Chinese van brand Farizon appointing dealers ahead of 2025 UK launch

Ambitious Chinese electric van brand Farizon is looking to appoint a network of franchised dealers ahead of its launch into the UK in Q1 next year.

The brand, which is part of the Geely Group which also includes Volvo, Polestar and Lotus, has developed the SV for the European market and aims to be a market leader in the UK by the end of the decade.

A new company – Jameel Motors Farizon Auto – has been set up to import and distribute the Farizon SV in the UK. This is part of Jameel Motors which has international operations in Turkey, Morocco, Egypt, Algeria, Japan, China and Monaco, where brands it represents include Toyota, Lexus, BYD and MG Motor.

Its UK network will consist of a flagship dealership – operated by Jameel Motors Farizon Auto – in the London area and a number of regional LCV centres of expertise in a franchise dealer model.

Together with a nationwide mobile technician network provided by an established third-party specialist, the company aims to “deliver a national and consistent service from day one,” said Andy Carroll, country manager at Jameel Motors Farizon Auto.

A key part of this process is recruiting the right partners, said Carroll. It began the process with an event today (December 11) with interested dealers, and aims to continue dialogue with them after this with the aim of having between five and 10 centres of expertise on board by the end of the year.

Carroll added: “We have to make sure we have the right partners. We need people who have vans in their blood and are willing to make the focus and the investment in the franchise.

“Our number one criteria is partners who are engaged and focused on vans and understand the market.

“I think there’s a place for both the smaller dealer groups who are very strong in LCVs, but also the large dealer groups as well, for whom vans are important.”

The SV features a bespoke modular electric platform, which Farizon says offers benefits in cargo space, range, handling and safety.

It also introduces the first drive-by-wire platform in the global van market, which Farizon says reduces stopping distance by 10%, increases range by 5% and steering response by 300%.

From launch, three vehicle lengths (L1, L2 and L3) and three heights (H1, H2 and H3) will be available in the UK, offering capacity and payload ranges of 6.9cu m to 13cu m and 1.1 tonnes to 1.3 tonnes respectively.

Two battery options will be available on the front-wheel drive van at launch – 67kWh and 83kWh – with a larger 106kWh to follow.

Full UK specification and pricing will be announced closer to launch.

Carroll added: “We are building the business from a clean sheet and it is a huge opportunity with no legacy infrastructure, no legacy systems and no legacy mindsets.

“I’d be lying if I said building from a clean sheet didn’t have its challenges, but we have the huge benefit of the experience and ambition of the group behind us, and Jameel Motors has successfully navigated this market entry process several times before with new brands.

“We are fully leveraging that expertise here.”