Chery's Ambitious Entry into the UK Market: Four New Tiggo SUVs

Chery, the renowned Chinese automotive manufacturer, has set its sights on the UK market with an ambitious range of four new Tiggo SUVs, launching with competitive pricing starting at just £20,000. With the goal of directly challenging established brands like Volkswagen, Chery is poised to create a significant ripple in the UK automotive arena.

Overview of Chery's Strategy

Chery has made impressive inroads with its sub-brands, Omoda and Jaecoo, which collectively sold nearly 20,000 cars in the UK this year alone. Building on this success, Chery is now focusing on its own-brand offerings, introducing models that appeal to the value-conscious UK consumer. The brand's mission is to establish itself as a formidable contender in a market where the variety of affordable cars has significantly diminished over the past few years.

The Launch Event

The official launch of the Chery brand in the UK took place at a glamorous event at the O2 in London. Featuring the first two models, the Tiggo 7 and Tiggo 8, this event showcased the brand's commitment to quality and affordability. Customers can expect their first vehicles from an initial batch of 25 dealers by the end of September.

Tiggo Models: Features and Pricing

Tiggo 7

The Tiggo 7 is primarily positioned as a family SUV, seamlessly combining petrol and plug-in hybrid variants. As the UK’s most affordable plug-in hybrid, it is priced at a competitive £29,995. The petrol version, making it an even more budget-friendly option, will be available at approximately £24,995. With spacious interiors and advanced tech features, it's designed to appeal to families and eco-conscious drivers alike.

Tiggo 8

On the larger side, the Tiggo 8 comes as a seven-seater and is promoted as the UK’s cheapest full-sized SUV in this category, starting from around £28,500. For those looking for hybrid options, a plug-in hybrid variant is offered for an additional £5,000. This model aims to capture the attention of larger families looking for both space and value.

Future Models

Chery's plans extend beyond the initial offerings. Following the Tiggo 4, an entry-level petrol-only crossover set to launch around £20,000, the brand will introduce a premium Tiggo 9 that’s expected to command a price above £40,000, featuring a cutting-edge plug-in hybrid system.

Building on Experience

Chery UK’s CEO Gary Lan highlighted the potential for growth in the UK market, especially for vehicles priced below £40,000, an increasingly rare segment. He explained that the brand's long-standing commitment to meeting higher regulatory standards ensures that all vehicles deliver quality, reliability, and strong retained values for consumers.

Manufacturing Plans

While Chery is currently focused on establishing a strong presence in the UK market, Lan has emphasized that domestic manufacturing is a consideration for the future. Any potential production would require substantial groundwork in logistics, engineering, and R&D, indicating that patience and ongoing commitment to quality will be the brand's guiding principles moving forward.

Expansion of Dealer Network

Rather than integrating swiftly with its existing networks associated with Omoda and Jaecoo, Chery will develop a standalone dealer network. The intent is to separate these brands to avoid internal competition as they cultivate their identities within the market. Chery aims to establish 120 dealerships by the end of 2026. These initiatives reflect the brand's dedication to ensuring profitability without the pressure of reliance on discounts or promotional pricing strategies, which can destabilize residual values.

Market Acclimatization

As part of its strategy, Chery is also keenly aware of UK consumers' openness to new brands. The overarching goal for Chery is to not only establish market presence but also earn recognition as a trusted name among UK motorists, including in the media landscape. The brand's vision is to create vehicles that are not only appealing but that also align with the demands of the environmentally conscious, tech-savvy consumer.

Conclusion

Chery's entry into the UK market is a strategic move aimed at capturing the attention of drivers seeking affordability, quality, and innovation. With the introduction of attractive models like the Tiggo 7 and Tiggo 8, Chery challenges the popular players, such as Volkswagen, and brings fresh competition to the SUV market.

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With its bold pricing and ambitious goals, Chery may very well redefine the landscape of affordable SUVs in the UK.