Athenea adds Chery, Omoda and Jaecoo to UK dealerships

Athenea Automotive Group will add the Chinese marques Chery, Omoda and Jaecoo to its existing UK dealership network as part of its plan to become one of the top three dealer groups in the country. The move aims to broaden model choice and attract new customer segments, strengthening Athenea's market position.

Key takeaways

• Athenea will roll out Chery, Omoda and Jaecoo across its current UK sites.
• The addition supports its goal of ranking among the UK's top three dealer groups.
• Expanding the range should widen appeal to customers seeking Chinese‑brand vehicles.

Athenea’s ambition to rank among the UK’s top three dealer groups

Athenea Automotive Group has publicly set a target of becoming one of the three largest dealer groups in the United Kingdom. The ambition reflects a desire to increase market share and influence within the highly competitive automotive retail sector.

Achieving this status will require expanding both the breadth of its vehicle portfolio and the geographic reach of its showrooms. Adding new marques is a core component of that growth plan.

Introduction of Chery, Omoda and Jaecoo to existing sites

The group will roll out the three marques – Chery, Omoda and Jaecoo – across its current dealership network. This approach allows Athenea to leverage established premises, staff and service capabilities while offering fresh product lines.

By integrating the brands into the same locations, the group can minimise additional capital outlay and speed the time to market for the new models.

Potential benefits for the dealership network

Expanding the range is expected to broaden the choice available to customers, particularly those interested in alternatives to traditional European makes. A more diverse portfolio can help attract different buyer segments and increase footfall.

The added marques may also generate additional service and parts revenue, as new models bring distinct maintenance requirements and accessories.

What this means for dealers

Dealers within the Athenea network will need to familiarise themselves with the specifications, pricing structures and after‑sales support of Chery, Omoda and Jaecoo. Training and marketing resources will likely be provided to ensure a smooth launch.

Successful integration could improve overall dealership profitability by diversifying income streams and reducing reliance on any single brand. Competitors may feel pressure to broaden their own line‑ups to retain market relevance.

Frequently asked questions

Which new brands is Athenea adding to its UK dealerships?

Athenea will introduce the Chery, Omoda and Jaecoo marques across its existing UK dealer locations, expanding the range of models on offer to customers.

How will the addition of Chery, Omoda and Jaecoo help Athenea reach a top‑three position?

By widening its product portfolio, Athenea aims to attract a broader customer base, increase showroom traffic and generate additional service and parts revenue, all of which support its objective of becoming one of the three largest dealer groups in the UK.