8:59 am, September 29, 2026
Athena Automotive Group has added to its UK dealer network by signing up its first Chinese brand partners.
The dealer group has signed a deal with Chery Group to add the Chery, Omoda and Jaecoo brands to its portfolio, in a move designed to get more out of its existing sites.
The three Chinese brands will be introduced at dealerships across the group over the coming months, although the specific sites are yet to be confirmed.
Athena says the additions represent its largest single expansion of manufacturer franchises since the group was formed.
It is hoped the move will allow Athena to grow its manufacturer portfolio without the need to expand its physical footprint.
Dave Carter [pictured], franchise managing director at Athena 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.’
The move to add the new brands forms part of Athena’s wider growth strategy, which hopes to turn the firm into one of the three biggest dealer groups in the UK.
Further manufacturer partnerships are also planned, with the group promising more announcements during the fourth quarter.