Key appointment for AION’s UK launch

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 (pictured) brings more than 20 years of automotive marketing experience and will report directly to MD, Jon Wakefield. She will oversee the brand and marketing strategy for the new entrant’s launch.

Having started her career at Honda, Key spent 11 years at BMW in senior management positions. She joined Suzuki GB in 2021 and led their automotive marketing operations.

Key said: “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.”

Last November, 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 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.