Chery’s country director, Victor Zhang, revealed his ambitious sales targets for the UK market during an interview at the Goodwood Festival of Speed. While acknowledging the challenges of starting from scratch in the UK, Zhang expressed hope that Chery could achieve a market share similar to that of Kia within the next five years.
Chery’s Launch of Two Brands: Omoda and Jaecoo
Chery aims to make a strong entry into the UK market by launching two brands: Omoda in the volume segment and Jaecoo in the more premium segment. This dual-brand strategy reflects Chery’s determination to cater to a wide range of customers and establish a strong foothold in the competitive UK automotive industry.
Building on a Strong UK Connection
Despite starting from scratch in the UK, Chery has a significant advantage through its joint venture with Jaguar Land Rover (JLR) in China. This partnership between Chery and JLR not only strengthens Chery’s global exporting capabilities but also establishes a strong UK connection. Leveraging this connection, Chery aims to establish itself as a reputable player in the UK automotive market.
Chery’s Global Success as an Exporter
While Chery may be a newcomer to the UK market, it has already achieved significant success as a global exporter. The company’s proven track record in exporting vehicles to various countries around the world demonstrates its ability to meet international standards and customer expectations. This global success serves as a strong foundation for Chery’s entry into the UK market.
Challenges and Opportunities
Entering the highly competitive UK automotive market is no easy task, and Chery is well aware of the challenges it faces. However, the company also recognizes the opportunities that exist for a brand like Chery, which offers a combination of affordability and quality. Chery aims to position itself as a viable alternative to established brands, providing UK customers with more options and value for their money.
Conclusion
Chery’s entry into the UK market with the launch of two brands, Omoda and Jaecoo, reflects the company’s determination to establish a strong presence in the country. Despite starting from scratch, Chery’s joint venture with JLR in China and its global success as an exporter provide a solid foundation for its ambitions in the UK. While challenges lie ahead, Chery aims to overcome them by offering affordable yet quality vehicles, positioning itself as a viable alternative in the competitive UK automotive market. With ambitious sales targets comparable to Kia’s market share within the next five years, Chery is poised to make a significant impact in the UK automotive industry.