AION Brand Enters UK with 2 Models and Vows to Do Things Differently

AION is a young brand having only been established in 2017 by parent company GAC Group (Guangzhou Automobile Group), who themselves were founded only in 1997. However, since then GAC and AION have grown to be one of China’s largest automakers and has joint ventures producing Toyota cars for the Chinese market as well as with Honda to produce their models in China.

And it’s the joint ventures that speaks volumes with two major Japanese players that pride themselves on technological excellence, and manufacturing prowess which should bring reassurance to prospective buyers of a relatively new brand.

GAC Group created sub-brand AION to lead the electrification of cars with dedicated battery electric vehicles, and it’s now one of the fasted growing brands in China, making 430,000 units in 2023 and winning JD Power survey awards for quality, safety and technology.

Its export business is growing steadily around the world, too, and now AION is on the cusp of launching their models in the U.K. with the AION V SUV and later with the AION UT hatchback.

AION Auto UK Managing Director Jon Wakefield, who formerly held leadership roles at Volvo UK and Volvo Europe, said “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.”

It sounds similar to the success Tesla has had by placing centres into shopping malls, and introducing pop-up test drive centres at popular venues. But AION’s approach will deploy modular showroom displays inside existing dealerships that AION says will “enables retailers to quickly adopt the new AION brand into their existing showroom space”.

AION Modular Showroom Demo

Its modular construction allows retailers to configure the showroom display as they choose, with AION starting with two cars and expanding the model line-up over time.

As the modular structure only takes few hours to instal it allows AION a rapid expansion with a low cost base that can scale quickly. And with a low cost base, cost savings could be passed onto customers with lower priced cars, although prices have yet to be revealed.

AION will bring the AION V to the U.K. first, which is their C-segment SUV, with deliveries due to start this spring. The AION UT, a B-segment hatchback, will launch a few months later with AION planning to expand their range with new products launching each year, with a target for offering seven models by the end of the decade.

AION V

The AION V SUV will launch with 317 miles of range on the WLTP test cycle, and gets a full 5 stars from NCAP safety testing, scoring high for both occupancy and pedestrian safety.
And it promises to rapid charge from 10% - 80% in just 24 minutes at an appropriate DC rapid charger, which is competitive.

Front and rear heated seats are featured as is a full length panoramic roof. The interior seems nicely appointed with a two-screen set-up. The central display is mounted above two mobile phone charging pads with a smaller drivers display tucked behind the steering wheel on the dashboard.

The interior leans towards a premium finish with leather and stitching just about everywhere inside. And there seems to be a choice of a charcoal leather or a light cream leather interior.

AION claims its has genuinely a roomy cabin with rear seat passengers able to fully stretch their legs out and recline the rear back rest. The boot is also big enough for family needs at 500 litres.

AION UT

There’s less information about the UT which is said to be launching later this year, however, there is 255 miles of range and a 10% - 80% recharge time of 24 minutes at a compatible DC rapid charger.

The interior also features plenty of leather and stitching complimented by some matte chrome metalic-style finishes for trims, and door handles. The UT also features as a large panoramic roof.

The UT is said to be able to heat and cool rapidly using an advanced climate system ensuring comfort even on the hottest or coldest of days.

Like the V, the UT also features a large landscape central touchscreen for apps, music, navigation and more, plus there is a smaller drivers display, too.

The UT also features a spacious cabin with AION claiming that adults can sit comfortably in the back seats despite the cars compact B-Segment dimensions.

Both the V and UT score well with safety, including a suite of safety tech, plus an abundance of airbags including standard fit side curtain airbags that some European manufacturers still charge extra for.

AION also offers a dedicated app to ensure remote pre-cooling or pre-heating of their cars, plus you can checks the door locks, tyre pressures and much more via the app.

With many new cars and brands entering the U.K. market from China, it can seem overwhelming and perplexing at first. But it shouldn’t take long to become familiar with each brands unique selling points, and those that get a strong foothold will undoubtedly become a familiar sight on U.K. roads as we have found with BYD, MG, Jaecoo and Omoda.

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About the Author

Graeme Cobb is a lifelong car enthusiast with a passion for writing about cars, EVs, industry updates and more.

You can find Graeme on 𝕏 at @graeme_cobb or YouTube @REV-EV.