A new automotive franchise showroom is set to open in Cornwall next month after Dales Group was appointed an official retail partner for Geely Auto, marking the brand’s latest step in expanding its UK dealer network.
The new showroom, operating as Dales Geely Auto, will officially open on 1 April at the dealership group’s Scorrier site, introducing local customers to the rapidly growing international automotive brand.
New Energy Vehicles Debut in Cornwall
The Cornwall showroom will initially showcase two vehicles from the Geely Auto range – the Geely EX5 and the Geely Starray EM-I.
Both models form part of the company’s strategy to make advanced new energy vehicles (NEVs) more accessible to consumers, combining electric and hybrid technology with modern design and strong value.
According to Adam Harkin, Dealer Development Director at Geely Auto UK, the partnership represents an important step in the brand’s UK expansion plans.
He said:
“We’re proud to partner with Dales as we bring Geely Auto to Cornwall. The Geely EX5 and the Starray EM-I represent the beginning of our journey to make advanced new energy vehicles accessible to all, combining technology, value and quality in one exceptional package.
“Working with a trusted partner like Dales enables customers in Cornwall to experience Geely Auto first-hand as we continue to build a national network.”
Established Global Automotive Group
Geely Auto was founded in 1986 by Eric Li and has become one of the world’s leading automotive groups, known for its strong focus on electrification and next-generation vehicle technology.
The wider group owns or controls several well-known global automotive brands, including Volvo Cars, Polestar, Lotus Cars, Zeekr, Proton, and London Electric Vehicle Company.
To support customer confidence, every Geely Auto vehicle is supplied with an eight-year warranty, while electric vehicle batteries are covered for eight years or up to 125,000 miles.
Dealership Network Expansion
The Cornwall launch forms part of Geely Auto’s broader strategy to establish a national dealership network across the UK through partnerships with established automotive retailers.
The initial showroom will open with two models, but the range is expected to grow rapidly. Plans are already in place to expand to four models later this year, with the line-up potentially increasing to up to eight vehicles over the next 18 months, including a mix of electric and hybrid options.
Changes to Existing Dealership Operations
As part of the changes, the existing Susuki showroom at the Scorrier site will relocate to the dealership group’s Summercourt location.
Suzuki servicing will continue to be offered at both sites, but all new Suzuki vehicle sales will move to the Summercourt showroom.
Growing Presence in the UK Market
The opening of Dales Geely Auto represents another milestone in the growing presence of international automotive brands within regional UK markets.
By partnering with experienced dealership groups such as Dales Group, Geely aims to accelerate the adoption of electric and hybrid vehicles while building a strong nationwide retail network. For motorists in Cornwall, the new showroom will provide direct access to a growing range of advanced, technology-driven vehicles designed for the next generation of mobility.
