What HARMONY NEW ENERGY AUTO SERVICE (LONDON) LTD does

Harmony New Energy Auto Service (London) Ltd is the UK operating entity of Hong Kong-listed China Harmony Auto Holding Limited (03836.HK), focused on the retail sale and aftersales service of new-energy vehicles. The company is an authorized BYD dealer operating six physical showrooms across the UK — Canary Wharf, Mayfair, Lakeside (Grays, Essex), Bristol South, Bristol North, and Warwick — together with an online sales channel supporting click-and-collect, valuations, and finance applications. Vehicle pricing spans from £21,975 (BYD Dolphin Surf) to £59,025 (BYD Sealion 7 Excellence), with monthly finance options underwritten by Santander Consumer Finance at 0.9%–1.9% APR and a separate Motability Scheme offering for eligible disabled customers.

The product lineup covers BYD's full electric and plug-in hybrid range, including the Atto 2, Atto 3 EVO, Dolphin, Dolphin Surf, Seal, and Sealion 7 BEVs alongside the Atto 2 DM-i, Sealion 5 DM-i, Seal 6 DM-i, Seal 6 DM-i Touring, and Seal U DM-i PHEVs. The PHEV models are underpinned by BYD's Super DM (Dual Mode) architecture, which combines an electric-first drivetrain with a Xiaoyun petrol engine offering Pure EV, HEV Series, and HEV Parallel modes, up to 621 miles of combined range, fast DC charging from 30% to 80% in 35 minutes, and V2L (Vehicle-to-Load) power output. The Blade Battery LFP chemistry provides the safety and thermal-stability backbone across the lineup.

The business model combines new and pre-registered vehicle sales (one-time), finance-broker commissions from Santander Consumer Finance (transaction fee), part-exchange and trade-in valuation services, and aftersales servicing including MOT, accident repair, and tyres. The company is FCA-authorized as a credit broker (via appointed representative ITC Compliance Limited, registration 313486) and is an official Motability Scheme partner. Customer segments span individual retail consumers (primary), Motability Scheme customers, and business fleet buyers, with a B2C go-to-market executed through physical showrooms, online configurators, social media, and community events.

Name

HARMONY NEW ENERGY AUTO SERVICE (LONDON) LTD

Legal name

Harmony New Energy Auto Services (London) Ltd.

Website

https://harmonyauto.uk

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Harmony Auto is a UK authorized BYD dealer operating six showrooms across London, Essex, Bristol, and the Midlands, selling BYD's full electric and plug-in hybrid vehicle lineup with financing, aftersales, and Motability Scheme services for retail and fleet customers.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Vehicle Sales: Sale of new and pre-registered BYD electric and plug-in hybrid vehicles. Customers can purchase vehicles outright or finance through PCP/HP agreements.
2. Vehicle Financing: Arranging finance through Santander Consumer Finance. Company acts as credit broker receiving commission from finance providers. Offers PCP, HP, and leasing options.
3. Aftersales Service and Maintenance: Full range of aftersales services including servicing, MOT, accident repair, and tyre replacement. Body shop equipped with latest diagnostic equipment.
4. Part Exchange and Valuations: Free vehicle valuations and part exchange services for customers looking to sell or trade in their current vehicles.
5. Vehicle Trade-in: Online valuation and part exchange services, accepting trade-ins as deposit towards new vehicle purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Harmony New Energy Auto Service (London) Ltd is an authorized BYD car dealership in the UK, selling new and pre-registered BYD electric and plug-in hybrid vehicles across six physical showroom locations. The company provides vehicle financing brokerage through Santander Consumer Finance, full aftersales servicing and MOT, part-exchange valuations, and participates in the Motability Scheme for disabled customers.

Product overview

Harmony New Energy Auto Services (London) Ltd operates as an authorized BYD dealership in the UK, offering a portfolio of electric and plug-in hybrid vehicles complemented by automotive services. The product line includes pure electric models (BYD Atto 2, Atto 3 EVO, Dolphin, Dolphin Surf, Seal, Sealion 7) and plug-in hybrid models (BYD ATTO 2 DM-i, Sealion 5 DM-i, Seal 6 DM-i, Seal 6 DM-i Touring, Seal U DM-i). Supporting services include vehicle finance (PCP/HP), servicing and maintenance, vehicle valuations, and Motability Scheme partnerships. The dealership operates multiple UK locations including Canary Wharf, Lakeside, Bristol South, Bristol North, Warwick, and Mayfair. BYD Super DM dual-mode hybrid technology underpins the plug-in hybrid range, offering three power management modes (Pure EV, HEV Series, HEV Parallel).

Differentiator

Problem solved

Functional benefit

Products and services

• BYD ATTO 2 DM-i Compact plug-in hybrid SUV offering up to 621 miles combined range, featuring BYD Super DM technology with electric-first driving experience and panoramic roof. From £26,995 OTR.
• BYD Atto 3 EVO Electric SUV with up to 316 miles range (WLTP), built on 800V e-Platform 3.0 with all-wheel drive, 0-62mph in 3.9 seconds, and up to 220kW DC fast charging capability. From £38,990 OTR.
• BYD Sealion 5 DM-i Super Hybrid SUV with up to 631 miles combined range, featuring BYD Dragon Face design language, 12.8-inch touchscreen, and dual-mode plug-in hybrid system with up to 53 miles pure-electric range. From £29,995 OTR.
• BYD Seal 6 DM-i Plug-in hybrid sedan with up to 65 miles electric range (WLTP), featuring wave-inspired design, panoramic sunroof, and BYD Super Hybrid technology combining 1.5L petrol engine with electric motor. From £34,020 OTR.
• BYD Seal 6 DM-i Touring Plug-in hybrid estate/wagon version of Seal 6 DM-i with 19kWh battery, 62 miles electric range, 15.6-inch touchscreen, panoramic sunroof, and smartphone wireless charging. From £35,020 OTR.
• BYD Dolphin Surf Compact electric city car featuring 10.1-inch rotating touchscreen with Apple CarPlay and Android Auto, 'Hi BYD' voice control, and distinctive ice-crystal inspired design. From £21,975 OTR.
• BYD Seal U DM-i Plug-in hybrid SUV offering petrol and electric flexibility with up to 78 miles electric range, 319 bhp combined power output, panoramic glass sunroof, and vegan leather seats. From £34,995 OTR.
• BYD Atto 2 Electric compact SUV featuring BYD e-Platform 3.0, Dragon Face design by Wolfgang Egger, eco-friendly vegan leather seats, smart rotatable screen, and panoramic roof with 400-litre boot capacity. From £34,975 OTR.
• BYD Sealion 7 Pure electric SUV designed by BYD's Global Design Director Wolfgang Egger, featuring ocean-inspired 'OCEAN X' design, up to 312 miles range (WLTP), 15.6-inch rotating touchscreen, and premium Nappa leather interior. From £47,025 OTR.
• BYD Seal Pure electric sedan with iF Design Award-winning ocean-inspired design, 15.6-inch intelligent rotating screen, Dynaudio 12-speaker sound system, and full five-star Euro NCAP crash-test rating. From £45,730 OTR.
• BYD Dolphin Pure electric hatchback powered by BYD Blade Battery with 60.4 kWh capacity, 265-mile range, five-star Euro NCAP rating, 12.8-inch rotating touchscreen, and vegan leather seats. From £30,230 OTR.
• Vehicle Servicing and Aftersales Full aftersales service including scheduled maintenance, MOT booking, accident repair, and tyre replacement. Trained technicians are experts in BYD vehicles with modern diagnostic equipment and body shop facilities across dealership locations.
• Vehicle Finance Brokerage Finance brokerage service arranging vehicle financing through Santander Consumer Finance. Offers PCP (Personal Contract Purchase), HP (Hire Purchase), Leasing, and Contract Hire options. Harmony Auto acts as credit broker receiving fixed commission per introduction.
• Motability Scheme Official Motability Scheme partnership enabling eligible individuals with disabilities to access BYD electric and hybrid vehicles with all-inclusive service covering insurance, maintenance, and road tax. Advance payments range from £99 to £4,299 depending on model.
• Vehicle Valuations and Part Exchange Free no-obligation online vehicle valuation service for customers looking to sell or trade-in their current vehicle as deposit towards a new BYD purchase.

Quantifiable outcome

• Fast DC charging from 30% to 80% in 35 minutes
• +3 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability9 records

Feature5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• BYD (Build Your Dreams)coreChannel Partner/ Reseller/ Distributor · 1 January 2023China Harmony Auto Holding Limited (03836.HK) entered into a strategic partnership with BYD in 2023. Harmony Auto is an authorized BYD dealer operating multiple BYD sales and service outlets in the UK, selling BYD's complete lineup of electric and plug-in hybrid vehicles including Dolphin, Seal, Atto 3, Seal U DM-i, and newer models.
• Motability SchemecoreChannel Partner/ Reseller/ DistributorOfficial partner of the UK Motability Scheme, an initiative supported by government benefits to help eligible individuals with disabilities access new vehicles. Harmony Auto provides BYD vehicles through this scheme with all-inclusive service packages.
• Wing Chun Performance TroupeminorGTM or Marketing PartnerBYD Auto UK partnered with the Wing Chun performance troupe as official vehicle partner for their 2024 overseas tour. Harmony Auto UK participated by offering complimentary tickets to customers purchasing vehicles during the promotional period.

Scale indicators4 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Cambria Automobiles: UK franchised automotive retailer with premium brand focus. Comparable as a UK dealer group operating new vehicle sales, aftersales, and finance across multiple OEM brands.
• Arnold Clark: UK's largest independently owned car retailer with national showroom and service network. Comparable as a large-scale multi-brand UK dealership operator with online, finance, and aftersales capabilities.
• Tesla UK: Direct-to-consumer EV manufacturer with own retail stores in the UK. Comparable as a single-brand EV-focused retailer bypassing traditional dealer economics — direct competitor for new-energy vehicle buyers.
• Pendragon plc: UK automotive retailer with franchised dealerships and aftermarket services. Comparable as a UK dealer group operating sales, servicing, and finance across multiple OEM brands and locations.
• Inchcape plc: Global premium automotive distributor and retailer with UK operations. Comparable as a multi-brand vehicle retailer focused on new energy vehicles and premium segments, with similar distribution and aftersales model.
• Lookers: One of the UK's largest franchised automotive retailer groups. Comparable as a multi-site UK dealership group offering new vehicles, aftersales, finance, and Motability across a national footprint.
• Marshall Motor Group: UK automotive retailer representing multiple OEM franchises. Comparable as a multi-site franchised dealer group with a growing EV/PHEV offering and similar geographic reach strategy.
• Vertu Motors: UK-listed multi-brand automotive retailer operating franchised dealerships nationwide. Directly comparable as a franchised UK car dealer group with sales, aftersales, and finance operations across multiple sites.
• Polestar Automotive UK: Premium EV brand with direct retail Spaces and service points in the UK. Comparable as a single-brand EV-focused retailer targeting similar premium urban EV buyers with similar physical retail/showroom strategy.

Others

• Auto Trader UK: UK's largest automotive marketplace connecting buyers and dealers. Comparable as an enabling platform that supports vehicle discovery, finance, and dealer lead generation — adjacent infrastructure to Harmony's distribution model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/harmony-new-energy-auto-service-london-ltd
• Instagraminstagram.com/byd_harmony_uk

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about HARMONY NEW ENERGY AUTO SERVICE (LONDON) LTD