Chery has inaugurated its official business in the UK, celebrating the occasion with a high-level ceremony in London's 'Indigo at The O2' which premiered SUVs developed for UK consumers. Regit’s motoring journalist, Tim Barnes-Clay, was there.
This launch is a milestone for Chery as it signals the beginning of an aggressive growth strategy in this country. Chery says it will provide a broad portfolio of modern, stylish, and technologically advanced SUV's tailor-made for British drivers.
Indeed, building on the early success of sister brands Omoda and Jaecoo, Chery is ushering in 25 direct-to-consumer franchised dealerships, with a view to increasing this to 100 by 2026. The launch party we attended featured high-octane performances by DJ Reggie Yates and award-winning street dance group Flawless, along with an exclusive sneak peek of the Chery Tiggo 7.
The "Chery" name, derived from the word "cheery," was a fitting backdrop for the event as the brand celebrated its most significant international milestones, including being China's first original equipment manufacturer to develop its own powertrains and chassis, and its home country's largest exporter of vehicles for 22 years straight.
Gary Lan, Chief of Chery UK, told us, "The UK is a crucial market for Chery, and today marks the beginning of an exciting journey for us here. We are introducing a dynamic range of vehicles that blend advanced technology, safety, and innovative features - all at an accessible price point. With our comprehensive SUV line-up now confirmed, we're poised to establish Chery as a clever, confident, and uplifting choice for British households."
All the Chery vehicles for the UK market have been tailored to the market, developed at Chery International's Frankfurt centre to meet rigorous European standards for performance, reliability, and safety. The manufacturer has also confirmed a UK-dedicated R&D centre to fuel long-term development in the territory. That is excellent news for this country, as jobs will undoubtedly be created.
So, let's dive further into what the Chery Tiggo 7 is all about. Now available for purchase, the 7 has been designed specifically for British customers, with a fuel-frugal petrol engine, advanced hybrid powertrain, and generous family-friendly specifications.
The compact crossover SUV's pure petrol edition is equipped with a 1.6-litre TDGI engine producing 147PS and 275Nm of torque, enough to get to 62mph in 9.4 seconds and on to a top speed of 112mph.
For a greener option, there is the Super Hybrid version, which includes self-charging and fast-charging technologies, and will do up to 745 miles on a full tank, including 56 miles running on electric power alone. Impressively enough, it accelerates from 0-62mph in just 8.5 seconds but shares the same top speed of 112mph.
The Super Hybrid can be rapidly fuelled with electricity in 20 minutes (between 30% and 80% charge), or can recharge itself on the go. Its CO2 emissions rate stands at just 23g/km, which provides tax-incentivising benefits to its owners.
The five-seater Tiggo 7 will come in two trims. The Aprire entry-level model doesn't carry a high price tag but provides luxury features like a multifunction synthetic leather steering wheel, dual-zone air con, adaptive cruise control, a six-speaker Sony audio system, wireless phone charging with cooling, and front and rear parking sensors.
The Summit grade elevates the experience with an eight-speaker Sony audio system, ventilated front seats, hands-free tailgate opening, heated steering wheel, and side mirror lighting. Both trims house a curved dual-screen design, comprising two 12.3-inch screens. This setup is complemented by 540-degree cameras, offering transparent chassis views, and is available in three selectable driving modes: Eco, Normal, and Sport.
The Chery Tiggo 7 is designed with unique features, such as tiger's eye rear lamps, Crystal-coloured IQ LED headlamps, a floating roof, and the traditional diamond grille at the front.
Farrell Hsu, Chery UK Deputy Country Director, was confident about the new vehicle: "With over 20 years of development, Chery International has established a good reputation for creating trendy and practical SUVs. We believe the UK market is ready for the Tiggo 7 to enter, especially with customers increasingly turning to effective and well-specced SUVs. Our data definitely indicates that the Tiggo 7 meets this need, with exceptional efficiency matched by exceptional value."
According to Chery, repairability, security, and insurer confidence have been its top priorities from the beginning. In consultation with Thatcham Research, the company has ensured that UK insurers enjoy total confidence in parts availability, repairability, and vehicle security measures. In addition, DHL has been signed up to manage the supply and logistics of parts throughout the UK, making deliveries prompt and hassle-free within as little as 24 hours.
The Tiggo 7 is priced aggressively at £24,995 for the TDGI variant and £29,995 for the Super Hybrid. Both variants feature a seven-year/100,000-mile warranty, unlimited mileage during the initial three years, and inclusion of RAC Home Start cover as standard. The Super Hybrid will also benefit from an eight-year battery warranty.
We will be driving the Chery Tiggo 7 soon, so watch this space for our full review.
