China's Geely Auto poised for Australia
05/05/2024 22:00
One of China’s largest car makers – which owns Volvo and its electric-car offshoot Polestar – is the next auto giant to set its sights on Australia.
Chinese car maker Geely looks to be preparing to set up shop in Australia, under its own brand name – and the roll-out may start with one of the country’s first electric utes.
It was the third best-selling Chinese car maker globally last year, and has owned Swedish car maker Volvo for close to 15 years – alongside its electric-car offshoot Polestar, UK sports-car brand Lotus, and Australia-bound electric-car maker Zeekr.
Geely last sold cars in Australia under its own name – rather than a subsidiary – in 2014 through John Hughes, the Western Australian car dealer who helped bring Hyundai to local roads in the 1980s.
Now the Chinese car giant is sizing up for a return, and has begun a search for local executives – including a marketing director position advertised on corporate social media platform LinkedIn.
Geely sells a wide range of petrol, hybrid and electric cars in its home market – under a range of sub-brands, including Geometry and Galaxy – from small sedans to large family SUVs.
In China it sells a number of electric cars priced to compete with BYD and MG – from less than $40,000.
Among the more tantalising Chinese-market Geely cars possible for Australia is the Radar RD6 electric ute, recently confirmed to be produced in right-hand drive under the Riddara badge, to avoid a trademark clash with the Radar tyre company.
If the RD6 comes to Australia, it is unclear if it would be sold as a Geely Riddara, or simply a Riddara.
The car maker has hinted at plans for an Australian launch on multiple occasions, including a business plan published in 2021 that outlined an intention to sell its cars in the Asia-Pacific region.
Geely said in a media release late last year: “2024 marks a year where Geely intensifies its market presence, from steadfast ventures in core markets to new frontiers like Latin America, Central Asia, ASEAN [South-East Asia], and Pan-Europe.”
The Geely group is preparing to establish its Zeekr electric-car brand in Australia in the second half of this year, starting with the Zeekr X small SUV and Zeekr 009 people mover.
However the company has already hired a marketing director for Zeekr – so the job advertisement linked to Geely would either be for the parent company, which could manage a range of Geely brands in Australia, or the main Geely Auto marque.
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