Aion UK believes its “Great Eight” aftersales package could become a major differentiator in the increasingly crowded new car market, with network development director Duncan Johnston describing the programme as “central” to both its retail and residual value strategy.
The Chinese EV brand’s ownership package combines a warranty, roadside assistance, servicing and MOT cover, for eight years, and will be offered across its entire model range.
“It’s not a launch campaign. It’s a brand promise,” added fleet director Lee Giddings.
Johnston said the idea evolved as Aion looked for ways to stand out from a growing number of new market entrants.
“We were looking at how we differentiate in a very crowded market,” he explained. “This eight-year warranty was great, but warranty alone wasn’t enough. Then it expanded into this whole concept of: if this has eight years’ warranty, why can’t it be eight years’ roadside assistance as well?”
The company believes the package will help reassure both retail and fleet customers about switching to a relatively unknown new brand, while also driving valuable aftersales work back into the retailer network.
Under the scheme, retailers will be paid retail labour rates for servicing and MOT work carried out under the package, with Johnston arguing it gives dealers guaranteed workshop traffic over the long term.
“It’s fully funded by ourselves,” he said. “Why would they not come back into the network?”
Aion expects the package to create additional revenue opportunities through tyres, brakes and consumables, while preventing owners from moving routine servicing outside the franchise network.
Giddings said the programme could also prove especially attractive for fleet and salary sacrifice customers because there’s no add-on maintenance charge on a lease contract.
“With the Aion products, the SMR cost is near enough zero apart from brake pads and tyres and consumables,” he said. “Therefore, the package actually becomes a maintained contract hire package.”
Aion is planning a controlled UK rollout rather than chasing aggressive market share, with Johnston arguing that strong aftersales support and used-car confidence will ultimately prove more important than rapid registration growth.
As such, Aion is deliberately taking a measured approach to network expansion and it prepares to open its first 15 retail sites by the end of June.
“We are not looking to do 100,000 units in two years’ time,” he said. “We’ve got a relatively steady growth curve so retailers can grow with us.”
Johnston said Aion’s preferred partners are regional dealer groups with existing fleet and aftersales expertise that can expand alongside the brand over time.
“Our key focus is regional groups,” he explained. “If they can start at one point of representation, then they grow with us over a period of time.”
The company expects to register between 3,500 and 4,000 vehicles in the UK during 2026, with sales forecast to rise to around 34,000 units annually by 2030.
Johnston believes the Great Eight package could become particularly valuable once vehicles begin entering the used-car market after typical three- and four-year cycles.
“If you’re going to an auction in four years’ time, someone can buy the car knowing it still has four years’ factory warranty and MOT,’” he said.
The company also claims the package demonstrates confidence in the quality and reliability of its products.
“We’re very, very confident of the quality and reliability of our products,” said Giddings. “It’s important that people understand that we’ve got the trust in paying for Great Eight.”
Alongside the ownership package, Aion is building its UK retailer network around established regional dealer groups and placing heavy emphasis on aftersales readiness before launch.
Johnston said the strategy is intended to reassure retailers and customers alike that Aion is taking a more considered approach than some rival new entrants.
“We want to get it right,” he said.
Aion UK is a joint venture between China’s GAC and importer Jameel Motors. It is led by former Volvo managing director Jon Wakefield.
The brand’s debut model, the Aion V, is an electric mid-size SUV that is priced from £36,450.