Chery crowned ‘Best Value Brand’ as UK momentum builds

London,  Chery has been revealed as the Best Value Brand at the Autotrader Drivers’ Choice Awards 2026, beating competition from both Jaecoo and the Leapmotor to secure the title.

The Autotrader Drivers’ Choice Awards are different from other car awards as the winners aren’t decided on by the opinions of industry insiders, but by the people whose opinion matters most: car owners.

This year, over 160,000 UK car owners completed an online survey sharing exactly what they think of their car, with feedback spanning more than 250 models. Their thoughts and opinions, obtained from real-world experience, determined the winners of 20 of this year’s 24 award categories.

Within the survey, car owners who have bought, driven and lived with their cars were asked to rate them according to a range of lifestyle factors, across a broad range of consumer-centric categories – creating a true reflection of what UK consumers think of their car and what they want from it. Customers rated their cars across 16 different criteria, from reliability and performance to appearance and running costs.

Rory Reid, Autotrader’s YouTube Director, said: “Chery’s much deserved win highlights just how much value today’s car buyers expect, combining strong technology, comfort and everyday usability at a price point that stands out in the market. Despite being relatively new to the UK, it’s already resonating with drivers, who have recognised the very high level of specification and quality on offer for the money.”

Farrell Hsu, Managing Director at Chery UK, said: “We have always believed that if you can succeed in the UK, you can succeed almost anywhere. Securing this prestigious award win, combined with our growing popularity in the market, show that our approach – investing in people, in product and in a genuine local presence – is working. We are building something sustainable here, and May is a very strong statement of intent.”

Record new car registrations for Chery
The award win follows Chery UK recording its strongest ever monthly sales performance, registering 3,166 new cars in May 2026, according to Society of Motor Manufacturers and Traders (SMMT) data. The result represents a significant milestone for the brand, which only launched in the UK in August 2025.

Chery UK’s performance came as the UK new car market posted its best May result since before the pandemic, rising 7.1% to 160,662 units. Against a backdrop of intense competition and expanding consumer choice, CHERY UK secured a 1.97% share of all new car registrations in the month. Year-to-date, the brand has delivered 14,143 units, equating to a 1.53% share of the UK market; a foundation already much stronger than brands with decades of experience in the UK market.

Carblah Customer Experience Index
The sales milestone was also reinforced by independent recognition of CHERY UK’s customer experience. The inaugural Carblah Customer Experience Index, which analysed almost a quarter of a million customer reviews across sales, service and ownership experiences for 54 car brands, ranked Chery second overall in the mainstream segment, ahead of all established mainstream and premium rivals.

The Carblah index noted a ‘huge shift’ in customer expectations, with buyers no longer equating price with experience, and highlighted how customer experience is being shaped by the quality of dealer and aftersales interaction. For CHERY UK, which has invested significantly in local teams, retailer training and aftersales infrastructure since its launch, the index result further validates an approach built on substance over short-term volume.

The TIGGO family of SUVs continues to serve as the cornerstone of CHERY UK’s offer, spanning a range designed to meet the needs of modern families and urban drivers alike. The TIGGO 4 Super Hybrid delivers accessible compact motoring; the TIGGO 7 and TIGGO 7 Super Hybrid provide versatile five-seat medium SUV options; the seven-seat TIGGO 8 and TIGGO 8 Super Hybrid offer flexible large SUV capability; while the new TIGGO 9 Super Hybrid extends the range into the premium large hybrid SUV segment. Backed by a seven-year warranty and 24/7 roadside assistance, each model is engineered to deliver class-leading specifications and value.

CHERY UK continues to expand its retail network and product range across the UK. With the full TIGGO Super Hybrid lineup now in market and the broader TIGGO SUV family on sale at retailers nationwide, the brand is on course to build further momentum in the months ahead.