Jaecoo's Chinese owner Chery wants to 'be a British brand' as it looks to build on stellar UK sales

The Jaecoo 7, widely known as the 'Temu Range Rover', has become a sales sensation in the UK, emerging as the nation's second best-selling new car, with more than 40,000 examples delivered to British customers so far in 2026.And after storming up the sales charts with its affordable, efficient and gadget-packed SUV, the boss of its Chinese parent company says the carmaker now wants to put down even deeper roots on British soil.In a recent interview with a number of automotive publications, including Auto Express, Chery Automobile chairman Yin Tongyue outlined the firm's ambition to 'be a British brand'.Speaking at a roundtable conference, he said: 'In the future, I really want to have products designed in the UK, engineered in the UK and produced in the UK, to sell worldwide.'Mr Yin's comments come as the company accelerates plans for a research and development centre in Bedfordshire to allow it to tune its vehicles for British roads and its motorists.It has also launched a nationwide Super Parts Hub network comprising eight regional distribution centres supplying genuine Jaecoo and Omoda components, following complaints from owners about repair delays.However, Chery's relationship with Britain is already more deep-seated than many people might realise.The Chinese company has been in partnership with Jaguar Land Rover (JLR) since 2012 and earlier this year signed a Memorandum of Understanding with Nissan to manufacture vehicles for UK customers at the country's largest car plant in Sunderland. The boss at the Chinese car group that owns Jaecoo and its 'Temu Range Rover' 7 SUV has outlined the company's intentions to 'become a British brand'Chery has repeatedly highlighted its intention to strengthen its strategic partnership with JLR, which is owned by India's Tata Motors.The two firms initially joined forces 14 years ago to establish an R&D centre and engine production facility in China as part of an agreement allowing Chery to manufacture JLR vehicles and develop new models under its own banner.The most recent deal between the companies, announced in June 2024, saw JLR agree to licence its Freelander name to Chery for a new range of electric vehicles built on the Chinese group's platform.Its new Freelander 8, a rugged hybrid SUV expected to rival the Land Rover Defender, was unveiled earlier this year and will be sold through Chery dealerships in Britain from the second half of next year, despite carrying one of JLR's most recognisable nameplates of the 2000s.Mr Yin told reporters that Chery wants to accelerate discussions with JLR to understand how it can 'help JLR to resume volume scale as it used to' following a decline in UK car production.Vehicle output slumped to a 73-year low last year, having been squeezed by higher import tariffs introduced by US President Donald Trump, which placed significant pressure on JLR.The manufacturer recorded a 21 per cent drop in production compared with 2024.That decline was also driven by the suspension of Jaguar production ahead of the brand's controversial relaunch as an all-electric luxury marque, as well as a six-week factory shutdown from September following its high-profile cyber attack, which reportedly cost the British economy £2.1billion.The company also announced a little over a month ago that it plans to cut around 4,000 jobs globally, predominantly in the UK, over the next two years as part of its recovery strategy. Chery Automobile chairman Yin Tongyue said: 'In the future, I really want to have products designed in the UK, engineered in the UK and produced in the UK, to sell worldwide' Chery and Jaguar Land Rover's partnership dates back to 2012. Pictured: Employees inspect a Jaguar E-Pace on the production line at the Chery JLR plant in Changshu, China, in 2018UK-tailored carsMr Yin said Chery's own models are also likely to become increasingly tailored to British tastes, hinting that the company's design headquarters could be moved to the UK.Its current European design centre is based in Raunheim, near Frankfurt in Germany.Meanwhile, Chery's new R&D facility at the UTAC Millbrook proving ground in Bedfordshire is expected to open imminently.The facility was described by Gary Lan, CEO of Chery International UK, as 'the next step in our long-term plan for the UK' in a statement issued in August.'We waited over 20 years for the right time to enter this market, and our ambition has always gone much further than simply bringing vehicles here,' he added.These developments could pave the way for more cars in the mould of the Jaecoo 7, which has earned the moniker the 'Temu Range Rover' due to its similar styling to the Range Rover Velar while costing roughly half as much. It is a nickname Mr Yin said he 'really dislikes'.Chery is also continuing to assess the possibility of building cars in Britain, particularly amid suggestions that Business Secretary Jonathan Reynolds is considering tariffs on vehicles imported from China.A completed deal with Nissan to utilise spare capacity at Sunderland could potentially see as many as 300,000 Chery vehicles manufactured annually in the UK. Chery Group's rise in Britain has been monumental. Its first cars to arrive in Britain were Omoda models, which landed in the UK in September 2024 (pictured) Chery International UK already operates more than 140 Omoda and Jaecoo showrooms as well as over 90 Chery dealerships, with a further 30 Lepas sites set to open Join the discussionShould British car buyers embrace Chinese-made vehicles, or does it risk undermining our own car industry?What's your view?How Chery became a household name in just two yearsChery's rise in Britain has been nothing short of remarkable.Its first brand, Omoda, launched in the UK in August 2024.Jaecoo, which has become the group's standout performer in Britain, followed five months later, while Chery and Lepas have since been added to its growing stable of marques.In that very short period, Chery Group has become one of the biggest players in the UK new-car market.Between January and the end of September, its four brands collectively delivered 124,372 new vehicles to customers. Only Volkswagen, with 137,802 registrations, has sold more cars in Britain so far in 2026. In doing so, Chery has leapfrogged established names including Ford, Vauxhall, BMW, Mercedes-Benz and Toyota. It has also comfortably outsold Tesla and Chinese rivals, including SAIC-owned MG and BYD.That means one in every 14 new cars joining Britain's roads this year has been a Chery product, giving the group a 7.2 per cent market share just two years after arriving in the UK.In fact, Chery achieved a 5 per cent market share in little more than 18 months. To put that into perspective, Hyundai-Kia took almost two decades to secure a similar slice of the UK's new-car market. Chery achieved 5% market share in the UK in less than two years. To put that into perspective, it took Hyundai-Kia around 17 years to achieve the same Nissan has opened the doors to its Sunderland factory to Chinese carmaker Chery to produce its vehicles in Britain as part of new deal that could reshape motor manufacturing in BritainChery is assessing the possibility of building cars in Britain, particularly amid suggestions that Business Secretary Jonathan Reynolds is considering tariffs on vehicles imported from China Much of its success has been driven by its focus on equipment and technology.Lan previously told the Daily Mail and This is Money that technology was identified as one of the biggest unmet needs among British motorists when Chery mapped out its UK launch strategy.'Traditionally, the best technology was sitting in very high-priced brands, so we wanted to bring what we called "equal rights" to technology. That's why even for our entry priced models, we have no compromise on technology,' he said.Industry expert Stuart Masson, founder of The Car Expert, told us: 'The value proposition is just significantly better with Chinese cars. You are getting heated and ventilated seats, sunroofs and wireless charging on base models or at a much lower price than you'd pay for the same car from a mainstream manufacturer.'Most people use cars for basic commuting from A to B - it's not about getting the best driving performance. Customers want something that is comfortable, quiet and well-equipped - and that's what Chinese brands are delivering.'Masson also highlighted Chery's generous warranties, which include seven years of cover on its vehicles and eight years on high-voltage batteries, as an important confidence booster for buyers, particularly given many motorists change cars after only three years through finance or leasing agreements.That said, the company was recently prompted to improve its warranty package following an investigation by the Daily Mail which revealed certain components were not covered for the full period advertised.The Jaecoo 7 also received a poor reliability score in the latest What Car? survey, with warranty-related issues cited as a key concern.The Jaecoo 7 might be a sales success but owners have been complaining about reliability issues The success of the Jaecoo 7 and other Chinese models is the volume of equipment that comes as standard in its cars, which are already priced competitively against European legacy rivals The Jaecoo 7 SUV is the second best-selling new car of 2026 and topped the registrations charts in the crucial new-plate months of March and SeptemberAnother factor behind Chery's appeal is its broad range of powertrain choices.Having witnessed slower-than-expected demand for fully electric vehicles, the company offers petrol, conventional hybrid and plug-in hybrid options, while also maintaining a growing EV line-up.And it does all of this at a significantly lower price point than many established European, Korean and Japanese rivals.The Jaecoo 7 remains its standout product.Only the Ford Puma has recorded greater sales volumes this year, with the Chinese SUV topping the charts during the crucial registration plate-change months of March and September, when demand for new cars reaches its peak.That success has been supported by the rapid expansion of its retail network.Chery International UK currently operates more than 140 Omoda and Jaecoo showrooms as well as over 90 Chery dealerships, with a further 30 Lepas sites set to open. CARS & MOTORING: ON TEST