Geely Auto UK is placing the EX5 electric SUV at the centre of its initial fleet strategy, with leasing companies, corporate buyers and fleet managers identified as its main channels for growth. The company is using the model’s technology, standard equipment and pricing to build awareness among business drivers and salary sacrifice customers.

The approach reflects the importance of fleet sales for a new automotive entrant. Rather than relying solely on retail demand, Geely is working to establish relationships with the organisations that influence company car choice, leasing access and workplace vehicle schemes.

Geely builds a dedicated fleet operation

Aaron Hamilton, head of fleet sales for Geely Auto UK, said the immediate priority was to introduce the EX5 to leasing companies, corporates and fleet managers. The team is presenting the vehicle’s technology, quality and safety features while encouraging fleet partners to drive it and assess its suitability for business use.

Geely Auto UK is operating as a standalone business alongside brands including Lotus, Polestar and Volvo. Hamilton said the UK operation is not sharing retailers, systems or processes with those marques, allowing its fleet team to focus exclusively on the Geely brand and its own dealer network.

The company launched with 25 dealer sites and planned to add a further 25 locations. That expansion gives Geely a wider local presence while supporting a fleet model that combines central account management with dealer-led activity.

Central relationships and local support

Geely’s fleet operation is divided between direct corporate relationships and dealer-level support for small and medium-sized businesses. Hamilton and two account managers are responsible for key corporates, while dealers are expected to develop opportunities among smaller businesses in their local markets.

That structure gives the brand two routes into the fleet sector. Large organisations can work with a dedicated national team, while smaller employers can receive support from nearby retailers that understand local driving patterns and business requirements.

The model also recognises that fleet decisions involve more than a vehicle’s list price. Employers and leasing providers assess equipment, operating costs, charging requirements, driver appeal and the quality of the support network before adding a model to their recommendations.

Why the EX5 is targeting company car drivers

Geely considers the EX5 suitable for both company car users and salary sacrifice drivers. The company is targeting motorists who may already drive an electric vehicle, as well as those moving from an internal combustion engine car into an electric SUV for the first time.

The EX5’s standard equipment is central to that proposition. Hamilton identified the range-topping EX5 Max as an important fleet specification because it combines a high level of equipment with a competitive price, giving employers and drivers a clear value argument when comparing vehicles.

For salary sacrifice schemes, the appeal of an electric SUV can extend beyond purchase price. Employees may consider the available equipment, driving range, charging convenience and the overall monthly deduction, while employers can use vehicle choice to support wider sustainability and staff benefits policies.

A wider opportunity for electric fleets

Geely’s launch comes as fleet operators continue to review electric vehicles for company car and salary sacrifice programmes. The sector is giving new brands an opportunity to compete on equipment and value, provided they can demonstrate reliable after-sales support and make vehicles available through established leasing channels.

The EX5 will therefore need to build confidence among more than individual drivers. Leasing companies require clear residual value information and dependable supply, while corporate fleet managers need consistent servicing, charging guidance and responsive account support.

Geely’s immediate plan is to place the vehicle in front of those decision-makers and let the product make its case. With a growing dealer network and a dedicated fleet team, the company is seeking to turn initial awareness into regular inclusion in corporate and salary sacrifice vehicle selections.

The strategy gives the EX5 a defined route into the UK market. Its progress will depend on how effectively Geely converts its launch activity into fleet partnerships, dealer enquiries and sustained demand from business drivers.