The Chinese Brand That Didn’t Exist In Britain A Year Ago Just Outsold Honda And Mazda Combined

Less than a year after Chery officially entered the UK market, the Chinese automaker has already seized a 2% market share, outselling Honda and Mazda combined in July. According to data from the Society of Motor Manufacturers and Traders (SMMT), Chery registered 3,212 SUVs in July, surpassing Honda’s 1,362 units and the combined total of 2,912 for Honda and Mazda. The brand’s rapid ascent is even more remarkable when factoring in its sister brands, Omoda and Jaecoo. Omoda contributed 3,403 registrations, while Jaecoo added 5,502, pushing the trio’s July total to 12,117 vehicles. This outpaced Toyota’s 6,653 sales and brought Chery’s year-to-date tally to 21,191 units, ahead of Citroen’s 18,324. Chery’s lineup in the UK currently consists solely of SUVs, with four Tiggo models available. Jaecoo, in particular, has made waves, with its Jaecoo 7—dubbed the ‘Temu Range Rover’ for its design cues reminiscent of a certain British SUV—topping the UK’s monthly sales chart in March and ranking third in year-to-date model rankings. The brand’s momentum shows no signs of slowing, signaling a potential shift in the competitive landscape for European and Japanese automakers. Industry observers suggest that Chery’s success in the UK could serve as a harbinger for the US market, where Ford CEO Jim Farley has already warned of Chinese brands gaining traction within the next 5-10 years, despite existing tariffs and regulatory barriers.