Why Is Chery Making Waves in the UK Car Market Right Now?
If you’ve been keeping an eye on the UK automotive scene, you might have noticed a new name cropping up more and more: Chery. This Chinese carmaker isn’t just dipping its toes in the water—it’s cannonballing into the market with a bold strategy. So, what’s behind all the buzz?
Chery is aiming straight at the heart of the UK’s mainstream car buyers, especially those who’ve traditionally leaned toward brands like Volkswagen. With the cost of new cars soaring in recent years, affordable options have become rare. Chery’s answer? A lineup of SUVs that undercut the competition on price without skimping on features or quality.
The company’s timing couldn’t be better. According to the Society of Motor Manufacturers and Traders (SMMT), the average price of a new car in the UK has risen by over 30% in the last five years. Yet, demand for sub-£40,000 cars remains strong. Chery sees this gap as its golden opportunity.
What Models Is Chery Bringing to the UK—and How Do They Stack Up?
Let’s get into the nitty-gritty. Chery’s UK debut kicks off with two models: the Tiggo 7 and the Tiggo 8. Both are SUVs, but each targets a slightly different crowd.
The Tiggo 7 is a family-friendly SUV available in both petrol and plug-in hybrid (PHEV) versions. Its biggest claim to fame? It’s the UK’s cheapest plug-in hybrid SUV, starting at just under £30,000. If you’re not ready to go hybrid, the petrol version is even more wallet-friendly at £24,995. That puts it head-to-head with the likes of the Volkswagen Tiguan—but with a price advantage that’s hard to ignore.
Then there’s the Tiggo 8, a larger, seven-seat SUV. For families who need space without breaking the bank, it’s a game-changer: the UK’s most affordable full-sized seven-seater, starting at just over £28,500. Want the plug-in hybrid? Add £5,000 to the sticker price.
But Chery isn’t stopping there. The Tiggo 4, a compact crossover expected to start at around £20,000, is on the horizon. It’s positioned to rival the Volkswagen T-Cross and other entry-level SUVs. At the other end of the spectrum, the Tiggo 9 will serve as the flagship, offering a premium experience (and a plug-in hybrid drivetrain) for just over £40,000.
How Is Chery Positioning Itself Against Established Brands Like Volkswagen?
Chery’s strategy is refreshingly straightforward: offer more for less. While Volkswagen and other established brands have been steadily increasing prices, Chery is betting that UK buyers are hungry for value.
But value doesn’t mean cutting corners. Chery’s leadership is quick to point out that they’ve spent two decades preparing for this moment—refining their manufacturing processes, meeting stringent European safety and quality standards, and ensuring their cars hold their value over time. In fact, Chery’s country manager, Farrell Hsu, emphasized that the brand’s goal is to deliver “higher standards of regulation, quality, durability, reliability” and strong residual values.
One interesting twist: Chery is launching its own standalone dealer network, separate from its Omoda and Jaecoo sub-brands (which have already sold nearly 20,000 cars in the UK this year). This approach allows Chery to build its brand identity from the ground up and avoid internal competition.
What’s the Deal with Chery’s Plug-In Hybrids and Future Electric Plans?
Chery isn’t just chasing the petrol crowd. The brand is leaning into plug-in hybrids in a big way, making them accessible to more buyers than ever before. With the Tiggo 7 PHEV coming in as the UK’s cheapest plug-in hybrid SUV, Chery is lowering the barrier for drivers who want to dip their toes into electrification without going all-in on a pure EV.
And there’s more on the horizon. Chery’s product boss, Oliver Lowe, confirmed that a full range of powertrains—including fully electric models—will follow. The company is watching the UK market closely, especially as government incentives and infrastructure for EVs continue to evolve.
For now, Chery’s focus is on the C-segment (think Volkswagen Golf size and up), as they don’t see a strong market for smaller cars in the UK at the moment. But with their flexible approach and rapid product development, don’t be surprised if that changes down the line.
How Is Chery Building Trust and Value for UK Buyers?
Let’s face it: breaking into the UK market isn’t easy, especially for a new brand from overseas. Chery knows this, and they’re playing the long game.
One way they’re building trust is by partnering with established dealer groups like Sytner, marking the first time Sytner has worked with a Chinese brand. This gives buyers peace of mind when it comes to aftersales support and service.
Chery is also committed to price stability. Unlike some competitors that frequently adjust prices or rely on discounts, Chery promises that “prices won’t fluctuate so that residual value will stay solid.” This approach is designed to protect both buyers and dealers, ensuring that Chery cars hold their value over time.
And while there’s talk of future UK-based manufacturing, Chery is taking a measured approach. The company is already planning an R&D center in the UK, but any move to local production will come only after they’ve established a strong engineering and support base.
What Does This Mean for UK Car Buyers?
For anyone shopping for a new SUV, Chery’s arrival is a breath of fresh air. The brand is shaking up the status quo by offering well-equipped, competitively priced cars that don’t compromise on quality or technology.
It’s not just about saving money, either. Chery’s focus on plug-in hybrids and future electric models means buyers can choose options that fit their lifestyle and budget, all while keeping an eye on the future of motoring.
Dealers are taking notice, too. The buzz around Chery’s profitability and straightforward pricing has attracted new retail partners, with plans to expand to 120 dealers by the end of 2026. This growing network means better access and support for customers across the UK.
The Bottom Line: Should You Consider a Chery?
If you’re in the market for a new SUV and want to stretch your money further without sacrificing peace of mind, Chery is well worth a look. The brand’s commitment to value, quality, and innovation is already turning heads—and with more models and powertrains on the way, the best may be yet to come.
Chery’s UK adventure is just beginning, but it’s already clear that this is a brand with big ambitions and the means to back them up. For buyers tired of sky-high prices and limited options, that’s very good news indeed.