What is Chery? Complete brand, model and tech guide for UK car buyers

‘Flooding the zone’ is the Republican political tactic of overwhelming the opposition with relentless new initiatives – and a blueprint for Chery International. 

Today, it’s almost certain you won’t have clapped eyes on a new Chery. But the firm plans to launch four new SUVs in six months, and if it makes similar progress to sister brands Jaecoo and Omoda, Chery SUVs will be peppering the UK’s roads this time next year. What makes us so confident? Chery’s track record, steely-eyed intent and its launch line-up.

Naturally we have to start with the cars, which typically deploy the same blueprint: a touch larger than competitors for the edge on spaciousness, dripping with standard equipment for a hi-tech feel and launching with petrol or hybrid power to satisfy the masses. 

This is not a pure-electric brand like XPeng or Polestar, even though Chery has electric powertrains on the shelf, ready to deploy. Chery’s identikit SUVs will peel out like Russian dolls. The smallest will be the Tiggo 4, which is big for the B-segment, like the Peugeot 2008. It’ll run a 1.6-litre turbocharged petrol engine coupled to a six-speed dual-clutch transmission. Expect a hybrid too and prices in the low-£20,000s when sales begin in March.

If you wander down to one of Chery’s 25 retailers, you’ll already discover the Tiggo 7. It’s a 4.5m-long five-seater powered by the same 1.6-litre engine, or Chery’s Super Hybrid System (SHS). Fully charged, the 18.4kWh battery should deliver about 50 miles of EV range, but the kicker is the aggressive price: £29,995 makes it the UK’s cheapest plug-in hybrid. 

The line-up is simple, with just two trim levels. The entry Aspire covers pretty much every base; upgrading to Summit seems superfluous when all it adds is two extra speakers to the audio system, ventilated front seats and heated steering wheel.

Completing the range are the Tiggo 8 and Tiggo 9. The 8 is, in essence, a Tiggo 7 stretched to fit seven seats, and is priced from £28,545. Then the flagship 9 gives off budget-Maybach vibes with its chromed alloys and grille, and Mercedes GLC-style stature. It’ll come in under £40k.

Their exterior designs won’t offend anyone and the cost/spec equation makes a very rational case: Chery is painstakingly targeting family buyers. And it’s already working in markets such as Australia and South Africa; the Tiggo 7 and 8 have racked up more than one million sales outside China. In fact, Chery is China’s largest automotive exporter, outperforming more established names BYD and SAIC, owner of MG.

“Chery started its overseas operation 23 years ago,” said UK boss Gary Lan at Chery’s London launch in August. “But it took 20 years’ preparation to reach the UK, because this is one of the world’s most sophisticated, mature and important markets. [We’ve waited] to ensure our products, network and service can meet UK customers’ needs.” That’s a clear statement of intent: Chery is a brand that western car makers should take very seriously indeed.

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