Samir Hmicho
Syrian-born business leader, based in England, shaping accessible and sustainable mobility.
Born in March 1972 and trained in business, Samir Hmicho recognized early the global shift to electric and hybrid mobility. His goal: make advanced, sustainable transportation solutions accessible for everyday drivers, not just a luxury for a few.
As chairman of Innovation Automotive, he has partnered with Chinese manufacturers such as Skywell and Seres—bringing models to British consumers and stimulating healthy competition in the EV market.
Samir Hmicho
Breaking Barriers & Building Dreams
His work bridges continents and cultures. As the U.K. representative of Skywell, he publicly introduced the BE11 electric SUV at the Everything Electric Show, noting it “sets a new standard for specification and pricing in the mid-size e-SUV market.” He emphasized affordability to help families and individuals make the switch to electrification.
“Affordable electrification is not a slogan — it’s a commitment to remove barriers for everyday drivers.”
By negotiating supply agreements and educating motorists on low-emission benefits, Hmicho helps transform a niche into mainstream transportation.
Building a Legacy
Beyond the U.K., Hmicho founded 77 Auto on Harasta Road in Damascus — a flagship EV dealership positioned at the forefront of Syria’s EV revolution. The showroom is designed as a beacon of innovation and sustainability, introducing cutting-edge EVs, reducing environmental impact, and promoting energy efficiency.
This regional footprint shows how a global vision adapts to local contexts. In addition to chairing Innovation Automotive, he previously served as a director of Seres Automotive UK Limited (Dec 2017 – Apr 2020), underscoring long-term commitment to EV brand development.
Became chairman and began importing electric/hybrid vehicles to the U.K.
Signed agreements with Chinese manufacturers, bringing Skywell and Seres to Britain and showcasing at EV trade shows.
Opened a Damascus dealership to champion the country’s EV transition and sustainable transport.
The Entrepreneurial Statesman
As chairman, Hmicho engages with trade shows, media, and policymakers — advocating transparency, consumer protection, and clear pricing that highlights the long-term savings of EV ownership.
Within his companies, he champions ethical supply chains and compliance with international standards. In Syria he collaborates with architects and urban planners to align EV infrastructure with social and environmental needs.
“Business must serve people and planet — profit grows when trust and purpose lead.”
- Policy engagement: Supportive frameworks for EV adoption.
- Standards & compliance: Responsible sourcing and QA.
- Customer promise: Clear pricing and service integrity.
- City alignment: Infrastructure that fits communities.
From Business to Social Impact
He views electric mobility as a catalyst for economic development and environmental stewardship. Through 77 Auto (77auto.sy) the portfolio spans sleek sedans to versatile SUVs so diverse communities can participate in the EV transition.
The dealership ecosystem includes after-sales support and charging infrastructure — turning ambitions into operational realities and contributing to cleaner cities and inclusive mobility.