ANNIE ALLEN
China’s biggest car exporter, Chery Automobile, is ramping up its European offensive with a smart, capital-light strategy, take over existing factory capacity instead of building new plants from scratch.
At a high-profile event in Paris, executives confirmed the company is actively seeking partnerships with European automakers to unlock idle production lines and fast-track local manufacturing.
“We are looking for production capacity across Europe,” said Lionel French Keogh, Chery’s France chief, signaling ongoing talks that could reshape Europe’s auto manufacturing map.
Chairman Yin Tongyue reinforced the approach, stressing that collaboration, not heavy infrastructure spending, will define Chery’s next growth phase. “It’s about building the right local partnerships,” he said, hinting at imminent breakthroughs.
The urgency is clear. Chery’s European sales have surged nearly sixfold to over 120,000 vehicles, putting it in direct competition with fast-rising rivals like BYD. But tariffs on Chinese EVs and strict local content rules are forcing a rethink, local production is no longer optional.
Already, the automaker has revived a former Nissan plant in Barcelona through a joint venture, targeting 200,000 units annually by 2029. Yet even that may fall short of demand as Chery rolls out its Omoda and Jaecoo models across key European markets, with more, including a compact electric SUV, set to debut soon.
Nigeria Connection: Carloha Driving Chery’s African Momentum
While Europe becomes the next battleground, Chery’s global ambitions are already taking firm root in Africa, led by Carloha, the brand’s exclusive franchise holder and assembler in Nigeria.
Carloha is spearheading Chery’s local presence, bringing globally competitive models into the Nigerian market while aligning with the country’s push for automotive industrialization. Its role goes beyond distribution, positioning Nigeria as a strategic assembly hub and a key pillar in Chery’s international growth story.
As Chery pushes deeper into Europe using partnerships and local production, the Nigerian operation stands as a model of its broader playbook: enter fast, localise smartly, and scale aggressively.
With global sales hitting 2.8 million vehicles, nearly half from overseas markets, Chery is no longer just expanding. It is building a worldwide manufacturing and market footprint, with Nigeria firmly in the picture.
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