Chery is considering placing some of its individual brand headquarters outside China, with London raised as a possible base for Jaecoo. Chery International president Zhang Guibing discussed the idea with Australian media in Wuhu, saying that keeping every brand team in the company’s home city could create problems as its global operations expand. He also suggested that Omoda could be based in a city with a younger customer profile, but named no location or timetable.
Zhang said Chery wants brand teams to have more decision-making authority over development, sales and marketing, so they can respond to the customers they are targeting. The proposal follows Jaecoo’s rapid growth in the UK: its Jaecoo 7, sold there as the J7, recorded 10,814 registrations in September 2026 and was the country’s best-selling new car that month. Omoda and Jaecoo together registered 22,298 UK vehicles in September, more than twice their total a year earlier.
Chery has also announced a UK research and development centre at the UTAC Millbrook proving ground, expected to open later in 2026 and initially work on chassis development and driver-assistance tuning. Separately, its commercial-vehicle division plans a European headquarters in Liverpool. In Australia, Chery has discussed placing brand offices in cities such as Sydney and Melbourne, and plans a local R&D centre. The article notes that overseas headquarters for car brands have been tried before, including Infiniti’s move to Hong Kong and Cadillac’s relocation to New York, both later reversed.