From "Export Giant" to "Local European Player": Chery Opens Operations Center in Barcelona

On April 8, Chery officially launched its European Operations Center in Barcelona, Spain, and simultaneously inaugurated the Chery Spain R&D Institute. This marks not only Chery's first overseas regional operations center but also a significant shift in the globalization strategy of China's leading auto exporter – from "product export" to "ecosystem export." For Hong Kong users, every step Chery takes in Europe is closely tied to the Hong Kong market. As Chery conquers right-hand drive (RHD) markets in Europe, Hong Kong – a key RHD testing ground – may be about to see new developments.

From "Going Out" to "Integrating In": A Qualitative Shift in European Strategy

Chery's globalization journey began in 2001 with its first batch of sedans exported to the Middle East. Twenty-five years later, Chery has entered 18 European markets, serving over 100,000 users. In the first two months of 2026, Chery sold 39,000 vehicles in the UK and EU markets, a 200% year-on-year increase; NEV exports reached 11,500 units, up 250% year-on-year. For every five NEVs Chery exports, one heads to Europe.

Behind these numbers is a strategic shift from "selling cars" to "taking root." The Barcelona Operations Center integrates operations, compliance, supply chain coordination, finance, and public affairs, serving as the "central brain" for Chery's European business. The newly launched Spain R&D Institute focuses on electrification, smart mobility, and sustainable development, aligning with European standards in data protection, environmental responsibility, and compliance. This fully localized "R&D-production-sales-service" integration is exactly what Chery Chairman Yin Tongyue described as "better understanding Europe and better serving the European market."

OMODA & JAECOO: A Chery Success Story in Europe

Chery's European achievements are inseparable from the strong performance of its OMODA & JAECOO brands. Since entering Spain in 2024, the brand has sold over 40,000 vehicles, with more than 80% being NEVs. In 2025, it ranked among the top ten in Spain's private channel sales. The success of OMODA & JAECOO in Europe proves that Chinese brands can not only compete on price but also win over the "most discerning" consumers with product strength and localized services.

This success has direct relevance for Hong Kong. Spain and Hong Kong are both RHD markets. Chery's localized operational capabilities, product adaptation experience, and brand reputation built in Spain can be directly replicated in Hong Kong. With an operations center in Barcelona and an R&D institute focused on European-standard technology, the prospect of Hong Kong users experiencing "European-spec" Chery NEVs may not be far off.

Hong Kong: A Strategic Hub for RHD Global Expansion

Chery's emphasis on the Hong Kong market has been evident. In June 2025, Chairman Yin Tongyue stated at the Hong Kong Auto Expo that he aims to make Hong Kong a "brand highland for tapping RHD and international markets." Chery's 4S store at Hopewell Centre in Hong Kong, located alongside luxury brands like Rolls-Royce and McLaren, showcases Chery's "technology + ecosystem" brand image. Meanwhile, Chery has entered RHD markets such as the UK and Australia and plans to roll out RHD models on a large scale in 2026. Hong Kong is a key node in this RHD network.

For Hong Kong users, Chery's European strategy brings two benefits. First, more product choices. OMODA & JAECOO have launched several NEV models in Europe, covering pure electric and hybrid powertrains, all rigorously tested in European markets, ensuring quality and safety. Second, upgraded after-sales service. As Chery establishes localized parts supply and service networks in Europe, Hong Kong, as part of the RHD market, may also enjoy more efficient parts supply and technical support.

Chery's European Chessboard, Hong Kong's RHD Opportunity

From Barcelona to Hong Kong, Chery's global chessboard is accelerating. The launch of the European Operations Center marks Chery's transformation from an "export giant" to a "global player." The Spain R&D Institute provides technical support for its continued deep cultivation of the European market. For Hong Kong users, this is not just brand news but a signal: as Chery establishes a foothold in European RHD markets, and as its NEVs sell well in Spain, the UK, and Australia, RHD versions for Hong Kong may be arriving faster than expected.

Of course, RHD model introduction will take time, and charging infrastructure and after-sales networks cannot be built overnight. But from Chery's European layout, it is clear that it considers Hong Kong an important part of its RHD global strategy. For Hong Kong buyers considering a new car, Chery's European story is worth watching – it not only demonstrates the competitiveness of Chinese brands overseas but also heralds a more diverse RHD NEV market. When Chery's European Operations Center lights up in Barcelona, Hong Kong's RHD dream may be closer than imagined.

Personal Opinion

Chery's European expansion shows me a qualitative shift from "product export" to "ecosystem export." In the past, Chinese automakers relied on price advantages; today, Chery builds operations centers and R&D institutes in Europe, leveraging technical strength and localization capabilities. The success of OMODA & JAECOO in Spain proves that Chinese brands can compete head-on with traditional luxury marques in premium markets. For Hong Kong users, this means more high-quality, high-value RHD NEV options in the future. RHD introduction will still take time, but Chery's European chessboard has already laid the groundwork for Hong Kong. For Hong Kong buyers considering a new car, this is a future worth anticipating. When a Chery NEV finally arrives on Hong Kong's streets, it will represent not just a car but a microcosm of the globalization of China's automotive industry.