Geely Monjaro targets Toyota RAV4 buyers

Geely appears to have Toyota firmly in its sights, with three upcoming models targeting some of Australia’s best-selling vehicles as the Chinese brand continues its rapid local expansion.

Geely is preparing to introduce five or six new vehicles over the next 12 months, with three seemingly designed to take on some of Toyota’s most successful nameplates.

Speaking at the launch of the Starray EM-i all-wheel drive, Geely Australia Director of Product Planning and Marketing Andrew Tuitahi directly compared the upcoming Monjaro mid-size SUV with the Toyota RAV4.

“Monjaro, especially in terms of size, dimensions and ability, is RAV4 for all intents and purposes,” Tuitahi said.

Due in the first quarter of 2027, the Monjaro is expected to sit above the recently launched Starray EM-i AWD, potentially offering a more generously equipped alternative to the hybrid RAV4.

Joining it will be the Emgrand L EM-i, a plug-in hybrid sedan entering a shrinking segment where the Toyota Camry remains the dominant player, particularly among fleet buyers.

“There are absolutely buyers who don’t want to drive an SUV. They want something that looks a little more conventional. And they like that style of sedan,” Tuitahi said.

Despite declining demand for traditional sedans, Geely sees an opportunity to attract both private and commercial customers.

“We’re looking at fleet potential for all models,” he confirmed.

Meanwhile, the Battleship 700, a rugged plug-in hybrid SUV due later in 2027, will take on the Toyota LandCruiser Prado.

The Toyota comparisons even extend to its name, with Geely considering Cruiser 700 for some international markets, although the company has ruled out using ‘Cruiser’ locally for “obvious reasons”.

The off-roader is also expected to help Geely expand beyond metropolitan areas, where vehicles such as the Prado have traditionally been popular.

“When it comes to rural, provincial [areas], I think that will come with time, certainly as we introduce products that are more suited to those markets,” Tuitahi said.

Geely has made no secret of its ambitions, with Australian Managing Director Alex Gu previously outlining plans to become the country’s top-selling Chinese car brand by the end of the decade.

The brand has already broken into Australia’s top 10 best-selling manufacturers, recording 4473 deliveries in September, up more than 870 per cent year-on-year.

According to September VFACTS figures, Geely is now Australia’s fourth best-selling Chinese car brand, just 162 sales behind MG and 739 behind GWM, despite having only three models on sale compared with its rivals’ considerably larger line-ups.

Geely also expects to deliver its 30,000th vehicle in Australia during October, while its dealership network has reached 100 locations, with plans to expand to approximately 130 within the next three to six months.

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