Chinese giant Chery, maker of the Omoda and Jaecoo brands, has revealed it is opening a new European headquarters in Liverpool, potentially creating hundreds of new jobs.
The announcement, which followed months of talks, was made during Prime Minister Keir Starmer’s trade visit to China.
Liverpool City Council said it was “one of the most significant projects” for the city in recent years, reports the BBC.
Council leader Liam Robertson described it as a “huge opportunity” for Liverpool, the wider city region and the UK.
It “recognises our strengths” and “puts Liverpool at the forefront” of advanced manufacturing.
The new Chery HQ will reportedly support research, engineering and commercial development for the Chery Commercial Vehicle division.
No details have yet been announced on where in Liverpool Chery will locate its new European HQ, nor when it will open. However, it is hoped it will create “hundreds” of new jobs.
Chery to build cars in JLR UK plants?
The news of Chery’s new European HQ in Liverpool is interesting in the context of a recent report by the FT that the Chinese giant could build vehicles in the UK, using spare capacity at JLR factories.
JLR builds Range Rover and Range Rover Sport models in Solihull, and also makes Range Rover Evoque and Land Rover Discovery Sport at Halewood, Merseyside (pictured above).
While the Solihull plant is thriving – production of the new electric Jaguar will begin there later this year – it is believed there is spare capacity at the Halewood facility, which could be utilised by Chery.
News that its new European commercial vehicle HQ will now be based in Merseyside may now compound the rumours.
“A JLR-Chery tie-up could be a win-win,” said Professor David Bailey of the Birmingham Business School. “The rationale… is strong.”
JLR has a longstanding joint venture with China’s Chery, called CJLR. In 2024, it agreed to license the Freelander brand to CJLR, for the creation of EVs in China.
“Chery and JLR are forging an innovative collaboration model that epitomises our growth path for the future,” said Chery Group chairman Yin Tongyue at the time.
The Mk2 Land Rover Freelander was actually produced in Halewood, before it was replaced by the Land Rover Discovery Sport in 2016.
In 2024, JLR announced a £500m investment in Halewood to transform it for electric vehicle production. The aim is to produce ICE, PHEV and BEV models side by side, before becoming JLR’s first all-electric production facility.
Halewood is believed to have an installed capacity to produce around 205,000 cars a year. in 2025, JLR made a total of 201,283 cars at its three plants in Castle Bromwich, Halewood and Solihull.
Motoring Research has contacted Chery and JLR for comment.
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