Chinese car maker Chery wants to design, engineer and build cars in the UK - how’s that going to work? After an exclusive conversation with Chery's chairman Yin Tongyue, John Marcar explores the Chinese car maker's ambitious plans for the UK, including potentially closer ties with JLR.
Discovering China
I recently returned to the UK from my first ever trip to China; I spent 5 days being immersed in the future of Chinese cars and automotive technology at the Chery Auto Co Global User Summit on the brand's very own dedicated campus in Wuhu.
Throughout my working week in and around Wuhu, I saw and sat in luxurious cars that would put European luxury to shame, and saw sporty EVs with performance figures that would challenge an Italian supercar with 80 years of heritage. I saw and experienced seamless autonomous driving in the most chaotic road environments and, above all else, saw firsthand that the sometimes negative British perception of Chinese-built cars is mostly complete nonsense.
My week in China left me feeling utterly consumed by the welcoming hospitality of the people and the efficiency of the systems in place for everything from airport baggage carousels to the functioning of bustling high streets. I visited shopping malls at a standard that West London could only dream of, and dined at restaurants with warm hospitality that's been forgotten in many Western environments. I walked clean streets and browsed captivating alleyways, being welcomed throughout with smiles and kind gestures at every point. I've wanted to visit China since I was a child, and to say it exceeded my expectations would be a dramatic understatement. China and its people have left me wanting more; I'm certain I'll be back to explore as soon as I can.
The purpose of my trip was to see the latest in technology, design, and engineering from Chery Auto Co., and what I discovered was not only impressive; it also revealed some major clues about Chery's growth aspirations both globally and here in the UK.
Who is The Chery Auto Group?
Chery Auto Co. is an automotive group similar in scale and aspiration to Europe’s Volkswagen Group. Like VW, Chery is a car brand in its own right, but the group also includes other brands such as Omoda, Jaecoo, Lepas, Luxeed, iCaur, Exeed, Jetour, and, most recently, Freelander, which deserves its own story: Meet the Freelander 8
Highlights from the Summit:
iCaur V27
Throughout my week with Chery, I was given access to all brands under the Chery Auto Co umbrella, including a first look at the iCaur V27, a new rugged off-roader which is already taking the local market in China by storm and one that should be with us here in the UK within the next 12 months.
Luxeed RX and V9
I was also introduced to Luxeed, Chery's luxury brand, where I encountered the Luxeed RX, a GT shooting brake EV loaded with tech and luxuries which, from a distance, could be mistaken for Ferrari's Purosangue. The Luxeed V9 also impressed me with its minivan dimensions and ultra-luxurious rear seating, which lets rear passengers fully recline, get massaged, and have their temperature regulated while watching films on a fold-down TV that emerges from the ceiling.
Omoda 4 and Omoda X
Omoda proudly displayed the new 4, a model that's expected to be another big hit for the Chery group in the UK thanks to its state-of-the-art AI-driven user interface with the very best in the group's technology built in. Omoda also revealed the Omoda X, a new urban crossover designed to attract the younger driver with rugged design language and go-anywhere capability.
Technology and Robotics
Beyond the cars, Chery used the summit to showcase the latest in smart technology, including robotic dogs and android-like people from the brand's ‘aimoga’ tech arm. I even experienced machines clever enough to spot contamination on paintwork and automatically polish the area using AI-powered robotic polishing arms.
The week provided a superb overview of the group's capabilities and aspirations, as well as insights into cars and brands we haven't yet had access to in the UK. As both a car and tech company, Chery is growing exponentially, and UK car buyers are already responding well to its products, with cars like the Jaecoo 7 being a monthly UK bestseller twice already in 2026.
So what's next for Chery? Whilst attending the summit, I was given the opportunity to sit down with Chery's Chairman, Mr Yin Tongyue, for a conversation that would indicate some potentially very exciting and ambitious plans for Chery in the near future.
A Conversation with Chairman Yin Tongyue - Chery Auto Group
Mr Yin Tongyue was appointed chairman of Chery in May 2026 and is keen to keep pushing the group forward with a strong focus on AI and technology. His tech-heavy approach has helped Chery and its sub-brands be seen not just as car makers, but as a tech company that also makes cars.
Our conversation began with several exciting statements about the relationship between Chery, UK consumers, and JLR, the UK car maker behind Jaguar and Land Rover, which Chery has been working with since 2010.
Chery and JLR - A relationship 16 Years in the Making
I opened the conversation by asking about the success of Chery and other Chinese car makers in the UK. I wanted to gauge the Chairman's view of Chinese car uptake in the UK and noted that many sceptics have been surprised by how popular the new brands have been whilst competing with heritage brands such as VW Group, Renault Group, and Stellantis. I asked Chairman Yin Tongyue’s opinion on the success story of Chinese car makers in the UK.
Chairman Yin Tongyue: "Firstly, I want to express my thanks to the UK for our short-term success and to JLR for our collaboration there for more than 16 years. Their [JLR’s] help has been a big contribution to our success in the UK.
As for why the market has been successful, the UK is a very unique market, and it's very open to new things and new trends, but for us to be truly successful, we need to become a British brand. To do that, we have a plan to establish a design studio in the UK.
I met with Prime Minister Keir Starmer, who was keen to push relationships with the UK, and the new leader [Andy Burnham] is equally welcoming to Chinese business, so the future is very exciting."
Chery’s existing tie-in with Jaguar Land Rover is significant.
The two companies have been linked since 2010; however, they forged a formal partnership in 2012, along with a $2.78Bn factory investment enabling the production of JLR products and engines in mainland China for the local market. This partnership has led to the production of the new Freelander brand, but the relationship may be about to evolve even further, with Chery expressing an interest in building their own cars in the UK.
Now, Chery wants to design, engineer and build cars in the UK
Building on what Chairman Yin Tongyue had said, I was keen to explore the possibilities of his aspirations for Chery in the UK. What followed was more praise for the UK automotive industry and some exciting hints about what might be on the cards.
Chairman Yin Tongyue: "I believe UK designers are the best in the world, so I am thinking of moving the Chery design HQ to the UK. After that, we really want to become a UK company, like UK citizens. I also want to revitalise a UK brand in the future, and we are working with an individual who understands British design and specifically luxury and SUV design, who is already helping us on this journey."
Could Chery be Eyeing an Existing British Brand?
When pressing for more information on where the UK factory might be, whether or not it's an existing OEM is being considered to work with, or who the individual is that's helping with the consultation, for obvious reasons, Chairman Yin's cards were kept close to the chest; however, reading between the lines, there are some obvious clues as to who Chery sees itself working with more in the future. But could the relationship be more than just a business partnership?
Chery wants to see 'BBA' become 'BBAJ'
Another potential clue to Chery's intent came when Chairman Yin Tongyue spoke of China's 'BBA' luxury car market. 'BBA' in Chinese automotive circles stands for BMW, Benz (Mercedes-Benz), and Audi. The BBA market has been the pinnacle of attainable/mass market luxury in China, with BMW, Mercedes-Benz, and Audi setting the benchmark for locally built luxury.
Chairman Yin Tongyue: "We would like to see B-B-A adapt to B-B-A-J…"
And while the Chairman didn't say out loud what the ‘J’ stood for, I think we can all say with certainty it probably isn't Jaecoo.
What is Chery's Long-Term Plan in the UK?
So, what does the future hold for Chery in Britain? A UK design headquarters? British engineering? Perhaps even manufacturing? All seem to be ambitions worth taking seriously. After speaking with Chairman Yin Tongyue, though he gave nothing away, I couldn't help but feel there might be something much bigger behind his words.
Chery already has an established relationship with JLR, a clear admiration for British automotive design, and ambitions to revive a British brand. Whether those ambitions extend beyond the existing partnership remains to be seen.
words and pictures by John Marcar
additional images thanks to Chery Auto Co.
