Geely (officially Zhejiang Geely Holding Group Co., Ltd) is a Chinese automotive manufacturing company headquartered in Binjiang District, Hangzhou, China. Its principal products are automobiles, motorcycles, engines, and transmissions. It sells passengers cars under five brand names: Emgrand, Englon, Geely, Gleagle, and Volvo. In February 2014, Geely announced plans to phase out the Emgrand, Englon and Gleagle brands by the end of the year.
Geely Automobile Holdings Ltd (Chinese: 吉利汽车; pinyin: Jílì Qìchē) (SEHK: 0175), a subsidiary of Geely, is listed on the Hong Kong Stock Exchange.
Geely (Chinese: 吉利; pinyin: Jílì) means "auspicious" or "lucky" in Mandarin Chinese.
Founding Geely in 1986 as a refrigerator-maker with money borrowed from family, Li Shufu transformed his company into a successful private automaker selling inexpensive products to Chinese consumers. A pioneer private Chinese automaker, in 2003 it remained the only domestic car manufacturer to lack ties to the Chinese state although another big-sized, politically independent automaker was rising around this time, BYD Auto. (Great Wall Motors may be considered one more Chinese automaker less-burdened with ties to the state.)
The Geely LC
(sold as the Geely Panda in China)
After the purchase of a failing, state-run firm, Geely manufactured motorcycles in the mid-nineties. Small van production began in 1998, and a year after Geely received state approval to make automobiles, car production began in 2002. It had its IPO on the Hong Kong Stock Exchange in 2004.
Between 2006 and 2008, Geely expressed its desire to sell in the EU and United States markets, and in pursuit of this goal it presented at the 2005 Frankfurt Motor Show. It followed with a 2006 showing at the Detroit auto show. Export to the EU and United States was postponed, but the company has recently started EU sales.
Geely approached Ford in mid-2008 about a possible takeover of Volvo Cars. On October 28, 2009, Geely was named as the preferred buyer of Volvo by the American automaker. A deal was reached in late March and completed in early August, 2010. Volvo continues to operate independent of its new owners, but Geely wants to make Volvo-branded cars in China something Volvo (but not the Chinese state) has agreed to, desires synergy, and nowadays communicates with the company via a special, twice-yearly meeting.
In 2010, total sales of over 415,000 units allowed the company a near 2% market share. Sales were lower than a reported 680,000 units per year production capacity.
In December 2011, it was announced that Geely would begin selling Chinese-designed and -manufactured cars in the United Kingdom at the end of 2012, with the first model to go on sale being the Emgrand EC7. The company has also stated its intention to begin sales in Italy.
Research and development
In 2007, Geely applied for about 120 intellectual property rights. One third were patents and two thirds were utility models. In comparison to patents, utility models are cheaper and less research intensive. Since 2005, the patent and utility model applications nearly doubled. From 2005 to 2006 it was quintupled. Also from 2007 to 2010, Geely increased the number of applications. Between these three years, it increased the number of applications from less than 200 to more than 1,400 applications.
Part of the assembly line of the Geely plant in Beilun, China
Headquartered in Hangzhou, Zhejiang, Geely has production bases located in: Lanzhou, Gansu (completed in 2006, Geely construction in the region continued as of August 2010, either for expanding the existing facility or on a new semi-complete knock-down factory); Xiangtan, Hunan; 40 minutes south of Shanghai; Jinan, Shandong province; and at Linhai, Luqiao, and Ningbo, in Zhejiang.
As of 2011, two Volvo making plants were planned—one each in the cities of Daqing and Chengdu, and work on a transmissions-making factory in Tongliang, Chongqing, has been initiated.
At least four overseas factories assemble Geely models probably from semi-complete or complete knock-down kits. These facilities are located in: Indonesia, and some of its production has been imported back to China; Sri Lanka, in collaboration with Micro Cars; Malaysia; Russia, where assembly is controlled by local firm Derways; and Ukraine. These locations are not necessarily affiliated with or owned by Geely.
Geely models are sold in Turkey and may be assembled there as well.
Manganese Bronze joint venture
Established in 2007, Shanghai LTI Automobile Components Co Ltd is a joint venture with Manganese Bronze Holdings. It makes the TX4, a licensed London Black Cab, in Fengjing, Shanghai. The company exports semi-complete knock-down kits for assembly in the UK.
Drivetrain Systems International
In 2009 Geely bought Drivetrain Systems International Pty Ltd, a global transmission developer headquartered in Australia.
Geely sells passenger cars under the Emgrand, Englon, Geely, Gleagle, and Volvo marques. Some Geely passenger cars include engine technology from Robert Bosch GmbH and seatbelts provisioned from Autoliv. Many of Geely's early products are based on the Xiali TJ7300, a variant of the 1987 Daihatsu Charade. Models such as the Haoqing (豪情) (five-door), Merrie (美日) (five-door), Uliou (优利欧) (four-door), and Urban Nanny (van and pick-up truck) have Charade bases, but feature a more prominent chromed grille.
A sense of humor imbues the names of some Geely vehicles. One sedan is called the "King kong", and an early model was named You Li Ou, a play on words that means "better than the Tianjin Xiali or the Buick Sail", two of its competitors.
Geely's medium to high-end luxury brand, Emgrand (Chinese: 帝豪品牌; pinyin: dì háo pǐnpái) was launched in 2009.
Emgrand products include:
Launched in 2010, and replacing the Shanghai Maple brand, Englon (Chinese: 英伦; pinyin: yīng lún) emulates classic, British style, and its model line includes a TX4 sold on the Chinese market. Some of its cars are built by Geely subsidiary Shanghai LTI.
The Geely MK/LG King Kong
Geely marque products include:
Considered a "goofy" word by native English speakers, Gleagle (Chinese: 全球鹰; pinyin: quánqiú yīng)) is touted as an entry-level brand.
Some Gleagle cars, such as the Gleagle Panda, may be available for sale on the Internet in China via the Taobao Mall, a popular e-commerce site. While Geely will deliver the car to your address, buying one of the Panda models on offer does necessitate a trip to a traditional dealer.
Gleagle products include:
Main article: Shanghai Maple
No longer used by Geely this brand name is affiliated with a Geely subsidiary established in 1999, Shanghai Maple Automobile. It was replaced by the Englon brand in 2010.
Shanghai Maple products included:
Geely manufactures a number of motor scooters and motorcycles from 50 to 250 cc displacement.
Geely refers to its dealer network as 4S stores and also sells some models online.
A Geely MK in Singapore
. 770 Geely cars were on Singaporean roads in 2010.
In addition to China, Geely vehicles are sold in Australia, Bahrain, Chile,Colombia,Costa Rica, Egypt, Indonesia, Iran, Kuwait, Nepal, New Zealand, Nigeria, Oman,Pakistan, Romania, Russia, Saudi Arabia, South Africa, Syria, Taiwan, Turkey, Ukraine, Uruguay, and Venezuela. In a number of markets, Geely vehicles are assembled in local factories from complete knock-down kits.
Cuba's government has purchased a considerable number of Geely vehicles, and they are pressed into service as police patrol cars or tourist taxis throughout Havana.
In 2010, Geely surpassed its projected 400,000-vehicle sales target for that year selling 415,286 units of their 680,000 units/year production capacity, prompting the company to set their 2011 sales target at 480,000, a 16% increase. That year 15,596,100 units (7,793,600 passenger vehicles) were sold in China, giving Geely a 2.66% market share. Geely has announced its ambitions to double its market share in China to 5.8% by 2015, however.
A small Geely sedan, the CK, performed badly in an informal crash test done by a Russian magazine in 2007. As a result, Geely reviewed its global export plans.
A 2009 1.3-liter Geely CK 1 model without airbags earned a zero-star rating in a Latin-NCAP crash test on protecting adult occupants in front seats.
In 2010 the Geely LC scored 45.3 points of a possible 51 in the China-NCAP crash tests, making it China's first locally researched and developed mini car to be awarded a 5-star rating, and the safest Chinese hatchback as of 2011.
In 2011 the Geely Emgrand EC7 earned a 4-star rating in a Euro-NCAP crash test.
Some Geely models have received criticism for closely resembling those of other manufacturers.
In Western media, the Geely GE has received such opprobrium for looking like a Rolls-Royce and the LC, a Citroën C1 produced since 2005 (or even a Toyota Aygo ).
An ultimately unsuccessful lawsuit was brought against the company in the early 2000s by Toyota, which claimed Geely had "implied in ads that some of the parts [used in Geely vehicles] were made by Toyota". Geely may also have used a logo that resembled that of Toyota.
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