Is Chery Expanding in the UK? Ron Brooks to Launch Flagship Nottingham Dealership
Ron Brooks opens a flagship Chery showroom in Nottingham, boosting its East Midlands presence – find out the launch plans and brand strategy.
New flagship Chery dealership announced for Nottingham
When will the new Chery showroom open in Nottingham? Ron Brooks has confirmed that a state‑of‑the‑art Chery store will soon open in Chilwell, Nottingham, adding a dedicated sales and after‑sales facility to its growing portfolio.
Strengthening the partnership with the Chinese automaker
Ron Brooks already represents the Chery‑owned sub‑brands Omoda and Jaecoo at several sites across the East Midlands. The upcoming Nottingham outlet will be the first location to display the Chery brand itself, signalling a deepening of the collaboration between the dealer group and the Chinese manufacturer.
Why the deal matters for the East Midlands market
Group Chief Commercial Officer Tom Slack explained that the agreement “reflects the group’s confidence in the brand’s long‑term potential” and highlights a commitment to bring “innovative, technology‑led vehicles to customers across the East Midlands”.
Slack added, “We are absolutely delighted to be adding Chery to the Ron Brooks portfolio and to further strengthen our relationship with the wider Chery Automotive family.”
Ron Brooks’ growth trajectory
The new Nottingham site is the company’s 14th business, reinforcing its status as one of the fastest‑growing automotive retailers in the country. Slack noted that the existing Omoda and Jaecoo locations have already had a positive impact, and the addition of Chery will “introduce the brand to customers across Nottingham and the surrounding area”.
Refurbishment and anticipated launch timeline
The Chilwell premises have been acquired by Ron Brooks and are currently undergoing a refurbishment to meet both sales and after‑sales requirements. While an exact opening date has not yet been disclosed, further details are expected to be announced over the coming weeks and months.
Strategic importance of the Nottingham market
Slack highlighted that “Nottingham represents a significant opportunity for Chery, and we are proud to have been entrusted with bringing the brand to such an important market”. He also said the location “provides a fantastic platform for growth” and that the team looks forward to showcasing the full Chery range while delivering the high levels of customer service for which Ron Brooks is known.
In summary, the dealer group believes that “Chery has a very bright future in the UK, and we’re excited to be part of that journey from the outset”.
What this means for UK car buyers
For prospective buyers, the new flagship showroom will offer a single point of contact for purchasing, finance, and after‑sales support for Chery vehicles. The development also indicates a broader commitment from Chinese manufacturers to expand their presence in the British market, providing more choice for consumers seeking technology‑focused, competitively priced cars.