Leading global Chinese automotive manufacturer Geely Auto brought Australian dealers and New Zealand partners together to hold a Strategic Partnership Signing Ceremony recently, marking its official entry into the Australia and New Zealand (ANZ) markets.
This milestone event signifies a key achievement in Geely's global expansion, further solidifying its presence in the Oceanian market. Attended by newly appointed Geely dealer principals and senior executives, along with its New Zealand distributor, the Giltrap Group, the ceremony was led by Mr. Evin Ye, Deputy General Manager of Geely Auto International Corporation, and Business Director of Asia-Pacific Region, and Mr. Li Lei, Head of Geely Australia, who shared insight into Geely’s Australian objectives.
During the event, through the company’s recently established Australian team, Geely Auto shared its localised brand and product launch strategy which reaffirmed its long-term commitment to becoming a highly approachable and trusted brand in Australia.
The Geely EX5, a mid-sized electric vehicle, slated for launch in H1 2025 as the first model to enter the ANZ market, was showcased during the ceremony. “We are excited to bring models like the EX5 to the market. This vehicle represents not only our commitment to innovation but also our dedication to meeting the needs of our local customers. We’re not only introducing new vehicles to enrich the lives of consumers in Australia and New Zealand, but also building a brand that represents quality, innovation, and trust in these markets,” said Evin Ye, Deputy General Manager of Geely Auto International Corporation, and Business Director of Asia-Pacific Region.
To support its long-term commitment, Geely unveiled plans to establish an extensive network covering showrooms across major cities and regional areas in 2025, including an Australian-based management team, strong aftersales support and an extensive product pipeline. Partnering with local expertise, Geely Auto aims to deliver comprehensive one-stop services and inclusive mobility solutions without compromise.
Geely also announced a strategic partnership with the Giltrap Group, one of New Zealand's largest automotive distributors, appointing them as the official distributor for Geely Auto in New Zealand. This partnership adds Geely Auto to the Giltrap Group’s broader Geely portfolio, which already includes the established brands of Volvo, Polestar, and Lotus.
By integrating Geely Auto into its lineup, the Giltrap Group significantly strengthens its strategic relationship with Geely, completing a vital piece of Geely’s global expansion strategy. The New Zealand market will align its marketing and product strategies with Australia, reinforcing Geely’s commitment to investment and synergy across both countries.
"These markets are crucial to our global expansion, and we are excited to strengthen our presence and partnerships here. The alliances we’ve established with leading distributors and dealers will be pivotal to Geely’s sustained growth and reputation in the region," said Li Lei, Head of Geely Australia.