Chery takes ‘Best Value Brand’ award as UK gains momentum

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

The Autotrader Drivers’ Choice Awards are different from other auto awards because the winners are determined not by the opinions of industry insiders, but by the people whose opinions matter most: car owners.

This year, more than 160,000 British car owners completed an online survey sharing exactly what they thought of their cars, with feedback covering more than 250 models. Their thoughts and insights from real-world experiences determined the winners of 20 of this year’s 24 award categories.

The survey asked car owners who had purchased, driven and lived with their cars to rate their cars on a variety of lifestyle factors across a wide range of consumer-focused categories; This was a true reflection of what UK consumers thought about their cars and what they wanted from them. Customers rated their cars on 16 different criteria, from reliability and performance to appearance and running costs.

Rory Reid, Autotrader’s YouTube Director, said: “Chery’s well-deserved victory highlights just how much value today’s car buyers expect, combining powerful technology, comfort and everyday usability at a market-leading price point. Although relatively new to the UK, it is already resonating with drivers who recognize the very high level of specification and quality on offer for the money.”

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

Save new car registrations for Chery
Winning this award follows Chery UK recording its strongest ever monthly sales performance by registering 3,166 new cars in May 2026, according to data from the Society of Motor Manufacturers and Traders (SMMT). The result represents a significant milestone for the brand, which launches exclusively 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. In an environment of intense competition and expanding consumer choice, CHERY UK achieved a 1.97% share of all new car registrations in the month. The brand has delivered 14,143 units since the beginning of the year; This corresponds to 1.53% of the UK market; A much stronger base from brands with decades of experience in the UK market.

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

The Carblah index highlighted a ‘major shift’ in customer expectations, with buyers no longer equating price with experience, and highlighted how customer experience is shaped by the quality of dealer and after-sales interaction. For CHERY UK, which has made significant investments in local teams, retailer training and after-sales infrastructure since launch, the index result further confirms a fundamental approach based on short-term volume.

The TIGGO SUV family remains the cornerstone of the CHERY UK offer, encompassing a range designed to meet the needs of modern families and urban drivers alike. TIGGO 4 Super Hybrid offers accessible compact driving; TIGGO 7 and TIGGO 7 Super Hybrid offer versatile five-seat medium SUV options; the seven-seat TIGGO 8 and TIGGO 8 Super Hybrid offer flexible large SUV capacity; The new TIGGO 9 Super Hybrid expands its product range to the premium large hybrid SUV segment. Backed by a seven-year warranty and 24/7 roadside assistance, each model is designed to deliver class-leading features and value.

CHERY UK continues to expand its retail network and product range across the UK. With the entire TIGGO Super Hybrid range now on the market and the broader TIGGO SUV family on sale at retailers nationwide, the brand is on track to gain further momentum in the coming months.