AION Auto UK has appointed Alex Key as its Marketing Director. Bringing more than 20 years of automotive marketing experience, Alex will oversee the brand and marketing strategy for AION’s UK launch, drawing on her extensive background in brand development, product introductions, and integrated communications. Her appointment further strengthens AION’s senior leadership team as the company builds momentum towards its UK market debut.  

Having started her career at Honda, Alex spent 11 years at BMW Group in senior management positions across sales, marketing and communications for BMW and MINI. Alex joined Suzuki GB in 2021 and led their automotive marketing operations, playing a crucial strategic role for the business during its recent rebrand and the launch of its first EV.  

AION Auto UK sponsored this year’s ‘Lifetime Achievement’ award at the annual Motor Trader Industry Awards. Held at the Grosvenor House Hotel in London, AION Auto UK’s Managing Director, Jon Wakefield, presented Michael Smyth with the trophy, honouring his 55-year tenure in the industry. Michael founded Swansway Motor Group in 2003 along with his three sons, and it now represents a wide range of premium and mainstream brands. 

Congratulations to all the finalists. It was an inspiring evening celebrating the passion and dedication of those shaping the UK automotive industry and a proud moment for AION, as the company recruits retail partners ahead of its launch in the UK in early 2026. 

London, 12 November 2025 – AION made its UK debut to the motor retail sector at AM Live at the NEC in Birmingham with a commitment to bring a fresh approach in the way it does business with retailers.

“We’re bringing a new brand – but not a start-up – to the UK and we’re setting out to do things differently,” explains Wakefield. “We’re looking for retail partners, not dealers. We’ll establish partnerships based on strong relationships and trust. We want to work with them to design a framework that makes for straightforward business.

“Taking this different approach won’t be easy, but retailers tell us it’s a breath of fresh air. With deeper trust, business is simpler. Success lies in a commitment to provide an exceptional customer journey, from research and test drive through to purchase and into aftersales. That gives us the strongest foundations from which to build sustainable, long-term and profitable business for us and for our retail partners.”

Exemplifying its innovative approach, AION Auto UK used its trade debut to unveil a modular showroom display that enables retailers to quickly adopt the new AION brand into their existing showroom space. It will provide retail partners with a cost-efficient, sustainable, easily deployed on-brand showroom presence, avoiding the need for large upfront investments and wholesale interior renovations.

AION Auto UK has made a series of key hires at leadership and senior management level to spearhead the brand’s entry into the UK market in early 2026.  

• Duncan Johnston has been appointed as Network Development Director, bringing experience from several senior retail network roles in the UK and Europe, including at Honda, Lotus and Inchcape.  

• David Pay steps into the role of Sales Director, bringing 25 years of commercial experience in the automotive (McLaren) and financial services (Santander) industries.  

• Ben Hurford joins as Aftersales Director after spending over 20 years at Renault UK in a number of senior commercial roles. Latterly he established aftersales operations at start-ups B-ON and Volta.  

• Lee Giddings takes up the Head of Fleet position. He brings extensive experience in the UK fleet and leasing sector, having held senior fleet roles at Suzuki UK and at Toyota GB.  

These new recruits will report to Managing Director, Jon Wakefield.  

“These senior team members are very experienced operators of the highest calibre and are greatly respected in the industry,” said Jon. “I’m looking forward to working with them to execute our launch strategy and to shape the long-term future of AION Auto UK.” 

AION Auto UK appoints Jon Wakefield as Managing Director​

Ahead of the UK launch of the AION brand in early 2026, Jon Wakefield has been appointed as Managing Director of AION Auto UK.  

Jon brings over three decades of automotive industry experience, with senior leadership roles across car manufacturer and motor retail sectors.  

Speaking about his appointment, he said: “It’s not often you get the opportunity to start from a clean sheet, so I’m very much relishing the challenge. Our joint venture structure uniquely allows us to draw on long-established resources and expertise of two automotive powerhouses. 

“We can act with confidence and authority to pursue a strategy for long-term sustainable growth, and our entire operation can enjoy the benefits and agility of being a start-up. These include the way we collaborate with our retail partners, how we introduce our products, and how we focus on delivering an excellent customer experience.” 

GAC and Jameel Motors bring AION to the UK ​

GAC announced the signing of a joint venture agreement with Jameel Motors marking the Chinese automotive corporation’s official entry into the UK market.​

AION cars will be distributed in the UK through a joint venture with Jameel Motors, one of the world’s longest established automotive distribution organisations, founded more than 80 years ago.​

GAC's two global strategic models, the AION V and AION UT, will be the first to arrive in the UK market and are set to officially launch and begin deliveries in the first quarter of 2026.​

Chief Executive Officer - Jameel Motors, Jasmmine Wong, and President of GAC INTERNATIONAL, Wei Haigang, attended the signing ceremony and jointly witnessed this significant milestone at the Victoria and Albert Museum in London.