[Mehmet]

i think they should focus on one brand at first; it makes it harder to sale cars under 3 different brands in new markets...

 

[CCF mod]

Geely brand to die in 2012

Zhejiang Geely Holding Group Co. opened its biggest dealership last Friday in Shanghai, also its first dealership nationwide that sells vehicles under the Emgrand, Gleagle and Shanghai Englon banners. While the Geely brand will completely withdraw from its dealer system in 2012, First Financial Daily reported Monday.

"We will not promote this type of dealerships in most areas of the country, but we will in key areas which includes Nanjing, Tianjin, etc.. We will promote such dealerships in China gradually, said Liu Jinliang, Vice President of Geely Group," in an interview with the First Financial Daily.

The number of Emgrand dealerships will increase to 200 by the end of this year and stays around 250 by 2012. Geely Group will spend the next two years in helping its dealers improve profitability and services but not quantity. The Group will eliminate the dealers who do not meet its requirements, Liu said.

Geely Group has a relatively lower growth rate in the first- and second-tier cities at present, and a high growth rate of over 30% in the third- and fourth-tier cities.

With the launch of the Emgrand and Gleagle brand, the market position of the Geely brand, which is 60% positioned for urban users and 40% positioned for users in the third- and fourth-tier cities, will be changed thoroughly.

When asked when the Geely brand will be withdrawn from the market, Liu said the Freedom Ship and Vision brand will be gradually shifted to the Gleagle brand, the King Kong and Golden Eagle brand will be shifted to the Shanghai Englon brand, and the Geely brand will fade away completely in 2012.

Last week at Geely’s newest flagship dealership in Shanghai, Geely announced that the Geely brand will slip away from the mainstream by 2012, and will allow its sub brands to pick up the slack. Geely’s sub brands include Gleagle, Emgrand, and Shanghai Englon which will be strenthened over the coming months. Gleage is Geely’s global brand and is a shortening of ‘Global Eagle’, Emgrand is Geely’s luxury brand and Shanghai Englon will be used for the LTI Taxi project and other economy vehicles.

The vice president of Geely Group, Mr. Liu Jinliang was quoted as saying “We will not push this type of dealership elsewhere in the country, except for special areas of interested such as Nanjing and Tianjin”. The new flagship dealership covers over 1.2 acres of land and sells all of Geely’s brands under one roof.

Geely is finding slow growth in first and second tier cities, but third and fourth tier cities are seeing double digit sales growth for Hangzhou based Geely, with the fastest growth in Western China, and also North China.

Geely is going to ramp up the number of Emgrand dealerships to 200 by the end of 2010, and will increase to 250 by 2012, Geely is focusing on assisting dealerships achieve a greater profitability and increase service level, but will not increase the no of Geely dealerships, and dealerships that don’t meet the demand will be cut from the line up.

Once the Geely Freedom Ship and Yuan Jing models have been moved over to the Gleagle brand and the King Kong and Golden Eagle models moved over to the Shanghai Englon, then Geely will be retired from the market.

sources: gasgoo and CCT

 

[KiwiGuy]

So what about overseas markets? Are vehicles going to be sold as Emgrand? Or are they going to be sold by another name?

 

[danadrianrico]

Geely brand to die in 2012





sources: gasgoo and CCT

oh great, its the "GO-NOW" name fiasco all over again

 

[NamelessSoul]

Geely brand still exits, Emgrand is just the name of LUX class range vehicles of Geely.

 

[john999]

"Eagle" and "Imperial" names are both owned by Chrysler, so they're going to have trouble with export markets, particularly South America.

Geely is hard to pronounce and spell for Westerners, but "Shanghai Yinglun" is even worse !

 

[CCF mod]

According to various reports, bosses at Gelly decided to follow the footsteps of their colleagues at Chery and terminate all sub-brands. Emgrand, Englon and Gleagle cars will gradually start using Geely brand name.

One article at noticiasautomotivas.com.br:
http://www.noticiasautomotivas.com.br/geely-decide-encerrar-submarcas-na-china/

Just like Chery, Geely resorted to the creation of sub-brands to sell specific products in the Chinese market. Several products were separated between four brands, but instead to help boost the company's image and sales, was undermining the identity of the manufacturer and only Emgrand succeeded at the expense of others.

Thus, Geely should assume its sub products to strengthen your own image, especially now with the expansion of Volvo in the domestic market. Besides the Emgrand, the company also offers the Gleagle and Englon besides Geely itself. Probably there will be a reduction in the number of models offered.

 

[PGMJ]

Geely alaways seemed to me much more successful with its sub-brands than Chery did. In fact, Emgrand EC7 especially has been one of the best selling chinese conceived cars in chinese market: 53rd best selling car in 2010 (70308 units sold), in 2011 43rd (96089 units sold), in 2012 17th (146516 units sold) and last year 18th (193210 units sold). According to Matt Gasnier Best Selling Cars blog.

Chery was never able to make visible enough its own sub-brands, just selling few thousands every year.

 

[CCF mod]

Geely confirmed the return to sigle-brand strategy. All new cars will be sold under Geely name and bear new logo, based on Emgrand's but with altered colour scheme (with Geely blue).

Models will be positioned under five levels:
Panda Series - Minicar
Diamond Series - Small cars
Vision Series - Compact car
Imperial Series - Compact car
KC series

Sales channels will also be integrated whithin two years.

Original article:
http://www.autohome.com.cn/news/201404/771900.html#pvareaid=102974