Chery is the parent company behind Omoda, Jaecoo and Lepas, but it also sells cars in the UK under its own name, launched here in June 2026 at a high-profile event in London, well after its two export sub-brands had already established themselves. The name is a deliberate misspelling of “cheery”, tied to the brand’s UK slogan, Find Your Happy, and reflects a slightly different positioning to its siblings: Chery is priced below Jaecoo specifically, aimed at buyers who want the same underlying engineering and technology at a more accessible price, even while sharing much of the same hardware.
Chery
Last updated: August 16, 2026
Chery Overview
Chery itself was founded in 1997 in Wuhu, in China’s Anhui province, and has been the country’s largest independent vehicle exporter every year since 2003. Bringing its own name to the UK, on top of Omoda, Jaecoo and now Lepas, gives the wider Chery group four distinct brands competing in the same market simultaneously, an unusually aggressive multi-brand strategy compared to how most manufacturers approach a new market.
Chery’s UK range launched with the Tiggo 7 and Tiggo 8, both offered as conventional petrol or plug-in hybrid SUVs, sold through 25 dealerships at launch with a stated ambition to reach 100 by the end of 2026. The larger, plug-in hybrid only Tiggo 9 followed as the brand’s flagship, and a smaller Tiggo 4 has been confirmed for UK arrival within six months of launch, though full details haven’t been announced yet.
Every Chery sold in the UK comes with a 7 year vehicle warranty, matching the generous cover offered across the wider Chery group’s other UK brands.
