Geely Auto confirmed for Australia
Mainstream Chinese auto brand to fight Toyota here as soon as mid-2025The Australian launch plans of the massive Chinese mainstream automotive brand Geely Auto have emerged into the open.
The brand has started advertising for local personnel ahead of an Australian launch expected by mid-2025.
The arrival of Geely Auto is significant because it is capable of retailing a full range of vehicle types in Australia and competing directly with behemoths like Toyota and fellow Chinese heavyweights MG and GWM.
carsales understands that is very much Geely Auto’s intention, in the same way that fellow Chinese brands BYD and Chery have announced plans to become major top-10 players in Australia.
Geely could sell ICE, hybrid and EV models in Australia, including the new Radar electric ute, as well as SUVs and passenger cars.
Sub-brands of Geely Auto that could be tapped for Australia include the premium Galaxy and EV-only Geometry marques.
Geely’s interest in Australia was first revealed by carsales in 2022 and has now been formally signalled via an advertisement for a marketing director in Australia.
The Geely advertisement details responsibilities including “new brand building”, managing suppliers, brand strategy and the generation of a marketing strategy.
carsales understands that behind the scenes there have been other hires and work is already underway on logistics and business organisation.
Geely Auto is part of the larger privately-owned Zhejiang Geely Holdings Group, which already has a presence in Australia through its Volvo, Polestar and Lotus brands.
Geely’s newly-established EV brand Zeekr will be launched here in the second half of this year with the Zeekr X crossover and Zeekr 009 people-mover, and its youth-oriented premium brand Lynk & Co is expected to arrive in 2025.
But as a big brand with massive ambitions, Geely Auto is intending to establish its own standalone factory-owned distribution business in Australia.
Geely was previously distributed here by Western Australian car dealer John Hughes between 2011-14.
Geely Auto hinted at an interest in returning to Australia in a 2021 media release outlining a massive global expansion called ‘Smart Geely 2025’, in which it referred to a plan to enter the Asia-Pacific region.
In addition to existing brands MG, GWM-Haval, BYD, Chery, LDV and JAC, several other Chinese brands are expected to be launched in Australia soon, including Chery’s Jaecoo luxury spinoff and Leapmotor via Stellantis.
More news as it comes to hand.
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