Chinese car manufacturer Chery has used the 2026 Paris Motor Show to unveil new models, outline an ambitious European expansion strategy and introduce its latest family-focused brand campaign, ‘For EU. For Family’.
Chery is stepping up its European ambitions with plans to expand into 27 EU markets by 2027, supported by more than 1,100 sales and service outlets.
The announcement comes as the Chinese manufacturer makes a major appearance at the Paris Motor Show, showcasing a range of electric, hybrid and petrol-powered vehicles aimed at European families.
Central to its presentation is the new ‘For EU. For Family’ campaign, a European adaptation of Chery’s global ‘For Family’ philosophy. The message reflects the company’s intention to establish itself as a mainstream choice for family motorists across the European Union.
However, beyond the marketing message, it is the scale of Chery’s planned expansion that is likely to attract the greatest attention from established European manufacturers.
Chery Q makes European public debut
One of the principal attractions on the Chery stand is the new Chery Q, the manufacturer’s first all-electric model under the Chery brand, making its European public debut in France.
Developed with family motorists in mind, the Chery Q combines compact exterior styling with an emphasis on interior space, manoeuvrability and connected technology.
Although full European specifications and pricing have yet to be detailed in the supplied announcement, the model represents an important addition to Chery’s growing electric vehicle portfolio.
Its arrival also signals the manufacturer’s intention to compete for customers looking to make the transition from conventional petrol-powered cars to fully electric family transport.
TIGGO SUV range targets European families
Alongside the Chery Q, the manufacturer is displaying several models from its established TIGGO SUV family.
The TIGGO 4 1.5T is particularly significant, with France becoming the first EU market to introduce this version.
Positioned as an accessible family SUV, the TIGGO 4 is intended to appeal to motorists seeking practicality and everyday versatility, whether for commuting, school runs or longer journeys.
The larger TIGGO 7 and TIGGO 8 are also represented, giving Chery a broader selection of family SUVs across different size categories.
Completing the display is the TIGGO 9 CSH, featuring Chery’s hybrid technology. The manufacturer is highlighting the vehicle’s completion of extreme safety testing in the Black Sea region as part of its efforts to demonstrate engineering durability and build confidence among European buyers.
Together, these models illustrate Chery’s approach to the European market: offering a variety of vehicle sizes and powertrain technologies rather than concentrating exclusively on electric cars.
Chery targets 27 European markets by 2027
Perhaps the most significant announcement from Paris concerns Chery’s plans for European growth.
Having entered the EU market in 2025, the manufacturer has outlined substantial expansion targets for the next two years.
| Expansion target | 2026 | 2027 |
|---|---|---|
| EU markets | 20 | 27 |
| Sales and service outlets | 687 | 1,143 |
| Families served | 100,000 | 300,000 |
Chery’s stated European expansion targets, rather than confirmed sales or operational results.
If achieved, the plans would establish a sizeable European retail and aftersales presence within a relatively short period.
Importantly, Chery recognises that building a sustainable position in Europe requires more than simply introducing new vehicles.
The company intends to strengthen local research and development, manufacturing capabilities and customer service operations, creating a more established European business rather than relying entirely on imported vehicles.
For buyers, the development of a comprehensive dealer and service network will be particularly important. Vehicle availability, parts supply, warranty support and long-term aftersales service remain essential considerations when choosing a relatively new entrant to the market.
Petrol, hybrid and electric powertrains remain central to strategy
Unlike manufacturers pursuing an exclusively electric future, Chery intends to offer European customers a choice of powertrains.
Its planned portfolio includes conventional combustion-engine models alongside three principal electrified technologies:
- Hybrid electric vehicles (HEV’s): Combining petrol and electric power without requiring external charging.
- Plug-in hybrid electric vehicles (PHEV’s): Offering electric-only driving capability for shorter journeys alongside a combustion engine for longer distances.
- Battery electric vehicles (BEV’s): Fully electric models operating without a petrol or diesel engine.
This approach reflects the differing requirements of motorists across Europe, where charging infrastructure, household budgets and driving patterns vary considerably between countries.
It could also prove particularly relevant to families unwilling or unable to move immediately to a fully electric vehicle.
By maintaining a choice of technologies, Chery hopes to attract a broader customer base while responding to changing emissions regulations and market demand.
European growth linked to environmental targets
Chery’s expansion strategy also forms part of wider environmental commitments announced by the manufacturer.
Chery Auto is targeting net-zero emissions across its own operations by 2037, with a further objective of achieving net zero throughout its value chain by 2047.
The company says these ambitions will be supported by an expanding range of new-energy vehicles and closer cooperation with suppliers.
These remain long-term corporate targets, and their achievement will depend on measurable progress across manufacturing, logistics, vehicle production and the wider supply chain.
Building recognition beyond the showroom
Chery is also placing considerable emphasis on customer engagement as it develops its European identity.
Visitors to the Paris Motor Show will be able to explore a dedicated family-mobility experience area, designed to demonstrate the practicality and technology offered across its vehicle range.
The manufacturer’s wider international activities will continue during October with the Chery International User Summit 2026.
Held under the theme ‘Together. For Family’, the programme will bring together Chery customers from international markets as the company seeks to strengthen relationships with existing owners and promote its family-oriented brand identity.
While such initiatives can help establish recognition, Chery’s longer-term success in Europe will ultimately depend on competitive vehicles, dependable customer service and the confidence of buyers.
Motoring Echo Verdict: Chery’s European ambitions deserve attention
Chery’s appearance at the 2026 Paris Motor Show demonstrates just how seriously the Chinese manufacturer is approaching the European market.
The new Chery Q and expanding TIGGO range are important, but the company’s proposed dealer network and market expansion are arguably the bigger story.
Moving from 20 EU markets in 2026 to 27 by 2027, while targeting 300,000 families served, represents an ambitious growth programme.
For established European manufacturers, the increasing presence of Chinese brands is becoming impossible to ignore. Competitive pricing, generous equipment levels and a willingness to offer petrol, hybrid and electric alternatives are helping these newcomers challenge traditional market positions.
Nevertheless, Chery still faces the considerable task of building lasting customer confidence. European motorists expect not only attractive purchase prices and impressive specifications but also reliable vehicles, accessible servicing and strong residual values.
From a UK perspective, the continued development of Chery’s wider European operations will be worth watching, particularly as the manufacturer seeks to strengthen its identity alongside other Chinese automotive brands entering the market.
Chery has made its intentions clear in Paris. The next challenge is turning ambitious expansion targets into a trusted, sustainable European motoring business.
