China’s Geely Heading to U.K. Market
Executive Summary
Geely’s U.K. distributor intends to add at least one new model range “every year for the next four to five years.”
Chinese auto maker Geely prepares to enter the U.K. new-car market, with the first models arriving at the end of 2012.
Geely says the U.K.’s Manganese Bronze Holdings is to handle car sales and parts supplies. MBH will establish a dealer network and provide after-sales services.
The U.K. distribution operation will be known as Geely Auto U.K.
“We are all aware of the success that the Korean brands Kia and Hyundai have had in the U.K., and we can work with Geely to achieve similar success in the future,” MBH CEO John Russell says in a statement.
Geely Auto U.K. Market Development Director Matthew Cheyne leads the team responsible for the sales, marketing, dealer development and distribution of Geely vehicles in the country.
“We are starting with a clean sheet of paper with the distribution of Geely passenger cars into the U.K., the first major Western European country to receive them,” he says.
MBN will start by importing the Geely Emgrand EC7, C/D segment-sized 4-door sedans and 5-door hatchbacks, initially with 1.5L and 1.8L gasoline engine options.
“We will be aiming to widen our range just as quickly as possible, probably (with) at least a new model range every year for the next four to five years,” Cheyne says.
“Geely cars are already suitable for Europe and meet EU homologation and
whole-vehicle-type approval and, of course, Euro 5 emissions. They are all
well-equipped products but at affordable prices and will carry a 5-year, 100,000-mile (161,000-km) warranty.”
Cheyne says the first Emgrand EC7 models to arrive likely will have a starting price of about £10,000 ($15,650).
“At this stage we are not volume-driven, but we will increase our sales significantly as customers get to know our products and more models are added to the range,” he says. “Our priority at launch is to have a representative network (that) wants to work with us to deliver real customer satisfaction.”
The initial aim is to establish a network of 30 to 40 dealers ready for the brand’s U.K. launch.
“We are looking at small, independent-owned businesses that know their customers and traditionally give excellent customer service,” Cheyne says. “We will also consider such sales and service outlets as former Rover dealers, sharing dealer sites with other franchises as well as smaller regional groups.”
