcoming V25 and V27 featuring the boxier styling associated with models such as the Land Rover Defender, Mercedes G-Class and Toyota Land Cruiser.
While these similarities are largely down to design rather than any shared engineering, it's clear Chery understands the appeal of these familiar styles and how to bring them to a wider range of buyers.
However, Chery's ambitions for the UK could extend further than its existing brands. Discussions have also touched on the possibility of expanding into British design, engineering and even manufacturing, alongside bringing a historic British automotive brand back to life. This raises questions about whether Chery could eventually look to acquire an established British car manufacturer, with its existing partnership with Jaguar Land Rover potentially adding another interesting dimension to the speculation.
Chery's ambitions for the UK appear to go well beyond simply introducing new car brands to the market. With growing sales, an expanding dealer network and potential plans to bring more of its operations closer to British customers, the UK is clearly becoming an increasingly important market for the Chinese manufacturer.
With iCAUR also preparing to enter the UK in early 2027, starting with the V27, it will be interesting to see whether the brand can achieve the same success as its sister brands, Omoda and Jaecoo.
For now, the potential move of Jaecoo's headquarters to London is just one part of Chery's wider plans for the UK. With discussions around British design, engineering and manufacturing also on the table, it will be interesting to see just how far the company plans to take its involvement in the British automotive industry.
