What GEELY UK LIMITED does

Geely UK Limited is the UK operations entity of Geely Auto Group, the world's seventh largest automotive maker. Operating under the Geely Auto UK brand (with LEVC MTech Limited as a co-promoter of the trading name), the company sells electrified vehicles — the fully electric EX5 SUV and the Starray EM-i plug-in hybrid — to UK retail consumers through a nationwide authorised dealer network. Headquartered in Coventry with an additional office in Milton Keynes and a Northern Ireland presence via Charles Hurst Group, the company was incorporated in England and Wales in 2023 and began UK retail operations in 2025.

The vehicle portfolio is built on proprietary technology imported from the parent group's R&D, including the Short Blade lithium iron phosphate (LFP) battery (offering up to 267 miles WLTP range on the EX5 and 618 miles combined range on the Starray EM-i), the FLYME AUTO in-vehicle infotainment system powered by an E04 chipset, and a comprehensive ADAS suite that has secured a 5-star Euro NCAP rating for the EX5 Pro. Supporting services include captive finance through CA Auto Finance UK Limited (trading as Geely Auto UK Financial Services), an 8-year/125,000-mile warranty, and home charger bundles through partnerships with Andersen EV, Cord Power Technologies, and Octopus Energy.

Revenue is generated through three streams: one-time vehicle sales through dealers, recurring finance income from PCP/HP/APP products, and after-sales services including warranty repairs and parts. The target customer is individual retail consumers; current promotional offers explicitly exclude fleet, business, leasing, and Motability schemes. Distribution is wholly dealer-led, with dealer locator and test drive booking on the geelyauto.co.uk website and lead generation via Carwow. The company is a wholly-owned subsidiary of Geely Auto Group with no external institutional investors identified.

Name

GEELY UK LIMITED

Legal name

Geely Auto UK Limited

Website

https://geelyauto.co.uk

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Geely UK Limited is the UK retail arm of Geely Auto Group, selling the EX5 electric SUV and Starray EM-i plug-in hybrid to individual consumers through a nationwide authorised dealer network, with captive finance, warranty, and home-charger ecosystem services.

Ownership category

akta.pro rank

Headquarters

HQ city

Coventry

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Vehicle Sales: Geely Auto UK generates revenue through direct sales of new electric and hybrid vehicles (Geely EX5 and Starray EM-i) to retail customers through authorised dealers. One-time purchase model with manufacturer recommended OTR prices.
2. Automotive Finance Services: Geely Auto UK Financial Services (trading name of CA Auto Finance UK Limited) provides financing options including Personal Contract Purchase (PCP), Hire Purchase (HP), and Asset Purchase Plan (APP). Revenue generated through interest and fees from finance agreements.
3. After-Sales Services: Authorised repairers provide warranty repairs, maintenance, and servicing. Revenue from service bookings, warranty claims, and genuine parts sales.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Geely UK Limited, trading as Geely Auto UK, is the UK sales and distribution arm of Chinese automotive conglomerate Geely Auto Group. The company retails the all-electric Geely EX5 compact SUV and the Starray EM-i plug-in hybrid SUV through a nationwide network of authorised dealers, supported by in-house vehicle financing (PCP, HP, APP) provided via CA Auto Finance UK, an 8-year/125,000-mile warranty programme, and after-sales servicing.

Product overview

Geely Auto UK is the UK operations of Geely Auto Group (the world's seventh largest automotive maker), offering a portfolio of electrified vehicles featuring advanced technology. The core product lineup consists of the Geely EX5 electric SUV and Starray EM-i Super Hybrid plug-in hybrid vehicle, both incorporating proprietary technologies including Short Blade Battery technology, FLYME AUTO infotainment, and comprehensive ADAS driver assistance systems. Geely Auto UK provides supporting services including vehicle financing through CA Auto Finance UK, comprehensive warranty coverage (8-year/125,000-mile base warranty with battery guarantee), dealer network access, and test drive booking. The broader Geely ecosystem includes technology initiatives in satellite connectivity (GeeSpace), urban air mobility (Aerofugia), and in-vehicle computing (ECARX).

Differentiator

Problem solved

Functional benefit

Products and services

• Geely EX5 A fully electric compact SUV offering up to 267 miles WLTP electric range, Short Blade Battery technology with 60.22-68.39 kWh usable capacity, advanced ADAS driver assistance, FLYME AUTO infotainment, and 30-80% fast charging in approximately 20 minutes via 135 kW DC. Available in SE, PRO, MAX, and ULTRA trims at £31,990 to £38,990 OTR.
• Starray EM-i A plug-in hybrid electric SUV featuring Geely Super Hybrid technology with up to 84 miles pure electric WLTP range and up to 618 miles manufacturer-estimated combined range, combining intuitive technology, premium seating, luxurious finishes, and smart connectivity. Available from £29,990 OTR (Pro trim).
• Geely Auto UK Financial Services Vehicle financing services offered through CA Auto Finance UK Limited (FRN: 312683), providing Personal Contract Purchase (PCP), Hire Purchase (HP), and Asset Purchase Plan (APP) products to retail customers, including 0% APR promotional offers with manufacturer deposit contributions.
• Geely Auto UK Warranty Programme Comprehensive manufacturer warranty covering new Geely vehicles for 8 years or 125,000 miles (base), 8 years or 125,000 miles on the high-voltage battery with a 70% capacity guarantee, and 12 years unlimited mileage anti-perforation coverage.
• Geely Auto UK Dealer Network Nationwide authorised dealer network providing new vehicle sales, test drives, finance introduction, warranty repairs, and after-sales servicing for Geely EX5 and Starray EM-i customers in the United Kingdom.
• Test Drive Booking Service Online booking system allowing prospective customers to select a preferred authorised Geely dealer and schedule a date and time to test drive a Geely EX5 or Starray EM-i at a local retailer.
• End-of-Life Vehicle Recycling (CarTakeBack) Free end-of-life take-back service operated in partnership with CarTakeBack through Environment Agency-licensed Authorised Treatment Facilities, providing responsible depollution, dismantling, and recycling for written-off or uneconomically repairable Geely vehicles in compliance with the ELV Directive.

Quantifiable outcome

• Up to 267 miles electric range (WLTP) for Geely EX5
• +3 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

AI capability11 records

Feature4 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Charles Hurst GroupcoreChannel Partner/ Reseller/ Distributor · 9 March 2026Charles Hurst Group is the first major retail partner for Geely in Northern Ireland, introducing Changan and Geely brands through a major investment creating jobs with a new showroom at Boucher Road retail complex in Belfast.
• CarTakeBackminorStrategic or Co-development PartnerGeely Auto UK has partnered with CarTakeBack, a nationwide network of Environment Agency-licensed Authorised Treatment Facilities, to provide end-of-life vehicle recycling services in compliance with the ELV Directive. CarTakeBack handles depollution, dismantling, and responsible recycling of vehicles.
• Andersen EV PlccoreGTM or Marketing PartnerAndersen EV Plc is a promotional partner providing home charger solutions. They offer the Andersen A3 Home Charger for £999 (RRP £1,499) as a customer incentive for Geely EX5 PRO, MAX, and Ultra purchases.
• Cord Power Technologies LimitedcoreGTM or Marketing PartnerCord Power Technologies Limited provides home charging solutions as a promotional partner. They offer the Cord Home Charger for £799 (RRP £949) as a customer incentive for Geely EX5 PRO, MAX, and Ultra purchases.
• Octopus Energy Group LimitedminorGTM or Marketing PartnerOctopus Energy Group Limited is a promotional partner potentially involved in electric vehicle charging solutions, with relevant personal data shared for administering customer incentives such as Octopus Electroverse.
• Green FlagminorStrategic or Co-development PartnerGreen Flag provides breakdown and recovery services for Geely vehicles. Located at The Wharf, Neville Street, Leeds, LS1 4AZ.
• Stripe, IncminorOthersStripe, Inc is a payment provider for processing customer payments. Located at Corporation Trust Center, 1209 Orange Street, Wilmington, DE 19801, USA.
• ITC Compliance LimitedminorOthersITC Compliance Limited is authorised and regulated by the Financial Conduct Authority (FRN: 313486) and acts as the appointed representative for LEVC MTech Limited and Geely Auto UK Limited for purposes of financial promotions.
• Day's Motor GroupminorChannel Partner/ Reseller/ DistributorDay's Motor Group represents Geely alongside Ford, Peugeot, IVECO, and Chery at its Swansea-based operations spanning over 14 sites across the UK.
• Carwow LimitedminorChannel Partner/ Reseller/ DistributorLead Generation Provider/Dealer Matching Provider that refers potential customers to Geely Auto UK's dealer network.

Scale indicators3 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Polestar: Sister brand under Geely Auto Group, selling premium EVs (Polestar 2, 3, 4) in the UK. Comparable on shared Geely technology, ADAS architecture, and UK EV positioning but serves a premium price tier above Geely.
• BYD Auto UK: BYD is a Chinese EV manufacturer aggressively expanding into the UK (Atto 3, Dolphin, Seal) with EV-only positioning. Directly competes on price, LFP battery chemistry (BYD Blade), and Chinese-OEM value proposition.
• Volvo Cars UK: Also owned by Geely Auto Group; sells XC40/EX40 BEV and XC60/XC90 PHEVs through UK dealers. Shares Geely EV platforms and demonstrates the group's UK retail playbook, but operates at a premium tier.
• MG Motor UK: MG Motor (SAIC-owned) is the most direct competitor — Chinese-owned automaker selling affordable ICE/hybrid/EV SUVs (MG4, ZS EV, HS) in the UK with an established dealer network. Closely comparable on price point, distribution model, and Chinese-brand-perception dynamics.

Broad incumbents

• Tesla UK: Tesla is the incumbent UK BEV leader (Model 3, Model Y). Comparable on EV-only powertrain and tech-forward positioning, but operates own-brand direct sales rather than through dealers and commands a substantial premium.
• Volkswagen UK: Volkswagen sells ID.3, ID.4, ID.5, and ID.7 EVs through UK dealers. Comparable on broad-line EV portfolio and dealer-distribution model; represents the established-volume benchmark Geely must displace.
• Hyundai Motor UK: Hyundai sells Ioniq 5/6 and Kona Electric through its established UK dealer network. Comparable on SUV-EV product and dealer-led distribution, with much stronger residual values and brand trust.
• Kia UK: Kia offers EV6, EV9, and Niro EV through a mature UK dealer footprint. Directly comparable mid-size SUV EV positioning, with 7-year warranty as a category benchmark Geely's 8-year warranty targets.

Emerging players

• Smart UK: Smart is a Geely-Mercedes joint venture selling #1 and #3 EVs in the UK. Comparable as a Geely-influenced EV entrant building UK brand presence from a low base, though positioned in smaller segments than Geely's EX5.

Others

• Lotus Cars UK: Geely-owned premium sports/GT brand (Eletre, Emeya) with a small UK dealer footprint. Not a direct competitor but sister brand evidencing the group's UK retail execution capability and technology synergies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 GEELY UK LIMITED