Chery UK boss: we want to be as big as Kia in five years

"No, these brands are only for international markets."

Which international markets at the moment?

"We’re in around 20 markets now, including Turkey, Israel, Australia, Malaysia, Indonesia, Thailand and Chile."

You haven’t mentioned Russia, but that’s a big export market for you as well. Is that going to be a problem for your image here?

"I don’t think so. I know there are some political issues. For UK people, maybe there’s something [they don’t like] about Russia. But I’m a business guy; we just try to bring the best products and best service. I don’t think it will do us big harm or anything."

How are you going to go to market? Established dealers?

"Yes, [we will] have franchise dealerships. So we have 60 showrooms across the country. We have one in Chichester, close to here [Goodwood]. We have coverage in all the main towns and cities now. We partner with all types of dealer groups, all sizes."

Do they have to have a stand-alone showroom?

"We have a 60% stand-alone showrooms and the rest are shared showrooms. But shared means we still have physical partition with our own entrance; it’s not like a supermarket."

Are you expanding in Europe as well? 

"We launched in Spain earlier this year. We just launched in Italy. We launched in Poland and now the UK. As I mentioned, then we’re going to launch in some eastern European countries and also in the Netherlands, Sweden, Belgium. So almost all of the important markets."

Chery has been subject to anther 21% tariff, bringing the total to 31% in the EU. Do you just not bring in EVs?

"We are still operating with the EVs. We have prepared ourselves for this challenge. We bought the former Nissan factory in Barcelona factory. This shows our commitment to invest in Europe."

Would that be making kits?

"Yes probably CKD [completely knocked-down kits]. It would make the Omoda 5."

What have you heard so far on tariffs in the UK?

"What I’ve heard is that the UK will not follow European Union; it will stay as it is. I think that is a wise move."

What are the advantage of keeping the tariffs at 10%?

"Chinese cars coming to Europe provides just another option for the customer. It doesn't mean the Chinese will come to grab and to conquer.

"For example, 20 years ago Korea entered the UK with Hyundai and Kia. Today they have around 5% market share each. That is all. So now people don't think Korea is a threat, right? It's the same for Chinese.

"Competitors here might think the Chinese may pose danger to them, but from the perspective of a customer, actually it brings a new options. People can choose.

"That’s why the UK government is correct not to follow."

Do you have an overall head for the European market?

"No, we don't. Each country has [someone like me] and we will report back to the China office."

Are they envious of you, with the UK’s lower tariffs on EVs?

"It’s not that easy. You sit in this chair [and] you will always think that chair will be better. We all have our difficulties or challenges."

Is SAIC's MG a key rival?

"No, it's totally different. In other markets, maybe we see each other as a competitor, but in the UK people still consider MG a British brand, right? I mean ordinary people, maybe not media people like you, who know the history."

What is the perception that average customers have of obviously Chinese brands like yours?