Chery's Barcelona Hub Is the Playbook European OEMs Always Feared Chinese automakers are no longer content with shipping vehicles into Europe and absorbing tariff hits. Chery's new Barcelona operations centre — its first overseas regional hub — marks the moment localisation became the strategy. For European OEMs and investors, this changes the competitive calculus entirely. --- ## What happened in China Chery launched its first overseas regional operations hub in Barcelona — a move that reframes the entire European debate about Chinese automotive competition. This is not a sales office or a marketing outpost. The Barcelona hub serves as a central platform for Chery's operations, compliance, and supply chain functions across Europe. Chairman Yin Tongyue stated explicitly that the hub is intended to become a core operational base for better understanding and serving European markets. The numbers behind the timing make the strategic intent clear. OMODA & JAECOO —…