Geely accelerates EV expansion in Australia - 'we are aiming to be a major player'

Chinese automaker Geely Auto has unveiled plans to establish itself as a dominant player in Australia’s EV market, announcing a bold expansion strategy at its ‘G’day Australia’ launch event at Sydney’s Luna Park.

On Tuesday night, Geely CEO Li Lei unveiled the automaker’s first EV for Australia, the EX5, and confirmed six additional models will roll out over the next three years.

“We are committed to this market," Li said. "For us, it’s not just about putting a product on the road, but ensuring the entire ownership experience, from purchase to after-sales support, is great. We are aiming to be a major player.”

The EX5 launch comes as the electric vehicle category accelerates at breakneck speed. EV sales in Australia reached an all-time high of more than 91,000 in 2024 - almost 9 percent of total car sales.

Data from the Federal Chamber of Automotive Industries shows Tesla, MG, BYD and BMW commanded the largest share, with Kia’s EV6 and the Polestar 2 nipping at the heels of the category’s biggest players.

Li acknowledged the market had become increasingly competitive in a very short period but said Geely’s dealership network, agency partnerships and after-sales service would set it apart.

“There’s certainly a lot of competition here, but eventually, the weaker players will be filtered out. It’s about who is committed for the long term,” Li said. “We’ve done extensive local research and testing, so this isn’t just about launching a car - it’s about delivering a complete experience that gives customers confidence in the brand.”

Geely is certainly not a newcomer to the Australian car market. It has a long-standing presence through brands like Volvo, Polestar, and Lotus and last year launched its electric SUV brand Zeekr.

“We’re not just here for a short time,” Li said. “We’re here to build something substantial and that means investing in infrastructure, after-sales support and a strong partner network.”

To speed up its push into the EV market, Geely appointed a handful of agencies to drive its brand and marketing strategy, including Havas Host for creative and social media, Havas Media for media planning, Dentsu for PR and influencer management, and Merkle for customer experience and website management.

Li said the Australian launch will focus on localising the brand, with a strong digital presence and investment in social media and influencer marketing to drive direct engagement with consumers.

“We are ensuring that we’re an inclusive brand,” Li said. “We don’t want to lock anyone out from experiencing new technology, whether that’s advanced drivetrains, in-car software, or enhanced safety features.”

Li said Geely is eyeing “significant growth” outside major metropolitan areas and highlighted the importance of home charging in regional markets.

“Most EV owners charge at home - around 80% of charging happens off public networks,” he said. “That’s a key factor in how the market is shifting. It’s no longer just about major cities; EV adoption is growing in regional areas where home charging is easier.”