Chery to launch in UK under its own brand with new SUVs this summer

Soon after launching its Omoda and Jaecoo car brands in the UK, its parent group Chery International is now set to enter the new car market retailing its own brand this summer.

Chery UK will initially launch with two SUVs, which it says will be on sale in the coming months through a UK-wide dealer network.

The first car from Chery UK will be unveiled at the Goodwood Festival of Speed later this week.

The announcement follows the launch of Omoda in August 2024, and Jaecoo in January. 

The two Chinese brands have already achieved a combined market share of 2%, having established a network of dual-branded dealerships plus won considerable interest among fleets and leasing firms.

Chery UK CEO, Gary Lan (pictured) who leads both Omoda and Jaecoo in the UK, said: “Chery’s introduction to the UK market this summer not only shows Chery’s commitment to growth, but also reflects our confidence in the UK automotive sector, and the appeal of our vehicles to local buyers. Expect the same innovation, style, technology focus, and exceptional value.”

Chery UK country director, Farrell Hsu, says that the Chery brand is recognised globally as a “trusted choice” for families and fleet customers.

“We’ve been working behind the scenes, learning from our experience with other Chery International-derived brands in the UK, and have taken this time to refine and refresh our approach to this important market,” he added.

“We look forward to sharing more details on Chery’s UK introduction soon.”

Chery International's website shows the brand is very focused on SUVs, with models ranging from the Tiggo 8 and 7 (pictured) to compact SUVs badged Tiggo 2.

There have been reports that Chery Automobile will introduce a new mass-produced brand named Lepas in Europe in early 2026. Lepas is a fusion of “Leap” and “Passion” and Chery has positioned it to appeal to younger, style-savvy buyers in global markets. Zhang Guibing, president of Chery International, announced that Lepas will introduce five models over the next three years, beginning with production of the L8 SUV, in December 2025, then a smaller L6 city car and the L4.

Lepas cars begin production this year and will be offered in ICE, PHEV and BEV variants,

Chery has been the largest exporter of vehicles from China for the past 22 years. The UK go-to-market strategy features UK-optimised Chery models and combines traditional franchised dealerships with a strong emphasis on warranty and aftermarket care. Many of the dealerships already represent Omoda and Jaecoo in the UK.