Geely’s Return to Australia Was Revealed in Local Documents and Job Advertisements

China’s Geely appears to be returning to Australia.

Technically, the Chinese giant already has a presence here with Lotus, Polestar and Volvo owned by it. The second half of 2024 will also see the launch of the Zeekr electric vehicle (EV) brand and Lynk & Co has already confirmed it for 2025.

However, a job posting on LinkedIn confirmed that it is looking for a national marketing director who will be responsible for “Geely’s brand strategy” and “Geely’s new brand building.”

This suggests Geely is planning to bring its eponymous brand to the Australian market, joining a bevy of rival Chinese brands such as BYD, Chery and MG.

Zhejiang Geely Holding Group also recently filed trademarks indicating the launch of the Geely Auto brand.

On January 19, 2024, the company registered the Geely name and on October 14, 2023, an apparent version of its six-segment logo.

As is typical for a major Chinese brand, there is an extensive range of vehicles in China under the Geely Auto banner, as well as some sub-brands.

Geometry is a sub-brand founded in 2019 for affordable electric vehicles, while Galaxy was founded last year for premium models such as the E8 large electric sedan.

While Radar Auto, like Zeekr, is marketed as a standalone brand and not a sub-brand, Radar Auto is also under the umbrella of Geely Holding.

Its first vehicle, the electric RD6 ute, has already been confirmed for right-hand drive, while the Ridarra nameplate has been locally trademarked. It’s unclear if this would be sold here under the Geely Auto brand.

The Geely Auto brand includes everything from an electric subcompact, the Panda Mini, to the three-row Haoyue SUV the size of a Kia Sorento, known outside China as the Okavango.

Some of these vehicles are already being produced as right-hand drive vehicles. The Okavango, for example, is manufactured in Malaysia as a right-hand drive and sold there as the Proton X90.

Many Geely vehicles, including the Okavango, the Xingyue (aka Tugella) and the Xingyue L (aka Monjaro), use the Compact Modular Architecture (CMA) underpinnings of the Volvo XC40 and Polestar 2.

Geely has previously confirmed that it plans to develop more right-hand drive models to expand its global presence.

“2024 marks a year in which Geely intensifies its market presence, from steadfast ventures in core markets to new frontiers such as Latin America, Central Asia, ASEAN and Pan-Europe,” said a press release last month.

The Geely brand was already represented in Australia.

In 2009, Western Australian car dealer John Hughes announced plans to bring the Geely MK sedan and station wagon to Australia.

These were eventually sold exclusively in Western Australia. The brand’s growth was slowed by the MK’s lack of electronic stability control, which was made mandatory shortly after its launch.

The MK was also involved in an asbestos recall that also affected Great Wall and Chery. While the MK’s base price was reduced to a market-leading $8,999 drive-away, the brand couldn’t be saved here.

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