7:53 am, September 23, 2026
Aion will not chase huge UK sales volumes ‘by hook or by crook’ as the Chinese newcomer looks to avoid damaging the future residual values of its cars.
Speaking exclusively to Car Dealer, Aion UK boss Jon Wakefield says parent company GAC is taking a ‘considered’ approach to growth in Britain amid mounting concerns over what an influx of new Chinese cars could eventually mean for the used market.
A number of industry sources have told Car Dealer that they are are worried about the knock-on effect on wider used car values when large numbers of used Chinese vehicles return to the market, particularly at the three-year age point.
On top of this, several rapidly growing Chinese manufacturers have set ambitious UK sales targets and are offering outstanding offers to get customers in showrooms.
But Wakefield insists Aion will take a different approach.
Speaking to Car Dealer, he said: ‘No one has ever heard me say we’re gonna do 100,000 cars by hook or by crook.
‘This is a considered strategic market, and therefore we will grow our volumes, but in the right way.’
Wakefield said the challenge for Aion will be increasing sales sufficiently to establish the brand while avoiding oversupply which could undermine residual values.
He added: ‘Safeguarding your RV, pushing your volumes to be commercial and get your brand out there while safeguarding your RVs is the challenge, the management challenge for all brand representatives in this market.
‘We know what we’ve got to do. They [GAC] get it.’
Residual values have become an increasingly important issue as Chinese manufacturers rapidly expand their presence in Britain.
Wakefield said he was encouraged by the attention now being paid to the issue within GAC itself.
‘To hear the guys in GAC now asking me about RVs is really reassuring, because they get it,’ he said.
Wakefield also pointed to early residual value forecasts for the Aion V as evidence that the brand’s approach could pay off.
He said Cap’s initial feedback put the electric SUV among the ‘strongest’ performers in its segment.
The company’s aftersales proposition is another part of that strategy, with Wakefield arguing that providing continuing support for cars beyond their first owner could make them more attractive on the second-hand market.
Wakefield also said Aion recognised from the outset that the used market would be crucial to establishing a sustainable UK business.
He believes product desirability and controlled supply will both play important roles in determining how Aion cars perform as used vehicles.
Aion’s UK operation is a joint venture between GAC and the Jameel organisation, with the British management team feeding local market knowledge back to China.
Wakefield said that relationship was helping GAC understand the importance of issues including residual value management as it expands outside its home market.
The strategy is also feeding into how Aion is building its dealer network, with Wakefield saying the company wants dealers that are strategically aligned with its long-term growth rather than simply adding as many outlets as possible.
And while Aion has ambitions to become a significant player in the UK, Wakefield insists volume alone will not determine whether the venture has been successful.
‘We will grow our volumes, but in the right way,’ he said.