February 19, 2025
Introduction
At the very start of 2025, a significant shift occurred in the Chinese auto market: Geely Auto overtook BYD in January’s domestic sales, securing the top spot. Although BYD still led in overall sales—including overseas—with 300,538 units, Geely’s 239,944 domestic units surpassed BYD’s by a narrow margin of just over 5,000 units. This outcome highlights the increasingly fierce competition in the Chinese auto industry. After the strategic realignment following the 2024 “Taizhou Declaration”, how does Geely Auto view China’s auto market in 2025? What measures will the company take to achieve its sales targets?
Implementation of Geely’s 2024 Strategic Realignment
In response to intense market competition and changing consumer preferences, Geely has undergone a deep restructuring at the top level, refining its brand strategy, product positioning, and sales channels.
At the corporate governance level, Geely has centralized key procurement decisions and product technology roadmaps at the holding group level. The company integrated the procurement and supplier quality engineering (SQE) teams of various projects under a unified purchasing headquarters, which now formulates procurement strategies, executes cost reduction plans, and standardizes decision-making processes.
In terms of product development, Geely has clarified the decision-making authority at the group level. The ZEEKR team now leads intelligent driving technology roadmaps, while ECARX (Yikatong) is responsible for intelligent cockpit development, both requiring approval from Geely’s executive board.
To enhance operational efficiency, Geely has established several key committees—including the Strategy Committee, Planning Committee, Procurement Committee, Finance Committee, and Engineering Technology Committee—to resolve issues previously left to mid-level project directors. This shift improves efficiency and transparency.
Regarding brand strategy, Geely has structured its automotive business into two major entities: Geely Auto Group and ZEEKR Technology Group. The restructuring includes:
- Merging Geometry into the Galaxy brand,
- Integrating Radar Auto and LEVC (Yizhen Auto) into Geely Auto Group,
- Establishing a full-spectrum vehicle portfolio, covering entry-level, mid-range, and high-end models, across gasoline, hybrid, and electric platforms, spanning sedans, SUVs, pickup trucks, and MPVs under the GEA architecture.
ZEEKR and Lynk & Co will merge operations (and possibly integrate Polestar later) to form a high-end EV group positioned above Geely Auto Group. Each brand has a clear identity:
- ZEEKR focuses on “Technology + Luxury”,
- Lynk & Co emphasizes “Technology + Trendiness”,
- Polestar is dedicated to “Technology + Performance”,
Together, these brands aim to challenge premium international automakers and establish themselves as China’s BBA (Benz, BMW, Audi) in the new energy era.
In terms of product positioning,
- Geely Auto Group continues to develop its China Star series for the gasoline market,
- Geometry will produce small EVs priced under RMB 100,000 (approx. $14,000 USD),
- Galaxy will focus on mainstream NEVs priced above RMB 100,000,
- ZEEKR will concentrate on medium-to-large vehicles, including pure electric mid-size cars and hybrid large cars,
- Lynk & Co will target mid-to-small vehicles, separating brand identity from powertrain type.
For sales channels, Geely Auto Group will implement A/B network segmentation:
- A-network (Alphabet Network) will sell Geely Galaxy models,
- B-network (Chinese Character Network) will sell Geely Star Wish, Starship, and Geometry models.
Meanwhile, ZEEKR and Lynk & Co will remain separate in Tier-1 and Tier-2 cities, while ZEEKR will leverage Lynk & Co’s sales channels in smaller cities for faster market penetration and shared after-sales resources.
Geely’s 2025 New Car Lineup
In 2025, Geely will launch a wave of new vehicles, especially in new energy and intelligent technology, further strengthening its market competitiveness.
The Geely Galaxy series will introduce five new NEV models, including:
- Starship 9 EM-i, a large SUV,
- A mid-size pure electric SUV,
- A mid-to-large plug-in hybrid sedan,
- A mid-size plug-in hybrid sedan,
- A mid-size pure electric sedan,
Additionally, two hybrid models supporting methanol, electricity, and gasoline will be released, along with facelifts for the Galaxy L6/L7 EM-i in Q1 2025.
The Starship 9 EM-i is expected to feature a 2+2+2 seating layout, Geely GEA architecture, the latest Leishen hybrid technology, and an 11-in-1 intelligent electric drive. It boasts over 200 km (124 miles) of pure electric range, wheel-hub motors, and adaptive suspension.
The Geely China Star series will launch two next-generation gasoline models, integrating the FlymeAuto intelligent cockpit and advanced smart driving technologies to differentiate itself in the market.
ZEEKR and Lynk & Co will each introduce three new models.
ZEEKR’s lineup includes:
- CC1E (ZEEKR 007 Shooting Brake),
- EX1H/E (Large Flagship SUV),
- DX1H/E (Mid-to-Large SUV).
Lynk & Co’s lineup includes:
- L946 (Lynk & Co 900),
- A mid-to-large plug-in hybrid sedan,
- A mid-size plug-in hybrid shooting brake.
The ZEEKR EX1H/E will have four trims priced between RMB 400,000–800,000 ($56,000–$112,000 USD), available in both hybrid and pure electric versions, with the hybrid launching a year earlier. The SUV will feature an electronically controlled suspension, steer-by-wire chassis, distributed AWD motors, and an EEA4.0 central electronic architecture.
The ZEEKR DX1H/E will offer AWD configurations, 5-seat and 6-seat options, and will be positioned slightly below the EX1H/E, similar to the LI L8 vs. L9 or AITO M8 vs. M9 relationships.
The Lynk & Co L946 will be the brand’s last large car, utilizing plug-in hybrid powertrains and maintaining the brand’s distinctive design language.
Geely’s 2025 Sales Targets
Geely Auto’s 2024 total sales reached 2,176,567 units, up 32% YoY, with NEV sales hitting 888,235 units, up 92% YoY. By brand:
- Geely: 1,669,003 units (+27%)
- Geely Galaxy: 494,440 units (+80%)
- ZEEKR: 222,123 units (+87%)
- Lynk & Co: 285,441 units (+30%)
Looking ahead to 2025, the Chinese auto market will experience moderate growth, but pure EV sales may slow, while hybrid and gasoline models may see gains due to government incentives for combustion engine R&D. The ongoing price war—such as BYD’s “feature upgrades with price cuts”—will further intensify competition.
Geely’s 2025 sales target is 2.71 million units, a 25% increase, with 1.5 million NEVs. By brand:
- Geely: 1.5 million (2025), 1.9 million (2026)
- Geely Galaxy: 750,000 (2025), 1.15 million (2026)
- ZEEKR: 300,000–350,000 (2025), 500,000 (2026)
- Lynk & Co: 400,000 (2025), 600,000 (2026)
To achieve this, Geely will adopt Leishen hybrid systems across all models, launch its in-house “Xingchen No.1” AI driving chip, and expand FlymeAuto OS across all vehicles, driving its ambitious 5-million-vehicle target by 2027.
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