One year of Geely Auto in the UK: Brand celebrates rapid growth and growing footprint

• One year on from launch and Geely Auto has established itself as one of the UK's fastest-growing new automotive brands
• Strong customer demand and accelerating sales momentum are driving ambitious growth plans for 2027 and beyond
• A new Coventry headquarters, growing retail network and major partnerships underline Geely Auto's long-term commitment to the UK

Geely Auto UK is marking its first anniversary since launch, celebrating 12 months to the day of rapid growth, increasing customer demand and significant investment in its long-term presence in the UK.

Since launching into the market on 23^rd October 2025, Geely Auto has established a growing presence across the country, with 15,264 vehicles registered, a retail network of 80 locations, and a team of nearly 100 employees.

The new headquarters at Ansty Business Park in Coventry gives the growing UK team a permanent base in one of the country’s leading automotive regions.

A year of significant progress

In its first year, Geely Auto UK has focused on building more than just a vehicle sales operation; with the business investing in people, infrastructure, retail network and a customer support function that will establish a long-term presence.

Key milestones from Geely Auto UK’s first full year include:

• 15,264 vehicle registrations, demonstrating growing demand from British customers
• 80 operational retail locations now supporting Geely Auto customers across the country
• 92 employees working across Geely Auto’s UK operation
• The opening of a new UK headquarters in Coventry
• The introduction of three models
• Partnerships announced with Team England and Coventry City Football Club
• Large-scale fleet deals secured with Tusker and Octopus

“Our first year has been one that we can be incredibly proud of as a team as we have achieved so much,” said Michael Yang, Managing Director of Geely Auto UK. “We came to the UK with a long-term ambition, and in just 12 months we have built a growing team, established a retail network, welcomed thousands of customers to the brand and opened our new home in Coventry.

“But this is only the beginning. Our ambition is not simply to sell cars; it is to build a credible business that earns the trust of customers and makes a lasting contribution to the UK automotive market.”

Growing customer demand

Geely Auto’s first 12 months have also demonstrated strong demand for its products, with 15,264 vehicles registered since launch. The business is on target to achieve 20,000 units registered in 2026, with the company’s September performance delivering 5,155 registrations, making it the brand’s strongest month.

Michael Yang added: “From the registration of the first vehicle to the first 10,000 sales, we took ten and a half months; our momentum now is such that we will complete the second 10,000 in just three and a half months.”

The performance comes as Geely Auto continues to expand its new energy vehicle product offering, with three models now available and a further three expected to join the line-up in 2027.

The company’s UK strategy is focused on offering customers access to advanced technology, new energy vehicle powertrains and high levels of specification, while maintaining a strong focus on value and customer experience.

Building a business, not just a car brand

Geely Auto has continued to expand its network of retail partners during its first year. It aims to have 100 sites open by the end of 2026 and moved closer to that target earlier this week by signing the contract for its 100th location.

Overall, Geely Auto is looking to open between 130 and 140 dealers across the UK. However, the main focus isn’t on the number of dealers; it is to maximise throughput, viability and profitability for each site.

Michael Yang added: “Being successful in the UK and being a credible market player means being part of the UK automotive industry. That means investing in people, working with strong retail partners, providing customers with the support they expect and contributing to the communities in which we operate. We want Geely Auto to be recognised not just as a new car brand, but as a serious and committed participant in the UK automotive market.”

Putting down roots

A major milestone during Geely Auto’s first year has been the recent establishment of its new UK headquarters in Coventry. The new facility provides a permanent base for the brand’s growing operation and reinforces the company’s commitment to the UK.

The Coventry location brings the team together across all functions and departments, supporting the company’s continued growth across sales, marketing, aftersales, product, network development, legal, IT, customer experience and retail operations.

Building Partnerships Beyond Automotive

During the past 12 months, the company has extended its presence beyond the automotive sector through partnerships with Team England and Coventry City Football Club. The sponsorships have introduced the brand to new audiences while supporting sport, community activity and local pride.

Looking ahead to year two

After a first year spent establishing its UK operation, Geely Auto is targeting 45,000 registrations in 2027—more than double its 2026 sales target. Alongside that growth, the company has set a broader mission to make new-energy vehicles more accessible by combining advanced technology, competitive value, and a quality customer experience.

Michael Yang concluded: “Our first year has shown us the opportunity that exists for Geely Auto in the UK, but we are under no illusion that establishing a successful automotive brand takes time. We have built strong foundations over the last 12 months. Our focus now is on the next stage of growth and on showing that our commitment extends well beyond the initial launch.

“We want to grow responsibly, support our customers and partners, and continue to invest in the UK and the team. We are here for the long term, and our first year is just the start of the journey.”

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