The latest from UK dealer Group Athenea;
Athenea Automotive Group has added the first raft of Chinese brands to its dealer network, delivering a second wave of manufacturer additions under the growth strategy it set out in July with Chery, OMODA and JAECOO joining Athenea’s network in the coming months.
The group’s growth strategy centres on unlocking more value from its existing estate by introducing additional franchises at sites capable of representing more than one manufacturer, moving the business towards its stated ambition of becoming one of the UK’s top three automotive retail groups. Specific dealership locations will be confirmed in due course.
The three brands represent the largest single expansion of Athenea’s manufacturer roster since the group was formed, with each incoming franchise going live at sites already identified as having the physical capacity, aftersales capability and local demand to support an additional partner alongside existing marques. The additions further broaden the powertrain and price-point choice available to customers across the network, bringing a mix of hybrid and battery-electric models into showrooms.
Dave Carter, Franchise Managing Director at Athenea Automotive Group, said: “We always said upon the acquisition that Chinese OEM relationships will be sought when the time is right to do so, depending on customer preference and business interests. We are now seeing high demand from customers across the network for these models, which is why we have built relationships with these manufacturers. This is in line with our vision to create a group that can support customers at every stage of their life, with the right car, the right advice and a consistently seamless experience.”
It doesn’t end there, further network additions are planned across the group’s estate, with a more announcements set to follow in Q4 as additional manufacturer partnerships come on stream.
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