On the eve of the Beijing Auto Show held last month, Geely Automobile released a brand new brand architecture. Under this framework, Geely will bring together the three sub-brands of Emgrand, Global Hawk, and England to form a unified Geely brand.
Like early Chery announced its return to “a Chery,†Geely officially opened the curtain for brand integration last year. Given the shrinking market share of self-owned brands, Geely is still full of unknowns whether it can break through this integration war led by Sun Xiaodong.
"A Geely"
On the eve of the Beijing Auto Show held last month, Geely Automobile appeared before people with a brand new image. A brand new blue logo based on Emgrand LOGO has become the new logo of Geely brand.
“The new brand strategy is Geely Automobile's initiative strategic layout for market environment and consumer demand. It is the inheritance and deepening of past brand strategy. We will concentrate on superior resources and devote ourselves to creating automotive products that meet consumer demand. The new technology support, product quality and brand image create a constantly enterprising and passionate new Geely.†Sun Xiaodong, vice president of Geely Holding Group and general manager of the sales company, told the media that day.
In order to strengthen and enhance the new Geely brand, under the new brand structure, Geely will present the three sub-brands of Emgrand, Global Hawk and British as a unified Geely brand. Geely stated that during the transitional period, the existing sub-brands and their subordinate products are still promoted under the Geely brand. The new products are marketed under the Geely brand series and a unified new logo is being hoisted.
It is reported that in the framework of “A Geelyâ€, Geely will be based on the modular structure of mid-size cars jointly developed by KC, FE and Volvo. The model system will be divided into KC, Dorsett, Vision, King Kong and Panda 5 cars. Covers the A00-B class of cars. According to the market and consumer demand, different series will have different product types. Take the example of the Emgrand System developed on the basis of the FE (Framework Extendable) extensible platform, its subsidiary will have a variety of models such as sedan, hatchback, Cross and SUV.
At the same time, the channels will be optimized accordingly. Sun Xiaodong stated that in the next 1-2 years, Geely will convert its current sub-network sales into on-grid sales to provide consumers with quality services through a unified image and product portfolio.
The future of the main new energy
On May 12, Geely Automobile announced that it had sold 35,646 vehicles in April this year, a decrease of about 20% from the same period last year. In the first four months of this year, the total sales volume was approximately 125,300 units, which was approximately 33% lower than the same period of last year and reached 22% of the 580,000 sales target for the whole year.
In fact, Geely, who is in the cycle of product upgrades and marketing system reforms, is suffering from the transformation. However, Geely Automobile is betting the future on the business of new energy vehicles.
The Emgrand Cross plug-in hybrid concept car that it released earlier was a strong signal. The model is based on the Geely Extensible Platform and is equipped with a plug-in hybrid system based on the GL-ESD energy split system and is planned to be launched in the second half of next year.
In addition, Geely Automobile plans to bring the Emgrand EC7 hybrid model to the market by the end of this year. This is a deep hybrid type hybrid vehicle developed based on the Emgrand EC7. It is also the first deep-mixed vehicle with its own energy split system in its own brand.
"Geely will use hybrid power and plug-in hybrid technology as an important strategic fulcrum for the company's future development. This is a practical and feasible technical line that meets China's national conditions and consumer demand, and it also meets the global automotive industry's development laws." Geely An Conghui, the president of the holding group, said earlier.
It is worth noting that, according to statistics, the production qualification of the country's first new energy methanol sedans seaview SC7 declared by Lanzhou Geely Automobile Industry Co., Ltd. has been successfully approved by the Ministry of Industry and Information Technology. The Seaview SC7 Methanol Sedan is the first methanol fuel new energy vehicle developed by the Geely Group after 7 years of research and development, and has been approved by the Ministry of Industry and Information Technology and has been announced. The current seaview SC7 methanol sedan has been promoted and demonstrated in Shanxi, Shaanxi and Shanghai.
In early March of this year, Geely also announced the acquisition of Emerald Automotive, a UK manufacturer of electric vehicles. It intends to use the other technology to explore an extension program that is suitable for long-distance pure electric vehicles.
In the situation where the synergy with Volvo has become more and more extensive, Geely’s new campaign has just begun to sound the horn.