Geely: fleets must rethink replacement car choice lists as vehicle technology accelerates

August 9, 2026

UK fleets may need to reconsider traditional vehicle replacement cycles as the pace of automotive technology development continues to accelerate, according to Geely Auto UK sales director Andrew Stuart.

Stuart says rapid advances in software, electrification and vehicle technology mean fleet operators can no longer rely solely on established badge familiarity when choosing vehicles. Instead, he argues that fleets will increasingly need to assess which manufacturers can offer the strongest technology, support and total business proposition at any given point in time.

In the second part of our interview, Stuart explains why he believes Chinese manufacturers are now leading automotive innovation, how Geely is investing in its UK dealer and aftersales infrastructure to build long-term confidence, and why fleet operators need to plan ahead for faster technological change, evolving tax policy and the transition to EV-ready operations.

What do you think UK fleets can learn from newer manufacturers like Geely?

The pace of change is becoming increasingly apparent, whether you're a fleet operator or a private customer.

Innovation coming from China is now leading the industry. Chinese manufacturers are no longer followers – they're leaders.

Fleet managers almost have to keep up with the pace of development because every new generation of vehicles is improving more quickly than the last. Technology is advancing at an almost exponential rate.

That means fleets can move beyond traditional badge familiarity and instead focus on what's genuinely the best solution for their business. Which vehicle offers the best technology? Which offers the strongest overall package?

One thing that's been particularly impressive to me, having worked for other manufacturers, is how quickly Geely acts on customer feedback.

The industry often talks about listening to the voice of the customer, but traditionally that can be quite a slow process. At Geely, there's no middle layer between the UK business and China. Customer feedback goes directly into product development, and updates can be delivered quickly through over-the-air software updates.

That was genuinely a "wow" moment for me when I joined the business.

Alongside innovation, fleets also want reassurance that manufacturers are committed to the UK market for the long term. How are you building that confidence?

At a global level, Geely is already one of the world's largest automotive companies, selling more than four million vehicles last year, and that growth continues to accelerate.

Here in the UK, we're investing heavily.

We've appointed 50 dealer partners, many of whom are building standalone Geely dealerships. In some cases, they're replacing long-established brands within existing sites.

We've also invested significantly in aftersales, particularly around parts warehousing and logistics. We now have a comprehensive parts operation capable of delivering overnight to support servicing, maintenance and repairs and help keep customers on the road.

We've invested in our warranty offering and provide four years of roadside assistance to give customers additional peace of mind.

The UK business itself has grown rapidly, from just a handful of employees to almost 100 people, and we'll continue investing as the business expands.

Alongside that, we're investing in our dealer partners, industry partnerships and marketing activity to ensure we're building long-term confidence in the brand.

It's a comprehensive investment across the business, our network and our customer support.

Looking ahead, what do you see as the biggest challenges facing UK fleets over the next few years, and where can manufacturers help?

It's a fascinating and complex landscape.

One of the biggest risks for fleets is simply not planning ahead. Whether you're a rental company, leasing company or corporate fleet, if you're not becoming EV-ready and technology-ready, you could very quickly find yourself operating an ageing fleet with outdated technology.

If innovation continues at its current pace, fleets may need to rethink traditional replacement cycles.

Government policy is another major factor. Keeping up with tax changes, company car taxation, Vehicle Excise Duty proposals, Benefit-in-Kind changes and reimbursement rules creates a constantly evolving environment.

Manufacturers, leasing companies and fleet management providers already offer many solutions, but the landscape continues to move quickly. Fleet customers need to be prepared for that pace of change.

If you missed part one of this interview series, read how Geely targets 8000 UK fleet sales as Andrew Stuart sets out growth plans.