Is Brindley Group’s New Wolverhampton Omoda & Jaecoo Dealership a Game‑Changer for the Midlands?

Brindley Group expands its Omoda & Jaecoo footprint

The Brindley Group has announced a major step forward for its Chinese‑brand portfolio, confirming the development of a second Omoda and Jaecoo dealership in Wolverhampton. This move signals a substantial investment in innovative automotive brands across the Midlands.

What makes the Wolverhampton site significant?

Located beside Brindley’s existing Mazda and Changan showrooms, the new state‑of‑the‑art facility is currently under construction and slated to open in the autumn of 2024. Once operational, it will join the group’s first Omoda and Jaecoo franchise in Cannock, creating a regional hub for the Chery‑owned marques.

Chairman Che Watson highlighted the rapid growth of Omoda and Jaecoo, stating, “Following the fantastic success of Omoda & Jaecoo both nationally and at our Cannock dealership, we are incredibly excited to announce the development of our second site in Wolverhampton.” He added that the expansion reflects the brands’ “exceptional” performance and Brindley’s commitment to bringing high‑quality, innovative vehicles to Midlands customers.

How does this fit with Brindley’s broader strategy?

The investment aligns with Brindley Group’s wider plan to diversify its brand offering. In addition to the new Omoda & Jaecoo showroom, the group recently secured a franchise agreement to represent Lepas in Wolverhampton, taking over the former Honda premises. Gary Lan, who leads Omoda and Jaecoo in the UK, was appointed CEO of Lepas in March, reinforcing the connection between these emerging Chinese marques.

By positioning the new dealership next to its Mazda and Changan locations, Brindley creates a concentrated automotive centre that can serve a broad spectrum of buyer preferences – from established Japanese models to the latest Chinese innovations.

Why is the Midlands an attractive market for Chinese brands?

The Midlands offers a sizeable customer base and strong demand for value‑for‑money vehicles, a niche that Omoda and Jaecoo aim to fulfil. Brindley’s statement that the project represents a “major investment by the group into the future of innovative automotive brands in the region” underscores the belief that the area is primed for further growth of Chinese‑manufactured cars.

Chery Automotive, the parent company of Omoda and Jaecoo, continues its ambitious expansion across the UK and Europe. Brindley’s partnership positions it as a key conduit for that expansion, delivering the latest Chery‑developed models directly to UK consumers.

What’s next for the Wolverhampton showroom?

Details of the official opening and launch events will be released later in the year. Until then, the construction progress and the strategic partnership with Lepas remain focal points for industry observers watching how Chinese automotive brands consolidate their presence in the UK market.

Key takeaways

• Brindley Group is investing heavily in a second Omoda & Jaecoo dealer in Wolverhampton, due to open in autumn 2024.
• The site will sit beside existing Mazda and Changan showrooms, creating a multi‑brand automotive hub.
• The expansion complements Brindley’s recent franchise deal for Lepas, previously the local Honda showroom.
• Chery Automotive’s ambition to grow across the UK and Europe is being supported by Brindley’s Midlands focus.