Geely's new architecture is more focused

The Geely brand strategy adjustment that was launched as early as 2012 finally unveiled its veil on the eve of the 2014 Beijing International Auto Show.

Sun Xiaodong, vice president of Geely Automobile and general manager of Geely Automobile Sales Co., Ltd., stated at the press conference on April 18 that in the future, the three sub-brands of Emgrand, Global Hawk, and England will be merged into a unified Geely brand, gradually improving the product lineage. Marketing channels will also be integrated.

In particular, it is worth noting that the site has released a new logo of the "GEELY" brand, using the revised version of the emperor's logo to join the blue of the Geely mother brand. Sun Xiaodong also said with a smile that the new logo of the "six pack" symbolizes auspiciousness The essence of brand concentration has been rejuvenated in the evolution.

It is understood that Geely Automobile will return to a "GEELY" brand, will be the main five product lines, according to product positioning from high to low, respectively: KC series, Royal series, Vision series, Diamond series and Panda series, covering the B-class car to A00 class car market. In addition, Geely Automobile will launch its product series based on the joint development platform of Volvo Cars and Geely Automobile 2 years later.

In this year's independent brands have "shrink", in order to achieve resource concentration over the winter market background, Geely Automobile this time quite a disruptive brand change, it seems that can not just use "return" to describe. Obviously, through the integration of "a Geely" brand-new strategy and upgrade of technology routes, Geely Automobile's intention is to maximize the combined effort and resources and recreate the "GEELY" brand with the collection of three major brands.

Full integration of brand channels to return a Geely

According to Sun Xiaodong's on-site introduction, under the new brand structure, the new production models of Emgrand, Global Hawk and British Geely existing sub-brands will be marketed under the Geely brand series and a unified Geely logo will be hoisted. During the transitional period, the existing models of the three sub-brands will continue to be promoted under the Geely brand, and the future Global Hawk and British brands will gradually disappear.

An Geinhui, the president of Geely Group, said: "The sub-brand will be the product brand of Geely and the Geely brand will be more prominent."

"The new brand strategy is Geely Automobile's initiative strategic layout for market environment and consumer demand. It is the inheritance and deepening of past brand strategy." Sun Xiaodong did not hide Geely's strategic starting point. As early as 2007, Geely’s transformation from a “price advantage” to a “technical lead” strategy led to the birth of the three major sub-brands of Global Hawk, Emgrand, and England. At the same time, from the previous sales model of product distribution to sub-brand sales, the three sub-brands established three marketing divisions.

In the first half of 2013, with the changes in the market situation, these three marketing divisions were cancelled and consolidated into marketing divisions of the Southern, Central and Northern Districts. As a result, Geely brand integration has actually begun. Before the 2014 Beijing auto show, about the adjustment of Geely's brand, the report of “Three-in-one” has been on the dusty day.

"Comprehensive changes in the internal and external environment, we have reached the time we should make up our mind." Sun Xiaodong said.

The election of the new brand strategy announced before the Beijing Auto Show will, for the Geely brand, be on the one hand a matter of course, and on the other hand it will be seen as an official declaration of Geely Automobile entering the new stage of development. Sun Xiaodong stated that “upgrading the new Geely brand is a new start for Geely Automobile and a long-term prudent arrangement”.

Another important factor for the "return" of another brand is the need for reform of existing channels. “The three sub-brands will be brought together into one auspicious, the network will come together, the targeted upgrade of the channel has been carried out for six months.” At present, Geely's three major sub-brands support Geely's average annual sales of 500,000. According to Sun Xiaodong's plan, the follow-up dealers of the three brands will gradually integrate, face the market with a unified image and product portfolio, and are expected to complete in the next 1-2 years.

Focus on hybrid power to build strategic fulcrum

At the launch of the brand strategy, Geely also launched Emgas CROSS, its first plug-in hybrid concept. The car is based on the Geely extensible platform FE (Framework Extendable), the maximum range of 650 kilometers in hybrid mode.

Sun Xiaodong stated that Emgrand CROSS represents Geely's latest design language and will be introduced to the market in the second half of next year. At the same time, the deep hybrid model, Royale EC7 hybrid version is also scheduled to be listed at the end of this year. The latter is the first deep-mixed technology model that uses energy diversion in its own brand.

"Geely will use hybrid power and plug-in hybrid technology as an important strategic fulcrum for the company's future development. This is a practical and feasible technical route that is in line with China's national conditions and consumer demand, and is also in line with the global automotive industry's development laws." Geely’s president An Geinhui believes that, like the Geely brand return, the transformation of the technology line will also be a necessary condition for Geely to open up a new game.

“Geely Automobile will continue to increase investment in technology research and development in the new energy field, accelerate the marketization process, not only to achieve technological leadership, but also to achieve controllable risks and competitive costs.” According to An Zhihui, mixing In the field of new energy represented by power, Geely Automobile has actually studied for nine years. Geely's goal is "pursuing industrialization and commercialization."