Chinese state-owned carmaker Chery is expanding its presence in the UK with the launch of a fourth brand, Lepas, aimed at battery-electric and hybrid SUVs for younger families. The move underscores Chery’s ambition to become a long-term player in one of Europe’s most competitive automotive markets.
Lepas is being developed primarily for European consumers, with the UK among its early launch markets. Vehicles under the new brand will initially be manufactured in China and imported to Britain. The UK currently does not impose additional tariffs on Chinese-built electric vehicles, making it an attractive entry point for overseas manufacturers seeking rapid growth.
Chery’s UK portfolio is already growing quickly. The company introduced Omoda in 2024, Jaecoo in early 2025, and its core Chery-branded models last summer. Combined, these brands sold more than 53,600 vehicles in the UK in 2025, securing a 2.7% market share and surpassing competitors including BYD, Tesla, Mini, Honda, and Mazda.
In January alone, Chery sold nearly 6,100 vehicles in the UK, with hybrid models driving the majority of demand. Data from thinktank New Automotive shows hybrids—vehicles combining smaller batteries with petrol engines—are particularly popular with British consumers.
Chery has indicated that it is open to local production, aligning with UK government ambitions for overseas carmakers to bring manufacturing onshore. Discussions are reportedly underway with Jaguar Land Rover, the country’s largest automotive employer, about potentially using its factories to produce Chery vehicles, though no agreement has been finalised.
The company has also announced plans to open a research and development headquarters for commercial vehicles in Liverpool, further solidifying its presence beyond sales. Victor Zhang, Chery’s UK director, has described localisation as a key strategic goal, noting that the company is “actively considering” building a British plant as part of an “in UK, for UK” strategy.
Chery has been China’s largest car exporter for over two decades, historically focusing on lower-cost markets in the Middle East, Latin America, and parts of Asia. The global shift to electric vehicles, combined with state backing and competitive pricing, has allowed Chinese automakers to gain a stronger foothold in Europe.
The Lepas brand is positioned as a lifestyle-oriented, mass-market offering, targeting families with electric and hybrid SUVs. This approach contrasts with Jaecoo, which has drawn attention for premium-style designs at more affordable prices.
Chery’s rapid expansion across four brands in the UK highlights the growing influence of Chinese automakers in Britain’s car market, putting pressure on established players. Tesla, for example, sold just 650 vehicles in the UK in January, less than half its total a year earlier, while BYD sold more than twice as many electric vehicles over the same period.
With Lepas joining its existing lineup, Chery is signaling its intent to remain a major competitor in the UK’s evolving automotive landscape.
