This Chinese brand has identified what bothers Europeans and intends to fix it.

The Chinese automaker Geely is preparing to shift its strategy in Europe. Instead of simply adapting models designed for China, the company now aims to develop vehicles specifically tailored for European drivers. The first model is expected to be unveiled by 2027.

Geely is not entirely unknown in Europe. As the owner of Volvo and Polestar, as well as behind Lotus and Smart, this Chinese giant already has extensive experience on the Old Continent. But to build its own brand, it now intends to go beyond simply importing vehicles designed in China.

Geely wants a car designed for Europe by 2027

Geely is working on a first model specifically developed for European drivers. According to information revealed by Autocar, its launch is scheduled for 2027. The vehicle was designed at the manufacturer’s Italian design center in Milan.

Dennis Weinel, head of products at Geely Europe, explains that this future model will first be targeted at the European market before being offered in other regions of the world. This is a different approach from what has been used until now, which involved selecting Chinese cars and then adapting them to local requirements.

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For now, the manufacturer remains quiet about the specifications of this new model. Its size, powertrain, and pricing range have not been disclosed. Geely likely does not intend to rely solely on electric vehicles and is also considering other electrified options.

Fixing the flaws in Chinese cars

In the meantime, the manufacturer is working to address the criticisms of its current models. The multimedia system is among the top priorities. “Its appearance and functionality are still very similar to what we offer in China. That’s not what we want for Europe,” says Dennis Weinel. The next generation of the Flyme interface is expected to offer more customization options, a shared display, and better organization of information.

Another project involves driving assistance features. Geely acknowledges that some sound alerts can become annoying. Its engineers are therefore working on adjusting their volume, tone, and triggering conditions. The goal is to make these systems less intrusive without compromising regulatory requirements. European teams are also working on tuning the suspension, steering, and braking systems.

The expectations of Chinese and European drivers are not always the same. Geely is particularly aiming to offer a more direct steering response and a driving behavior better suited to local habits.

A growing European push

This strategy is accompanied by significant industrial development. In July 2026, Geely and Ford announced a partnership to produce vehicles at Geely’s factory in Valencia, Spain. Two electric models from the Chinese brand are set to be assembled there starting in 2028. The group aims to gradually establish itself as a full-fledged player in the market. It remains to be seen whether its future models will truly convince French car owners.