Brand History:Geely

Geely Auto, founded in 1986 in Hangzhou, Zhejiang Province, China, is one of China’s most prominent private automotive manufacturers. Over more than three decades, Geely has grown from a local motorcycle and parts producer into a global automotive group with capabilities in traditional vehicles, new energy vehicles, and smart mobility technologies.

1. Founding and Early Years (1986–1997)

• 1986: Li Shufu founded the Geely Group, initially producing refrigerator components, later transitioning to motorcycles and automotive parts.

• 1997: Geely officially entered the automobile industry, becoming one of the first private companies in China to obtain a national car manufacturing license.

• Early models included the Geely Haoqing, Meiri, and Uliou, which gained attention for their affordability and practicality in the domestic market.

  

2. Independent Brand Growth (1998–2008)

• 2002: Geely debuted at the Beijing International Auto Show, officially marking its presence in the mainstream automotive market.

• Geely’s philosophy, “cars that ordinary people can afford”, drove models like Free Cruiser, Vision (Yuanjing), and King Kong (Jin Gang) to success.

• 2005: Geely was listed on the Hong Kong Stock Exchange (HKEX), initiating its capital expansion.

• 2007: The company established its Automotive Research Institute, emphasizing independent R&D and strengthening the company’s focus on self-developed technology.

  

3. Technological Upgrades and Internationalization (2009–2015)

• 2009: Geely acquired DSI Automotive, an Australian transmission company, securing key component technologies.

• 2010: Geely made a landmark $1.8 billion acquisition of Volvo Cars, becoming the first Chinese automaker to acquire an international luxury brand.

• Collaboration with Volvo significantly enhanced Geely’s technology, design, and safety standards, boosting its global brand image.

• 2013: Geely introduced a new brand identity and began a brand transformation strategy, targeting the mid-to-high-end market.

• 2015: Launch of models such as Borui (GC9) and Boyue, demonstrating high quality and modern design, changing global perceptions of Chinese cars.

  

4. Global Expansion and New Energy (2016–2020)

• 2016: Geely launched the Lynk & Co brand in collaboration with Volvo, targeting young consumers and the connected car market.

• Geely established a dedicated New Energy Division, focusing on electric and hybrid technologies.

• 2017: Geely acquired 49.9% of Malaysia’s Proton and 51% of Lotus Cars in the UK, expanding its international presence.

• 2018: Geely became the largest single shareholder of Daimler AG (Mercedes-Benz parent company), holding nearly 10% of the shares.

• 2020: Geely introduced the SEA (Sustainable Experience Architecture) platform to support future electric and intelligent vehicles.

  

5. Intelligent Electrification and Global Integration (2021–Present)

• 2021: Geely announced a full electrification and smart mobility strategy, launching new brands:

  • ZEEKR – high-end electric vehicles

  • Ruilan – intelligent battery-swap EVs

  • Geometry – mainstream electric vehicles

• 2022: The ZEEKR 001 achieved strong domestic and international sales, becoming a symbol of China’s high-end electric vehicle market.

• 2023: Geely formed a joint venture with Renault to develop hybrid and hydrogen powertrains, strengthening global partnerships.

• Geely continues to expand in Europe, Southeast Asia, the Middle East, and Latin America, cementing its position among the top ten global automotive groups.

  

6. Summary

Geely Auto’s history reflects the evolution of China’s private automotive industry from catching up to leading globally.
From motorcycles to acquiring Volvo, launching ZEEKR, and building a global footprint, Geely has transformed from a traditional manufacturer to a smart electric mobility leader.
Today, Geely aims to “make the world full of Geely”, pursuing global leadership in intelligent, sustainable, and innovative automotive solutions, representing Chinese automotive manufacturing on the world stage.