Chery adds further weight to UK’s Chinese automotive invasion

China’s largest car exporter Chery has revealed plans to enter the UK market with its Omoda 5 crossover in 2024 – with the promise of several other models to follow.

No details were shared about the carmaker’s distribution model when Autocar probed for details of its plans in a recent interview, but it was clear that the OEM has bold volume plans, with its Omoda 5 expected to achieve 10,000 annual registrations alone.

It is the latest Chinese carmaker to set its sights on entry to the UK, with SAIC-owned MG Motor UK already the fastest-growing new car brand and Great Wall Motors (GWM) Ora Funky Cat now reaching an expanding network of showrooms.

BYD is also on the way and have five franchisees lined-up to sell its Atto 3 SUV.

Chery exported around 450,000 vehicles across Asia, Australia, Africa, Latin America and the Middle East last year and also produces Jaguar Land Rover (JLR) Range Rover Evoque, Land Rover Discovery Sport, Jaguar XF and Jaguar XE as part of a joint venture to supply its local market.

Its Omoda 5 crossover is expected to be offered with a choice of pure-electric and petrol powertrains, according to Autocar, with 1.5-litre mild-hybrid and a 1.6-litre turbocharged petrol versions already sold in other markets.

Autocar also speculated that the EV would likely feature a 64kWh battery giving a range of around 280 miles to rival Toyota’s bZ4X and the Nissan Ariya.

Its report said it would be would be targeting 10,000 annual sales in the UK with the Omoda 5, promising that “several new models” would follow.

Earlier this month Jato Dynamics highlighted China’s growing influence in the European automotive sector.

Chinese brands outsold established manufacturers including Mazda, Suzuki, and Jaguar Land Rover (JLR) with a large proportion of sales attributed to SAIC-owned MG, which saw a volume increase of 116% to almost 114,000 units, outselling the likes of Jeep and Honda.

DR Automobiles, an Italian company that sells rebadged vehicles manufactured by Chery in Spain and Italy, outsold Smart and Subaru with an increase in registrations of 197% to almost 25,000 units.

Emerging brands BYD, Hongqi, Maxus, NIO, DFSK, and Aiways, all registered over 1,000 units.

Jato analyst Felipe Munoz said: “A competitive product offering and reasonable sales targets are allowing Chinese brands to make inroads into the European car market. The next step is to build awareness and encourage the shift away from the negative sentiment that has historically dissuaded some consumers from buying Chinese products.”