Automotive Business Magazine – Q3 2026 – Digital edition - Flipbook - Page 40
Meet the Dealer
LIPSCOMB GEELY
Milly Standing speaks with Mark Barnes, director at
Lipscomb Geely, about the challenges and opportunities
for today’s dealerships
When did you begin your
journey with Geely, and how
have you adapted?
Lipscomb was appointed in August
2025, in what was previously a Stellantis
showroom for Fiat & Abarth.
We carried out a full refurbishment
in Q4 2025, and now have a six-car
showroom which Geely CI signed off in
January 2026.
We have the EX5 and the StarRay, and
this summer the smaller EX2 EV arrives,
which is a big success in the home
market of China.
The Geely product shares some
infrastructure with the rest of the Geely
Holdings brands, and safety is at the
core of all of these. There are shared
efficiencies internally, for our staff both
front and back of house.
The diagnostic systems and cars
have shared underpinnings which have
allowed us to give loyal staff further
career opportunities, having a new
manufacturer from inception, which has
been both exciting and rewarding.
We also recently visited China as
guests of Geely, which gave us and
fellow investors an insight to the factory,
safety laboratory and design studios.
It was fascinating seeing the culture,
and the pace and scale that the Chinese
technology and infrastructure have to
offer first-hand.
It really cemented in our minds that
we had chosen the best manufacturer
to partner with for the next phase of our
business growth plan.
has made the average consumer
question whether brand loyalty – or
even badge snobbery – is a serious
consideration now.
We historically enjoy great customer
retention within the Lipscomb
portfolio, but we have noticed how
easily accessible some new entrants
and manufacturers make it for the
customer, with little or no engagement
needed from a sales adviser within a
retailer environment to drive away a
new car.
I think what we are seeing with
some of the European brands versus
new Chinese entrants is that those
legacy brands are getting left behind.
Some dealers are not satisfied with
what those European manufacturers
are giving them, so they are looking
elsewhere, and then that is creating
holes for consumers where they cannot
get their cars serviced as readily as
they could three years ago.
Monthly household budgets are
being squeezed, so lower deposits
for consumers – coupled with lowrate finance offers and low monthly
payments – are more attractive
than ever. Geely does this well and
works closely with the Retailer Advisory
Board, which is important.
Customers are really focused on
getting a ‘one-stop shop’ when it
comes to the vehicle, aftersales,
and warranties.
With the rising petrol prices, we are
also seeing a rise in interest for electric
vehicles (EVs), because people are
spending so much at the pumps.
What changes have you seen Where are you seeing the
in buyer behaviour over the
strongest margins?
past 12 months?
Market share for two or three entrants
has grown faster than anyone would
have expected, and it certainly
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AUTOMOTIVE BUSINESS
Q3
Q2 2026
When we look at retail new cars in
isolation, we are seeing mixed results.
Where the manufacturer has strong
offers with associated benefits such
