8:45 am, August 25, 2026
Dealer group Endeavour Automotive has added Chinese brand Geely to its portfolio with the opening of a new showroom in Hertfordshire.
Geely Letchworth is the group’s first location for the Chinese manufacturer and expands its presence across the South East.
The retailer will offer Geely’s current UK line-up, including the fully electric EX5, compact EX2 and Starray EM-i plug-in hybrid SUV.
Customers will be assisted by a dedicated sales team, while aftersales support will also be provided as part of Endeavour’s wider retail operation.
The expansion comes just weeks after Geely UK Andrew Stuart told Car Dealer that Chinese brands could soon account for 50% of the UK new car market, as they continue to ramp up their dealer networks.
Confirming the latest appointment, Adam Harkin, dealer development director at Geely Auto UK, said: ‘We are proud to partner with Endeavour Automotive, as we bring Geely Auto to Letchworth and Hertfordshire.
‘The Geely EX5, the Starray EM-i and now the Geely EX2 make advanced new energy vehicles accessible to all; combining technology, value and quality in one exceptional package.
‘Working with a trusted partner like Endeavour enables customers in Letchworth and Hertfordshire to experience Geely Auto first-hand, as we continue to grow our national network.’
Paul Stapylton, CEO of Endeavour Automotive, added: ‘Launching Geely Auto in Letchworth is a really exciting milestone for Endeavour Automotive and marks the beginning of our relationship with the Geely Auto brand.
‘We believe the brand is a fantastic fit for our customers and for our wider business. Geely Auto brings together advanced technology, impressive design and a strong focus on electrified vehicles, while offering customers genuine choice as the automotive industry continues to change.’