Popular China car firm admits UK 'dream' and has bombshell plan to drive sales

Chinese car brand Chery has opened up on its plans to tackle the UK market it admits has been a "dream" to enter. Chery, one of China's biggest producers of vehicles, looks set to become a serious player in the UK, with stylish models at budget prices likely to woo customers.

The brand has now sold over 5 million vehicles worldwide and has a foothold in the UK market through its seperate OMODA and Jaeco brands. Data shows 25,000 vehicles have been sold in year one's snruing the business has a 2.71% market share. Gary Lan, UK CEO of Chery backed OMADA and Jaecoo admitted just how crucial the UK was at the launch of the Tiggo 7 and Tiggo 8 models at London's O2 arena.

Speaking to Express.co.uk said: "I think the UK market for every car manufacturer is a dream to come. This is a country with 100 years of history of vehicles. They have the most professional customer. To have our vehicle here to be driven and recognised by you is the best complement to have for every car manufacturer. To sell a car in the UK is like a dream come true.

"Although we have grown our overseas business for 24 years it has taken us 20 years of preparation to be here. Not just the higher recognition but expectation on quality, durability, reliability is higher than any country so it takes a long way, 20 years to be here."

However, going to market as a new company in a hotly contested field certainly presents challenges the Chinese market is set to tackle head-on. How do you convince the everyday motorist to part with almost £30,000 for an SUV they haven't heard of.

Data suggests it may not be that big a problem, with recent studies suggesting as many as 7 in 10 were open to buying Chinese vehicles.Meanwhile, Chery claims OMODA and Jaecoo have jumped to 15% market recognition in the UK.

However, local dealerships across the UK in the heart of communities are the next step to ensuring Chery retains a foothold. Presenting at the O2, Gary later added: "Chery vehicles will start with 25 dealerships and will quickly expand to 100 within one year, ensuring good national coverage."

To stop confusion between brands, Chery Product Manager Oliver Lowe confirmed Chery would enjoy a separate dealer network from OMODA and Jaecoo. Speaking to Express.co.uk, Chery Product Manager Oliver Lowe stressed how vital the dealer network could be in raising further awareness,

He said: "The dealer network is a huge part of that. So many manufacturers are contracting at the moment. They are under cost pressure, they are losing and shedding dealers. A lot of them applied agency to an industry that didn't ask for it and they've shut lots of dealers.

"We've got all of these people who have got years and years of experience of how to manage customers and they've got relationships with those customers so when they set up a new brand they go out to those customers and are able to introduce it. That comes with a lot of trust, a lot of people go back to the same dealer, the same sales guy."