ICDP motor consultancy director Steve Young is to head up a new dealership in London called Auto West London.
The business will represent the Chinese brands Omoda and Jaecoo. Young has been tasked by Çetaş Otomotiv, the largest Turkish dealer group, to head up their entry into the UK market.
“The ambition in the mid-term is to grow from a single dealership to a small group with an initial focus on south-east England.
“We have the advantage of a supportive investor who has a realistic understanding of the challenges and an OEM partner in Omoda Jaecoo that is highly motivated for us to succeed,” said Young.
The start-up dealership will be sales only with aftersales aftersales carried out in a separate location.
“The challenges include the location of our first site – Chiswick, West London, normally a ‘no go’ area for private dealer investors due to the high operating costs in large metro areas. The site is sales only, requiring a separate aftersales facility.
“As a new dealer brand with a new OEM, we have no established customer base or parc to leverage which will put a heavy emphasis on digital marketing to create awareness,” said Young. Check out the full story here
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