Why one new Chinese brand is bucking the trend of flooding the market with new models for a slow and steady approach

It’s no secret Chinese brands are making a big impression on the Australian market. In August BYD, GWM, MG and Chery all finished in the top 10 best-selling brands as they offer an increasing array of models across the market.

But one brand is not looking to follow that trend and rush into the sales race. Geely, part of one of the biggest automotive groups in the world, is instead taking a slow and steady approach to growth.

“We are not in a rush,” said Geely Australia CEO, Lei Li. “ We are trying to focus on the success of every single model we bring to Australia.”

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This is evident by the brand’s decision not to leverage the strength of the wider Geely Group, which has an ownership stake in Volvo, Polestar, Lotus, Zeekr and Smart. Rather than use this as a means for accelerated expansion, by sharing dealerships, service centres and other back-end logistics, Li said Geely wants to keep each brand separate in Australia.

This comes despite recent comments from an MG Motors executive who indicated launching the iM Motors brand as part of the MG marque saved it up to $10,000 on the price of each vehicle sold here.

“So far from the head office point of view, that’s the strategy because the different brands have a different focus, a different target market,” Li said. “But locally in the different [primary market area] probably can be a case-by-case [decision], but I'm not sure. So far we have some showrooms that were converted from the previous Volvo showroom, and we also have a partner who has a Zeekr business and also a Geely business. So that can depend on the different cases or scenarios, but not from the head office.”

Li was talking at the launch of the Starray EM-i, the brand’s new plug-in hybrid that joins the all-electric EX5 in a gradually expanding line-up. Geely has previously committed to launching six models in Australia in the next three years, but Li was coy on what specific models they will be and when they will arrive, insisting the company is in no rush.

“ Well, I mean, our approach is always customer first,” he said. “We believe in that. Happy customers, [by that] I mean a better experience provided to the customers and the result will come… So we have our strategy. We are always trying to build a better connection with the customers. Provide the value of the product, latest technology, mobility service to the market and the result will come. ”