The ‘Made in Britain’ label that could change how we see Chinese cars
Car changing is a big deal
Chery has opened a new Liverpool hub, signalling a push to build Chinese cars in the UK. But would British-built Chinese cars win over UK buyers?
Would you consider buying a Chinese car if it carried a “Made in Britain” badge? Chery – the company behind Jaecoo and Omoda – is betting that many UK drivers will.
The brand has opened a new hub in Liverpool to manage its UK operations, conduct research, and develop its business locally. For car buyers, this could mean faster delivery times and more reliable services.
Chery is also in talks to produce cars at Jaguar Land Rover’s (JLR) nearby Halewood factory. If it goes ahead, Chinese-badged vehicles could be built in the UK, cutting shipping delays and giving buyers extra confidence in a brand still relatively new to the market.
“We are not just bringing products to the UK – we are building a British business,” Gong Yueqiong, general manager of Chery Commercial Vehicle, told The Telegraph. “By recruiting local talent, collaborating with UK institutions, and adapting to local needs, we aim to become a valued contributor to the UK’s automotive industry and economy.”
Business Secretary Peter Kyle called the move “a major vote of confidence in the UK, showcasing the kind of high-value, future-focused manufacturing we want to grow.”
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The Liverpool hub
The Liverpool hub announcement comes as Prime Minister Keir Starmer visits Beijing to strengthen UK-China trade relations, with Chery and the broader automotive sector expected to be on the agenda.
Chery already has experience working with JLR. The two brands have a joint venture in China, and have been producing models such as the Evoque, Discovery Sport, and Jaguar saloons for the Chinese market since 2012. Now, Chery is hoping to mirror that collaboration in reverse – bringing production to the UK.
Liam Robinson, leader of Liverpool City Council, said: “Chery’s choice of Liverpool for its European base is a major vote of confidence in our city’s capabilities, our workforce, and our long-term vision for clean, inclusive growth.
“This partnership could reshape the car manufacturing sector in our region, bringing new technologies, new skills, and new opportunities to Liverpool and beyond.”
Chery’s growth in the UK
Chery only launched in the UK in August 2025 but has already sold more than 5,500 cars – outselling brands such as Alfa Romeo, DS, Genesis, and Smart. With the arrival of the Tiggo 9 seven-seat SUV, sales are expected to climb even higher.
For buyers, locally built vehicles often mean fewer shipping delays and more reliable service. For JLR, producing cars for Chery could help soften the disruption caused by last year’s cyber attack and help support UK jobs.
While Chery is furthest along in talks with JLR, this move reflects a broader trend. The UK managing director of Chinese carmaker Geely Auto, Mike Yang, recently told Carwow that producing its cars in the UK is a “real possibility”.
Autocar has also reported that Nissan has expressed interest in building Chinese cars in the UK, although no other deals outside of JLR-Chery have been confirmed.
What about cars made in Europe?
Speaking of Geely, the Chinese manufacturer is in talks with Ford over a potential partnership, as global carmakers look to share technology and reduce manufacturing costs, according to Reuters. One proposal under discussion would see Geely produce vehicles for the European market using Ford’s factory space, most likely at its Valencia plant in Spain, insiders told the news agency.
Reuters reported that these European manufacturing talks are the most advanced and have been ongoing for months, with recent meetings held in both the US and China. Neither company has confirmed details though: Geely declined to comment, while Ford said it regularly holds discussions with other companies that do not always result in agreements.
Producing vehicles in Europe would help Geely avoid steep European Union (EU) tariffs on Chinese-made electric vehicles. To curb a potential influx of subsidised Chinese EVs, the EU introduced provisional tariffs of up to 37.6% on imported Chinese models in 2024.
Geely isn’t the only Chinese automaker looking to produce cars on European soil. Leapmotor will build vehicles at a Stellantis plant in Spain, while Guangzhou Automobile Group (owner of the Aion brand) and Xpeng are partnering with mobility technology company Magna International to produce electric models in Austria.
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