China's Geely targeting both cities and regional areas in Australian launch

The Geely brand is returning to Australia in 2025, and it plans to roll out an extensive network of dealers. Unlike other Chinese brands such as Deepal, which will focus initially on Melbourne and Sydney only, Geely plans an “extensive network covering showrooms across major cities and regional areas in 2025”. It says it will have a management team based in Australia, and promises “strong aftersales support” and a “long-term commitment” to our market.

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While Geely has appointed a third-party distributor in New Zealand – the Giltrap Group, which also handles Geely-owned brands Volvo, Polestar and Lotus there – it hasn’t done so in Australia. Instead, the company says it will be distributing vehicles through a franchised dealer network. Geely Australia promises an “extensive product pipeline”, though thus far it has confirmed only the mid-sized EX5 electric SUV, due here during the first half of 2025, as well as a dual-cab ute .

The ute could be the electric RD6 from Geely brand Radar Auto. Geely offers a wide range of vehicles under its namesake brand in export markets, which includes a variety of petrol-powered sedans and SUVs. These are offered in markets like Latin America and Africa.

It’s unclear whether the Geely brand will focus on electric vehicles (EVs). Rival Chinese giant Changan is launching here only with electric Deepal models, but SAIC Motor offers a variety of combustion-powered, hybrid, plug-in hybrid, and electric vehicles across its MG and LDV brands. Chery has also gotten off to a strong start with an initially petrol-only lineup, though has subsequently launched an EV and plans to bring plug-in hybrids here.

Geely Auto Group was founded in 1997 as as a subsidiary of Zhejiang Geely Holding Group, and has grown to include a raft of brands including acquisitions like Volvo and Lotus and homegrown marques like Zeekr. Volvo, Lotus and Polestar already sell vehicles in Australia, with Zeekr entering the local market this year. The Geely brand is expected to be positioned as a more mass-market marque than these.

Geely’s namesake brand has existed in Australia before, with dealer John Hughes importing the cut-price MK sedan and hatchback range. The MK launched here in 2011, but arrived before a new Australia Design Rule mandated electronic stability control in new vehicles, a feature it didn’t have. This meant it was only ever sold in Western Australia, and just a few years later local sales ceased.

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