Chery Commercial Vehicle unveiled its new brand DELIVAN on Tuesday at the Birmingham Commercial Vehicle Show, marking a further step in its expansion into the European market.

The launch comes as the global automotive industry accelerates toward electrification, intelligent technologies and globalization, with Chinese automakers seeking new approaches to international growth.

According to the company, DELIVAN is positioned as a smart, digitally enabled commercial vehicle brand, built on a technology framework and a localized ecosystem strategy, with a focus on sustainability.

The debut signals a shift from traditional export-driven models toward an approach centered on localization and long-term development.

The company said its operating model integrates UK-led product definition, German engineering, European standards and localized operations, covering research and development, manufacturing and services.

"We are not here simply to compete," said Yang Junling, vice-president of Chery Commercial Vehicle and chief executive officer of DELIVAN. "We aim to contribute to and help lead this transformation with innovative solutions."

DELIVAN is positioning carbon reduction as a key entry point into the European market, aligning with regional sustainability goals.

Rather than focusing on short-term sales, the brand emphasizes long-term development, the company said.

To support this strategy, DELIVAN has established a network of local partners and advisors, including industry participants, academic experts and vehicle conversion specialists.

These partners are involved in brand strategy, product development and market operations under what the company describes as a "local partners + global resources" model.

The brand will adopt a "1+3" ecosystem structure, with the core DELIVAN brand supported by three sub-brands focusing on cost optimization, data intelligence and modular conversion solutions.

The company said the framework is designed to provide integrated services across the lifecycle of intelligent electric light commercial vehicles.

"We are an intelligent technology company rooted in mobility," Yang said. "DELIVAN is not just a new brand — it is our answer to real-world market challenges."

The launch also represents a milestone in the international rollout of Chery Commercial Vehicle's Future Super Commercial Vehicle program, which is supported by a range of proprietary technologies.

According to the company, DELIVAN will leverage Chery's global experience and network, with a focus on Europeanized branding, data-driven commercialization, localized operations and shared value creation.

With its European headquarters established in Liverpool and plans to set up subsidiaries in the United Kingdom and Germany, DELIVAN will further expand its local presence.

The company also plans to strengthen cooperation with academic institutions, including the University of Oxford.

The new brand is expected to support its broader globalization strategy, while contributing to China-Europe cooperation and the development of sustainable mobility solutions, said the company.