Chery considers London headquarters for Jaecoo as UK sales surge
Chery is considering London as the headquarters for its Jaecoo brand as it expands internationally.
Chinese carmaker Chery is planning to shift some brand headquarters outside China as its overseas business grows. The Jaecoo brand is the lead candidate for London, with the company's international president Zhang Guibing saying the move would let each brand understand its own customers better.
Jaecoo's UK success makes the case: the Jaecoo 7 was Britain's best-selling new car in September 2026, with 10,814 registrations. Omoda and Jaecoo together sold 22,298 vehicles in the UK that month, more than double their tally from a year earlier.
No relocation timeline was announced. The strategy mirrors past moves by Nissan (Infiniti to Hong Kong in 2012) and General Motors (Cadillac to New York in 2015), though both later reversed course.
- 10,814 in September 2026
- Jaecoo 7 registrations in UK
- 22,298 vehicles in September 2026
- Combined Omoda and Jaecoo UK sales
- More than double
- Growth versus year prior
- Wuhu, China
- Chery headquarters location
Why it mattersBrand decentralisation signals Chery's confidence in international expansion and its commitment to the UK market as a growth engine.
AustraliaChery operates nine brands in Australia. Stronger global growth supports bigger investment in local operations and new model launches.
✓ Claims checked against the source and corrected before publish. checked 2 h ago
