Chery has officially launched in the UK, bringing a new wave of competition to the crowded SUV market. With a focus on technology, value, and family-friendly practicality, the brand has the potential to disrupt fleet choices over the coming years. But what exactly does Chery offer, and how might its arrival affect your fleet strategy?

Who is Chery?

Founded in 1997, Chery quickly became one of China’s leading automotive exporters. The company is no stranger to global markets, selling nearly one million vehicles outside of China in 2023 alone.

Chery has entered the UK with a simple but powerful offering: two SUVs designed to appeal to both family buyers and business fleets. These models – the Chery Tiggo 7 and the Chery Tiggo 8 – are the first in what is expected to be a growing Chery SUV range available to UK drivers.

Chery Tiggo 7

The Tiggo 7 is a mid-sized SUV that competes directly with established rivals like the Nissan Qashqai and Kia Sportage.

• Powertrain: petrol and Super Hybrid options available.
• Performance: turbo charged engine delivering strong efficiency.
• Technology: dual 12.3-inch screens, wireless charging pad, panoramic sunroof on higher trims.
• Driver Assistance: adaptive cruise control, lane-keeping, and a 360° view camera for added safety.
• Practicality: generous boot space with up to 117 litres in additional compartments, making it well suited for busy drivers.

For fleets, the Tiggo 7 offers a blend of affordable pricing and up-to-date tech that can deliver real value in whole-life cost terms.

Chery Tiggo 8

The Tiggo 8 is a larger, seven-seat SUV designed for families or businesses needing extra space.

• Seating: three row seat layout with flexibility for passengers or cargo.
• Interior: luxurious finish with heated and ventilated seating, large infotainment displays, and premium options.
• Safety rating: bolstered by advanced driver-assistance systems.
• Hybrid Options: available as a Super Hybrid for improved efficiency and lower emissions.

For organisations needing family SUVs in their fleet mix – such as healthcare, community services, or senior management drivers – the Tiggo 8 represents a practical and cost-effective alternative to traditional large SUVs.

Value for money

Chery’s pricing undercuts many of its established competitors while still offering a high level of standard equipment. For fleet managers, that means potential savings without sacrificing driver satisfaction.

Tax and efficiency

The addition of hybrid options in both Tiggo 7 and Tiggo 8 will be crucial in the fleet space, where Benefit-in-Kind (BIK) tax and fuel efficiency are key decision drivers.

Reliability and peace of mind

Every Chery comes with a seven-year warranty and roadside assistance, providing peace of mind for both drivers and fleet managers. The brand has also partnered with Thatcham Research to ensure vehicles meet UK safety and insurance standards.

The wider fleet impact

Chery joins a growing list of Chinese manufacturers investing heavily in the UK and European markets. For fleet managers, this expansion means:

• More competition among suppliers, driving innovation and better value.
• A wider range of vehicles offering driver assistance, technology, and connectivity features as standard.
• An opportunity to diversify fleet line-ups with new brands that prioritise affordability and practicality.

With the Chery SUV range set to expand in the next 12 months – including smaller and larger models – it’s clear that this is just the beginning.

The arrival of Chery cars in the UK marks an important moment for fleet managers. The brand’s focus on family SUVs, technology, and cost efficiency makes it a compelling option for organisations that want to balance driver satisfaction with overall fleet value.

As always, the challenge will be in assessing long-term reliability and residual values, but with a strong warranty and growing dealer network, Chery looks set to make an impact.

For fleets, the message is clear: keep an eye on Chery – because your drivers certainly will.