Geely Targets Toyota’s Market Position in Australia with Full Model Expansion

Geely Australia has appointed Alex Gu as CEO to spearhead its push into the local market, aiming to position the brand as a top-selling Chinese car manufacturer. Gu envisions Geely being seen “like Toyota, but from China,” a bold statement reflecting the company’s ambitions.

Under Gu’s leadership in the Middle East, Geely’s sales grew from 3,000 to 50,000 units annually, demonstrating his ability to drive growth. Now, he is tasked with replicating that success in Australia, where Geely sold just 2,821 units in the first quarter of 2026—a figure dwarfed by rival BYD’s 17,541 sales.

Geely’s current lineup in Australia is limited to two SUVs: the EX5 EV and the Starray PHEV. However, Gu plans to expand the range significantly, introducing models tailored to Australian preferences. These include:

• A dual-cab pickup
• A seven-seat SUV
• A ladder-chassis SUV
• A full-size sedan

These new models will likely offer a mix of conventional, hybrid, and plug-in hybrid powertrains to cater to diverse consumer needs.

Geely’s Brand Portfolio and Global Strategy

Geely’s ambitions extend beyond mainstream vehicles. The company operates multiple sub-brands, each targeting different market segments:

• Radar Auto (Riddara): An electric pickup brand appealing to Australian buyers who prefer utes.
• Zeekr: A premium electric vehicle brand competing in the luxury segment.
• Lynk Co.: A tech-focused brand leveraging synergies with Geely’s ownership of Volvo.
• Polestar, Smart, Lotus, and Proton: Additional brands under Geely’s global umbrella.

In its home market of China, Geely has already achieved success, with the EX2 electric hatch becoming the best-selling car in 2025, outperforming competitors like BYD and Chery.

Upcoming Models and Market Competition

Geely is preparing to launch several new models in Australia, including:

• The EX2, which dominated China’s sales charts, will arrive before the end of 2026 with a price tag under AU$30,000 (US$21,600).
• The Galaxy Cruiser, a three-row PHEV 4WD, set to compete with models like the Denza B8.

While Geely’s expansion plan is ambitious, the company faces stiff competition from established Chinese brands like BYD, Chery, and MG, all vying for dominance in Australia’s growing electric vehicle market.