Chery considers London headquarters for Jaecoo brand
Summarised from 2 outlets · Updated 30 Oct, 22:21 · Archive
Chinese carmaker Chery is considering basing some brand headquarters outside China, with London floated for its Jaecoo brand.
Chery is considering relocating some of its brand headquarters outside China as it expands globally. Chery International president Zhang Guibing told Australian media the company wants to establish brand headquarters in different countries rather than keeping them concentrated in Chery's home city of Wuhu. He identified London as a possible headquarters location for the Jaecoo brand and suggested locating Omoda in a city with a younger customer base, though he did not name a specific location. He did not announce a relocation timetable for either brand.
Mr Zhang expressed concern about the risks of keeping all brands based in one city. He said development, sales and marketing teams needed to understand the customers they were trying to attract, suggesting that geographic separation would help individual brand teams operate more effectively.
Other automotive groups have attempted similar relocations. Nissan moved its luxury Infiniti brand headquarters to Hong Kong in 2012 as part of its global expansion, though the headquarters were returned to Japan in 2020. General Motors relocated its Cadillac brand headquarters to New York City from 2015 to 2019.
How it is being reported
- Chery's global push includes London headquarters for one of its brandsChery’s international boss wants some brand headquarters outside China, floating London for Jaecoo as the company expands its global operations.The West Australian · 30 Oct, 22:05
- Chery's global push includes London headquarters for one of its brandsChery’s international boss wants some brand headquarters outside China, floating London for Jaecoo as the company expands its global operations.Perth Now · 30 Oct, 22:05
In this story: Chery · Jaecoo · Omoda · Zhang Guibing · London · Wuhu
This summary was written by AI from the headlines and standfirsts above, and states as fact only what at least two outlets report. How we use AI · Report a problem · Corrections log
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