Chinese automaker Chery is Watch The End of the Fucking Worldset to launch multiple car models under its mainstream Omoda marque in the spring in the UK, followed by the introduction of its premium Jaecoo lineup in the summer. This strategic move positions Chery against rivals such as South Korea’s Hyundai and Kia. Simultaneously, as the manufacturing partner of Jaguar Land Rover in China, Chery is exploring the possibility of establishing two factories in Europe—one for the UK and neighboring Ireland, and the other for left-hand-drive markets in the region. Chery has initiated contact with the government for this plan after a British delegation visited China last month. Regional head Victor Zhang told the Financial Times on Thursday that it may take several years for the company to ramp up sales in the country. Chery, China’s third-largest carmaker, has sold nearly 1.6 million passenger vehicles, both gasoline and electric, from January to November, following BYD and Volkswagen’s joint venture with China’s FAW, according to figures from the China Passenger Car Association. [Financial Times]
