Shelbourne wins exclusive AION franchise for Northern Ireland

Shelbourne Motors has secured the exclusive franchise for the Chinese AION brand in Northern Ireland and plans to launch three new AION dealerships across the region, adding a fresh option to the local new‑car market.

Key takeaways

• Shelbourne Motors holds exclusive AION representation for Northern Ireland.
• Three AION retail sites will be opened under the Shelbourne banner.
• The franchise adds a Chinese automotive brand to the region’s new‑car portfolio.
• Dealers gain a new line‑up to diversify their stock.

Exclusive franchise details

The agreement gives Shelbourne Motors sole rights to market, sell and service AION vehicles throughout Northern Ireland. No other trader can offer the brand in the area.

AION, a Chinese automotive marque, is known for technology‑focused models. Shelbourne will act as the brand’s sole point of contact for dealer support and customer enquiries in the region.

Three‑store rollout plan

Shelbourne intends to launch three separate AION showrooms within the next twelve months. Each site will be staffed by the existing Shelbourne sales team, trained on the brand’s product range.

The locations are being chosen to cover the major population centres of Belfast, Derry and Lisburn, ensuring broad geographic coverage for potential buyers.

Market impact in Northern Ireland

Introducing a Chinese brand provides customers with additional choice at competitive price points, potentially increasing overall new‑car demand. It also signals growing interest from non‑European manufacturers in the UK market.

Local dealer groups may see heightened competition as AION’s entry could attract buyers who might otherwise consider established European marques. The franchise also offers Shelbourne a unique selling proposition within the region.

What this means for dealers

Dealers partnering with Shelbourne can access AION’s model line‑up, expanding their inventory without needing to negotiate separate supply agreements. The exclusive nature of the franchise protects the brand from intra‑regional duplication.

The new franchise may encourage other manufacturers to explore similar exclusive arrangements, prompting dealers to reassess their brand portfolios and consider diversification to stay competitive.

Frequently asked questions

Will existing Shelbourne dealership customers be able to purchase AION vehicles?

Yes, current Shelbourne customers will be able to browse and buy AION models through the new showrooms, as the franchise integrates the brand into Shelbourne’s existing sales network and service facilities.

How will the AION franchise affect pricing and after‑sales support for dealers?

Dealers will receive pricing guidance directly from Shelbourne, who will also coordinate after‑sales support, warranty handling and parts supply for AION vehicles, ensuring a consistent service experience across all three locations.