October 22, 2026 – Chery’s Jaecoo 7 has returned to the top of the U.K. new-car sales chart, registering 10,813 units in September and beating the Tesla Model 3 and Ford Puma. It is the second time this year the SUV has finished first, after also leading in March.
The model has quickly become one of the most talked-about cars in Britain. Priced from around £29,000 and often available with further dealer discounts, it has earned the nickname “Temu Range Rover” because of its boxy, premium-looking styling. Yet dealers say buyers are not only attracted by the lower price. Many customers walk in asking specifically for the Jaecoo 7, and their final decision is often driven by the large screens, connected features and overall value for money rather than cheapness alone.
The result underscores how fast Chinese brands are gaining ground in one of Europe’s most mature car markets. In September, Chinese brands accounted for roughly 23% of U.K. new-car registrations, with Jaecoo 7, Tesla Model 3 and Ford Puma making up the top three. Chery’s Jaecoo and Omoda brands have also expanded their dealer network and after-sales support, helping the company move beyond early adopters toward mainstream private buyers.
The Wall Street Journal recently highlighted the shift in a video report, noting that British consumers are evaluating Chinese cars largely on product merit because the U.K. has not imposed the steep tariffs on Chinese electric vehicles that the European Union has introduced. The report framed Britain as a useful reference point for the United States, where tariffs and regulatory barriers have so far kept most Chinese EVs out of the market. The question it raised was whether protection can delay competition indefinitely, or whether Chinese automakers’ cost advantages and software-heavy product strategies will continue to reshape global demand regardless.
For now, Jaecoo 7’s success shows that Chinese carmakers are no longer competing only on price. They are winning by offering well-equipped, tech-forward models at mainstream price points, and by doing so in markets where buyers are free to choose without heavy trade barriers.
