How Are Chinese Car Brands Like Changan and Chery Shaking Up the UK Market So Quickly?
If you’ve been keeping an eye on the UK automotive scene, you might have noticed something remarkable: two new Chinese car brands, Changan and Chery, are making their debut in the UK this month. But this isn’t just about launching a couple of new models—it’s about a seismic shift in how car companies operate, innovate, and connect with customers. So, what’s fueling this rapid rise, and what does it mean for drivers and the industry as a whole?
What Does ‘China Speed’ Really Mean for Car Buyers?
You’ve probably heard the phrase ‘China speed’ tossed around, but it’s more than just a catchy slogan. In the context of the car industry, it’s about moving from concept to showroom at a pace that leaves traditional manufacturers scrambling to keep up. For Changan, this isn’t just a marketing line—it’s a lived reality.
Nic Thomas, Changan’s UK boss, described his whirlwind journey from being a one-man band at the start of 2024—handling everything from high-stakes negotiations to the most mundane office tasks—to launching the £40,000 Deepal S07 electric SUV in just 18 months. That’s not a typo. Eighteen months from zero to a full-scale UK launch, complete with a network of 20 dealerships.
The outcome? Game-changing. For customers, this means access to the latest tech and design, delivered faster than ever before. For competitors, it’s a wake-up call.
How Are Changan and Chery Building Trust and Infrastructure So Fast?
It’s one thing to launch a car. It’s another to build an entire company around it. Both Changan and Chery have gone all-in, setting up extensive dealer networks, robust parts supply chains, and even working with industry leaders like CAP (for residual values) and Thatcham (to ensure their cars are easy and affordable to repair).
Why does this matter? Because it addresses the two biggest concerns UK buyers have about new brands: reliability and support. By investing in local infrastructure and collaborating with trusted partners, these companies are showing they’re here for the long haul—not just a quick sales spike.
What’s Behind the Lightning-Fast Product Development?
Let’s talk about innovation. Changan’s team of 100 engineers in Birmingham managed to completely redesign the Deepal S07’s suspension for the UK market in just three months. To put that in perspective, legacy carmakers might take three years to make similar changes as part of a mid-cycle update.
Gary Lan, Chery’s UK CEO, points out that being a direct subsidiary of the parent company in China—not just a distributor—gives them the agility to respond to customer feedback and market demands almost instantly. Case in point: the Omoda 5 SUV is being reengineered and relaunched in the UK after just a year on sale, based on real-world reviews and feedback.
This kind of responsiveness isn’t just impressive—it’s unprecedented. According to a 2023 report from JATO Dynamics, Chinese automakers have reduced their average product development cycle to under 24 months, compared to the global industry average of 36-48 months. That’s a huge advantage in a market where consumer preferences and technology are evolving at breakneck speed.
How Are Established Brands Responding to the Challenge?
It’s easy to assume that the real competition is between Changan, Chery, and other Chinese brands. But the bigger story is how these newcomers are forcing established European and Japanese automakers to rethink their own playbooks.
Nic Thomas summed it up perfectly after attending the Shanghai auto show: while his former colleagues were excited about launching a single new model, Changan had just rolled out five—with five more in the pipeline. Thanks to massive economies of scale, they can offer competitive pricing that’s tough for legacy brands to match.
The challenge for established players isn’t just about keeping up with technology or design. It’s about matching the sheer speed and flexibility of these new entrants. And that’s no small feat.
What Does This Mean for UK Drivers?
For UK car buyers, this is all good news. More competition means better choices, faster innovation, and potentially lower prices. The Deepal S07, for example, isn’t just another electric SUV—it’s a symbol of how quickly the market is changing. Designed in Italy, engineered in the UK, and built to meet the specific needs of British drivers, it’s a global effort that delivers real value.
And with both Changan and Chery investing heavily in aftersales support, parts availability, and insurance partnerships, the old worries about buying from a new brand are quickly fading.
Looking Ahead: Is This the New Normal for the Car Industry?
It’s clear that the arrival of Changan and Chery in the UK isn’t just a blip—it’s the start of a new era. The combination of ‘China speed,’ global design and engineering, and a relentless focus on customer needs is rewriting the rules of the game.
For drivers, that means more exciting choices and a faster pace of innovation. For the industry, it’s a challenge—and an opportunity—to rethink what’s possible. One thing’s for sure: the days of waiting years for the next big thing in cars are over. The future is arriving faster than ever, and it’s coming from some unexpected directions.