A Geely official once told me that the reason Chinese car groups launch so many brands is because of the lack of brand loyalty among local consumers.

We’re still in an expansionist era but it will calm down eventually – and therefore “there’s a race to be in the group that makes it to the finishing line”, they said.

Geely itself is the latest Chinese brand to launch in the UK, starting with its EX5. It’s quite a similar story to that of several other Chinese car makers that have launched here in recent months: lots of technology for a smaller outlay targeted at British buyers who aren’t as brand loyal as you think so sales are there for the taking.

The problem now with so many Chinese brands on the market is how to differentiate one from another when they have so little history.

We inherently know where an Audi sits in the market compared with a Ford, or a Dacia against a Volkswagen. But a Changan from a Geely, a Chery from a BYD, an Omoda from a Jaecoo?

Chery likens itself to Volkswagen, as the lead brand from a group that also contains Jaecoo and Omoda.

Jaecoo has probably done the best job in building brand recognition by making its 7 look like a Range Rover Evoque from Temu.

The BYD model range already feels quite disparate, which makes it hard to work out its centre of gravity. BYD has called itself premium and executive vice-president Stella Li has likened its Denza brand to Porsche and its Yangwang brand to Ferrari.

Changan has said its brand is known for customer service and in the UK it hopes its cars will stand out for the work done at its UK engineering base.

Geely has said it wants to be better than rivals at looking after customers and highlights the work done by Lotus Engineering in the development of its cars to make them appeal to UK buyers.

They launch with these unique qualities in the UK just a few weeks apart.