Geely Auto Expands into Australia and New Zealand, Completing Five-Continent Rollout and Accelerating Global Growth Strategy
Geely Auto Group has officially entered the Australian and New Zealand markets with the launch of its next-generation new energy SUV, the Geely EX5. This move marks a major milestone in the company’s global expansion journey, as it completes the rollout of its products and dealer networks across five continents. The strategic entry into Oceania is part of a broader push to deepen Geely’s presence in international markets, aligning with its long-term vision for sustainable global growth and innovation-driven mobility.
A Strategic Milestone in Globalization
With the debut of the EX5 in Australia and New Zealand, Geely Auto has reached a new phase in its globalization strategy. The company now operates in more than 80 countries and regions, supported by a global network of manufacturing, R&D, and service infrastructure. This latest expansion underscores Geely’s commitment to delivering cutting-edge automotive technologies and premium services tailored to local markets.
As part of its “One Country, One Policy” strategy, Geely continues to adapt its approach for each region, implementing market-specific policies and solutions to ensure efficient operations and customer satisfaction. By customizing its strategy for different regulatory environments, customer expectations, and cultural contexts, the automaker is positioning itself as a versatile and competitive global brand.
The expansion into Australia and New Zealand coincides with the beginning of the Geely 2030 Vision roadmap—a forward-looking plan that emphasizes innovation, sustainability, and customer-centric development. Oceania, with its high standards for vehicle safety, environmental compliance, and performance, serves as a strategic entry point for the next phase of Geely’s global growth.
Executive Leadership Highlights Global Ambitions
At the launch event, Geely Auto Group CEO Jerry Gan emphasized the company’s accelerated globalization efforts, outlining a roadmap for continued international expansion. “This year, we will further accelerate our globalization layout and introduce high-value products to markets such as the UK, Brazil, and South Africa,” said Gan. “By the end of 2025, we anticipate having over 1,100 sales and service outlets worldwide, allowing us to provide global consumers with a more convenient and efficient service experience, while fostering sustainable growth in the international market.”
Geely’s vision is not just about scaling operations, but also about cultivating long-term relationships with consumers, partners, and stakeholders in each region. The company is investing in infrastructure, personnel training, local partnerships, and digital transformation to support its ambitions.
Establishing a Robust Local Presence in Oceania
To support the launch of the EX5 and drive localized operations, Geely established a regional subsidiary in Australia in 2024. This move enabled the company to build a strong foundation for integrating local dealers, suppliers, and strategic business partners. The subsidiary is tasked with overseeing end-to-end market operations—from sales and marketing to aftersales support and customer service.
This locally grounded strategy is designed to ensure Geely can meet the unique and evolving demands of the Australian and New Zealand consumers. By leveraging data insights, customer feedback, and regional partnerships, the company aims to deliver a seamless and premium ownership experience.
Geely plans to open 24 dealerships across the ANZ region by the end of 2025, offering consumers accessible touchpoints for vehicle purchases, service, and support. Longer term, Geely is targeting a dealer network of more than 100 outlets in the region to support its expanding product lineup and ensure comprehensive coverage in major urban and regional markets.
Evin Ye, Vice President of Geely Automobile International Corporation (GAIC), attended the launch event and commented, “We sincerely hope that the outstanding quality and performance of the EX5 will win over Australian and New Zealand consumers, becoming a trusted companion for daily commutes and exciting journeys alike.”
The Geely EX5: Driving New Energy Innovation in Oceania
At the heart of Geely’s debut in the Oceania market is the EX5, the company’s first global model under its new energy vehicle (NEV) platform. The EX5 showcases the automaker’s latest technological innovations, featuring the proprietary Geely Short Blade Battery, the advanced GEA (Global Electrified Architecture), and the highly efficient 11-in-1 intelligent electric drive system.
These cutting-edge components deliver a balanced combination of range, performance, and safety. The EX5 has already proven its market appeal in China, where it saw first-month sales of 12,000 units and has surpassed 100,000 cumulative deliveries in just over seven months. The vehicle’s success in domestic markets has laid the groundwork for its international rollout, which is gaining momentum.
The EX5 has recently launched in several Southeast Asian countries, including Thailand and Indonesia, where it received over 1,000 orders within the first week. In addition, the vehicle has garnered strong interest in the Philippines, Costa Rica, and other emerging markets. By the end of 2025, Geely aims to introduce the EX5 in over 20 global markets, extending its influence in the competitive NEV landscape.
Over the next three years, the company plans to launch eight additional NEV models globally, all based on the GEA architecture. This broad product offensive will enable Geely to establish a full-spectrum lineup of electric vehicles tailored to different customer needs and market segments. From urban commuters to premium SUVs, the company intends to build a diversified product matrix that supports long-term competitiveness and global appeal.
Launching GEELY · GO: A Borderless User Ecosystem
Beyond its product launches and dealership expansion, Geely is also strengthening its connection with customers through a new global user brand: GEELY · GO. Announced at the launch event, this platform aims to build a borderless ecosystem where Geely owners and enthusiasts from around the world can connect, share experiences, and access exclusive content and services.
The brand represents a key component of Geely’s international strategy—not only as a marketing initiative but also as a community-building effort. GEELY · GO seeks to transcend geographical boundaries by fostering a shared identity among the brand’s 17 million global users.
Through the platform, users will gain access to personalized digital services, loyalty rewards, and real-time support. It also serves as a valuable feedback loop for the company, enabling Geely to gather insights and continuously improve its products and services in response to real-world user needs.
Sustained Global Momentum
Geely Auto’s entry into the Australian and New Zealand markets is more than just a commercial expansion—it’s a strategic statement of intent. By establishing a presence on five continents, the company is solidifying its position as a truly global automaker, capable of competing with the industry’s most recognized brands.
With a strong product portfolio, a commitment to localized operations, and a vision driven by innovation and sustainability, Geely is poised to reshape the global automotive landscape. As it continues to roll out new models, enhance its service infrastructure, and deepen user engagement through initiatives like GEELY · GO, the company is charting a course for long-term success on the world stage.
