Talk about going big.
Chinese automaker Geely’s gone big in its home market, and we mean really big. In one day, the company simultaneously opened no less than 149 dealers across the country, as part of the company’s moves to upgrade its sales & service network and bring its new, enhanced products to the masses.
Over one billion RMB (or about $201-million) was invested in the 149 outlets, includng some 65 new locations and 84 upgraded existing outlets. Of the bunch, some 39 new dealerships were converted from other brands, though all of them are expected to adhere to the ‘Geely 3.0’ standards of service & sales quality.
The mass expansion was powered in no small part by the JD Power China Dealer Attitude Survey, which saw Geely’s ranking of 21st in 2016, rise to 13th position in 2017, outdoing some name joint-venture brands in China. This is also backed by Geely’s ‘Refined Cars Development Strategy’ which has grown sales from 766k units in 2016 to 1.247-million in 2017. In fact, Geely’s already sold 766k cars in the first half of this year, which places it in 4th position sales-wise among Chinese marques.
Dealers were not hesitant about investing in the brand. In 2017, 95% of its dealers recorded profits, with an average sales number of 1,314 cars per dealership. Year-on-year increases were rated at 31%, down to the new models in the range. As of July 2018, the Geely brand maintains a staggering 965 dealerships throughout China.
It’s possible that once Geely establishes outright dominance in China, they’ll start going after foreign markets (like ours). With Australia already playing host to companies like Haval, and Geely having already acquired facilities to build right-hook cars (as part of the PROTON venture), it’s possible that it’s a matter of time before we see yet another ambitious Chinese marque make their presence known here.
Stay tuned to CarShowroom as we bring you more updates as they come.