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Geely inherited the old Jiangbei automaking operation and gave it the name Maple, effectively creating another Geely division. Years later the name Maple has yet to resonate with consumers, and its leaf logo may appear more Canadian to them than Chinese.

Early in its life Geely Auto used a logo that looked so much like Toyota's that the Japanese giant brought them to court. Turned out that the Chinese court decided in Geely's favor but Geely wisely abandoned its use.

After a few years of use Geely decided it would do better replacing the striped mountain peak logo, and so it launched a contest to create a new one at a cost of RMB 3.6 million (Xinhua 07-1-09) (circa US 0.5 million).

This month's news tells us that the company is now planning to phase out its existing Geely and Maple brands, replacing them with three new brands: Imperial, Eagle and Shanghai Yinglun.

Has Geely done any research in advance of this decision? If it did it would have found out that the name change from Datsun to Nissan cost the company more than half a million dollars, not a meager sum back in the nineteen eighties. And it's said that the changing of dealership signs alone amounted to US$30 million. The cost of the "brand confusion" that ensued is hard to determine, but must have been a big part of the total.

A similar costly setback was also encountered I'm sure by Honda, when it replaced the esteemed Legend brand name with the letters RL.

The bright new models shown at Beijing last spring was cause for a lot of confidence in Geely's future, and so now I wish it luck as it goes forward with this radical change in naming its products.
 

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I don't understand why changing a known brand. The name Geely also doesn't sound weird at all, I think that the Geely Brand could be sellable around the world easily, at least in european country.

About the logo, it's another story. It doesn't overlap necessarily with millions of costs.
And every brand logo has his own history of renovation.
In my personal opinion the current logo is not bad at all.
I
really quite like the Geely company, it seems to be a really good company, relatilvely to market penetration strategy, with good fundamentals.
 

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Article about future Geely's brands and models:
http://www.autohome.com.cn/news/200811/50611.html

In the Guangzhou Auto Show, Geely new models Panda officially listed, the opening of a new logo - Global Hawk, priced at 51,800 yuan to 4.18. In a symbol of a new brand to open at the same time, the official blew the auspicious large-scale push for a new car horn, then there will be as many as 12 new models into production one after another, in accordance with the new planning will be distributed in the three sub - Brand.



From the above we can see that the plan, Geely brand derived from the Global Hawk and, temporarily called the "Imperial" of the two brands, as well as 9 new models to market, in which FC-2, FC-3 just in Guangzhou Motor Show Appear in the next Geely is the product logo will gradually be replaced. In Shanghai Maple, England will have a taxi in Shanghai and two brands of England, England taxi for a joint venture project in Shanghai is England Hua Pu's own brand, will gradually replace the existing Hua Pu Logo products, there will be 3 new cars on the market one after another, is widely referred to the "small Rolls-Royce" on it.
It seems Shanghai Maple Automobile will cease to exist (the only right decision) and will be replaced with two brands, one producing famous TX4 London taxi and second one building premium cars nicknamed "small Rolls-Royce".
Geely's cars will also be branded under two different names, as (according to Google Translate) Global Hawk (first model shown under this badge was Panda) and Imperial (future FC-2 and FC-3).

I still don't know if management made good decision but at least they have boldness to do something new.
 

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Hello Martin,

do you have any information about the planned "Imperial" GL-1 and the
models of the new "Maple" luxury brand?

Greets,

M.
 

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Geely to Release 12 New Car Models.

China's top private automaker Geely Automobile Holdings Ltd. lately kicked off the debut of 12 new car models under three subsidiary brands, such as the Geely Eagle series, Imperial (Dihao), and the TX series.

As the first Geely Eagle-branded car model, the Geely Panda hit the domestic market on November 19, 2008, with the selling price of CNY 41,800 to CNY 51,800. In 2010, the second auto model under the Geely Eagle brand is expected to be unveiled at the earliest, said the Geely Vice President Liu Jinliang.

The Hong Kong-listed automaker also attempts to launch five new car models under the Imperial brand as soon as possible. The FC-2 and FC-3, which are substituted for Geely's first commercial family car model Vision, are scheduled to come into the market in June 2009 and will be sold at between CNY 80,000 and CNY 10,000.

On October 24, 2006, Geely entered into the London TX4 joint-venture production agreement with Shanghai Maple Automobile (SMA) and Manganese Bronze Holdings PLC, the world-known manufacturer of the distinctive London black cabs.

Based of the TX4 production platform, Geely is to extend its luxury sedan industry chain in the near future, and the insiders estimate that the TX5 will likely be created as the small-sized Rolls-Royce. The two-box sedan model SL-1, with a 1.8L CVVT (continuous variable valve timing) engine, is designed to own a longer wheelbase.

In addition to the new auto models, the company intends to release a series of automatic car models, including the Geely Free Cruiser 1.3L, the Geely Gold Eagle 1.3L / 1.5L, the Geely KingKong 1.5L, the Geely Version 1.5L, and the Geely Gold Eagle 1.0L / 1.3L next year. Remarkably, the automatic DCT (Dual Clutch Transmission) developed by Geely will be installed on these new vehicles.

Headquartered in the eastern Chinese city of Hangzhou, Zhejiang Province, Geely has started its strategic transformation since 2007, waving a farewell to the low-price competition, said the chairman, Li Shufu. It has not turned out the vehicles worth around CNY 30,000 any more, and seven to eight Geely car models have been eliminated.

By now, this automaker has substituted Free Cruiser, KingKong, Vision for its three outdated car models, including Haoqing, Merrie, and Uliou. In the first half of this year, the sales volume of its three new car models accounted for 95% of the total, jumping 23.8 percentage points from a year earlier.

from sinocast.com
 

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Article from China Car Times.

Geely’s mysterious brand names have finally been named, previously, we were only aware of their logo designs.

Geelys plan seems to be basically to split the company into three segments, the world brand, the luxury brand, and the taxi brand. Geelys greatest local competitor, Chery, have also undergone a branding reshuffle, and it seems that this branding reshuffle is set to take Geely into 2010, and beyond. At the Shanghai Auto Show later this month, Geely plans to show over 20 cars, many of which are shown below.

The global brand, on the left, is to be known as GLEAGLE, or perhaps Geely Eagle. It’s set to symbolize fashion, dreams, and passions. At the Shanghai show, the Eagle brand will have eight models, one of which will be an electric ocncept car.

EM GRAND is the middle logo, it will symbolize luxury, firm, and power. At the Shanghai Show, we will see 8 models from this brand. The first Grand car will be produced in June.

Shanghai EngLon (Presumebly meaning England-London) will symbolize classic, British style and aristocracy. There will be 3 models on show in Shanghai, one of which will be the Geely ‘Rolls Royce‘, otherwise known as the Geely EM.





Geely Panda Crossover (GX3):


Eagle GC5:


Eagle GC5 RV:
 

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Geely's new EMGRAND brand-pictures

The always hard working people from Geely will show almost a 1000 new production cars and show cars on the upcoming Shanghai Auto Show. Today saw some more pictures of the brand-new EMGRAND and that was not my caps locking it is Geely's.



Most interesting car is this pick up truck called the ET925, ET being a perfect name for such a vehicle, just like aliens it is not very credible. The ET925 will debut as concept.





This is the car the ET925 is based on, a full size SUV called the EX925, a concept again.
 

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Re: Geely's new EMGRAND brand-pictures

More EMGRAND, plural might be either EMGRANDs or EMGRANDers





Another big suv, we like, these are the times for it. When all others stop making SUV an ambitious brand as Geely is should make even more! This here is the EX825 and as the name suggest it'll fill the slot right below the EX925.
 

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Re: Geely's new EMGRAND brand-pictures

And again, more EMGRAND:





Finally some boring cars: the EC718 and EC718-RV. Geely stole that 'RV'-trick from Brilliance, that company calles their cool sporty hatch based on a cool boring sedan RV as well. Glad to see Chinese companies are copying each other more and more these days 'cause it will improve the overall quality.

The EC718 series will debut as a production model.



The EC825 will be EMGRAND's top of the line sedan for now. There seems to be space for a EC925, guess that'll be that Phantom. The EC825 will debut as a production model.
 

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Re: Geely's new EMGRAND brand-pictures

Got some life pictures from that last one, name a bit confusing, it is the EC825 but when it was still a prototype it was called GC1. This however, is the final car...





 

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how many model does geely sell in china? haoqing, maple, uliou, king kong, jinying, beauty leopard, panda, vision, freedom ship, ck,fc, mk, merrie, Freedom Cruiser, golden eagle, china draon, Aoo, otaka. what is this? can anybody explain this?
 

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ı asked the question and ı found some answers. this is my classification.
1-CK=OTOKA=freedom ship=Freedom Cruiser=ECHO
2-MK=KING KONG=FAMILIA
3-FC=VISION
4-haoqing
5-maple
6-uliou
7-beauty leopard=china dragon
8-PANDA=EMOtion=Aoo
i dont know which car is jinying? or merrie? or golden eagle?or ziyoujian?
and there was a car which name is geely?
 
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