Geely Auto Chooses Williams for Greater Manchester and Merseyside, Marking Major Expansion for Leading North West Automotive Group

Williams Motor Group today announced that it has been appointed as the official franchise partner for Geely Auto, one of the world’s fastest-growing automotive brands, in the Greater Manchester and Merseyside regions. Geely Auto’s decision to partner with Williams reflects the group’s strong credentials, deep-rooted presence, trusted reputation, and extensive customer base in the North West.

The partnership takes effect immediately, with Geely Auto showrooms launching at Williams Select centres in city centre Manchester and Rochdale from Tuesday December 23 2025. Geely Liverpool is set to open in the spring of 2026.

The launch range will be led by the Geely EX5, the brand’s highly anticipated fully electric SUV, which will be the first model available across these Williams sites.

Williams Motor Group’s reputation for customer service, technical expertise, and local trust made the business a natural choice to drive Geely Auto’s expansion in Greater Manchester and Merseyside—particularly as new energy vehicles become an increasingly important part of the UK market.

Celebrating more than 115 years as a family-run business, Williams sees the partnership with Geely as the start of a new chapter of development and diversification. The move underscores the group’s commitment to innovation and positions Williams at the forefront of next-generation automotive technology.

Guy Adams, Managing Director of Williams Motor Group, said:

“As the North West’s leading automotive retailer group, we are incredibly proud to announce our new partnership with Geely and delighted to be bringing the brand to Greater Manchester and Merseyside.

This appointment represents a natural evolution of our business as we continue to broaden our retail footprint and support the growing demand for electric vehicles. It also reinforces our long-standing commitment to investing in our people and supporting local jobs across the communities we serve.”

“We’re proud to partner with the Willians Motor Group, as we bring Geely Auto to Manchester and Merseyside,” said Adam Harkin, Dealer Development Director at Geely Auto UK.  “The Geely EX5 represents 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 Williams enables customers in the Greater Manchester and Merseyside areas and beyond to experience Geely Auto first-hand, as we continue to build a national network.”