Geely wants dealers

Time 7:41 am, December 5, 2011

a51a7dc6-9abf-4ec5-bc45-a863f7b41d3fCHINESE car firm Geely is heading for the UK new car market, with models arriving at the end of next year, it’s been announced.

The firm, which also owns Volvo, will begin importing the Geely Emgrand EC7 – a Skoda Octavia-sized hatchback with a price tag of around £10k. The car recently scored four stars from Euro NCAP, and will carry a five-year, 100,000-mile warranty.

Geely has chosen Manganese Bronze Holdings plc (MBH) to become their distributor for the UK. The firm will handle the sale of new Geely cars, the supply of parts, and will establish a dealer network and provide an after-sales service. It’ll be known as Geely Auto UK.

MBH and Geely are already partners in building iconic London black cabs with production for the UK market taking place in Coventry by The London Taxi Company.

John Russell, chief executive officer of MBH, said: ‘We are all aware of the success that the Korean brands Kia and Hyundai have had in the UK and we can work with Geely to achieve similar success in the future.’

Matthew Cheyne, market development director of Geely Auto UK, said: ‘We are starting with a clean sheet of paper with the distribution of Geely passenger cars into the UK, the first major Western European country to receive them.

‘We will start by importing the Geely Emgrand EC7, C/D segment sized four door saloons and five door hatchbacks, initially with 1.5 and 1.8 litre petrol engine options. But Geely has a comprehensive range of models well suited to European requirements.  We will be aiming to widen our range just as quickly as possible, probably at least a new model range every year for the next four to five years.

‘My initial task is to establish a UK dealer network, probably 30 to 40 strong, ready for the brand’s launch. The recruitment process has started and we are looking at small independently-owned businesses that know their customers and traditionally give excellent customer service.

‘We will also consider such sales and service outlets as former Rover dealers, sharing dealer sites with other franchises as well as smaller regional groups.

‘Much of the success of Geely Auto UK will depend upon the dealers we attract.  They will be the public face of the brand and they will help develop the brand and its growth. We are looking for like-minded dealers who we will listen to and not dictate to them.

‘We are establishing a Geely Auto UK website,, which will soon go live but in the meantime we have email addresses where expressions of interest can be made by potential  customers, dealers and suppliers of services. These are [email protected][email protected] and[email protected].’

James Batchelor's avatar

James – or Batch as he’s known – started at Car Dealer in 2010, first as the work experience boy, eventually becoming editor in 2013. He worked for Auto Express as editor-at-large and was the face of Carbuyer’s YouTube reviews. In 2020, he went freelance and now writes for a number of national titles and contributes regularly to Car Dealer. In October 2021 he became Car Dealer's associate editor.

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