Chinese car giant Chery is considering establishing car production in the UK as part of its European expansion strategy, with a decision expected soon, according to its UK head, Victor Zhang. Already preparing to build cars in Spain, Chery aims for a localized approach to the European market and has launched two brands, Omoda and Jaecoo, focused on international growth. Omoda, which recently launched in the UK, has begun selling SUVs and built a network of dealerships, with plans to expand further. While evaluating the UK as a potential assembly base, Chery has also discussed production with Italy. The company emphasizes that its decision won't be driven solely by government incentives but also factors like market conditions, talent, and logistics. This move is seen as a way to avoid steep EU tariffs on Chinese electric vehicle imports, though Chery insists it is committed to localizing production for long-term success.