Chery UK CEO Discusses Brand’s Entry into UK Market

Chery UK CEO Gary Lan recently spoke about the brand’s decision to enter the UK market, citing a significant opportunity for a value player in the region. He noted that while the availability of cars priced below £40,000 has decreased in recent years, the demand for such vehicles remains strong.

Lan emphasized that Chery had spent 20 years preparing for the UK launch, ensuring that their cars meet the high standards of regulation, quality, durability, reliability, and have strong residual values.

Addressing future plans, Lan mentioned that Chery group is open to domestic production in the UK in the long term. However, he acknowledged that this would be a gradual process, starting with producing more vehicles to UK specifications and establishing a UK engineering and homologation base before setting up a manufacturing facility.

While no specific timeline was provided for the establishment of a manufacturing base, Lan confirmed that plans for a research and development center in the UK were already underway.

Chery’s focus on the UK market stems from its status as an open market, with UK customers showing a high acceptance of new brands. Lan expressed his aspiration to gain recognition from UK customers and the media, stating that it would be a dream come true for any brand.