96 Chinese Car Brands Coming. Eden's CEO on How to Decide Which Ones Are Worth Your Time
Release Date: 06/04/2026
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96 Chinese Car Brands Coming. Eden's CEO on How to Decide Which Ones Are Worth Your Time
Selling In The Motor Trade
The UK has made itself the most attractive market in Europe for Chinese car manufacturers, and most dealers have not fully thought through what that means yet. Graeme, CEO of Eden Motor Group, has. He has been in the trade for over 40 years and built a multi-franchise group across Vauxhall, MG, Leap Motor, Mazda, Hyundai and Peugeot. He is direct about the dynamic: aggressive BEV targets and a relatively open import policy are pulling manufacturers toward the UK in a way that France and Germany, with their fiscal management and tariffs, simply are not seeing. That matters for anyone trying to...
info_outlineThe UK has made itself the most attractive market in Europe for Chinese car manufacturers, and most dealers have not fully thought through what that means yet. Graeme, CEO of Eden Motor Group, has. He has been in the trade for over 40 years and built a multi-franchise group across Vauxhall, MG, Leap Motor, Mazda, Hyundai and Peugeot. He is direct about the dynamic: aggressive BEV targets and a relatively open import policy are pulling manufacturers toward the UK in a way that France and Germany, with their fiscal management and tariffs, simply are not seeing. That matters for anyone trying to decide which Chinese brands to take on, which to leave alone, and whether the ones arriving now will still be here in five years. This episode is worth your time before you make that call.
What's covered:
• Why UK BEV mandates are creating a different competitive landscape to the rest of Europe, and what that means for dealer margins
• The specific reasons Eden backed MG and Leap Motor, and what made those two decisions straightforward when others were not
• How Eden's early Vauxhall joint venture worked, including the golden share, the accounting rules and the buyout strategy
• The workwear question: what Eden's exec committee decided after consulting front-of-house colleagues, and why it still divides opinion
• Why Graeme talks to every waiting customer before his morning management meeting, and what he heard this week
• The deliberate decision not to grow Eden beyond a certain size, even when the funding and the franchise opportunities were both available
• What keeps a 40-year industry veteran fully engaged: the honest version, not the polished one
Graeme is CEO of Eden Motor Group, a UK franchise group representing Vauxhall, MG, Leap Motor, Mazda, Hyundai and Peugeot. He built the business from a single Vauxhall joint venture, chose quality over scale at every growth stage, and now advises the IMI, a French motor retail business and an American investment bank alongside his full-time CEO role. He has been doing this for over 40 years and still walks the service reception floor before his meetings start.
If you are a dealer principal or franchise director trying to make sense of the Chinese brand wave before it makes the decisions for you, this is the episode to start with.
About Symco Training:
Symco Training was founded in 2000 by Simon Bowkett and it was his belief that the business had to offer its clients something different. That difference was clear to Simon from his days in the dealership when he experienced many sales trainers who had all the answers, but were unable, unwilling or both to actually show the delegate how they could be implemented. It remains the ethos of the business today. You see, Symco only employ trainers that are committed to delivering not only in spiring and insightful training, but are equally as happy to demonstrate these skills and techniques with real customers in your own showroom. We believe in order for sales training to be effective and in Simon’s words ‘real world’, it needs to be tried and tested in the only place it matters the showroom floor. There is no room for theory when your goals are for your team to sell more cars, hours or parts and retain more profit. In dealerships around the world the focus applied by many of the sales executives is to try and sell a deal. Symco specialise in getting your teams to focus on selling themselves, the product and then supporting this with the deal.
To find out more visit: www.symcotraining.co.uk