Chery is preparing for another major push into the UK market, with plans to introduce four new models and establish an engineering center in Bedfordshire, according to reports. Since entering the UK market a year ago, the automaker has sold approximately 29,000 vehicles. Chery UK Managing Director Farrell Hsu is targeting mainstream buyers with "national cars" that can compete with established brands like Volkswagen.

The key to achieving this goal lies in rapidly expanding the vehicle lineup. Chery currently sells the Tiggo 4, Tiggo 7, Tiggo 8, and Tiggo 9 in the UK, where they compete against the Ford Puma, Volkswagen Tiguan, and Skoda Kodiaq. Next year, the company will introduce four new or refreshed SUVs to the UK market, with the Tiggo X SUV, first shown at this year's Beijing Auto Show, expected to be among them.

The Tiggo X is a seven-seat plug-in hybrid SUV measuring 5,000mm in length. It features a modern, boxy design and is positioned as Chery's new flagship model. The vehicle delivers a combined output of 476 horsepower and approximately 630Nm of torque, with an all-electric range of 200km under CLTC testing standards.

Chery is also focused on making its products better suited to UK driving conditions. The new engineering center, located at the UTAC Millbrook Proving Ground in Bedfordshire, will initially function as a "translation hub." Hsu explained that the center will convert feedback from local consumers and the media into actionable improvements that engineers in China can implement.

UK roads are narrower, more winding, and generally in worse condition than those in China. Chery will adjust vehicle steering, chassis tuning, and advanced driver assistance systems accordingly. "We will test everything and then tell headquarters what needs to change," Hsu revealed. With this base, Chery can more quickly prototype and validate new dampers, bushings, or software calibrations, accelerating the vehicle improvement process.

Hsu wants Chery to move closer to the driving feel of its German rivals: "Many people like the feel of German cars, they like that driving quality. It leaves a great impression, and we need to learn from that. Perhaps in the future, we can teach other markets and their automakers, but for now, we need to learn from them."

Hsu ultimately hopes to make plug-in hybrid systems standard across the entire Chery lineup. Customers would simply choose the battery capacity based on their desired electric range, much like selecting storage capacity when buying a new iPhone.