Chinese state-owned carmaker Chery is boosting its rapid expansion in the UK by introducing a fourth brand to the UK market, underlining its ambition to become a long-term player in one of Europe’s most competitive automotive landscapes.
The group confirmed it will introduce vehicles under the Lepas brand, a new line focused on battery-electric and hybrid SUVs for younger families. While Lepas is being developed primarily for Europe, the UK will be one of the first markets for launch.
The move expands Chery’s already fast-growing portfolio in the UK. Since entering the UK, the company has launched Omoda in 2024, Jaecoo in early 2025 and its core Chery-branded models last summer. Together, these brands achieved more than 53,600 sales in the UK in 2025, giving Chery a market share of 2.7%, ahead of rivals such as BYD, Tesla, Mini, Honda and Mazda.
Lepas vehicles will initially be manufactured in China and imported into the UK. Unlike the US and EU, Britain has not imposed additional tariffs on electric vehicles made in China, making it an attractive entry point for manufacturers looking to expand quickly. However, the British government is interested in foreign car manufacturers moving production overseas, and Chery has repeatedly indicated that it is open to the possibility.
Jaguar Land Rover, Britain’s largest car employer, is understood to be in the early stages of negotiations to potentially use its factories to produce Chery vehicles, but a deal has not yet been finalized.
The announcement follows Chery’s recent confirmation that it will open a commercial vehicle research and development center in Liverpool, further strengthening its presence in the UK beyond just sales.
Chery has been China’s largest car exporter for more than two decades, but has historically focused on lower-cost markets in the Middle East, Latin America and parts of Asia. The shift to electric vehicles, coupled with strong government support and competitive pricing, has allowed Chinese manufacturers to make far greater inroads into Europe.
This dynamic is already visible in the UK. In January alone, Chery sold almost 6,100 vehicles, with hybrids accounting for the majority of demand. Data from think tank New Automotive shows that hybrid models, which combine smaller batteries with petrol engines, are particularly popular with British buyers.
The same data highlights the level of competitive pressure incumbent brands face. Tesla’s UK sales fell to just 650 units in January, less than half of the previous year’s figure, as the company continues to struggle with an aging model range and reputational problems. BYD, which overtook Tesla in battery-electric sales globally last year, sold more than twice as many electric vehicles in the UK in the same period.
Chery has not yet formally committed to production in the UK, but senior executives have cited localization as a key strategic goal. Victor Zhang, the company’s British director, said last year that Chery was “actively considering” building a British factory as part of a “in Britain, for Britain” strategy.
The Lepas brand appears to be positioned as a mass-market, lifestyle-oriented offering, with branding focused on themes of fun and family appeal. This is in contrast to Jaecoo, which has drawn attention for its design similarities to premium SUVs at significantly lower prices.
With four brands now lined up for the UK, Chery’s expansion shows no signs of slowing – and signals a wider shift in the balance of power in the UK car market.
