Geely's Ambition: To Become China's Toyota
JAKARTA, KOMPAS.com – The Australian automotive market is increasingly bustling with brands from China. Major names such as BYD, Chery, and MG have already been competing in the fray.
Now, Geely is preparing to expand its influence in the Land of the Kangaroo. This ambition is not without reason, given Geely’s strong global sales performance in recent years.
Citing Carscoops, Tuesday (5/5/2026), throughout 2025, Geely recorded sales of more than 4.1 million vehicle units, encompassing petrol-engined, hybrid, and electric models, both in the domestic Chinese market and exports. To strengthen its steps in Australia, Geely has appointed Alex Gu as CEO of Geely Australia.
Previously, Gu also had an impressive track record. While leading in the Middle East region, he successfully increased Geely’s sales from around 3,000 units per year to 50,000 units, a multiple-fold increase.
From a product perspective, Geely has a fairly comprehensive lineup, ranging from conventional engined vehicles, hybrids, to electrics. Its main brand offers a variety of competitive SUVs and crossovers.
In addition, Geely also has several sub-brands. Among them is Radar Auto or Riddara, which focuses on electric pickups and is considered potentially appealing to Australian consumers who favour ute-type vehicles.
In the premium segment, Geely oversees Zeekr and Lynk & Co. Lynk & Co itself extensively utilises technology from Volvo, which is also under the Geely group.
Not only that, Geely also manages several other global brands such as Polestar, Smart, Lotus, and Proton from Malaysia.
Nevertheless, the challenges in Australia cannot be taken lightly. In the first quarter of 2026, Geely’s sales reached only 2,821 units. This figure still lags behind BYD, which recorded 17,541 units in the same period.
One of Geely’s current hurdles is its limited product line in Australia. The company is currently offering only two SUV models, namely the EX5 EV and Starray PHEV.
Looking ahead, Geely plans to expand its product portfolio. Some models to be introduced include double-cab pickups, seven-seater SUVs, ladder frame SUVs, and large sedans. All will be available with a variety of engine options, including hybrid and plug-in hybrid.
Geely is also preparing the Galaxy Cruiser, a three-row PHEV SUV with four-wheel drive, projected to compete with the Denza B8.
With a strategy of introducing a more comprehensive product line, Geely hopes to strengthen its position and compete to become the top-selling Chinese car brand in Australia.