Geely Auto UK, the national sales company for China’s Geely, has appointed a dealer development director as it plans to begin car sales in the UK.
It has enticed Adam Harkin away from rival Chinese brand BYD, which itself has established a network of more than 70 dealerships and secured a 2% share of the market since it arrived here in 2023.
Harkin (pictured) said it has been “an unforgettable chapter at BYD” given the pace and what has been achieved.
Geely Auto UK, the national sales company for China’s Geely, has appointed a dealer development director as it plans to begin car sales in the UK.
It has enticed Adam Harkin away from rival Chinese brand BYD, which itself has established a network of more than 70 dealerships and secured a 2% share of the market since it arrived here in 2023.
Harkin (pictured) said it has been “an unforgettable chapter at BYD” given the pace and what has been achieved.
On joining Geely, he said in a LinkedIn post that he is excited for what comes next.
He added: “Here in the UK, we plan to become one of the top brands in the market within a few short years, and we have the product, network strategy, marketing, funding, team, and ambition to deliver on that goal.
“It’s an incredibly exciting opportunity for the right retail partners to get involved, help shape the network, and be part of something fresh, focused, and built to last.”
Building on the success of its well-known group brands, Volvo, Polestar, Lotus and LEVC, Geely is now entering the UK market directly as Geely UK, a volume passenger car brand.
Globally Geely sold more than 3.2 million vehicles in 2024 and it is investing significantly in platform technology and electric vehicle development.
The car brand plans to launch into the fleet sales channels in late summer, with retail sales expected to begin in Q4.
Geely’s initial UK launch vehicle will be the Geely EX5, an all-electric C-segment SUV designed to meet regulatory and consumer needs across 89 countries, including right-hand drive markets like the UK. To ensure the EX5 meets the expectations of British drivers, Geely said it has conducted extensive customer clinics and development work.
The carmaker will then increase its product range on offer in the UK in 2026.
The UK introduction of the Geely car brand is just the latest in a host of Chinese new car imports – Changan is also due to launch this year, while Chery group has already started sales of Omoda and Jaecoo new cars.
BYD has EVs and hybrids on sale, GWM Ora cars have been available for almost three years and MG, part of China’s state-owned SAIC, sells thousands of cars to UK consumers and businesses.
Login to continue reading
Or register with AM-online to keep up to date with the latest UK automotive retail industry news and insight.