Athenea Automotive Group is to introduce Chery, Omoda and Jaecoo franchises across its dealership network as it pursues its ambition of becoming one of the UK’s three largest motor retail groups.
The three manufacturers will become the AM100 dealership group’s first Chinese brands and represent the largest expansion of its franchise portfolio since the group was formed through the merger of Johnsons Cars and Brayleys Cars.
The franchises will begin opening over the coming months at existing dealerships selected for their showroom capacity, aftersales capability and local customer demand.
Athenea has not yet disclosed how many dealerships will represent each brand or where they will be located.
Existing dealerships take new brands
The expansion forms part of Athenea’s strategy to generate more value from its existing property estate by adding franchises to dealerships capable of accommodating multiple manufacturers.
Introducing the three brands will broaden the range of price points and powertrains available through the group, including additional hybrid and all electric models.
Athenea said its decision was supported by customer demand for Chinese vehicles across its current network.
Dave Carter, franchise managing director at Athenea Automotive Group, said: “We always said upon the acquisition that Chinese OEM relationships will be sought when the time is right to do so, depending on customer preference and business interests.
“We are now seeing high demand from customers across the network for these models, which is why we have built relationships with these manufacturers.
“This is in line with our vision to create a group that can support customers at every stage of their life, with the right car, the right advice and a consistently seamless experience.”
More franchises planned for Q4
Athenea said it plans to announce further manufacturer partnerships during the fourth quarter as it continues to expand the number of brands it represents.
The group currently operates 79 franchised dealerships, represents 21 car and van brands and employs almost 2,000 people.
Athenea was created as the new identity for the combined Johnsons Cars and Brayleys Cars business with the brand appearing across dealerships, digital channels and customer communications from late 2026.
The Chery, Omoda and Jaecoo appointments represent the second phase of manufacturer additions under the growth strategy Athenea announced in July.
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