Chery continues its push into the UK market with the arrival of the Tiggo 4 CSH - a compact, full-hybrid SUV aimed squarely at value-conscious buyers. Positioned as the most accessible model in the growing Tiggo line-up, it's designed to bring SUV practicality to a wider audience without the price tag typically associated with the segment.
Regit’s motoring journalist Tim Barnes-Clay caught up with Chery UK's PR Manager, Jack Constantine, at the model's UK media launch to talk about the car, the brand's ambitions, and what comes next.
TBC: You've been in the role a few months now - how's it going?
JC: It's been really positive so far. It's a busy time because we're effectively building a brand from the ground up in the UK, but that's also what makes it exciting. There's a real opportunity to shape how people perceive Chery, and we've had a strong start with the products we've introduced.
TBC: Tell me about the car you're launching today.
JC: It's the Chery Tiggo 4 CSH, and it's a very important model for us. Globally, it's already proven to be successful, so bringing it to the UK is a natural next step. It completes our Tiggo SUV line-up here, alongside the 7, 8 and 9, but sits as the most compact and most accessible option. What's key is that it's offered exclusively as a full hybrid - there's no pure petrol version - so it reflects our direction of travel towards electrified powertrains while still being easy for customers to adopt.
TBC: Where does it sit in the market in terms of size and positioning?
JC: It's very much in the compact SUV space, but the positioning is quite deliberate. We've aimed to offer something that delivers the practicality and presence of an SUV, but at a price point that's closer to a traditional supermini. That's a big part of the appeal - you're getting more space, more technology and a higher driving position without a big jump in cost.
TBC: If someone isn't into cars and feels overwhelmed by new brands entering the UK, why should they consider this one?
JC: I think simplicity is key. This is a car designed for everyday life. It's easy to live with, offers strong fuel economy thanks to the hybrid system, and comes very well equipped. Ultimately, it's about value. You're getting a lot of car for the money, and that's something that resonates with a wide audience.
TBC: Let's talk about the brand. Some buyers may not know Chery - what's the story?
JC: That's completely understandable because we're new to the UK, having launched here in September last year. But globally, we've been around for a long time. Chery was founded in 1997 in China and has grown significantly since then. In fact, we've been China's largest car exporter for 23 consecutive years, which is a strong indicator of the scale and consistency of the business. We've also built a solid presence in markets like Australia, parts of South America, and the Middle East.
TBC: And how does the UK fit into that global picture?
JC: The UK is a very important market for us. We've taken a phased approach to entering it, starting with brands like Omoda and Jaecoo, and then introducing Chery itself once we felt the timing and the product offering were right. It's something we've been working towards for a long time, and now we're in a position where we can really start to grow.
TBC: There can still be some hesitation around newer brands - how do you address that?
JC: It's about transparency and experience. We encourage people to come and see the cars, sit in them, and drive them. Once they do, perceptions tend to change quite quickly. We also back our products with strong warranties and support, which helps build confidence. And over time, as more people see Chery vehicles on the road, that familiarity will naturally increase.
TBC: What does the future hold for Chery in the UK?
JC: 2026 is really focused on building brand awareness. The Tiggo 4 goes on sale at the end of May, and after that, it's less about launching lots of new models and more about getting the name out there. We've got some major partnerships lined up - for example, we're the official car partner for Soccer Aid, which gives us access to a huge audience through sport and entertainment. We're also working on other campaigns and collaborations that will help raise our profile.
TBC: How important is the media in that process?
JC: We want journalists to spend time with the cars and give honest feedback. That's something we value. It doesn't just help shape perception externally - it feeds directly back into our development process. The feedback we receive from media and customers plays a real role in how our products evolve.
TBC: Finally, you've driven the Tiggo 4 - what's your honest take?
JC: I think it's a very well-rounded package. The design is modern and appealing, the interior feels well put together, and the hybrid system makes it efficient and easy to use day to day. It's aimed at a broad audience - from young couples to families - and it delivers on that brief. It's the kind of car that fits seamlessly into everyday life.