Geely Multi brand strategy
Geelys long term brand strategy was recently revealed onto the internet via what looks like a poor quality cell phone picture that was taken in a Geely meeting.
Geely currently has two brands, its own ‘Geely’ brand, and then the SMA Maple brand, both of which look set to get a makeover in 2009 and 2010. Geely appears to be splitting itself into a global brand, which will use the new logo and another brand (top picture) which will see use in China, or may actually be a new brand all together, although Geely has appointed a logo to the car, they’ve yet to give the car a brand name, an unsual move to say the least.
The London Taxi (they are making the TX5, the latest generation of taxi) that Geely produces will be sold under the Shanghai Maple Ying Lun brand, and will be followed by vehicles codenamed SL-1 and NL-2, these could be either of these two renderings, which are Geelys answer to the upper class premium market.
The third brand appears to be a taxi brand, Ying Lun Taxis, that will produce the current generation of London Taxis, the TX4. Whether or not these are for domestic consumption, or export (or even both) we do not currently know.
The brands break down as follows:
Geely Global brand will receive CD-1, NL-1, CE-1, CE-2
The Unknown Brand will receive GC-1, FC-2, FC-3, HL-1, GL-1
Shanghai Ying Lun – TX5, SL-1, NL-2
Yinglun Taxi - TX4.
More news as we get it.
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This lessens again their dreams to be a top lux brand!
What do you mean dogtucker?
Currently Shanghai Maple doesnt really make anything that I, nor anyone I know would want to buy, however, some of those little Maples are cheap and pretty economic to run and fix, so they appeal to inland consumers whose economic purchasing power is not as high as the coastal lot.
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Geely are making vast improvements, from the ghastly Daihatsu Charade (Geely Merrie) to the Geely FC-2 (on the market early next year!) they’ve come a long way! Organizing their multitude of cars into different segments is a good idea. Especially if they want to launch a premium brand, although the launch of the premium brand relies solely on the improvement of Geely as a brand overall.
My meaning Ash was reffering to your earlier article re the Geely Rolls Royce wet dream. And your above sums it up anyhow, Maple are symptomatic of Geelys mind set. So far Geely have done nothing original and if stacked up against the worlds makers now would be at the bottom of the undersirables heap, anyone can take leftovers and buy manufacturing rights, but if they want to be taken seriously then they need to start making real cars and making them well, lessen up on the scattergun approach by dropping their model lines and concentrate on quality, design and building a car culture instead of their sand pit approach.Their vast improvements are still not enough.Can you honestly say that you would have any Geely model over your Cashcow for example?
Dogtucker, you’re right, I wouldnt trade it for any current Geely, but the future Geelys do look promising, and from what I hear, they are basing it on pretty advanced technology.
Well understood.
Lets wait and see what comes out of the woodwork re Geelys advanced tech. Wonder if it will be their own tech or their usual borrowed advanced tech?