AION Auto UK strengthens leadership team with appointment of new Marketing Director
- Alex Key to lead marketing strategy ahead of UK brand launch
- Key brings two decades of strategic automotive marketing experience
- AION brand launches in the UK in early 2026
London, 16 December 2025 – AION Auto UK has appointed Alex Key as its Marketing Director as the brand prepares for its UK launch in 2026.
Key brings more than 20 years of automotive marketing experience and will report directly to Managing Director, Jon Wakefield. She will oversee the brand and marketing strategy for the new entrant’s launch, drawing on her extensive background in brand development, product introductions, and integrated communications. Her appointment further strengthens AION’s senior leadership team as the company builds momentum towards its UK market debut.
Jon Wakefield, Managing Director of AION Auto UK, said: “Establishing a strong, experienced leadership team is central to our launch plan. Alex brings deep automotive expertise and a proven ability to shape brand identity, and that skillset will be pivotal as we prepare to introduce AION to the UK market and deliver long-term, sustainable growth.”
Key added: “I’m delighted to be joining AION Auto UK at such an exciting early moment for the company. Launching a new car brand in the UK is a rare opportunity and I’m looking forward to helping define AION’s marketing approach as we introduce the proposition to customers. With a compelling product line-up planned and a talented team already in place, I’m relishing the challenge and the journey ahead.”
Having started her career at Honda, Key spent 11 years at BMW Group in senior management positions across sales, marketing and communications for BMW and MINI. Key joined Suzuki GB in 2021 and led their automotive marketing operations, playing a crucial strategic role for the business during its recent rebrand and the launch of its first EV.
Last month, AION Auto UK announced several senior appointments with Duncan Johnston joining as Network Development Director; David Pay stepping into the role of Sales Director; Ben Hurford as Aftersales Director, and Lee Giddings taking up the position as Head of Fleet.
AION Auto UK is a joint venture between GAC Group, one of China’s largest and oldest vehicle manufacturers, and Jameel Motors, independent international automotive distributor and mobility solutions provider. AION Auto UK recently made its UK debut to the motor retail sector at AM Live with a commitment to bring a fresh approach in the way it does business with retailers.
Media contacts
Paul Barker: 07949 070636
paul.barker@aionauto.co.uk
Lois Brooks: 07596 857457
Sue Cugley: 07842 310087
aion@pfpr.com
About AION Auto UK
AION was founded in 2017 as an upper-mainstream electrified brand from GAC Group, one of China’s largest and longest-established automakers. AION Auto UK has been formed as a joint venture between GAC and Jameel Motors, a leading provider of mobility solutions and partner of choice to top automotive brands.
The joint venture between these two automotive powerhouses sets AION Auto UK up for a successful launch and sustainable growth in the UK. As the second largest EV market in Europe, the UK has a pivotal role to play in GAC’s global ambitions for AION, and it is fully committed to success in this market. The company is headquartered in Slough and is led by a local senior management team with extensive experience of the UK automotive industry.
About GAC
Guangzhou Automobile Group Co., Ltd. (GAC) is a leading Chinese automotive corporation that has been gaining recognition in international markets for years. Founded in 1997, the company is experiencing dynamic growth, investing in innovative technologies, sustainable development, and modern design. GAC specializes in the production of a wide range of vehicles, from internal combustion and hybrid cars to cutting-edge electric models, catering to the growing demands of the global market. The brand's portfolio includes both luxury saloons and spacious SUVs, showcasing advanced technology and high-quality craftsmanship. Through its sub-brand AION, GAC continues to set new standards in the electric vehicle segment, combining innovation with exceptional design. For more information, please visit: www.gacgroup.com
About Jameel Motors
Jameel Motors is a leading provider of mobility solutions and partner of choice to top automotive brands. It has international operations in over 10 countries, including the UK, UAE, Türkiye, Morocco, Egypt, Algeria, Iraq, Japan, China, Australia, Monaco, South Africa, Poland, Iraq and Italy. Jameel Motors represents some of the world’s most recognized commercial and passenger vehicle brands, including Toyota, Lexus, BYD, GAC Motor, MG Motor, Farizon Auto, Changan Automobile, Omoda & Jaecoo, Geely Auto and Hino. Jameel Motors’ deep market knowledge as an independent international distributor enables its OEM partners to grow closer to their customers, driving both market share and sustainable growth with high customer satisfaction and loyalty. For more information, please visit www.jameelmotors.com.
Media contacts
Paul Barker: 07949 070636
paul.barker@aionauto.co.uk
Lois Brooks: 07596 857457
Sue Cugley: 07842 310087
aion@pfpr.com
About AION Auto UK
AION was founded in 2017 as an upper-mainstream electrified brand from GAC Group, one of China’s largest and longest-established automakers. AION Auto UK has been formed as a joint venture between GAC and Jameel Motors, a leading provider of mobility solutions and partner of choice to top automotive brands.
The joint venture between these two automotive powerhouses sets AION Auto UK up for a successful launch and sustainable growth in the UK. As the second largest EV market in Europe, the UK has a pivotal role to play in GAC’s global ambitions for AION, and it is fully committed to success in this market. The company is headquartered in Slough and is led by a local senior management team with extensive experience of the UK automotive industry.
About GAC
Guangzhou Automobile Group Co., Ltd. (GAC) is a leading Chinese automotive corporation that has been gaining recognition in international markets for years. Founded in 1997, the company is experiencing dynamic growth, investing in innovative technologies, sustainable development, and modern design. GAC specializes in the production of a wide range of vehicles, from internal combustion and hybrid cars to cutting-edge electric models, catering to the growing demands of the global market. The brand's portfolio includes both luxury saloons and spacious SUVs, showcasing advanced technology and high-quality craftsmanship. Through its sub-brand AION, GAC continues to set new standards in the electric vehicle segment, combining innovation with exceptional design. For more information, please visit: www.gacgroup.com
About Jameel Motors
Jameel Motors is a leading provider of mobility solutions and partner of choice to top automotive brands. It has international operations in over 10 countries, including the UK, UAE, Türkiye, Morocco, Egypt, Algeria, Iraq, Japan, China, Australia, Monaco, South Africa, Poland, Iraq and Italy. Jameel Motors represents some of the world’s most recognized commercial and passenger vehicle brands, including Toyota, Lexus, BYD, GAC Motor, MG Motor, Farizon Auto, Changan Automobile, Omoda & Jaecoo, Geely Auto and Hino. Jameel Motors’ deep market knowledge as an independent international distributor enables its OEM partners to grow closer to their customers, driving both market share and sustainable growth with high customer satisfaction and loyalty. For more information, please visit www.jameelmotors.com.
