On the evening of October 9, at the Geely Star Wish launch conference, Geely Auto Group CEO Gan Jiayue announced: "Geely New Energy will focus on building the Galaxy brand and formally merge Geometry into the Galaxy brand. 'GEOME' will become Galaxy's smart boutique car series. In the future, Galaxy will focus on the mainstream new energy market, and the product matrix will cover A0 to C-class, covering a variety of new energy models such as sedans, SUVs, and MPVs."
It is understood that after the merger, Geely Galaxy will be divided into two major series: A network and B network: A network models: Galaxy E8, Galaxy E5, Galaxy L7, Galaxy L6. B network models: all existing Geometry models + Geely Star Wish.
On April 11, 2019, "Geometry Auto" was grandly released in Singapore. At that time, "Geometry Auto" was positioned by Geely as a high-end pure electric brand. At the press conference, its first high-performance pure electric sedan Geometry A was officially announced to be launched, with two versions of high-energy ultra-long range (NEDC 500km) and high-dimensional standard range (NEDC 410km), totaling 6 models. Although the Geometry brand is positioned in the high-end pure electric market, the consumer response is not enthusiastic, and the market competition is fierce, especially in the "oil-to-electric" background of core technology, which has led to its failure to stand out in the actual market performance. The performance of the Geometry brand in the market is not as good as expected, and sales continue to be sluggish.
In addition, Geely Auto has as many as 6 independent brands in the new energy field, and there is internal competition among multiple brands. There is a price overlap between high-end models and Lynk & Co. and Volvo entry-level models, resulting in brand internal friction. Faced with these challenges, Geely Auto redeployed the market strategy of Geometry Auto in 2021, and clearly shifted its main focus to the mid- and low-end new energy vehicle market. In the following years, Geometry Auto launched a number of new cars, such as Geometry C, Geometry E Firefly, Geometry G6, etc., but the overall sales performance has never met expectations.
On February 16, 2023, Geely announced that the mid-to-high-end new energy series was officially named "Geely Galaxy". The positioning of the new brand "Galaxy" is expected to be between the Geometry brand and the Zeekr brand, focusing on the 200,000 to 300,000 yuan market. On February 23, 2023, Geely officially released the "Geely Brand New Energy Strategy" at the main venue of the Hangzhou Asian Games and launched the first smart electric product of Geely Galaxy.
As a mid-to-high-end new energy brand under Geely Auto Group, Geely Galaxy has attracted much attention from the market since its launch. Its sales performance is particularly impressive. In September, sales reached 29,047 units, an increase of about 122% year-on-year and nearly 10% month-on-month. The cumulative sales from January to September reached 153,682 units, an increase of about 250% year-on-year. Among them, Galaxy E5, as the first pure electric SUV of Geely Galaxy, completed the delivery of 20,000 units 45 days after its launch. The monthly sales in September reached 14,253 units, an increase of more than 16% month-on-month, becoming a hot-selling model in the Geely Galaxy series.
The sales growth of Geely Galaxy brand has also driven the growth of Geely Auto Group's overall new energy sales. In September, Geely Auto Group's new energy sales reached 91,134 units, an increase of about 76% year-on-year and more than 20% month-on-month, with new energy accounting for more than 45%, setting a new record. This shows that Geely Galaxy brand has become an important part of Geely Auto Group's new energy strategy and provides strong support for Geely Auto Group's new energy transformation.
This time, the Geometry brand is officially incorporated into the Galaxy brand. The Geometry brand will no longer exist as an independent brand, but will become a sub-series under the Galaxy brand, focusing on the smart boutique car market. This may reduce brand internal friction and avoid the situation of Geely's "left and right hands fighting each other" in the new energy vehicle market. After the integration of Geometry into Galaxy, it can rely on Geely's technical strength and brand endorsement to further enhance its product strength and market competitiveness.
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