At a glance
- Chery is considering a UK design centre and wants to recruit more British automotive talent.
- Discussions with Nissan could lead to Chery vehicles being built at Sunderland from 2027.
- Its engineering operation at Millbrook and longstanding Jaguar Land Rover partnership provide a starting point for deeper UK involvement
Why does Chery want a bigger presence in Britain?
Chery wants to do considerably more in Britain than sell competitively priced SUVs. The Chinese manufacturer’s chairman, Yin Tongyue, is considering a UK design operation, wants to recruit more British engineering talent and is exploring opportunities to manufacture vehicles here.
“We want to become a British friend,” he said at Chery’s headquarters in Wuhu, China, during the 2026 Chery International User Summit.
Chery already sells cars here through its Chery, Omoda and Jaecoo brands, with Lepas also entering the market. But Yin has his sights on something bigger than importing SUVs and building a dealer network.
He sees Britain as a source of talent that could help shape the company’s next generation of vehicles, including models destined for markets well beyond Europe.
The summit brought together more than 2,000 owners, dealers and business partners from over 130 countries and regions. During our conversation, Yin made clear that Britain has an important part to play in the company’s international ambitions.
Is Chery planning a UK design centre?
A dedicated British design operation is under consideration, although Chery has yet to announce a location or opening date.
Yin said the company already has people working in Britain, but wants to recruit more local specialists and explore partnerships with established businesses.
“We still want to find more UK capability,” he said, referring to design, engineering and vehicle dynamics.
“I really believe the UK is suitable for our work,” he added.
There is already activity at Millbrook in Bedfordshire. Chery announced a research and development centre at the proving ground in August 2026, with work covering chassis development, ride and steering characteristics and driver-assistance technology.
The aim is to make its vehicles better suited to British roads. A separate design operation would give British specialists a say in how future models look and feel, too.
Could Chery build cars at Nissan’s Sunderland factory?
Chery is also exploring British production. In June 2026, Nissan and Chery International UK signed a non-binding memorandum of understanding to examine the feasibility of manufacturing Chery vehicles at Nissan's Sunderland factory.
The proposal involves using one of Nissan’s existing production lines, potentially from the 2027 financial year.
No final agreement has been reached. Nissan would retain ownership of the factory and employ its workforce, with Chery vehicles potentially built under a contract manufacturing arrangement.
For Chery, using an existing plant would be considerably cheaper than starting from scratch. For Nissan, additional production could help make better use of its Sunderland facilities.
There would also be potential benefits for British suppliers, although the extent would depend on how much of each vehicle was sourced locally.
What is Chery’s relationship with Jaguar Land Rover?
Chery’s British connections go back further than its recent expansion into the UK showroom market.
The company formed a 50:50 joint venture with Jaguar Land Rover in November 2012. Chery Jaguar Land Rover began building vehicles at its Changshu factory in China in October 2014.
The partnership gave Chery experience of working with a British premium manufacturer and an insight into the engineering and brand values associated with established luxury carmakers.
Yin acknowledged the contribution of British expertise to the relationship and wants to explore further opportunities with UK businesses.
Britain has a strong reputation for vehicle dynamics, specialist engineering, motorsport and design, even though much of its mass-market manufacturing has moved elsewhere.
Chery has also raised the possibility of helping revitalise British automotive brands. Yin did not identify any particular companies or projects, so it would be premature to read that as a reference to a specific acquisition.
Can Jaecoo escape the Range Rover comparisons?
Chery’s expanding range has attracted plenty of attention, although not all of it has been for the reasons the company might want.
The Jaecoo 7 is regularly compared with a smaller Range Rover, with some British motorists using less flattering nicknames.
The styling has helped put the car on the map, but Chery will eventually want buyers to recognise its products without comparing them with established rivals.
That is where British designers could help. A clearer design identity would become particularly important if Chery wants to move further upmarket and persuade customers to pay more for its vehicles.
Will Chery keep its cars affordable?
Competitive pricing and generous equipment have helped Chinese manufacturers make an impression on British buyers.
But Yin believes there is more to winning customers.
“Price is an important consideration for purchasing, but it’s not the only one,” he said.
Quality and customer confidence matter just as much, particularly when a manufacturer is relatively new to a market.
Chery’s UK expansion gives it an opportunity to build relationships with motorists over several years, rather than relying on an attractive launch offer or a well-equipped SUV.
What do we like?
- British investment: More design, engineering and manufacturing work could benefit the UK automotive industry.
- Millbrook expertise: Local testing and development should help Chery tailor its vehicles to British roads.
- A manufacturing opportunity: The Nissan discussions offer a possible route into UK production without the cost of building a new factory.
- Long-term thinking: Yin appears interested in establishing a lasting presence rather than relying solely on imported-car sales.
What worries us?
- Unconfirmed plans: The design centre remains under consideration, and Sunderland production is still subject to negotiations.
- Brand identity: Jaecoo’s Range Rover comparisons show why Chery needs a more recognisable design direction of its own.
- Quality and confidence: Competitive prices can attract buyers, but long-term reliability, dealer support and customer service will determine whether they stay.
- The economics: British manufacturing is expensive, and Chery will need to make the numbers work if it wants to produce cars here.
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Verdict
Chery’s UK ambitions are worth taking seriously. The company already has a growing retail presence, an engineering operation planned at Millbrook and a longstanding relationship with Jaguar Land Rover. Its discussions with Nissan could also give it access to British manufacturing.
What interests me most is Yin Tongyue’s desire to use British expertise to develop cars for international markets. That would give the UK a role in Chery’s future beyond simply providing a destination for its exports.
There are still plenty of unanswered questions. The Sunderland proposal is not a final production agreement, the design centre has yet to be confirmed, and Chery must prove it can build a reputation for quality and customer service.
But the ambition is there. If Yin delivers on even part of what he outlined in Wuhu, Chery could become a much more significant player in Britain’s automotive industry.