Everything you need to know about Chery

Your ultimate guide to the newest Chinese manufacturer to hit UK shores – Chery Automobile

If you’ve been keeping an eye on the UK car market lately, you might have noticed a new name popping up alongside familiar brands.

Chery has officially arrived on British roads. While the badge might be unfamiliar to us Brits, this Chinese manufacturer has been quietly building a reputation as one of the world’s biggest vehicle exporters for over two decades.

Whether you’re considering your first lease or you’re a seasoned driver looking for something different, understanding what Chery brings to the table could save you thousands on your next car lease.

Here’s everything you need to know about this ambitious new player.

Who is Chery?

Chery might be the new kid on the block here in the UK, but globally, it’s anything but.

Founded in 1997 in Wuhu, China, Chery has grown from a small regional manufacturer to become China’s largest vehicle exporter – a title it’s held since 2003.

The name doesn’t stand for anything particularly profound, unlike subsidiaries JAECOO and OMODA (with JAECOO being a portmanteau of ‘jaeger’ and ‘cool’, and OMODA a mix of ‘oxygen’ and ‘mode’).

It’s simply meant to sound fun and light-hearted.

And that approachable attitude extends to their cars, too. Chery’s mission is simple. Deliver excellent value for money without compromising on the features and tech that modern drivers expect.

What sets Chery apart from other new Chinese entrants is their multi-brand strategy.

While companies like BYD focus on building one strong brand, with all manner of cars under that umbrella (from the nimble BYD DOLPHIN SURF to the hulking BYD SEALION 7), Chery operates more like the Volkswagen Group.

AKA, different brands targeting different audiences.

You might have already heard of JAECOO and OMODA, who launched in the UK in 2024, and combined have already sold over 20,000 vehicles.

Who owns Chery?

Chery Automobile Co. Ltd designs and builds all of its own vehicles, and they’ve got serious experience in understanding what UK drivers want.

Through a joint venture with Jaguar Land Rover to manufacture cars in China, Chery learned valuable lessons about British tastes and expectations.

The company is government-owned but operates like any other business, with the freedom to make commercial decisions and expand globally. Their headquarters remain in Wuhu, Anhui province, where they also base their other brands, like OMODA and JAECOO.

With over 80,000 employees and more than 15 million cars built since inception, Chery has the scale and expertise to compete with established manufacturers.

They’ve invested heavily in their own engineering capabilities, even reaching the point where they supply engines to companies like Fiat.

What is Chery’s manufacturing process?

Chery have spent decades refining their manufacturing processes.

By 2008, they were designing and building their own engines, and by 2009, they were producing over half a million cars annually.

Their commitment to quality showed early on when the Chery A3 (no relation to Audi’s car of the same name) became the first Chinese car to achieve a five-star safety rating from China’s equivalent to Euro NCAP.

And while most Chery cars are built in the company’s Chinese factories, they’ve also established local plants in Brazil, Iran and Egypt to serve those markets more efficiently.

For UK customers, your Chery will come from their well-established Chinese production facilities – but they’ve not ruled out a European plant opening in the future.

What brands does Chery own?

Chery owns and exports multiple brands across the globe, both in its home market of China and further afield. There have been more over the years, but Chery has pared back its operations to focus on the brands that have done well, and target a specific audience.

Chery’s China-based brands include:

• Chery
• Chery Fulwin: Plug-in hybrid vehicles
• Chery New Energy: Electric cars
• Exeed: Premium passenger vehicles
• Jetour: SUVs
• iCar/iCaur: EVs targeted at those between 25 and 35
• Luxeed: Premium EVs, in collaboration with Huawei
• Rely: Electric pickups

Chery also owns several brands that are solely for the overseas market, and not sold in China itself.

These include:

• OMODA
• JAECOO
• Exlantix
• Aiqar
• Lepas

The full Chery UK line-up

Chery’s initial assault is focusing on what British families want most: practical, affordable SUVs that don’t skimp on features.

Their lineup consists of two models, with more set to come over the next few years.

Chery Tiggo 7

The smaller of the two, the Chery Tiggo 7 is a five-seat SUV designed to take on popular models like the Kia Sportage and Peugeot 3008. Available with either a 1.6-litre petrol engine or as a plug-in hybrid (PHEV), it’s positioned as affordable family transport with all the latest tech.

Chery Tiggo 8

Essentially a larger version of the Tiggo 7, the Chery Tiggo 8 offers seven seats and the same choice of powertrains. It’s aimed squarely at families who need that extra space, but who don’t want to pay premium prices.

Both models share Chery’s Super Hybrid System (SHS) on the PHEV spec, combining a 1.5-litre petrol engine with an 18.4kWh battery pack for impressive efficiency and flexibility.

Range and charging: The Chery Super Hybrid System (SHS)

If you’re looking for a lease – particularly if you’re looking for a business car lease that doubles as a family wagon – the Chery SHS is where you want to be looking.

Both the Tiggo 7 and Tiggo 8 plug-in hybrids offer up to 56 miles (WLTP Comb) of electric-only driving from their 18.4kWh battery packs. That’s enough for most daily commutes without using a drop of petrol.

When the battery runs low, the 1.5-litre petrol engine kicks in, giving a total range of up to 745 miles before you need to stop for fuel.

For many drivers, this could mean filling up just once a month.

Charging is straightforward too. With 40kW DC rapid charging capability, you can boost the battery from 30% to 80% in just 20 minutes. At home, a full charge takes just a few hours using a standard wall box.

The beauty of this system is flexibility.

You can drive purely on electric power for short trips, use hybrid mode for longer journeys, and never worry about finding a charging point because you’ve always got that petrol engine as backup.

Chery reliability and ownership

One of the biggest concerns with any new brand is reliability and after-sales support.

Chery addresses this head-on with a comprehensive seven-year/100,000-mile warranty – one of the longest in the industry and roughly double the standard coverage.

While UK reliability data is still limited given Chery’s recent arrival, their track record in other markets is encouraging.

The brand has built over 15 million vehicles and established a reputation for durability and low running costs in markets where they’re already established.

Both the Chery Tiggo 7 and Tiggo 8 have achieved four-star Euro NCAP safety ratings. While that’s one star short of the full five, the fact that they’ve been tested already shows Chery’s commitment to meeting safety standards from day one.

And the fact that OMODA and JAECOO have already found 20,000 UK customers suggests drivers are satisfied with what they’re getting.

Word-of-mouth recommendations are driving additional sales, which suggests the ownership experience is positive.

What you get for your money

Value for money is where Chery really shines.

Every Tiggo variant will cost less than £40,000 on the road, with entry-level models starting under £30,000. That’s supermini money for a full-size SUV packed with the latest tech.

For lease customers, this translates to genuinely competitive monthly payments.

When you factor in the potential savings from electric driving on the hybrid models, plus lower servicing costs typical of newer manufacturers trying to establish themselves, the value becomes even more apparent.

Chery’s positioning is clear: they want to compete on quality and features, not just price.

The seven-year warranty backs up their confidence in their products, and early customer feedback suggests they’re delivering on their promises.

What makes Chery different?

Unlike other Chinese manufacturers who focus on building one strong global brand, Chery has chosen a different path.

They operate multiple brands targeting different market segments, in a similar way to Volkswagen Group with Audi, SEAT, VW, and SKODA all belonging to the same parent company.

The only difference is that the VW Group bought the brands in their merger, where Chery have created their brands from scratch.

Chery’s multi-brand approach allows the brand to be more targeted.

The main Chery brand targets no-nonsense family buyers with the tagline ‘Find your happy’, while JAECOO aims for premium customers and OMODA courts younger, fashion-conscious drivers.

It’s also worth noting that Chery has been preparing for the UK market for over 20 years.

This isn’t a rushed expansion – it’s a carefully planned entry backed by decades of global experience and substantial investment.

The road ahead

Chery’s arrival represents more than just new cars hitting UK roads.

It’s a statement of intent from a manufacturer that’s serious about competing with established brands like Kia, Hyundai and even Tesla.

The company has plans to bring additional brands to the UK, including Lepas (focused on value), and iCaur (an off-road specialist).

With their global reach and resources, Chery is well-positioned to become a significant player in the British market.

For lease customers, this means more choice and competitive pricing as Chery fights to establish itself and gain market share.

Early indicators suggest they’re succeeding – the combination of attractive pricing, comprehensive warranties and positive customer feedback is already winning over British drivers.

Should you consider a Chery lease?

If you’re looking for a practical family SUV that offers hybrid efficiency without the premium pricing of established brands, Chery deserves serious consideration.

The combination of competitive lease rates, comprehensive warranty coverage and proven technology makes it an attractive proposition.

The plug-in hybrid system is particularly appealing for lease customers who want to reduce their running costs and Benefit in Kind (BiK) tax liability. With up to 56 miles of electric range, you could make it through your commute without using any petrol at all.

And while Chery might be new to the UK, they’re far from inexperienced.

With over two decades of global success and backing from one of China’s largest automotive groups, they have the resources and expertise to provide reliable, long-term support for UK customers.

The automotive landscape is changing rapidly, and Chery’s arrival adds another compelling option for drivers who want value, efficiency and peace of mind.

As with any lease decision, it’s always worth comparing the total cost, including monthly payments, running costs, and end-of-lease charges.

But with competitive pricing, impressive efficiency and comprehensive warranty coverage, Chery is positioning itself as a smart choice for budget-conscious drivers who don’t want to compromise on features or reliability.