9:03 am, January 14, 2026
Dealer group Chariots has added another BYD showroom to its portfolio as it looks to grow its partnership with the Chinese brand.
The retailer has acquired the the former site of Rugby Suzuki and is already operating the premises as its second BYD showroom.
It joins the group’s existing franchise site in Kettering and work is now underway to install BYD’s latest corporate identity.
In the meantime, the showroom is operating with temporary signage with bosses saying that the new facility will serve as a key hub for sales, service, and regional support.
Throughout the acquisition of the new site, Chariots were advised by Pav Panesar from the automotive team at estate agent, Knight Frank.
It is hoped that the deal will represent a ‘significant milestone in BYD’s expanding UK footprint’.
Last year, the carmaker’s UK sales and marketing director, Steve Beattie, told Car Dealer that the firm is aiming to be the UK’s number one car brand within the next three years.
Those plans involve continuing the rapid roll-out of BYD’s UK dealer network, of which Rugby is now the latest addition.
Speaking during his appearance on the Car Dealer Podcast, Beattie said: ‘The ambition they’re constantly looking at is to be number one in the world. If you’re going to be number one car manufacturer in the world, you’re going to have to be number one in the big markets like the UK to be able to do that.
‘The UK is a really interesting market because actually, us as Brits, receive new brands very well.’
He added: ‘If we’ve got a really engaged dealer network, we’re supporting profitable dealers moving forward, then ultimately we put all those three things together, then absolutely we’ve got the opportunity to become number one.’
