Geely will become Germany’s largest Chinese importer.
Image: Geely
Geely plans to rapidly expand its presence in Germany and become the leading Chinese importer there within three to five years. Philipp Hempel, the company’s Germany head, stated this goal in an interview with Automobilwoche: “Our ambition is to become the largest Chinese importer in Germany.”
As of now, BYD leads with just under 36,800 new registrations by the end of August, while Geely has reached 1,260 new registrations by that time. In terms of the dealership network, Geely is ahead of its original schedule according to its own plans. The brand currently has 46 locations, with the annual target of 50 expected to be reached by September, and 75 locations planned by the end of the year. If it sells 5,000 vehicles by the end of the year, Geely would have achieved the fastest market entry among manufacturers in Germany, according to Hempel.
The electric compact car E2 plays a key role in the planned sales push, launching in Germany in September. The starting price is 19,990 euros, while the model is available for leasing at 99 euros per month. The top version costs 26,990 euros and can be leased for 199 euros monthly. Hempel describes the E2 as the brand’s future “flagship” vehicle.
Meanwhile, Geely is planning a comprehensive marketing campaign and further expansion of its sales network. New dealers receive purchase credit lines of at least one million euros through the financing partner BNP Paribas. Geely aims to have 150 dealers by 2027, originally setting this goal for 2028. The model portfolio is set to grow from three vehicles currently to 16 by the end of 2028.
According to Hempel, Geely sees room in the German mass market for three to four new brands and expects both new entrants and some established importers to withdraw. The company has currently signed 60 dealer contracts, with 35 partners already operating locations. Regarding dealer margins, Geely relies on its own sales initiatives so that dealers do not have to use their margins for discounts, per Hempel.
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Thomas Langenbucher is an expert in electromobility with experience in the automotive and finance industries. Since 2011, he has been covering electric vehicles, sustainable technologies, and mobility solutions for ecomento.de. Learn more.
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