Chinese automaker Aion, backed by GAC (Guangzhou Automobile Group), is set to enter the UK market next year with a focus on long-term sustainability rather than aggressive market share capture. This marks GAC’s first direct presence in the UK.
Initial Models and Strategy
The launch will begin in spring with the Aion V, an electric SUV positioned as a competitor to the Volkswagen ID.4. This will be followed by the smaller Aion UT hatchback, targeting the Mini Cooper segment. Later in the year, Aion plans to introduce larger plug-in hybrid (PHEV) models.
The brand will operate through Aion Auto UK, a joint venture between GAC and Jameel Motors, led by industry veteran Jon Wakefield, formerly of Volvo UK. Wakefield emphasizes that Aion will focus on premium customers, building a trustworthy brand over chasing immediate sales volume.
Vehicle Specifications and Range
Early models showcase competitive specifications: the Aion V boasts a 224bhp motor and a 90kWh battery, achieving approximately 320 miles of range. The UT offers 134bhp with a 60kWh battery, providing around 265 miles of range.
Aion is also considering bringing range-extender (REx) EVs to the UK, having already proven their viability in the Chinese market. The company plans to distribute vehicles through traditional dealerships while implementing a “fresh approach” to dealer partnerships, with a strong emphasis on customer service.
Dealer Experience and Future Development
To streamline showroom setup, Aion has developed modular display units that can be quickly integrated into existing dealer spaces. Notably, Aion has been invited by GAC to participate directly in research and development (R&D) for future models tailored to the UK market. This collaborative approach allows the brand to influence product design and select models early in the development cycle, given China’s rapid automotive innovation.
GAC’s Global Footprint
Founded in 1997, GAC is China’s fifth-largest car manufacturer, selling over two million vehicles annually. The company already collaborates with major automakers such as Honda and Toyota through joint ventures.
Aion’s UK strategy demonstrates a deliberate move toward quality and brand trust, a contrast to some competitors focused on quick market penetration. This long-term approach may prove successful in a saturated EV market where reliability and customer experience are paramount.
